Learn about challenges for cultural managers around the world, acquire management skills and gain direct insights into four arts organizations. Share your ideas with an international learning community and obtain a certificate.
Course has ended
The learning outcomes focus on:
We are very excited for arts and cultural managers, students and anyone who is eager to learn about arts and markets, and culture and marketing in the 21st century to join us. The course’s main topic is “transition”. We will approach tricky questions: How can arts organizations and cultural institutions operate successfully in times of rapid technological, economic and cultural changes? How can they navigate through times of crisis? What are the most important transformations in the cultural sector and how can cultural organizations benefit from them?
The 13-week online course addresses contemporary challenges facing arts managers today, tasked with running organizations in constantly evolving, often volatile and complex situations. Learners will delve into four case studies specifically crafted for this MOOC with geographies as diverse as Berlin, Lagos, Bangkok, and Budapest. The stories you will listen to highlight the seismic shifts taking place in the operational strategies, budgeting and marketing practices, arts programming, and cross-cultural and trans-national partnerships of arts and cultural organizations today.
During this year’s course you will be able to exchange ideas with mentors, tutors and peers from various professional and cultural backgrounds. Chris Dercon, art historian, curator and currently director of Tate Modern Gallery London, is the principal guide and keynote of the course. The faculty consists of arts experts, scholars, curators, digital strategists, communications specialists and cultural managers from all around the world who will deliver the coursework and assignment outlines as well as provide you guidance via keynote lectures, video interviews, academic research snippets, case study videos and readings. In live-webinars, you will have the chance to recapitulate your learning experience with the faculty of the course.
The course will equip you with hands-on marketing and management skills that are indispensable to working not only with an arts organization but any non-profit, public or private initiative associated with diverse arts programming and practices.
This Mentored Open Online Course is offered by the Goethe-Institut , in cooperation with Leuphana Digital School .
The first edition of this MOOC, ‘Marketing for Cultural Organizations’, which ran in 2015 was a big success. More than 17,000 learners from 176 countries joined the course which won an European Comenius EduMedia Award. Receiving a lot of feedback on the course, we have developed it even further for "Managing the Arts: Cultural Organizations in Transition".
Within this social learning network, you will be exchanging knowledge, skills and feedback with your peers on a constant basis. You will increase your ability to communicate thoughts and ideas in a group and be encouraged to transfer your skills to real world situations, thus practicing your skills beyond the virtual classroom.
We provide you with a framework for collaboration. You can work on your assignments in a team, and exchange ideas and thoughts vitally. Team-based learning is essential for the development of integrated solutions, cultivating communication skills, quantitative reasoning and teamwork.
Throughout your learning journey, you will have the opportunity to share your progress within the community and get feedback on how to improve your work. This loop of input directs you on a journey of self-reflection enabling you and your team to gain a deeper understanding of the topic at hand.
In this unique MOOC concept, you are in communication with trained staff of didactic personnel giving you and your peers input on relevant topics along your learning journey. Mentors are evaluating your work, ensuring that you have the proper guidance, direction and support to succeed in this course.
Joining our MOOC will give you the unique opportunity to work in an intercultural and heterogeneous team of five to complete the six assignments of the course and gain a university certificate with successful completion. You will gain access to all course materials and can join in discussions with peers and academic staff.
You can also join our MOOC without committing to an explicit team. You will be able to engage in all discussions with peers and teaching staff and gain access to all course materials. You will be part of an international learning community and can support the teams by providing further insights and giving feedback to their work.
Chris Dercon | Nishant Shah
Become acquainted with the learning community, familiarize yourself with the overall course concept and get to know the online platform.
Chris Dercon | Adalet R. Garmiany | Arjo Klamer
In this module, learners take stock of social, political, economic, and cultural transitions on a global scale and their direct impact on the local existence and practices of arts and cultural institutions.
