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This subject examines audience development and retention in arts and cultural activities through a variety of professional techniques including communications, programming and content analysis, analysis of existing and lapsed audiences, as well as exploring and critiquing the effectiveness of conventional marketing tools. Lectures and seminars will address a range of themes underpinning audience development. These include research into attitudes to the arts, economic and social trends that impact on attendance at arts events, and the role of artists as promoters of their own work. There will be three guest lectures throughout the semester.
Intended learning outcomes
On successful completion of this subject, students should be able to:
- discuss the principles, processes and techniques associated with audience development and retention in the arts;
- design self-directed research and/or audience development and retention projects; and
- create audience development and retention plans and formulate strategies in specific industry contexts.
At the completion of this subject, students should gain the following generic skills:
- be able to demonstrate advanced communication skills and ability to work successfully with peers;
- be able to access a broad range of resource material and appropriate professional and governmental agencies;
- be able to demonstrate creative thinking;
- be able to conceptualise and design projects; and
- be able to demonstrate leadership and teamwork.
Last updated: 2 December 2019