Mapping the journey of your arts audience

Haskayne Executive Education
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Schedule: January - March 2020

Program Delivery: Online

Commitment: 21 hours

Investment: $300

In partnership with the Rozsa Foundation

Arts organizations have audience members with very different needs and behaviours. It is important to understand all the touchpoints that influence consumer choices in the arts and the journey they travel on as they make attendance decisions. From the first time single ticket buyer to the dedicated patron of the arts, “Mapping the journey of your arts audience” will explore the various marketing and non-marketing influences that affect consumer habits.

Today’s leaders require the ability to:

  • Recognize the increased number of marketing messages being communicated to consumers.
  • Effectively segment audiences to deliver well aligned marketing messages that will be heard over the clutter of messages in the market.
  • Use digital sources of information to respond quickly and appropriately to consumers actions.

Arts professionals with 3+ years of experience from all disciplines and roles including (but not limited to): 

  • Program administrators
  • Project coordinators
  • General managers
  • Artistic directors / producers
  • Arts business owners
  • Community builders
  • Arts volunteers
  • Board members
  • Identify practical strategies to move your organization forward through brand building and community engagement
  • Apply strategic thinking to tangible projects within your organization
  • Practice leadership in a values-led, ethical way
  • Foster an inclusive, respectful work culture
  • Implement collaborative learning principles to allow ongoing knowledge exchange

In partnership with Rozsa Foundation, we at Haskayne Executive Education aim to deliver learning experiences that produce tangible performance outcomes for both the learners and their organizations. To ensure learning impact, this online program is a cohort-based learning experience delivered over a period of time and includes real-time live webinars, self-directed online units, learning activities, and quizzes. For a detailed schedule, please refer to the program brochure.