Time

one 14-week term

Class activities and assignments – 4 to 6 hours weekly

Class Offered

Spring 2021

How Can I Use 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.

Topics Include
Relationship Marketing
Campaign Development
Brand Development
Project Funding
Content Marketing
Email Marketing
Social Media Marketing

Eastman Credit Option

$1394 USD

This is a two-credit course and is available for Eastman undergraduate or graduate credit. Students must achieve a grade of B or higher for this course to count towards the Eastman Career and Leadership Certificate.

Enroll Now

Non-Credit Option

$697 USD

Students receive a grade report for the course but no college credit from Eastman*. Students are expected to meet all course requirements, including assignments, participation in activities, and meeting of all deadlines.

Enroll Now
*Students who choose the non-credit option are not eligible for the Eastman Career and Leadership Certificate.

Meet the Instructor

Joel Luks

Communications and Marketing Consultants

Carey Kirkpatrick and Joel Luks work for CKP Group in Houston, TX, a boutique communications firm founded by Carey in 2014. CKP Group supports clients through public relations, content marketing, and advertising consulting. In addition to his work with CKP, Joel Luks is also an instructor in Arts Leadership at the University of Houston. Both Carey and Joel received their Bachelors in Music from Eastman, with MM degrees from UT Austin and Rice University, respectively.

Learn More


“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