PURCHASE COLLEGE CATALOG 2016–18
Draft in progress

The Arts Management Program: Courses

Fundamentals of Arts Management
AMG 1100
/ 4 credits / Every semester
This introductory survey provides an overview of management principles and entities common in both the nonprofit and commercial sectors, preparing students for upper-level courses in the arts management program. Topics include arts business goals and planning, history of arts management, leadership and organizational structure, programming, marketing and public relations, funding and finance, volunteerism and advocacy, and arts and entertainment law.
Prerequisite: At least 3 credits in literary, performing, or visual arts history, theory, or practice

Creative Producing
AMG 2060
/ 4 credits / Special topic (offered irregularly)
A student-centered course in which teams collaborate to explore the creative process by envisioning a nonprofit performing or visual arts organization, conceiving it from mission statement to the first body of work. As projects progress, students develop innovative and critical thinking skills while applying basic principles of arts management to sustain their ventures in today’s cultural environment.
Prerequisite: AMG 1100 or permission of instructor

Arts and Entertainment in Economics
ECO 2085
Refer to Economics Courses (School of Natural and Social Sciences) for description.

Finance for the Arts
AMG 2200
/ 4 credits / Every semester
To do more than survive in a competitive economy, artists and their managers must learn business strategies for the financial side of their profession. Students are introduced to the basics of budgets, financial management, and accounting concepts that translate into usable information with practical significance for financial decision-making.
Prerequisite: Math fluency

Communicating the Arts
AMG 2300
/ 3 credits / Every semester
The ability to communicate effectively is frequently ranked by business leaders worldwide as the most important skill for achieving success. This course develops the written, presentation, and interpersonal skills needed to advance career and business objectives in arts management. Assignments build familiarity and practice in internal and external communication tools and tactics common for informing, engaging, and influencing diverse stakeholders.
Prerequisite: A minimum grade of C in AMG 1100

Making the Case for the Arts
AMG 3010
/ 3 credits / Special topic (offered irregularly)
Communicating the power of the arts to enhance the lives of individuals and transform communities is central to the success of artists, arts managers, and arts educators. Students explore U.S. cultural policy, law, social values, and market forces affecting the arts and entertainment industry as they develop a theoretical framework and advocacy skills to support arts participation as a fundamental human right.
Prerequisite: A minimum grade of C in AMG 1100 or permission of instructor

Funding the Arts
AMG 3100
/ 4 credits / Every semester
An introduction to fund development for growing and sustaining businesses in the arts. Topics include prospect research, proposal development, special events, corporate sponsorship, capitalization, and internet-based fundraising. Students also examine the history of U.S. arts and cultural philanthropy. Guest speakers and case studies give students an opportunity to apply concepts and techniques to real-world arts organizations.
Prerequisite: A minimum grade of C in AMG 1100, and in AMG 2200 or ECO 2085, or permission of instructor

Introduction to Independent Producing
AMG 3150
/ 4 credits / Special topic (offered irregularly)
How does someone become an indie filmmaker? Students learn what it takes to produce their own work for film. Topics include building and maintaining healthy collaborations, pitching a script, cultivating investors, casting/staffing, budgeting, marketing, outreach and strategic communications, audience development, distribution, festivals, and crowd-funding platforms. Guest indie producers share their trade secrets for success.
Prerequisite: A minimum grade of C in AMG 1100 or permission of instructor

Arts and Entertainment Law
AMG 3170
/ 4 credits / Every semester
An introduction to fundamental legal and business concepts that affect artists and arts managers, with emphasis on copyright protection and infringement. Students study and analyze artist agreements, amendment protections for symbolic and literal speech and the limits to those protections, the basics of contract law and statutory protection for artists, and the terms and nature of business relationships, plus other important areas of the law that affect the arts community.
Prerequisite: A minimum grade of C in AMG 1100 or permission of instructor

Managing Artists
AMG 3450
/ 3 credits / Every year
Provides students with an understanding of the occupations and career paths associated with managing creative artists, structures and processes in talent management, and strategies for developing and maintaining an artist/manager business relationship. Geared toward students with an interest in launching an agency or working within an existing firm, and toward individual artists with an interest in self-management.
Prerequisite: A minimum grade of C in both AMG 1100 and 3170

