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This course covers the core principles of arts management, providing you with the practical tools to lead successful projects and organizations in the arts. You’ll learn what it takes to be an effective arts manager — from setting clear goals and producing impactful programs to securing resources and building loyal audiences.

Whether you’re beginning your career in the arts or shifting from a creative role to a management position, this course offers practical guidance and hands-on tools. You’ll develop the skills to design, sustain, and lead projects and organizations with confidence, preparing you to step into the dynamic world of arts management.

Over 5 weeks, the course covers:

  • Strategy & Vision. Define a clear mission and set actionable goals for your art organization or projects.
  • Operations. Create effective workflows and manage the processes that drive artistic production.
  • Event Production. Plan and deliver exhibitions, performances, and events from start to finish.
  • Audience Outreach. Research, understand, and develop strategies to connect with art audiences.
  • Resource & Financial Management. Secure funding, build partnerships, and manage resources wisely.


In addition to learning from real-world examples, you will discover analytical methods to assess organizational performance. Practical resources - including planning templates, canvases, and spreadsheets- will enhance your day-to-day administrative tasks.

By the end of the course, you’ll be ready to embark on a successful career in arts and cultural management, equipped with a strong foundation and a versatile toolkit.


Video conferences every Monday, from 7pm to 9pm Berlin time CET. Recordings will be available in case you miss a live session!

Week 1: Introduction to Arts Management

  • Understand the core principles of management
  • What needs to be managed in arts organizations and projects?
  • What are the key roles and responsibilities of an arts manager


Week 2: Defining the Vision

  • Why is it important to have a strategy?
  • The vision framework
  • Setting goals for successful development


Week 3: Developing a Compelling Program

  • The value proposition
  • Production management for performances and exhibitions
  • Planning and organizing arts events


Week 4: Attracting the Right Resources

  • Exploring funding sources for arts projects and organizations
  • The role of infrastructure
  • Finding and hiring the right talent


Week 5: Building Engaged Audiences

  • Understanding arts audiences and their motivations
  • The fundamentals of arts marketing
  • Building an audience engagement strategy


We will use Zoom for the live video conferences, please check Zoom's technical requirements here.


Live captioning will be available during the video conference.

Tom Koch

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