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Arts Marketing [ARTL 801]

ARTL 801 Arts Marketing

3.0 Units

Learn about audience development, market research, marketing budgets and forecasts, and more.

Students will apply the principles of audience development, audience diversity, arts marketing and multiple income-generating streams; generate marketing plans; market research; implement all aspects of arts marketing handled in an arts marketing department.

Active learning projects include generating marketing budgets and forecasts using analytics and metrics, and creating a strategic marketing plan.

This course includes a capstone project which will be a group investigative field study of an arts organization and best arts marketing practices (national and international) that culminates in a final written and oral presentation which will include recommendations to the arts organization being examined.


About the Instructor 

Tricia BaldwinTricia Baldwin became the Director of the Isabel Bader Centre for the Performing Arts (‘the Isabel’) in December 2014, and works with a tremendously talented team at the Isabel. Tricia is responsible for its programming featuring top diverse emerging and established artists, education, student and community engagement resulting in significant increase in audience participation, socially engaged art, and facilities management. She established the Isabel as an arts incubator for new works, the Ka’tarohkwi Festival of Indigenous Arts with curator Dylan Robinson, the Isabel Human Rights Arts Festival, and the Isabel Overton Bader Canadian Violin Competition. Tricia is the co-creator of Queen’s University’s new M.A. in Arts Leadership program with Queen’s Dan School of Drama and Music, and is the course developer and instructor of the program’s Contract Negotiations in the Arts graduate course. A champion of training the next generation of arts leaders, Tricia has been a mentor with the Canadian Heritage Talent to Lead Program and the Cultural Career Council of Ontario Mentor Program. Tricia recently served on the International Association of Venue Managers Association conference panel on arts management education.

Prior to the Isabel, Tricia Baldwin was the Managing Director of Tafelmusik from 2000 to 2014. During this period, Tafelmusik doubled its operating revenues and increased its endowment seventeen fold. The orchestra undertook over 50 national and international tours, created 20 recordings and films that garnered significant industry awards and nominations that led to the launching of its recording label and digital concert hall, established artist training programs attracting pre-professional musicians from around the world, and undertook a successful $3M venue renovation. Tricia also headed up Tafelmusik’s expansion of venues within Toronto that contributed to the doubling of earned revenues and significant audience development. Prior to Tafelmusik, she was the Executive Director of Ballet British Columbia and General Manager of the Kingston Symphony. Tricia received her Bachelor of Music (University of Toronto) and her MBA (York University), and has continued her education with courses from Harvard Business School, University of Oxford School of Continuing Studies, the Harvard Kennedy School, and Boston University.

Tricia Baldwin has been awarded the Canada Council for the Arts’ John Hobday Award in Arts Management, a scholarship to attend Harvard University’s Strategic Perspectives in Non-Profit Management program, First Prize for Student Philosophy Essay from the University of Oxford School of Continuing Studies, and the Queen’s Human Rights Initiative Award. As a volunteer, she currently serves on the Advisory Board of the York University Schulich School of Business Arts, Media, and Entertainment Management program, the City of Kingston Arts Advisory Board and Professional Development Working Group, and St. Lawrence College Music and Digital Media Program Advisory Committee. She has been a panel advisor/juror/assessor for the Canada Council for the Arts, Ontario Arts Council, Manitoba Arts Council, City of Toronto Cultural Services, City of Barrie Department of Culture, and the Department of Canadian Heritage.