Péter Inkei | Sacha Kagan | Volker Kirchberg | Gabriëlle Schleijpen | Percy Yip Tong
In this module, learners explore how ACOs can effectively reposition themselves, both to the demands of new creative industries but also to address the conditions of transition in the social and cultural orders.
Annett Baumast | Patrick S. Föhl | Stephanie Hankey | Oliver Scheytt | Birgit Mandel
In this module, learners will examine different practices of creativity using a morphological box that allows them to understand various opportunities and challenges of arts and cultural management to experiment with solution-driven processes for creative collaboration.
Chris Dercon | Natasha Ginwala | Ong Keng Sen | Birgit Mandel | Hilary S. Carty
Knowing both actual and desired audiences is the basis for segmentation and development strategies. Digital avenues for audience interaction facilitate low-cost relationship-building and multi-tiered communication with local and global publics.
Carsten Baumgarth | Gesa Birnkraut | Nishant Shah
In this module, learners get acquainted with practices of co-creation and sharing, and how they can be utilized for brand-building and formatting of a corporate identity emergent from the organization’s culture and values.
Sacha Kagan | Yemisi Mokuolu | Carsten Siebert
In this module, learners will solve a concrete problem from a real-world case study that has been assigned to teams and develop an integrated strategic marketing plan that takes into account the learnings of all previous modules and can be implemented suitably.
Tate Gallery of Modern Arts
Impact and Audiences.
Prof Nishant Shah
Co-creation and Digital Cultures.
Dutch Art Institute
The Functions of Culture.
Prof Gesa Birnkraut
University of Applied Science
Branding and Evaluation.
Prof Arjo Klamer
Sacha Kagan (Ph.D.)
Sustainability in the Arts.
Prof Oliver Scheytt
Institute for Culture and Media Management, Hamburg, GERProject Marketing and Content Management.
Professor for Cultural Policy and Cultural Infrastructure at the Institute for Culture and Media Management, part of the Academy for Music and Theatre in Hamburg, Germany.
Prof Volker Kirchberg
Arts Production and Consumption.
Annett Baumast (Ph.D.)
baumast. kultur & nachhaltigkeit
Sustainable Arts Management.
The Functions of Culture.
Prof Birgit Mandel
University of Hildesheim
Carsten Siebert (Ph.D.)
Hilary S. Carty
Co-Creatives Consulting Ltd., UK
Culture and Communities.
Patrick S. Föhl (Ph.D.)
Network for Cultural Consulting
Adalet R. Garmiany
Culture in Conflict Zones.
CONTOUR Biennial, NL
Informal Networks and Cultural Collaboration.
Hatch Events, London, UK
Fundraising and cultural strategies.
Ong Keng Sen
Tactical Technology Collective, GER
Art, Technology and Activism.
Percy Yip Tong
Cyper Produktion, MUS
Funding Cultural Projects.
Prof Carsten Baumgarth
University of Siegen, GER
Digital Branding in the Cultural Sector. Professor of Marketing and Brand Management. Main research fields: brand management, b2b marketing, arts & cultural management.
A. The course is provided by the Goethe-Institut. Germany’s cultural institute, active worldwide, fosters international cultural cooperation and has been offering cultural management training programmes in several world regions since 2009.
The MOOC is conducted in cooperation with Leuphana Digital School, an institution of Leuphana University offering interdisciplinary online education formats with a project- and case-based approach to collaborative learning.
The service is powered by candena GmbH, a platform and solutions provider specialized in enabling enterprises to launch and run collaborative online learning events.
The course is supported by Alumniportal Deutschland , an online community for anyone who has studied, researched, worked, trained or taken a German course either in Germany or at a German institution abroad.
The course is supported by Holtzbrinck Publishing Group, a global media group dedicated to supporting and encouraging experts tackling the biggest challenges and questions faced by societies across the globe.
This MOOC features learning software developed at the Software Engineering for Business Information Systems chair (sebis) at the Technical University of Munich.
The video content of this MOOC is produced by Bilderfest GmbH, a film production company based in Munich specialized in the field of factual entertainment and innovative learning formats.
