University Curriculum Committee
Proposal for New Course
1. Is this course being proposed for Liberal Studies designation?
If yes, route completed form to Liberal Studies.
Yes X
No
2. New course effective beginning what term and year? (ex. Spring 2009,
Summer 2009)
3. College
Fall 2011
See effective dates schedule.
Arts and Letters
4. Academic Unit /Department
5. Course subject/catalog number
ACM 310
Comparative Cultural
Studies
6. Units/Credit Hours
3
Marketing and Management of Arts and Cultural Enterprises
7. Long course title
(max 100 characters including spaces)
8. Short course title (max. 30 characters including
spaces)
Marketing Arts and Culture
9. Catalog course description (max. 30 words, excluding requisites).
Marketing of arts and cultural enterprises in the non-profit, for profit, and public sector and management of marketing processes
including research, planning, implementation, and evaluation.
10. Grading option:
Letter grade
X
Pass/Fail
or Both
(If both, the course may only be offered one way for each respective section.)
11. Co-convened with
11a. Date approved by UGC
(Must be approved by UGC prior to bringing to UCC. Both course syllabi must be presented)
12. Cross-listed with
(Please submit a single cross-listed syllabus that will be used for all cross-listed courses.)
13. May course be repeated for additional units? yes
no
X
a. If yes, maximum units allowed?
b. If yes, may course be repeated for additional units in the same term?
yes
no
(ex. PES 100)
14. Prerequisites (must be completed before
proposed course)
ACM 210
15. Corequisites (must be completed with
proposed course)
16. Is the course needed for a new or existing plan of study
(major, minor, certificate)?
yes
X
no
Name of plan?
Minor in Arts and Cultural Management
Note: If required, a new plan or plan change form must be submitted with this request.
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17. Is a potential equivalent course offered at a community college (lower division only)
If yes, does it require listing in the Course Equivalency Guide?
Please list, if known, the institution and subject/catalog number of the course
18. Names of current faculty qualified to teach this course:
yes
yes
no
no
X
Constance DeVereaux
19. Justification for new course, including unique features if applicable. (Attach proposed
syllabus in the approved university format).
There is increasing evidence that traditional marketing techniques have limited effectiveness in the arena of
arts and culture (Boyle 2004, 2006; Segers, Schramme, Devreindt 2010). This means that students of arts and
cultural management are best served by courses teaching marketing methods specific to the discipline.
Marketing and Management of Arts and Cultural Enterprises offers this unique feature. The course prepares
students specifically for work in the arts and cultural sector and to address unique problems and issues in the
marketing of arts and cultural events and products. Students in arts and humanities programs at NAU require
these skills in order to find, and succeed, in careers in this sector.
For Official AIO Use Only:
Component Type
Consent
Topics Course
35. Approvals
Department Chair (if appropriate)
Date
Chair of college curriculum committee
Date
Dean of college
Date
For Committees use only
For University Curriculum Committee
Date
Action taken:
Approved as submitted
revised 8/08
Approved as
modified
2
Northern Arizona University
College of Arts and Letters
Department of Comparative Cultural Studies
AM 310
Marketing and Management of Arts and Cultural
Enterprises
3 credits
Spring Semester, 2010
Instructor: Dr. Constance DeVereaux
T/Th
Location:
Office Hours: T/Th 1:00 – 3:00
Office Location: Riles Hall, Rm. 114
Office Phone: 928-523-9130
Contact Information: DO NOT email me through VISTA. Please ONLY contact me at the
following email: constance.devereaux@nau.edu.
Contact me for questions, assistance with course material and assignments, or other
matters relating to our course.
Course Prerequisites
ACM 210
Course Description
Marketing of arts and cultural enterprises in the non-profit, for profit, and public sector and management
of marketing processes including research, planning, implementation, and evaluation. The course covers
the various types of marketing campaigns required in these enterprises: marketing for fundraising,
audience development, promotions, and others. Letter grade only.
Course Readings were selected to provide students with the opportunity for conceptual
exploration of human identity and experience through the concepts marketing
management of arts and cultural enterprises. Students will explore readings that
reflect critically upon important issues and themes including their relationship to
human and individual identity and meaning.
Textbooks and required materials
The following books are required for this course:
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
Hill, Liz, C. O’Sullivan, & T. O’Sullivan. Creative Arts Marketing. Elsevier. ISBN:
0-7506-5737-5

