one 7-week term
Class activities and assignments – 4 to 6 hours weekly
late Spring 2021
How Can I Use Digital Marketing to Serve My Career?
- This class is designed to help students understand the key concepts of relationship marketing in the arts, the digital strategies involved and how to put these concepts into action through a digital marketing campaign. The course will cover topics such as effective message crafting techniques, establishing a cultural brand, project fundraising as a relationship building tool and the leveraging of modern social media platforms to execute a cohesive and sustainable marketing plan. Students will learn the key concepts of marketing which include creating and utilizing a marketing mission statement, defining appropriate campaign goals, developing promotional strategies and measuring their effectiveness using tools such as: Instagram, Facebook, Twitter, YouTube, podcasts and blogs.
Meet the Instructor
Joel Luks & Carey Kirkpatrick
Communications and Marketing Consultants
“Messaging – and delivering that messaging – was once the exclusive territory of artist managers, publicists, and PR departments. No longer. All musicians must utilize the digital environment to actively engage with their fans, customers, and communities.”
– James Doser, Director of the Institute for Music Leadership