University of Maryland, College Park
The Cycle: Management of Successful Arts and Cultural Organizations
University of Maryland, College Park

The Cycle: Management of Successful Arts and Cultural Organizations

Michael M. Kaiser
Brett Egan

Instructors: Michael M. Kaiser

26,279 already enrolled

Included with Coursera Plus

Gain insight into a topic and learn the fundamentals.
4.8

(673 reviews)

Beginner level
No prior experience required
Flexible schedule
Approx. 12 hours
Learn at your own pace
98%
Most learners liked this course
Gain insight into a topic and learn the fundamentals.
4.8

(673 reviews)

Beginner level
No prior experience required
Flexible schedule
Approx. 12 hours
Learn at your own pace
98%
Most learners liked this course

Details to know

Shareable certificate

Add to your LinkedIn profile

Assessments

6 assignments

Taught in English

See how employees at top companies are mastering in-demand skills

Placeholder
Placeholder

Earn a career certificate

Add this credential to your LinkedIn profile, resume, or CV

Share it on social media and in your performance review

Placeholder

There are 6 modules in this course

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!

What's included

14 videos7 readings1 assignment

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.

What's included

10 videos5 readings1 assignment

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.

What's included

8 videos5 readings1 assignment

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.

What's included

9 videos4 readings1 assignment

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.

What's included

11 videos4 readings1 assignment

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's included

9 videos14 readings1 assignment

Instructors

Instructor ratings
4.9 (167 ratings)
Michael M. Kaiser
University of Maryland, College Park
1 Course26,279 learners
Brett Egan
University of Maryland, College Park
1 Course26,279 learners

Offered by

Recommended if you're interested in Music and Art

Why people choose Coursera for their career

Felipe M.
Learner since 2018
"To be able to take courses at my own pace and rhythm has been an amazing experience. I can learn whenever it fits my schedule and mood."
Jennifer J.
Learner since 2020
"I directly applied the concepts and skills I learned from my courses to an exciting new project at work."
Larry W.
Learner since 2021
"When I need courses on topics that my university doesn't offer, Coursera is one of the best places to go."
Chaitanya A.
"Learning isn't just about being better at your job: it's so much more than that. Coursera allows me to learn without limits."

Learner reviews

Showing 3 of 673

4.8

673 reviews

  • 5 stars

    85.65%

  • 4 stars

    11.68%

  • 3 stars

    2.51%

  • 2 stars

    0.14%

  • 1 star

    0%

RS
5

Reviewed on May 19, 2018

LK
4

Reviewed on Jul 5, 2019

JG
5

Reviewed on Aug 5, 2017

Placeholder

Open new doors with Coursera Plus

Unlimited access to 7,000+ world-class courses, hands-on projects, and job-ready certificate programs - all included in your subscription

Advance your career with an online degree

Earn a degree from world-class universities - 100% online

Join over 3,400 global companies that choose Coursera for Business

Upskill your employees to excel in the digital economy

Frequently asked questions