Audience and the Arts

This subject is not offered in 2013.

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Admission to the Postgraduate Diploma Arts & Cultural Management, Master of Cinema Management, Master of Arts and Cultural Management, or Master of Arts and Cultural Management (Moving Image).

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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/

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.

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 in the examination period). Students are required to attend a minimum of 80% (or 10 out of 12) classes in order to qualify to have their written work assessed. Any student who fails to meet this hurdle without valid reason will not be eligible to pass the subject. All required written work must be submitted in order to pass the subject. Essays submitted after the due date without an extension will be penalised 2% per day. Essays submitted after two weeks of the assessment due date without a formally approved application for special consideration or an extension will only be marked on a pass/fail basis if accepted.

A subject reader will be available.

This subject is not available as a breadth subject.

• 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.