A. During and after the last MOOC Managing the Arts we have received a lot of feedback from the course participants, an excellent source to develop the course further. We saw that a lot of the material was extremely appreciated by the learning community which is why we use a lot of it also in Managing the Arts 2016. The four case studies from Bangkok, Berlin, Budapest and Lagos will again be the centerpiece of this MOOC. Also, we will use several video keynotes from last course.
This MOOC also has a lot of novelties, most of which feed from suggestions from participants from the last course.
1. Keynotes: Focusing on the new topic of “transition” we produced new video-keynotes for this MOOC in which we especially focus on global perspectives on Arts Management with keynote speakers from around the world.
2. Live interaction: In this course, we will also implement Live-Webinars in which the participants can exchange their ideas as well as learn with the faculty and with each other in real time.
3. New learning tools: In this course, we implement cutting edge group learning tools. This will make collaboration in teams easier and more effective.
4. More places for participants engaging in teamwork. Increasing the number by 200, in this year, up to 1.000 learners can work in teams and receive a certificate if they complete the course.
A. If you have any questions about the course, please feel free to contact our Support Team.
A. When signing up for the course, you can choose whether you want to flexibly engage with the course contents as well as with the learning community or if you want to actively participate in teamwork. As for the flexible mode of participation, there is a limitation of 10.000 registrations. In order to allow for personalized support of the teams working on the assignments, there is a limitation of 1.000 users engaging in teamwork. These users will be drawn by lots before the beginning of the course. If you sign up to partake in teamwork but are not drawn by lottery, your status will automatically change to a flexible mode of participation.
A. The course is geared primarily towards practitioners with an interest and experience in the cultural sector. These include but are not limited to arts and cultural managers, art curators, artists, cultural policy decision-makers and cultural marketing experts. Also, students, scholars and researchers are very welcome to join this course. The course offers a two-fold approach to completing the modules. You can choose to be a hands-on learner or a flexi-learner.
As a hands-on learner, you will be committing to being part of an international working group (4-5 persons each), working on assignments, engaging in forum discussions, and adhering to deadlines that will be evaluated by mentors. This will contribute to your overall grades in the course and upon successful completion of all assignments, you can obtain a university certificate (equivalent 5 ECTS). Fulfilling all the requirements to obtain a certificate will require 8-12 hours per week. For the certificate, a nominal handling fee of EUR 20,- will be charged via PayPal. The number of hands-on-learners is limited to 1.000 participants. If more than 1.000 people apply, the participants will be selected by lot.
The flexible learning path on the other hand provides access to the same course materials, videos, lectures, and tutors, including participation in the forum discussions. However, you will not be required to submit assignments or adhere to deadlines. However, you will be eligible to gain a Statement of Accomplishment based on how active you have been throughout the course. For this role, we recommend a weekly time investment of 4-6 hours. Up to 10.000 participants can join the course as flexi-learners.
We encourage potential registrants to consider both choices carefully before signing up for the option that’s best suited to your schedule and immediate professional goals. Both options allow learners to gain the most from the course.
The course is designed to benefit from a diverse, interdisciplinary and inter-generational global audience. Feedback on group submissions and individually submitted assignments on the forum will receive critical and constructive feedback.
A. Cultural managers, arts administrators, artists, undergraduate and graduate students from diverse backgrounds, including but not restricted to the arts, artistic practices, curatorial work, design, culture, and management backgrounds are welcome to join the course. We want to say at the outset that learners should not expect a broad theoretical survey. Instead, the course offers a chance to reflect on your experiences and values by learning about selected issues and concepts in contemporary academic discourses of arts management.
The course will be delivered in English on an interactive, learning platform created by candena GmbH. Videos will be in English but will feature English, German and Arabic subtitles. Technical requirements for participating in this course include having access to a desktop / laptop, a decent Internet connection and programs to access documents and write your assignments (e.g. MS-Office) and work on presentations. Apps and programs that allow you to participate in group chats (Skype, Messenger) will help you to communicate with your teams.
