Undergraduate Courses

Building on 30 years of experience in graduate level arts management training the program is excited to now offer selected undergraduate courses in arts administration. Courses are offered in intensive eight week sessions, fully online.

These courses are ideal for students interested in learning about the business side of arts and entertainment, and the many possibilities for careers in this exciting field locally and nationally.

Note that courses are not offered every semester so check the UNO course schedule on Webstar or contact the Arts Administration office  to confirm when each course will be offered.

Admission to UNO is required in order to take these courses.

Basics of Arts Marketing (AADM 4302) 

Instructor: Tony Micocci

Offered June 1 – July 25, 2015 (3 credits)


Marketing is an essential topic for arts administrators. An overall understanding is critical even to those who are not directly responsible for marketing, as it impacts on event attendance and related earned revenue, institutional identity, memberships, fundraising and the artist’s and/or institution’s overall relationship to its stakeholders and the public.

This introductory course will explore the subject of marketing arts and cultural activity. We will explore the elements that are at the core of any marketing campaign, as well as discuss trends in the field, market research and goal setting.

Of special interest to today’s arts administrators are the manner and degree to which the Internet has revolutionized marketing opportunities and public expectations, and a constituent relationship management (“CRM”) approach to marketing that goes far beyond just selling admissions to encompass building and sustaining multi-dimensional relationships with people who also may donate, volunteer, become members, buy merchandize and have other relationships to the artist or institution.

By the end of the course each student will have prepared a simple Marketing Plan.

Additionally, students will be able to:

  • Define and discuss key marketing terms, including brand, publicity, the competition, demographics and customer relationship management.
  • Undertake basic ad buying.
  • Write a well-formatted Press Release.
  • Understand the basics of market research and price setting.
  • Be current on the evolving role the Internet plays in cultural marketing.
  • Understand the processes involved in identifying one’s product and target market segments, including goal setting.