de Mooj, M. Global Marketing and Advertising. Sage. ISBN: 978-1412-914765
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Additional required reading materials will be available through the VISTA site for this
course, as hand-outs, or through on-line sites.
LIBERAL STUDIES INFORMATION
Mission of the Liberal Studies Program
The mission of the Liberal Studies Program at Northern Arizona University is to prepare
students to live responsible, productive, and creative lives as citizens of a dramatically
changing world. To accomplish the mission of Liberal Studies, Northern Arizona University
provides a program that challenges students to gain a deeper understanding of the natural
environment and the world’s peoples, to explore the traditions and legacies that have
created the dynamics and tensions that shape the world, to examine their potential
contributions to society, and thus to better determine their own places in that world.
Through the program students acquire a broad range of knowledge and develop essential
skills for professional success and life beyond graduation.
ACM 310 – Marketing and Management of Arts and Cultural Enterprises addresses the mission
of the NAU liberal studies program by preparing students to understand marketing
management of arts and cultural activities through arts and cultural traditions and legacies
that have created the dynamics and tensions that shape the world. In the context of this
course, students will explore theories and methods pertaining to marketing of arts and
cultural enterprises with a view to reinforcing humanistic values. A significant focus for this
course is understanding the role of marketing in enhancing the importance of the arts in
human society and the relationship to concepts of identity and meaning as they relate to
the human condition. Through collaborative inquiry, students will examine the particular
role of marketing in facilitating and promoting creative expression of artists, and the
participation of individuals in the creation, observations, understanding, and engagement
with arts and cultural forms. Students will engage in discussion and activities that relate
course material to essential skills for life beyond graduation including practical application
theories and methods.
Distribution Block
Aesthetic and Humanistic Inquiry
This course will involve students in the study of the human condition through
philosophical inquiry and analysis of various forms of creative expression as they relate
to course themes.
The course will help students develop an understanding of:

The importance of human creative expression and the need for effective
management of its production, exhibition, and dissemination

Major conceptual frameworks used to make sense of the creative arts

How arts and cultural managers use techniques of marketing to facilitate
human experience and values as expressed through creative endeavors
Students will also develop their capacities for:

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Analysis and ethical reasoning
4

An understanding of the multiple facets of the human condition
Students will engage in study and inquiry of conceptual frameworks and practical
methods that address the marketing management of artistic and cultural enterprises.
Further, course material will allow students to explore how human experience and
values are expressed in various artistic forms. The course will address the ethical
dimension of arts and cultural management, in particular, in relation to use of marketing
techniques directed at individuals and communities.
This course will also enhance students’ ability to

Identify important concepts relating to course themes

Formulate views and arguments based on evidence and critical reflection

Understand relationships between creative expression and the human
condition

Examine competing concepts that frame human experience and
understanding of creative works through marketing management activities
relating to arts and cultural enterprises.
Essential Skill
Effective Writing
Effective writing conveys information or argues a point of view using
organizational structures, supporting materials, and language appropriate for
the topic, purpose, and audience.
Student Learning Outcomes
As a result of completing this course students should be able to:




Tailor writing to a specific audience
Focus writing on a specific purpose
Produce logical, coherent, and well-structured writing
Apply appropriate writing standards
Through regular writing assignments, students will explore their own ideas
and claims relating to course material and react, in written form, to the claims
and ideas of others. As a result of completing this course, students should be
able to improve their ability engage in a process of writing from initial concept
and draft to finished product, to convey their ideas in cogent, written form,
engage in research needed to write an effective paper. Special emphasis is on
the student’s abilities in critical reflection and analysis – in written form –
about course themes.
STUDENT LEARNING EXPECTATIONS / OUTCOMES FOR THIS
COURSE
What can you expect to know upon successful completion of this course?
A student completing this course should have gained knowledge in the following areas:
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






