CITY | BUILDING | CULTURE Department

Culture Marketing Communication

Working in arts and cultural organisations has always been challenging. But today, those in charge are achieving extraordinary things: they are not only coping with the consequences of the pandemic, but also with social transformations. This includes, among other things, the need to make their own organisation diverse and sustainable. Our certificate course provides those involved in the arts and culture with basic management skills - but above all, it offers the opportunity to network with one another.

Status:

New dates on request

Format:

Certificate Course

Degree:

University certificate

Credits:

8 ECTS-Leistungspunkte

Participation fee:

tba

Educational leave:

Recognised in Brandenburg and Berlin

In our perception, people who are passionate about culture come together here. Sometimes they get stuck at points where they can no longer make progress in their day-to-day work. The joint dialogue, which I merely moderate in some places, helps everyone a lot. Including me.

Prof. Dr. Julia Glesner

Scientific management
I often find that cultural organisations do not use the same marketing tools as the private sector. Many give terms such as "performance measurement" and "data-driven strategies" a wide berth. The same applies here as there: We can only improve what we measure.

Maria-Lena Matysik

Lecturer
Managing projects with hybrid teams requires not only digital tools, but above all new forms of collaboration. Together, we will explore how (cultural) projects can be organised online.

Linnja Naujoks-Auffenberg

Lecturer

At a glance

This course is aimed at managers and professionals in the arts and culture who want to position their organisation more strongly and want tools for successful cultural management and strategic marketing. The course provides in-depth specialist knowledge and practical tools with which you can act efficiently and effectively to successfully manage your institution.

We emphasise networking and exchange: in workshops and group work, we discuss your individual challenges and develop practical solutions. The challenges of cultural work in times of digital and social change are taken into account - both in the module content and in the course schedule. Online events will take place on a total of four dates. Modules 1 and 4 as well as the "Digital Thursday" seminar series can be booked individually. Upon successful completion (university certificate), the title "Cultural Manager" is awarded.

Funding: The further education programme is generally eligible for funding. Please enquire with the funding body (e.g. ILB) about its funding conditions before registering.

Organisation

Theoretical and practice-orientated inputs
Work on case studies and participants' topics
Plenary discussions, small group work, exercises, presentations

Lecturers

Prof. Dr Julia Glesner, Arts Management and Cultural Work programme at the University of Applied Sciences Potsdam
Silke Oldenburg, Museum Kunst und Gewerbe, Hamburg
Sabine Wenger (M. A.), Bar jeder Vernunft / Tipi am Kanzleramt – Head of Press and Public Relations
Maria-Lena Matysik, Managing Director, Analyticfreaks GmbH
Linnja Naujoks-Auffenberg, Digital Transformation, Hanover State Theatre

Your profile

You manage a cultural organisation or are aiming for a management position.
You want to expand your portfolio in the field of cultural management.
You are planning a career change into the cultural sector.
You want to professionalise and strategically align your cultural work.
You want to argue confidently with decision-makers in favour of maintaining and expanding cultural work.

Experienced lecturers who were able to report from their everyday lives in a realistic and authentic way and who know the reality of cultural organisations. It's a further education programme in a pleasant, appreciative atmosphere.

Feedback from the further education programme

June 2020

Modules

Model of the cultural marketing management process

What you can expect:

You will gain a comprehensive and practical insight into the cultural marketing management process.
You will try out the four phases – analysis (including (non-)visitor research), planning, target definition and strategy formulation – using your own examples.
You will gain diverse perspectives from the visual and performing arts as well as socioculture.

Brand management, marketing mix, audience development, digitalisation in marketing

What you can expect:

You will get to know four central disciplines of marketing – practice-orientated, adapted to the requirements of the cultural context and taking into account new digital fields of action.
Theory meets practice: In addition to presentations on the four topics, we will discuss your case studies in group discussions.
Brand management: Learn how to develop your cultural institution into a brand and act in a value-orientated and relevant way.
Marketing mix: Here you will learn how to conduct strategic marketing for your institution and which tools you need to keep an eye on.
Audience development: Have you ever looked at your institution through the eyes of your audience? Find out how a visitor-first approach – consistent user-orientation – can make your marketing even more effective.
Digitalisation and digital marketing: Our communication, our audience, the media landscape – everything is going digital! This is fundamentally changing our work. Here we identify and analyse key areas of action in digital marketing.

Digital Thursday – Effectiveness of online strategies/performance marketing (10:00 – 13:00, online)

What you can expect:

You will learn how to run successful online marketing – even with few staff and a limited budget.
You will learn how to strategically measure the performance of your online activities and how to collect and analyse the right data.
Strong practical relevance: You will apply what you have learnt in interactive tasks to your own marketing issues – guided and supported by the founder and managing director of Analyticsfreak GmbH, Maria-Lena Matysik.
Dates: 04/11/18th of January 2024
Participation fee for all three events: 590 euros

More Information

Portrait Andrea Schuetze — © Jana Schütze

Successful cultural work in rural Brandenburg: How further education set the course

In this interview, training participant Andrea Schütze explains how a course at the University of Applied Sciences Potsdam inspired her to become even more involved in local culture.

Testimonial