Audience Development & Outreach (WP)*
Niveau
first cycle, Master
Learning outcomes of the courses/module
The participants:
• will develop a comprehensive set of competencies essential for engaging diverse audiences in the cultural sector.
• will gain a deep understanding of how to strategically expand, diversify, and sustain audience engagement in transcultural contexts - by exploring both theoretical frameworks and practical applications.
• will acquire skills in audience research and segmentation, enabling them to identify and understand the needs, motivations, and behaviors of different target and dialogue groups.
• will learn to design outreach strategies that foster participation and co-creation, accessibility, and long-term relationships between cultural institutions and their communities.
• place emphasis on digital tools and communication channels, equipping themselves to navigate the evolving landscape of cultural offerings in the digital age.
• foster critical thinking and reflective practice, evaluating the social impact of cultural initiatives and considering the ethical dimensions of audience engagement.
• will develop a comprehensive set of competencies essential for engaging diverse audiences in the cultural sector.
• will gain a deep understanding of how to strategically expand, diversify, and sustain audience engagement in transcultural contexts - by exploring both theoretical frameworks and practical applications.
• will acquire skills in audience research and segmentation, enabling them to identify and understand the needs, motivations, and behaviors of different target and dialogue groups.
• will learn to design outreach strategies that foster participation and co-creation, accessibility, and long-term relationships between cultural institutions and their communities.
• place emphasis on digital tools and communication channels, equipping themselves to navigate the evolving landscape of cultural offerings in the digital age.
• foster critical thinking and reflective practice, evaluating the social impact of cultural initiatives and considering the ethical dimensions of audience engagement.
Prerequisites for the course
not applicable
Course content
In an increasingly diverse and digitally connected world, cultural institutions face both challenges and opportunities in reaching and engaging audiences. Against this background the seminar explores innovative strategies that cultural institutions carry out for building meaningful relationships with current and potential audiences and creating public value.
Through a combination of theoretical insights, practical case studies and expert talks, the seminar will examine how cultural organizations expand their reach, foster DEIB, and create lasting impact within their communities. It will also be explored which societal, political, organizational and economic obstacles cultural institutions face during this process. Topics will include audience segmentation, digital engagement, innovative mediation concepts, community building strategies, accessibility and barrier reduction, public value creation and evaluation methods. Participants will gain tools to better understand audience needs and behaviors, and to design innovative outreach initiatives in the analogous and digital sphere that are both sustainable and socially relevant.
Through a combination of theoretical insights, practical case studies and expert talks, the seminar will examine how cultural organizations expand their reach, foster DEIB, and create lasting impact within their communities. It will also be explored which societal, political, organizational and economic obstacles cultural institutions face during this process. Topics will include audience segmentation, digital engagement, innovative mediation concepts, community building strategies, accessibility and barrier reduction, public value creation and evaluation methods. Participants will gain tools to better understand audience needs and behaviors, and to design innovative outreach initiatives in the analogous and digital sphere that are both sustainable and socially relevant.
Recommended specialist literature
Benington, J., & Moore, M. (Hg.) (2011). Public Value. Theory and Practice, New York: Palgrave Macmillan.
Boyd, N.M., & Martin, E.C. (2022). Sustainable Public Management, Routledge.
Bryson, J.M., Crosby, B.C., & Bloomberg, L. (Hg.) (2019). Creating Public Value in Practice. Advancing the Common Good in a Multi-Sector, Shard-Power, No-One-Wholly-in-Charge-World, New York: Routledge.
Hadley, S. (2021). Audience development and cultural policy, Palgrave Macmillan.
Hadley, S. (ed.) (2024). A reader on audience development and cultural policy, Routledge.
Kawashima, N. (2006). Audience Development and Social Inclusion in Britain. XXX
Mandel
360°
Tröndle, M. (2022). Non-Visitor Research. Audience Development for Arts Organisations, Wiesbaden: Springer Fachmedien.
Boyd, N.M., & Martin, E.C. (2022). Sustainable Public Management, Routledge.
Bryson, J.M., Crosby, B.C., & Bloomberg, L. (Hg.) (2019). Creating Public Value in Practice. Advancing the Common Good in a Multi-Sector, Shard-Power, No-One-Wholly-in-Charge-World, New York: Routledge.
Hadley, S. (2021). Audience development and cultural policy, Palgrave Macmillan.
Hadley, S. (ed.) (2024). A reader on audience development and cultural policy, Routledge.
Kawashima, N. (2006). Audience Development and Social Inclusion in Britain. XXX
Mandel
360°
Tröndle, M. (2022). Non-Visitor Research. Audience Development for Arts Organisations, Wiesbaden: Springer Fachmedien.
Assessment methods and criteria
Portfolio exam
Language
English
Number of ECTS credits awarded
4
Semester hours per week
Planned teaching and learning method
seminar
Semester/trimester in which the course/module is offered
2