MA Arts Management, Policy and Practice

This unit provides a comprehensive introduction to key processes, factors, tools and approaches involved in strategic and operational management of arts, cultural and creative industries organisations. Its content blends professional insight, case studies and grey material with theoretical approaches, to be delivered via blended learning through lectures, seminars, workshops and site visits. During the course, students will learn how to develop their business strategy portfolios including a pitch presentation, case study analysis, funding proposal, and business plan.

• Introduce a range of relevant functions which support marketing, finance, business development, governance, resource development and fundraising in arts, heritage and cultural organisations.
• Provide specialist advice and insight from cultural professionals on models and approaches to arts management, project management, and business development.
• Explore the political, social and economic context and current environment for creative and cultural businesses and organisations.

Weekly seminars, workshops and where possible site visits. There will also be directed reading and/or fieldwork tasks to develop your assessed work from week to week. Sessions will benefit from a range of expert practitioners who have been invited as guest speakers, and local organisations who are treated as case studies. Indicative reading is provided through the handbook with links to further resources which will also be provided via Blackboard. 

• Develop a critical understanding of theoretical and practical tools and relevant skills, practices and issues relevant to business development, planning, fundraising and project management in the arts, culture and heritage sectors
• Demonstrate relevant knowledge of the context for the management and strategic development of arts and cultural organisations and be able to apply and adapt this knowledge in professional practice

• Undertake self-directed learning and skills acquisition; conduct independent, critical fieldwork and develop appropriate methodological and analytical skills
• Apply skills and ideas learned in one institutional context to another, while remaining aware of the complexity of the issues
• Research, design and develop appropriate business strategies and planning processes for arts and cultural management functions (e.g.  marketing, communications, branding, budgeting, business planning, fund-raising, human resources and performance management)

• Communicate complex research findings through clear written and verbal articulation, supported by appropriate technological tools
• Retrieve, select and critically evaluate information from a variety of sources, including libraries, archives and the internet

• Communicate information and ideas effectively in a professional, as well as an academic environment.
• Critically evaluate personal performance through monitoring and analytical reflection.
• Demonstrate independent learning ability suitable for continuing study and professional development.

Book, L. and Phillips, D.P. eds. (2013) Creativity and Entrepeneurship: Chaning Currents in Education and Public Life, Cheltenham: Edward Elgar Publishing Limited.

Byrnes, W (2009) ‘Chapter 6: Organizing and Organizational Design’ in Management and the Arts, Focal Press. 

Cray, D. and L. Inglis, 2011. ‘Strategic Decision Making in Arts Organizations’ , The Journal of Arts Management, Law, and Society, 41 (2): 84-102,

Hagoort, G., 2005. Art Management: Entrepreneurial Style. Utrecht : Eburon.

Daigle, P. and L. Rouleau, 2010. ‘Strategic Plans in Arts Organizations: A Tool of Compromise between Artistic and Managerial Values’ , International Journal of Arts Management, 12 (3): 13-30,

Mullins, J. W. 2006. The New Business Road Test. What entrepreneurs and executives should do before writing a business plan. 2nd edition. London: Prentice Hall.

McNicholas, B. 2004. “Arts, Culture and Business: A Relationship Transformation, a Nascent Field.” International Journal of Arts Management Vol 7 No 1.

Munoz-Seca, B. and Riverola, J. 2010. When Business Meets Culture. Ideas and Experience for Mutual Profit. Basingstoke: Palgrave MacMillan.

Varbanova, L. (2013) Strategic Management in the Arts, New York & London: Routledge.