Masters courses

Cultural Policy, Leadership and Research

This foundation course is taken in the first semester of the Masters Programme. Arts and culture managers operate in complex environments with policies (both formal and informal) that shape the kinds of artistic creations, organisations and practices that are produced, disseminated, marketed, promoted and funded. Asking questions about what these policies are, who makes, implements and enforces them, how policy is adapted and changed and how research, advocacy, and arts and culture managers can influence this process, this course covers the following three interrelated areas:

1) it critically examines policy frameworks within which arts, culture and heritage leaders, practitioners and managers operate in Africa and internationally;

2) it analyses the nature of cultural leadership and cultural governance required in the arts, culture and heritage sector; and

3) it introduces students to a range of professional research skills required for effective leadership in the arts, culture and heritage sector relating to developing, implementing, evaluating and advocating for cultural policies at different tiers of government and in different countries in Africa.

The course is designed to invite reflection and dialogue on how notions and practices of culture intersect with the domains of policy making and inform the state’s engagement with culture. Students are exposed to numerous debates, concepts and theoretical reflections which they can draw on in their individual assignments and for their future research reports.

Marketing, Fundraising, Sponsorship and Audience Participation

The marketing, fundraising, sponsorship and audience participation course focuses on the four themes as important management functions within arts organisations. In this module marketing is taught as an integrated function with fundraising, sponsorship and audience participation. These themes function holistically and work to increase visibility, generate funds and create loyal audiences.

In a fast-paced arts and entertainment industry, the art of marketing is changing rapidly due to technology and increased interaction with audiences online. Therefore, ‘New Media’ tools and platforms are incorporated in the module as essential tools for communication in a changing arts and culture environment.

The course is presented in seminars and lecturers and includes, in addition to the theoretical and conceptual frameworks a component of experiential learning through your work on your marketing plan.

Creativity, Culture and the Economy

This course will focuses on the following primary areas of contemporary critical investigation of the cultural and creative economy in which arts and cultural managers work:

  • The cultural and creative economy (definitions; measurement, evaluation of value and impact; contribution; value chains; mapping; clusters);
  • Digital Culture and cultural managers (the impact of digital media on the relationship between cultural institutions/individuals and their users; notions of producer and consumer; authorship and authenticity; managing innovation and change; policy changes in relation to digital media and digital arts; implications for cultural managers);
  • Cultural production in contemporary cities (urbanisation and industrialisation; trends and impact on cultural production; consumption and production of cultural goods and services; regeneration outcomes);
  • Entrepreneurship and the cultural economy (managing a for profit enterprise; innovation, creativity and entrepreneurship in the cultural economy).

This course will be offered for the first time in 2016.


Strategic Planning in the Arts

This course focuses on three interlinked areas: strategic planning, organisational and financial arts management, and the legal frameworks in not-for-profit and for-profit arts, culture and heritage organisations that practitioners and organisations operate within in both the public and private sector. The objective is the acquisition of theoretical and conceptual frameworks for strategic planning, arts management and leadership in the cultural economy as well as practical tools for leading and managing an arts organisation or creative enterprise. It is concerned with addressing principles of sustainability and leadership in arts management as well as financial management and legal issues that arise in relation to boards and corporate governance, entering into contracts, taxation and intellectual property rights.

For all postgraduate admission enquiries please contact Ms. Sao Mendes at and for postgraduate course enquiries please contact Ms. Avril Joffe at