The Cycle: Management of Successful Arts and Cultural Organizations

Go to Course: https://www.coursera.org/learn/the-cycle

Introduction

**Course Review: The Cycle: Management of Successful Arts and Cultural Organizations** **Overview** In an age where the arts and cultural organizations must adapt to ever-changing environments, the course "The Cycle: Management of Successful Arts and Cultural Organizations" offered on Coursera emerges as a beacon of insightful management theory and practical knowledge. Spearheaded by the renowned Michael M. Kaiser, Chairman of the DeVos Institute, and President Brett Egan, this course introduces the Cycle management theory—a framework that aspires to make arts organizations not only survive but thrive. Through lessons developed from experiences with managers in over 80 countries, this course brings to light the processes and principles that form the backbone of successful organizations in the dynamic world of arts and culture. **Course Structure and Syllabus** The course is structured over several weeks, each focusing on industry-relevant themes that guide the learner through the Cycle model. 1. **Introduction to the Cycle**: The course kicks off by laying a solid foundation with an overview of the Cycle, emphasizing the relationship between bold artistic endeavors and effective marketing. Learners are encouraged to connect the concepts to a specific organization of their choice. 2. **Long-Term Artistic Planning**: Participants delve into the benefits of proactive artistic programming. Over a five-year time frame, you’ll learn to create bold, mission-driven plans that will become the basis for driving marketing efforts and ensuring sustainable growth. 3. **Institutional Marketing**: This week introduces the concept of institutional marketing, teaching participants how to leverage the organization’s assets creatively to generate enthusiasm and awareness. The lessons empower learners to dominate the marketplace, ensuring their institution stands out amid competition. 4. **Programmatic Marketing**: Focusing on targeted marketing strategies, this module explores how to create demand for specific offerings while developing long-term relationships with potential audiences. Participants gain insights into ensuring not only a sale but a memorable experience that encourages audience loyalty. 5. **Family and Boards**: This week dives into the significance of the organization’s family—comprised of ticket-buyers, board members, and other essential stakeholders. By exploring how to cultivate an engaged and enthusiastic board, participants learn how to solidify financial health through community investment. 6. **Fundraising and Course Summary**: The concluding module focuses on strategic fundraising—a vital aspect of sustainable growth. This section guides learners in aligning long-term goals with actionable fundraising strategies, reinforcing the importance of donor relationships and consistent financial support. **Why You Should Take This Course** "The Cycle: Management of Successful Arts and Cultural Organizations" is more than just a course; it’s a transformative experience for anyone involved in or pursuing a career within the arts and cultural sector. Here are several reasons to consider enrolling: - **Expert Instructors**: With industry leaders like Michael M. Kaiser, you benefit from extensive expertise and a proven track record in the field. - **Global Perspective**: The course draws from real-world experiences across 80 countries, providing a rich, diverse context that is both informative and inspiring. - **Practical Applications**: The course is designed with applicability in mind. Each lesson culminates in activities helping you apply theoretical concepts to your organization, making the learning experience both practical and personalized. - **Networking Opportunities**: Collaborating with fellow participants allows you to share insights and strategies, fostering connections that can be instrumental for your career in the arts. - **Comprehensive Knowledge**: Covering key areas from planning to fundraising, the course equips you with tools and strategies that comprehensively address the challenges faced by arts organizations today. In conclusion, whether you’re a seasoned professional in the arts or an enthusiastic beginner, "The Cycle: Management of Successful Arts and Cultural Organizations" on Coursera is a highly recommended course that promises to elevate your understanding and management of arts organizations successfully. By mastering the Cycle management theory, you can contribute significantly to the growth and sustainability of cultural entities. Enroll today, and take the first step toward leading your organization toward success!

Syllabus

Introduction to the Cycle

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!

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.

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.

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.

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.

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.