Arts, Entertainment, & Cultural Management

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Course Information
International Business
Terms offered: 
Fall, Spring
Language of instruction: 



This course provides an introduction to “cultural tourism” and the business of art and culture, with an emphasis on the management and marketing of fine and performing arts events and institutions. Topics include: comparison of cultural systems in Europe and the U.S.; non-profit and for- profit arts institutions at local, regional, national, and international levels; arts funding; grant writing; sponsorship; legal issues; marketing and public relations; commercial entertainment trends; and business fields in the arts. Includes field study excursions to major arts, media, and entertainment institutions in Vienna and beyond.

Attendance policy: 

IES Abroad Vienna requires attendance at all class sessions, including field study excursions, internship meetings, scheduled rehearsals, and exams. Attendance will be monitored and unexcused absences will affect the student’s grade via the “Participation” component of each course’s final grade.

Excused Absences

  • Excused absences are permitted only when a student is ill, when class is held on a recognized religious holiday traditionally observed by the particular student, or in the case of a grave incident affecting family members.
  • To be granted an excused absence, the student must write an email to his/her professor in a timely manner stating the reason for the absence (and, if appropriate, how long they expect to be away) with a cc to Center administrative staff. In an emergency, the student may call Student Services or the Front Desk. If the student is unable to send an email (too sick, no computer), he/she may call the Student Assistant at the front desk (01/512 2601-11) who will then write the email described above and send it to said parties as stated above, with a cc to the student.
  • If a student is absent 3 consecutive days or more, he/she will need to obtain a doctor’s note and then submit this to the Registrar’s office.
Learning outcomes: 

Upon completion of this course students will have an overview of:

  • Aspects of the broad term “culture”
  • Arts & cultural institutions at local, national, & international levels
  • The impact of arts & culture in business settings (e.g. tourism)
  • The commercial side of recreation
  • The differences between commercial & non-commercial institutions
  • Business in the arts, arts funding, & sponsorship
  • Arts marketing & event management
  • New forms of cultural entertainment, such as theme parks
Method of presentation: 
  • Lecture
  • Discussion
  • Group work
  • Field study excursions
Required work and form of assessment: 
  • Class participation (including group work & presentation*) - 20%
  • Midterm exam - 20%
  • Paper on assigned project - 30%
  • Final exam - 30%
Section Content
Section 1: Introduction

Introduction to course emphasis and goals; culture by definitions; the role of arts and cultural programming at European, national, state, and municipal levels; introduction to the arts & culture market; cultural institutions in the performing and visual arts; festivals; introduction to cultural tourism; difference between non-profit arts & culture sector and for-profit culture and entertainment.

Section 2: Supporting Arts & Culture: Not-for-Profit Arts & Culture Systems The public sector (European, international, & national levels); art subsidies, grant applications; decision makers; “business fields” in arts and culture (case: public museums). Group session on “how to write a grant proposal.”

Section 3: Events

Art & culture event organization, management, and logistics; the legal side of events: public authorities, organization, & safety issues. Case studies: Cirque du Soleil: the European Tour; Palazzo: the eat & drink theater; the Vienna Spanish Riding School; and the Vienna Boys Choir.
Section 4: Principles of Cultural Marketing & Introduction to Arts Marketing Product, lifespan, & design; market & competition; consumer behavior; segmentation and positioning; pricing; placement & sales; promotion; communication planning; introduction to sponsorship.
Section 5: Art Specialization Visual arts: public & private collections; the arts market. Performing Arts: festivals; production;
copyright. Media. Excursions: to the largest Vienna auction houses, Dorotheum and Sotheby’s; and to ORF, the Austrian National Radio and Television Corporation.
Section 6: Introduction to International Trends Project seminar: Arts, Culture, & Entertainment; consumer spending on entertainment; market drivers; trends & forecasts; key players: the top 20 entertainment companies, their products and services. Discussion: Market Outlook: the next decade.
Section 7: Experience Economy The creative industries and their development; effects on cultural tourism; cultural and entertainment destinations (from Bilbao to Schloß Schönbrunn); criteria and development of urban and suburban entertainment centers.
Section 8:
Interactive Workshop
Careers and jobs in arts management and cultural tourism; the creative industry boom in Europe;
including case studies in New York, London, and Vienna.


Required readings: 

Selections from the following:

  • Andersen, Arthur. Business Support for the Arts in Europe. Arthur Andersen, 1991.
  • Beyard, Michael D. Developing Urban Entertainment Centers. Washington, D.C.: Urban Land Institute, 1998.
  • Colbert, François. Marketing Culture and the Arts. 2nd ed. Paul & Co. Pub. Consortium, 2001.
  • Kotler, Philip and Joanne Scheff Bernstein. Standing Room Only: Strategies for Marketing the Performing Arts. Harvard Business School Press, 1997.
  • Lieberman, Al and Pat Esgate. The Entertainment Marketing Revolution. Financial Times Press, 2002.
  • Michels, Caroll. How to Survive and Prosper as an Artist. 5th ed. New York: Henry Holt & Co., 2003.
  • Pine, B. Joseph and James H. Gilmore. The Experience Economy: Work is Theater and Every Business is a Stage. Harvard Business School Press, 1999.
  • Price, Harrison. Walt’s Revolution! By the Numbers. Ripley Entertainment, 2005.
  • Schwarz, Martin. Art and Cultural Sponsoring. Wirtschaft für Kunst.
  • Vitali, Julius. The Fine Artist’s Guide to Marketing and Self-Promotion. New York: Allworth Press, 2003.
Additional requirements: 

Additional resources:

  • Regierungsübereinkommen 2003
  • Kulturberichte 1999-2001
  • Kulturstatistik ÖSTAT 2000