Audience and the Arts

Subject AMGT90006 (2011)

Note: This is an archived Handbook entry from 2011.

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

This subject has the following teaching availabilities in 2011:

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: Admission to the Master of Arts Management, Postgraduate Diploma Arts Management, Master of Cinema Management, Master of Arts and Cultural Management, or Master of Arts and Cultural Management (Moving Image)
Corequisites: None
Recommended Background Knowledge: None
Non Allowed Subjects: None
Core Participation Requirements:

For the purposes of considering request for Reasonable Adjustments under the disability Standards for Education (Cwth 2005), and Students Experiencing Academic Disadvantage Policy, academic requirements for this subject are articulated in the Subject Description, Subject Objectives, Generic Skills and Assessment Requirements of this entry.

The University is dedicated to provide support to those with special requirements. Further details on the disability support scheme can be found at the Disability Liaison Unit website: http://www.services.unimelb.edu.au/disability/

Coordinator

Ms Celia Pavelieff

Contact

Celia Pavelieff

celiap@unimelb.edu.a

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.
Objectives:
  • 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: An assignment of 1000 words 20% (due early semester), an assignment of 1500 words 30% (due during semester), and a final assignment of 2500 words 50% (due at the end of semester). Students are required to attend a minimum of 80% of classes in order to qualify to have their written work assessed. All required written work must be submitted in order to pass the subject.
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 and Cultural Management
Postgraduate Diploma in Arts and Cultural Management
Related Majors/Minors/Specialisations: Moving Image

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