A. Yes. There are two types of certificates for this course:
(1) Certificate of Completion: After having successfully completed the course by submitting all required assignments as part of a team, you can obtain a certificate (5 ECTS) issued by Leuphana University for a nominal fee of EUR 20,-.
(2) Statement of Accomplishment: As an active and engaged learner in this online course, you can obtain the Statement of Accomplishment for free.
Please be aware that there is no printed-paper version of both documents.
A. To sign up, you can create an account with your social network accounts or create an account here. Once you have clicked on the link, you need to enter your email address and password. We will also ask you for some information about yourself that we will use in order to match you with others to form a team of five. All you need is a computer with a current browser and Internet access. Of course, during the course, video chat software or other tools for web collaboration with your peers might be helpful. If you have any questions regarding the registration, please feel free to contact our Support team.
A. The course will start on April 14 and last until July 14, 2016.
A. Participation in the course is free of charge. If you wish to obtain a Certificate of Completion after successful completion of the course, a nominal fee of EUR 20,- will be charged via PayPal.
A. When creating your profile, you are presented with two options: You can either flexibly engage in the course or actively participate in teamwork.
The flexible mode of participation includes access to all course materials (video keynotes, case scenarios, reading material etc.) as well as active engagement in all discussions in the Forum. Contributing to the discussions around the course materials, concepts and course phases, you can gain additional insights into the course topics and broaden your own horizon through the different perspectives that are being brought together during this course. Therefore, you play a key role in building a community of knowledge within the course when flexibly engaging in the course. However, as you do not partake in teamwork and do not hand in any submissions, you are not eligible for a university certificate.
When signing up for participation in teamwork, you have access to all course materials (video keynotes, case scenarios, reading material etc.) as well as to all discussions in the Forum. You are matched in teams of five and work on all required assignments together. As a team, you are required to pass all assignments in order to finish the course.
Both modes of participation allow for offering additional feedback to the teams’ work by commenting on the published drafts of other teams while they are working on their submission and evaluate another team’s final submission after each assignment. It also encourages active discussions around the course topics in the Forum. After successful completion, all active users may obtain the Statement of Accomplishment.
A. At the beginning of the course, we will match you with others to form a team of five. After the course has started on 14 April, 2016, you will have the chance to form your own team.
A. We will provide an online learning platform, which enables both collaboration and communication with the entire learning community. During the course, you work together with your teammates in the Lab. You can contact your team as well as your mentor and your tutor via the platform’s messaging system. Of course, there are collaboration tools on the Internet that might be helpful as well.
A. At the beginning of the course, we will assign your team to one of the case scenarios (from Bangkok, Berlin, Lagos and Budapest). As the course progresses, you and your team will have the chance to choose your own case scenario. However, please keep in mind that you will make the most of the course when you work on the same case scenario throughout the course.
A. You are free to change teams right from the beginning of the course.
A. The course is structured in six consecutive assignments, each with its own deadline. Working in your team, you and the course community will go through these course phases together, each addressing a different aspect of cultural management and marketing, and integrate the input given in form of readings, video keynotes and case scenarios into your own submissions. You can see the deadline of the respective course phase on the top right on your home page on the platform once you have logged on. Please make sure that you have the time capacities to collaborate with your team members during the course phases in order to complete the assignments.
A. The workload for each assignment depends on various factors such as your own efficiency or the processes within your team. It is certainly possible to pass the course after having missed a week. Please make sure to inform your team in case of illness or similar impediments. As the coursework is progressive, you should review and study what you have missed. If you wish to complete the course working in a team in order to obtain a Certificate of Completion, the projected workload for the course is 150 hours. Feel free to check out the module description to find out more.
A. If you happen to miss any deadlines or if you feel that you will not be able to participate in teamwork any longer, you will be removed from your team and engage in the course more flexible to suit your needs. You will still be able to see all of the content on our platform and engage with your peers. Find out more about the two roles here and in these FAQ.