|Year of offer||2017|
|Subject level||Graduate coursework|
|Fees||Subject EFTSL, Level, Discipline & Census Date|
This subject examines audience development and retention in arts and cultural activities through a variety of professional techniques including 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.
On successful completion of this subject, students should be able to:
- understand the principles, processes and techniques associated with audience development and retention in the arts;
- manage time effectively in the completion of self-directed research or audience development and retention projects; and
- conceptualise appropriate audience development and retention plans and strategies in specific industry context.
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.