In this course, students will explore arts marketing theory and practice through readings, class discussion, guest lectures, Harvard Business School case studies, and assignments related to University and Charlottesville arts and cultural organizations. Group work and presentations for real-world marketing projects will complement individual work in responses and case studies.

The course is highly participatory, with weekly class discussions and in-class assignments anchoring students’ understanding of the concepts introduced through readings. Project work extends learning through hands-on application. The course activates connections between students and the Charlottesville and University cultural community through regular guest lectures, response assignments, and group projects.

Upon completion of the course, students should understand core concepts of arts marketing and be able to apply them to current issues in the field, producing a final arts marketing plan rooted in market research, strategic analysis, and creative thinking.