The role arts and cultural marketing management in society.
The role of creative experience in everyday life
The ways in which individuals form concepts of identity and meaning
The history of marketing of arts and cultural enterprises
Development of marketing plans and campaigns
Management of marketing processes and techniques
Creating and understanding financial documents for marketing of arts and cultural
enterprises
What will you be able to do with this knowledge?
A student completing this course should be able to:
Write effectively on course related materials and themes for a variety of purposes
 Engage in reflective and critical discussion on topics of meaning, identity, and
creative expression
 Create marketing plans
 Apply marketing techniques to real-life situations
 Recognize one’s own place in the larger communities in which one lives (NAU,
Flagstaff, Arizona, and beyond).
Course structure/approach/Schedule
This is a face-to-face, technology enhanced course.
Week
One:
Two:
Three:
Four:
Five:
Six:
Seven:
Eight:
Nine: Break
Ten:
Eleven:
Twelve:
Thirteen:
Fourteen:
Fifteen: Dec. 7, 9
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Sixteen:
Reading Assignments
Introduction to Marketing in the Arts
Introduction to Portfolio Assignment
What is marketing and how does it differ
from advertising?
Theories of marketing.
Why market arts and culture?
The needs of the industry
Developing a marketing plan
Research design
Research in marketing
Methods for marketing (intro.)
Philosophies and methods of marketing
What works/what doesn’t
Methods for marketing (cont.)
Upstream vs. downstream marketing
Crafting advertising messages
Publicity as marketing
Assignments
Ist Portfolio Assignment
Budgets and other finances for marketing
Values in Marketing
Value Paradoxes in Advertising
Advertising and the Media
Word of Mouth
Marketing evaluation
Marketing plan 2 due
De Mooj, Chap. 5, 8
Portfolio draft
Group Project
De Mooj, Chap. 7
Portfolio draft due
Managing the marketing function
Executional style and culture
Value paradoxes and strategy
Drop off time: 7:30 – 9:30 am (No late
Oral Reports
Oral Reports (cont.)
De Mooj, Chap. 8, 9
Final Portfolio/ Oral reports
Readings 1 on Vista
Creative Arts, Chap. 1, 2
Portfolio draft
De Mooj, Chap. 3, 4
Library meeting
Creative Arts, Chap. 3
Marketing plan 1 – draft
Creative Arts, Chap. 7, 8
De Mooj, Chap. 1
Portfolio draft
Marketing plan 1 - final
Creative Arts, Chap. 6
Marketing plan 2, draft
6
assignments accepted)
make-up
The course is structured around focused discussions and activities facilitated by the
instructor but which require active participation by students. Students are both
encouraged and required to comment, pose questions, and raise issues that are
appropriate, respectful, and relevant to their own learning and the learning of fellow
students.
The course is both reading and writing intensive. Students are required to complete
readings and outside assignments as scheduled in order to be fully prepared for
classroom participation.
Participation will also include group work in class, online, and through assigned outside
work.
Readings, assignments, and other activities online will enhance in-class experience.
Computer access is a requirement of the course.
Assessment and Grading:
The goals and objectives listed above will be assessed and/or graded in the following
manner:
Grading System:
Evaluation of course work is based on the quality of your work and the following general
criteria:
Graded assignments:





Marketing Plan 1
10%
Marketing Plan 2
10%
Oral Presentation
20%
Group Project
30%
(you will receive an individual grade
for the group project)
Portfolio
30%
Additional criteria
A: Far exceeded the standard for all required work.
B: Exceeded the standard for all required work.
C: Met the standard for all required work.
D: Did not meet the standard for all required work.
F: Far below the standard for all required work.
In addition, specific assessment rubrics for individual assignments will be provided along
with assignment guidelines and will be found on the course VISTA site. Note that some
required assignments do not receive an individual grade, but will be graded as a
component of the Portfolio assignment. Students MUST complete all non-graded
assignments to receive a grade on the Portfolio.
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Course Policies:
Attendance: REQUIRED!!! Courses such as this are joint enterprises and it is crucial that we
come to speak, to listen, and to contribute. Students who learn the most do so, among
other reasons, because they participate and involve themselves consistently and earnestly in
class discussions with their instructor and with other students. Therefore, attendance is
extremely important and required. Students who miss class will be penalized as follows:
If a student has 3 unexcused absences, his or her grade will be lowered by one full
grade; if a student has more than 3 absences, his or her final grade will be lowered
by one additional full grade for each absence in excess of 3. For example, if you
earned an A but have 3 unexcused absences, your grade will be lowered to a B. If
you have 4 absences your grade is lowered to a C, 5 absences D, etc. No exceptions.
An excused absence is one for which you provide explanation and documentation
and results from illness, accident, or other situation of unavoidable extreme
nature.
While class attendance is required per the above-stated policy, please be cautious
about attending class if you are feeling ill. Please inform me by phone or email if
you are feeling unwell; if you are experiencing flu-like symptoms, you should not
attend class; please take precautions not to infect others, and seek medical
attention if your symptoms worsen.
Make-ups and missed assignments: All work is due on the day assigned. Make-ups for oral
presentations are allowed at the instructor’s discretion and only in cases where, due to
illness, accident, or other matters of extreme nature, the student is unable to be present.
The instructor reserves the right to substitute an alternate assignment. Proof of reason for
missing the deadline may be required. Late written work may result in a lowered grade,
unless the reason for late work is one of those identified above.
Schedule Changes: The nature of learning in a university seminar environment is such that
some material may require additional classroom time. If changes to the schedule become
necessary, they will be announced in class and posted on VISTA.
Laptops/Cell Phones: The bottom line is: BE COURTEOUS to others. Cell phones in class may
be turned on FOR EMERGENCIES ONLY!!! Please keep them on “SILENT” and respond ONLY
to emergencies during class time. Laptops may be used, but be courteous to others. If your
laptop use is disruptive to others you will be asked to turn it off.
Academic Integrity: The University and the instructor of this course take an extremely
serious view of violations of academic integrity. Please review NAU’s policy on academic
integrity, which includes information about plagiarism. For the purposes of this course, uncited material used in course work may be understood as an incidence of plagiarism.
Students are expected to take the responsibility of knowing the conventions of proper
citation of other’s research and written work.
University Policies:
(see attached)
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