To this day, this city of Vienna thrives on an intense interest in culture that has a strong effect on the institutions, economy, practices, and identity of its inhabitants. The Arts and Culture Internship offers first-hand experience and involvement in Austrian cultural institutions (including museums and theaters), businesses, and service organizations engaged in the fields of arts, culture, and entertainment in Austria. The experiential work component of the internship is supplemented by a seminar which explores fundamental aspects of European and Austrian approaches. Students will be exposed to nonprofit and for profit management practices in this sector and discuss the differences between American and Austrian approaches. Class content includes seminars on marketing, fundraising, and sponsorship applied in the field of arts and culture. Students will explore Vienna by participating in one of the many private or public institutions engaged in arts and culture. Placements may include Belvedere Gallery, The Vienna Review, Schwarzconsult, the Austrian Business Committee for the Arts, Image - The Imperial Schönbrunn Palace Music Concerts, and “Dorotheum” - the world´s oldest arts auction house.
The internships vary depending upon the nature of the organization as well as the department in which the intern will work, though most of the work will consist of projects and research. The individual internship programs are to be agreed upon by the intern and the job supervisor by means of a mutual pre-selection process at the beginning of the semester.
Prerequisites:
Vary according to internship sponsor. Some of the internship positions may require a minimum language requirement, while the majority of the offered internship positions have none. Prior approval for the internship by both the student’s academic advisor and home institution is required. Students are required to express interest in an internship before departure from the U.S.
Selection:
The internships are awarded on a competitive basis. The selection procedure is as follows:
1. A pre-screening interview with the internship coordinator to discuss the openings available and their relationship to the student’s background and interests.
2. Application for a position which will be accompanied by the student’s curriculum vitae and the coordinator’s recommendation.
3. Selection by the organization offering the internship position based on interviews with the applicant in Vienna.
Learning outcomes:
Upon completion of this semester, the students will be able to:
compare arts and cultural practices in Europe and the U.S.
actively participate in the practices of European arts management
learning about the development of the creative industries in Europe
becoming acquainted with sponsorship and fundraising techniques
conceptualize PR and arts marketing plans
discuss relevant course topics with experienced guest lecturers
study primary and secondary management literature on museums and heritage sites, performing arts institutions, as well as the development of arts and entertainment in Europe
attend excursions to national theaters and museums, the Imperial Palaces located in Vienna, television and radio stations, and those organizations/institutions where students will be placed.
Method of presentation:
Power point presentations, handouts, and practical examples as well as case studies are presented via internet or video. Each lecture is followed by a question and answer section. Group work and group presentations will complete an insightful look at topics and allow the student to practice more interactively. Each student will work at their designated office and hand in a paper at the end of the semester. In this paper selected cultural markets will be analyzed by the means of applied research methods. The content of the required paper will be between 15 and 20 pages long.
Required work and form of assessment:
• Active class participation (10%)
• Presentation on reading assignment (20%)
• Term paper (20%)
• Final evaluation given by mentor and IES Abroad internship coordinator (50%)
Required readings:
The instructor will provide readings and handouts throughout the duration of the semester.
Recommended readings:
Grady Jamie, “A Simple Statement: a guide to nonprofit arts management and leadership”, Heinemann, Reed Elsevier, Portsmouth, NH, 2006
Byrnes, William J, Management and the Arts, Focal Press, Elsevier, 2009
Scheff, Bernstein, Arts Marketing Insights, John Wiley & Sons, San Francisco, 2006
Colbert Francois, Marketing Culture and the Arts, Paul & Co Pub Consortium; 2nd edition (2001)
Brief Biography of Instructor:
Martin Schwarz MA earned his Master Degree in Recreation and Cultural Management from the University of Southern California. He has been consultant and business advisor for the Austrian government (Chancellor Wolfgang Schüssel). After 16 years of managing the Austrian Management Club, a lobbying organisation acting in Austria, Brussels, and Central Europe as Secretary General, he became director of cultural programs of the Austrian Broadcast Corporation. Martin Schwarz is the owner of Schwarzconsult, an agency concentrating on creative concepts, media, arts and culture productions as well as marketing and sponsorship. He has advised successful international brands, such as Cirque Du Soleil, Casinos Austria, the electricity producer and supplier Verbund AG, Erste Bank, Raiffeisen Banks, The Lippizan Stallions, Vienna Choir Boys, Schloß Schönbrunn Castle, and many Austrian museums and tourism regions. Currently Martin Schwarz is Chairman of the Master´s Program “Culture Tourism” at the University of Krems (IMC), where since 1994 he has taught seminars and lectures on arts, cultural, and leisure management. Mr. Schwarz is the founder and speaker of the board of the Austrian Business Committee for the Arts. Current research areas focus on arts, culture, media and tourism. Among his more recent publications are “Tax Guide for Art Sponsors” by WKO, Austrian Chamber of Commerce, 2008, Kultursponsoring, “Kulturland Österreich – an Analysis on Austria´s Image abroad”, Ministry of Economic Affairs, (2005) and the Reports on the World Conferences on Cultural Management, Development and Sponsorship, hosted by the Martin Schwarz GesmbH in Vienna (2005, 2006).
