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所在平台: Coursera |
课程主页: https://www.coursera.org/learn/the-cycle
课程评论：没有评论
课程名称：《循环：成功艺术和文化组织的管理》 课程概述：成功的艺术和文化组织有何特征？本课程由德沃斯学院主席迈克尔·凯泽和院长布雷特·伊根主讲，将向您介绍一种名为“循环”的管理理论，旨在支持繁荣的艺术和文化组织。德沃斯学院的这个理论基于与来自全球80多个国家的管理人员的合作经验，旨在帮助管理者应对日益复杂的环境，推动他们的机构走向卓越。 循环理论指出，优秀的艺术作品和强有力的市场营销能够创造一群支持者，进而为组织产生必要的收入，以支持更多的优秀艺术创作。德沃斯学院观察到，循环理论适用于表演和展示组织、博物馆、艺术学校，以及其他非营利性机构，例如服务组织、历史社团、公共图书馆、大学项目、倡导组织、植物园和动物园。 通过参加本课程，您将学习到： - 组织中大胆、激动人心且以使命为驱动的节目规划的重要性； - 长期艺术规划如何帮助组织制作这些节目的策略； - 组织如何积极营销其节目及其背后的机构，发展支持者家庭，包括购票者、董事会成员、捐赠者、受托人和志愿者； - 组织如何培养和管理这个家庭，以建立健康的收入基础； - 组织如何将收入再投资于一年比一年更具雄心的节目中。 所有课程材料在注册后都可以提供给自学者。新的定期课程每月开始一次。 课程大纲包括： 1. **循环概论**：介绍课程结构和循环理论的关键原则。 2. **长期艺术规划**：学习如何提前规划组织的节目，并制定五年计划。 3. **机构营销**：介绍如何通过机构营销来吸引观众注意力和忠诚度。 4. **节目市场营销**：学习如何有效识别和吸引潜在观众，为每个项目创造需求。 5. **家庭与董事会**：理解组织支持者家庭的重要性及其在财务健康中的作用。 6. **筹款与课程总结**：制定策略以实现可持续增长，建立组织资源。 欢迎访问德沃斯学院网站以获取更多信息：www.DeVosInstitute.umd.edu。
Name:Introduction to the Cycle
Description:Welcome! This first week you will be introduced to the course structure and learn the key principles of the Cycle, a management theory which supports thriving arts and cultural organizations and which serves as the framework for the course. The Cycle proposes that: When bold art is marketed aggressively, an organization attracts a family of energized ticket-buyers and patrons. The income produced by this family is reinvested in more art that, when marketed well, builds a larger, even more diverse family. When this cycle repeats year after year, the organization incrementally and sustainably builds capacity, presence, and health. Following the introductory lectures, you will learn more about the Cycle by reading the executive summary, reviewing answers to frequently asked questions, and completing an introductory quiz. As a reminder, if you are taking this course as a student or enthusiast not affiliated with a specific organization, we recommend you select an organization of your choosing to reference as you make your way through the course!
Name:Long-Term Artistic Planning
Description:This week, you will learn the benefits of planning your programs further in advance and learn strategies for planning your organizations programs over a five-year time frame. The Cycle proposes that each organization has a rolling, 3-5 year programming plan that is bold, mission-driven, and occasionally surprising. Further, it asks that each organization's programming is the best example of its kind in its environment that forms the basis for aggressive marketing, successful fundraising, and incremental growth in institutional capacity. Following the series of lectures, answers to frequently asked questions, and case studies, you will have the opportunity to apply the principles of long-term artistic planning to your organization using the planning activity provided.
Name:Institutional Marketing
Description:This week introduces institutional marketing, one of two marketing perspectives that is used to aggressively compete for audience attention and loyalty. Institutional marketing is the creative use of organizational assets to create spikes in awareness, energy, and enthusiasm around an organization, beginning with the presentation of transformational art itself and continuing through activities that heighten awareness about the people, process, and other institutional assets behind that art. Following the series of lectures, answers to frequently asked questions, and case studies, you will have the opportunity to apply the principles of institutional marketing to your organization using the planning activity provided.
Name:Programmatic Marketing
Description:Programmatic marketing is the second marketing perspective that the Cycle describes. Programmatic marketing can be defined as the tactics used to identify and target potential audiences for each attraction, create awareness and demand, and drive a sale (of tickets, classes, services, or other experiences). Effective programmatic marketing extends beyond the transaction to contextualize each offering, ensure a high-quality experience, and lay the groundwork for a long-term relationship with the buyer. Following the series of lectures, answers to frequently asked questions, and case studies, you will have the opportunity to apply the principles of programmatic marketing to your organization using the planning activity provided.
Name:Family and Boards
Description:An organization’s family makes up the third aspect of the Cycle. The family is an energized, enthusiastic group of ticket-buyers, board members, donors, trustees, and volunteers that anchors an organization’s financial health through its commitment of time, talent, connections, and financial resources. The heart of the family consists of a joyous, engaged, and excited board of directors. If your organization has a board, you will have the opportunity to apply the principles to your organization's board following the lectures and case studies.
Name:Fundraising and Course Summary
Description:Fundraising, the final aspect of the Cycle, consists of a strategy for sustainable growth that joins long-term artistic goals, and energized family, and logical options for investment to build organizational resources donor by donor, week by week, month by month, and year by year. Effective fundraising pairs each family member with a logical, financial action in support of the organization’s mission. Following the series of lectures, answers to frequently asked questions, and case studies, you will have the opportunity to apply the principles of fundraising to your organization by developing, or evaluating, your membership program, major donor program, or targeted campaign.
What makes a successful arts and cultural organization? Led by DeVos Institute Chairman Michael M. Kaiser and President Brett Egan, this course will introduce you to a management theory called the Cycle which supports thriving arts and cultural organizations. Learning from our work with managers from over 80 countries around the world, the DeVos Institute developed the Cycle as a simple, but powerful tool to assist managers in their effort to respond to an increasingly complex environment and propel their institutions to excellence. The Cycle explains how great art and strong marketing can create a family of supporters, who in turn help the organization produce the revenue required to support even more great art the next year. The Institute has seen the Cycle work in performing and presenting organizations, as well as museums, arts schools, and other nonprofit endeavors like service organizations, historical societies, public libraries, university programs, advocacy organizations, botanical gardens, and zoos. By taking this course, you will learn: • the importance of bold, exciting, and mission-driven programming in an organization; • how long-term artistic planning can help an organization produce this work; • how an organization can aggressively market that programming and the institution behind it to develop a family of supporters - including ticket buyers, board members, donors, trustees and volunteers; • how an organization can cultivate and steward this family to build a healthy base of earned and contributed income; and • how an organization can reinvest that income into increasingly ambitious programming year after year. All course material is available upon enrollment for self-paced learners. New scheduled sessions begin each month. For more information about the DeVos Institute's work, visit www.DeVosInstitute.umd.edu.
