Audience and the Arts

Subject AMGT90006 (2010)

Note: This is an archived Handbook entry from 2010.

Credit Points: 12.50
Level: 9 (Graduate/Postgraduate)
Dates & Locations:

This subject has the following teaching availabilities in 2010:

Semester 2, Parkville - Taught on campus.
Pre-teaching Period Start not applicable
Teaching Period not applicable
Assessment Period End not applicable
Last date to Self-Enrol not applicable
Census Date not applicable
Last date to Withdraw without fail not applicable

On campus

Timetable can be viewed here. For information about these dates, click here.
Time Commitment: Contact Hours: 3
Total Time Commitment: 120
Prerequisites: None
Corequisites: None
Recommended Background Knowledge: None
Non Allowed Subjects: None
Core Participation Requirements: None


Dr Kate Macneill


Kate MacNeill

Subject Overview:

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.

  • be able to understand the principles, processes and techniques associated with audience development and retention in the arts;
  • be able to manage time effectively in the completion of self-directed research or audience development and retention projects; and
  • be able to conceptualise appropriate audience development and retention plans and strategies in specific industry context.
Assessment: A minor essay or case study equivalent to 1500 words 20% (due mid semester), a major group project equivalent to 3500 words 60%, a class presentation of 20 minutes 10% (due in the last week in semester), and class participation 10%.
Prescribed Texts:

A subject reader will be available.

Breadth Options:

This subject is not available as a breadth subject.

Fees Information: Subject EFTSL, Level, Discipline & Census Date
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.
Related Course(s): Master of Arts Management
Master of Cinema Management
Postgraduate Diploma in Arts Management

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