Supervised Arts and Culture Internship Seminar
To this day, this city of Vienna thrives on an intense interest in culture that has a strong effect on the institutions, economy, practices, and identity of its inhabitants. The Arts and Culture Internship offers first-hand experience and involvement in Austrian cultural institutions (including museums and theaters), businesses, and service organizations engaged in the fields of arts, culture, and entertainment in Austria. The experiential work component of the internship is supplemented by a seminar which explores fundamental aspects of European and Austrian approaches. Students will be exposed to nonprofit and for profit management practices in this sector and discuss the differences between American and Austrian approaches. Class content includes seminars on marketing, fundraising, and sponsorship applied in the field of arts and culture. Students will explore Vienna by participating in one of the many private or public institutions engaged in arts and culture. Placements may include Belvedere Gallery, The Vienna Review, Schwarzconsult, the Austrian Business Committee for the Arts, Image - The Imperial Schönbrunn Palace Music Concerts, and “Dorotheum” - the world´s oldest arts auction house.
The internships vary depending upon the nature of the organization as well as the department in which the intern will work, though most of the work will consist of projects and research. The individual internship programs are to be agreed upon by the intern and the job supervisor by means of a mutual pre-selection process at the beginning of the semester.
Vary according to internship sponsor. Some of the internship positions may require a minimum language requirement, while the majority of the offered internship positions have none. Prior approval for the internship by both the student’s academic advisor and home institution is required. Students are required to express interest in an internship before departure from the U.S.
Selection:
The internships are awarded on a competitive basis. The selection procedure is as follows:
1. A pre-screening interview with the internship coordinator to discuss the openings available and their relationship to the student’s background and interests.
2. Application for a position which will be accompanied by the student’s curriculum vitae and the coordinator’s recommendation.
3. Selection by the organization offering the internship position based on interviews with the applicant in Vienna.
Upon completion of this semester, the students will be able to:
Power point presentations, handouts, and practical examples as well as case studies are presented via internet or video. Each lecture is followed by a question and answer section. Group work and group presentations will complete an insightful look at topics and allow the student to practice more interactively. Each student will work at their designated office and hand in a paper at the end of the semester. In this paper selected cultural markets will be analyzed by the means of applied research methods. The content of the required paper will be between 15 and 20 pages long.
• Active class participation (10%)
• Presentation on reading assignment (20%)
• Term paper (20%)
• Final evaluation given by mentor and IES Abroad internship coordinator (50%)
The instructor will provide readings and handouts throughout the duration of the semester.
Grady Jamie, “A Simple Statement: a guide to nonprofit arts management and leadership”, Heinemann, Reed Elsevier, Portsmouth, NH, 2006
Byrnes, William J, Management and the Arts, Focal Press, Elsevier, 2009
Scheff, Bernstein, Arts Marketing Insights, John Wiley & Sons, San Francisco, 2006
Colbert Francois, Marketing Culture and the Arts, Paul & Co Pub Consortium; 2nd edition (2001)
Martin Schwarz MA earned his Master Degree in Recreation and Cultural Management from the University of Southern California. He has been consultant and business advisor for the Austrian government (Chancellor Wolfgang Schüssel). After 16 years of managing the Austrian Management Club, a lobbying organisation acting in Austria, Brussels, and Central Europe as Secretary General, he became director of cultural programs of the Austrian Broadcast Corporation. Martin Schwarz is the owner of Schwarzconsult, an agency concentrating on creative concepts, media, arts and culture productions as well as marketing and sponsorship. He has advised successful international brands, such as Cirque Du Soleil, Casinos Austria, the electricity producer and supplier Verbund AG, Erste Bank, Raiffeisen Banks, The Lippizan Stallions, Vienna Choir Boys, Schloß Schönbrunn Castle, and many Austrian museums and tourism regions. Currently Martin Schwarz is Chairman of the Master´s Program “Culture Tourism” at the University of Krems (IMC), where since 1994 he has taught seminars and lectures on arts, cultural, and leisure management. Mr. Schwarz is the founder and speaker of the board of the Austrian Business Committee for the Arts. Current research areas focus on arts, culture, media and tourism. Among his more recent publications are “Tax Guide for Art Sponsors” by WKO, Austrian Chamber of Commerce, 2008, Kultursponsoring, “Kulturland Österreich – an Analysis on Austria´s Image abroad”, Ministry of Economic Affairs, (2005) and the Reports on the World Conferences on Cultural Management, Development and Sponsorship, hosted by the Martin Schwarz GesmbH in Vienna (2005, 2006).