Undergraduate courses

Arts Management IIIA (DRAA 3025) Introduction to Arts Marketing Learn to market yourself as an artistic brand and how to create awareness for your identity. Begin to think entrepreneurially about packaging the arts. Use relevant case studies to contextualize arts marketing strategies. Create, implement and review your marketing strategy for an arts project. Arts Management IIIB (DRAA 3026) Fundraising in the Arts The role of the arts in society is critical, and its centrality will be discussed throughout the course. This course introduces performing arts students to basic fundraising and financial management concepts. The aim is to explore fundraising and basic financial management techniques that are effective in the creative industries and lead to well managed and sustainable arts initiatives. The course explores old and new funding paradigms as well as corporate sponsorship. Both public and private sources of funding and sponsorship will be studied. In addition, the course will explore the importance of building successful partnerships with different stakeholders.   Arts Management 4a (DRAA 4081) Arts Marketing and Business Studies (4th year or Honours: Semester 1) The primary emphasis in this course is on planning, exploring arts business structures and implementation of organizational plans and projects. This is done through an understanding of legal entities and their responsibilities, organizational forms and design, building teams, understanding the difference between strategy and action, as well as the skills needed in arts organisations and projects. The use of local case studies is critical and where relevant these are compared with international examples. Guest lecturers provide insightful information into existing practice, while a placement at an arts organization for experiential traineeships enables students to gain hands on experience.  This course is designed to encourage the building of sustainability within the individual and the arts. Arts Management 4b (DRAA 4082) Arts Organisational Marketing and Sponsorship (4th year or Honours: Semester 2) Develop and plan how to access the appropriate audience for artistic programming i.e. audience development. Create and plan a marketing strategy that is conducive to organizational needs. Plan, implement, monitor and evaluate market research. Learn about partnerships and sponsorships in the arts.
Experiential Learning Course Requirement: Arts Traineeships In order to meet requirements for 3rd and 4th year arts management courses, students need to successfully complete 30 hours (4th years) or 20 hours (3rd years) of learning and professional management service in an Arts Organisation in the Johannesburg area. The traineeship hours take place over one semester (university calendar timeframe) and should be arranged to be of assistance to the host Arts Organisation’s projects, and where possible the students’ Arts Management area of study. All traineeships need to be approved by the course co-ordinators. Each of the four Arts Management courses has a specific planned traineeship programme to promote the students’ university experience through the course they are studying and to experience the world of work.