MK/IB 315 - Arts, Entertainment, & Cultural Management

This course will provide participants with an introduction to arts and culture; after a definition of terms, the Austrian, European "Cultural Setting" will be presented versus the US cultural system. Consequently, business segments in the arts will be discussed: eg. Cultural Tourism. Special attendance will be given to the management of Non-Profit arts institutions on the local, regional and national level as well as Arts funding and grant writing. The international scope of Arts and Culture will be examined (UNESCO, EXPOs, etc.)

Consequently, examples of the Performing Arts (opera, musical, theatre: the products, its management and marketing), and Visual Arts (government and private collections, museums, collecting, exhibiting, insuring), the role of arts festivals will be presented. As arts-and cultural events have become more and more important the legal side and the business of events will be elaborated and discussed in class; Marketing/PR, Media, Sponsorship; Audience Development are important management tools that will be given special attendance. In the second part of the semester an introduction to commercial entertainment trends will open the eyes of students to unknown business- and employment fields in the area of arts and entertainment: theme parks, urban entertainment centers, retail entertainment, entertainment, and “shoppertainment”.

Excursions to major Arts, Media and Entertainment institutions in Vienna will be included via course-related trips to Schönbrunn Palace, Vienna State Opera, Auction House Dorotheum, National Museums Belvedere and Leopold, the Vienna Prater a.o.