SMU-NAFA Advanced Certificate in Arts Management for Arts Professionals Module 4: Arts Marketing and Audience Development

Digital Marketing & Comms
Innovation & Business Improvement

Next Intake: 20 Jan 2025 (Mon)

Basic
SkillsFuture
Full Certificates
This module is part of SMU-NAFA Advanced Certificate in Arts Management for Arts Professionals

This module is conducted in-person.

Next course starts on

20 Jan 2025 (Mon) See Full Schedule

Fee

SGD2,180* (as low as SGD254 after maximum funding) Learn More

Duration

2 days
Weekdays (9am - 5pm)

Level

Basic

Who Should Attend

Professionals working in the arts sector for 3 years and less and who may not have any formal arts management training
Individuals seeking a deeper understanding of the processes of arts management

PREREQUISITES

There are no prerequisites for this programme. Prior knowledge on any of the topics is not required.

Overview

Knowing how to apply marketing principles to arts and cultural organisations and events is an important skill. 

Participants will investigate the unique requirements of marketing the arts which is centred around the marketing of an experience. A key component of this module is understanding the critical role that audience development plays in the sustainability of an arts organisation. The concept of sponsorship will also be touched on as a function of marketing. In addition, participants will explore how to leverage on new technologies to market the arts. A key component will be the development of outreach and audience development activities.

Programme Partner

Learning Objectives

At the end of the 2-day module, participants will be able to:

Explain how the key concepts of marketing can be applied to arts and cultural organisations
Analyse the unique aspects of arts marketing including the critical component of audience development
Explain consumer behaviour, market research, branding, pricing, marketing communications and sponsorship as key functions of marketing
Explain how new technologies can be leveraged to market the arts
Propose feasible outreach and audience development activities for the arts

Assessment

As part of the requirement for SkillsFuture Singapore, there will be an assessment conducted at the end of the course. The mode of assessment, which is up to the trainer’s discretion, may be an online quiz, a presentation or based on classroom exercises.

Participants are required to attain a minimum of 75% attendance and pass the associated assessment in order to receive a digital Certificate of Completion issued by Singapore Management University.

Calculate Programme Fee

Fee Table

COMPANY-SPONSORED

PARTICIPANT PROFILE

SELF-SPONSORED

SME

NON-SME

Singapore Citizen < 40 years old

Permanent Resident

LTVP+

$654

(After SSG Funding 70%)

$254

(After SSG Funding 70%
+ ETSS Funding 20%)

$654

(After SSG Funding 70%)

Singapore Citizen ≥ 40 years old

$254

(After SSG Funding 70%
+ MCES Funding 20%)

$254

(After SSG Funding 70%
+ ETSS Funding 20%)

$254

(After SSG Funding 70%
+ MCES Funding 20%)

International Participant

$2,180

(No Funding)

$2,180

(No Funding)

$2,180

(No Funding)

All prices include 9% GST

Post Secondary Education Account (PSEA)
PSEA can be utilised for subsidised programmes eligible for SkillsFuture Credit support. Click here to find out more.

Self Sponsored

SkillsFuture Credit: Singapore Citizens aged 25 and above may use their SkillsFuture Credits to pay for the course fees. The credits may be used on top of existing course fee funding.

This is only applicable to self-sponsored participants. Application to utilise SkillsFuture Credits can be submitted when making payment for the course via the SMU Academy TMS Portal, and can only be made within 60 days of course start date.

Please click here for more information on the SkillsFuture Credit. For help in submitting an SFC claim, you may wish to refer to our step-by-step guide on claiming SkillsFuture Credits (Individual).
Workfare Skills Support Scheme: From 1 July 2023, the Workfare Skills Support (WSS) scheme has been enhanced. Please click here for more details.

Company Sponsored

Enhanced Training Support for SMEs (ETSS)

Organisation must be registered or incorporated in Singapore
Employment size of not more than 200 or with annual sales turnover of not more than $100 million
Trainees must be hired in accordance with the Employment Act and fully sponsored by their employers for the course
Trainees must be Singapore Citizens or Singapore Permanent Residents
Trainees must not be a full-time national serviceman
Trainees will be able to enjoy ETSS funding only if the company's SME's status has been approved. To verify your SME's status, please click here.

Please click here for more information on ETSS.

Absentee Payroll