Marketing the Arts
AMG 3520
/ 4 credits / Every semester
Provides an overview of fundamental marketing concepts and strategies relevant to promoting artists, events, and creative products. Topics include market research, audience development, traditional advertising, digital campaigns, public relations, branding, strategic partnerships, and grassroots initiatives. Using real-world examples and current communication tools, students develop foundational knowledge of the theory and practice of arts marketing.
Prerequisite: A minimum grade of C in AMG 1100 or permission of instructor

Marketing for Artists in a Digital Age
AMG 3525
/ 4 credits / Fall
To succeed in this digital world, arts and entertainment marketers must be skilled in the use of technologies designed for creating, editing, archiving, and sharing the images, videos, live streams, and audio content consumed across social and traditional platforms. Working in virtual teams, students use innovative mobile apps, develop digital portfolios of unique content, and create original websites to feature their work.
Prerequisite: AMG 3520 or 3610, and permission of instructor

Visual Arts Management I
AMG 3535
/ 3 credits / Every semester
Students learn the fundamentals of operating commercial art galleries, including curating, artist contracts, and developing client relationships. Additional topics include connoisseurship, detecting fakes in the secondary (antique) art market, and the current regimen of high-profile art fairs. Texts, class discussions, and practical assignments are applicable to a wide variety of visual arts–based careers.
Prerequisite: AMG 1100 or permission of instructor

Visual Arts Management II: Curatorship and Connoisseurship
AMG 3540
/ 3 credits / Spring
A close study of important trends in the evolving field of visual arts management and the art market. Students develop curatorial skills for exhibiting and contextualizing artists and their artworks. The problems of the secondary market are also examined, in particular the current crisis in attribution and the problem of forgery.
Prerequisite: AMG 3535 and one art history course, or permission of instructor

Business Planning
AMG 3550
/ 4 credits / Special topic (offered irregularly)
An introduction to the concept of and processes involved in strategic and business planning for arts organizations. Students review examples of completed plans and work on developing, from initiation to completion, a plan in class.
Prerequisite: AMG 1100; ECO 2085 or AMG 2200; AMG 3100 and 3520

Social Media and the Arts
AMG 3610
/ 4 credits / Every semester
A hands-on approach to creating social media marketing campaigns. Topics include Facebook, Twitter, blogging, YouTube and viral videos, SEO (search engine optimization), SEM (search engine marketing), and virtual realities, as well as integration strategies and tactics. Viral theories, trends, and case studies are also explored.

Arts Management Junior Seminar
AMG 3880
/ 2 credits / Every semester
Prepares students for their senior project by strengthening analytic, writing, and research skills, as they develop an understanding of and proficiency in case-study business analysis. Students define an entity or industry suitable for study, develop strategies for formulating thesis statements and questions, and prepare an outline and bibliography for a case study in arts management.
Prerequisite: A minimum grade of C in AMG 1100

Arts Management Internship
AMG 3995
/ 4 credits / Every semester
Provides students with practical experience in an area related to their interests through direct work with a nonprofit or commercial arts organization. To register for this course, students must obtain an Internship Program Learning Contract from the Career Development Center.
Prerequisite: 30 credits, including a minimum grade of C in AMG 1100

Thematic and Festival Programming
AMG 4150
/ 4 credits / Special topic (offered irregularly, Fall)
Individuals are increasingly seeking cultural experiences that are transdisciplinary and thematically constructed. In this course, students explore the curatorial process. How collaborations and partnerships are forged is also examined. In lieu of textbooks, students pay the costs of transportation to New York City for visits to cultural institutions and modest admission fees. The final project consists of designing a festival.

Senior Project I and II
SPJ 4990
and 4991 / 4 credits (per semester) / Every year
In this yearlong independent study, students conduct research and apply creative and critical thinking to an entity- or industry-based case study of their choice. The senior project provides an opportunity to gain insight into challenges, successes, innovations, and trends affecting the creative industries while enhancing students’ career options. Guidelines are available upon request from the faculty coordinator or other members of the arts management faculty.
Prerequisite: A minimum grade of C in AMG 3880 or permission of instructor


For updates during 2016–2018, please visit www.purchase.edu/
departments/academicprograms/arts/artsmanagement/courses.aspx
.

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