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Audience Development

Audience Development in modular studies
© Goethe-Institut/Moritz Peters

€1,040.00

Participation Explanation of the participation options
Event period
Certificate programme

In the certificate programme, you take modules worth at least 15 credit points, you are enrolled as a student at Leuphana University of Lüneburg, you have access to all the university's resources, you take examinations and you receive the university certificate "PS Individuale" as your degree.

More information on the Certificate Programme

Module studies

You complete the module studies with an examination and receive the specified credit points. These can be credited towards a Bachelor's or Master's degree. The modular study programme is interesting for you if you only want to book a single module. At the end, you will receive a certificate with a detailed list of your achievements.

More information on Module Studies

Module participation

Participation in the module takes place WITHOUT an examination. You do not receive any credit points. Credit points are important if you want to have them credited towards a Bachelor's or Master's degree. You will receive a certificate of attendance at the end of the module.

More information on Module Participation

Currently 2 places available
Courses of this module
F4 Audience Development
First date Wednesday, 12.02.2025 at 09:00 o'clock → Last date Tuesday, 25.03.2025 at 23:59 o'clock
Product information "Audience Development"

This module covers analysis and strategy development for a wide range of visitor groups. You will learn to differentiate between and analyse relevant target groups for cultural services, and will be familiar with the various levels at and ways in which you can appeal to visitors when developing those services.

Course content

  • The discourse of audience development
  • Understanding the audience: motivations for, and barriers to, arts consumption
  • The limitations and the democratic dilemma of audience development


Course structure:

The module lasts 6 weeks and is divided into 3-4 phases. During each phase, you can decide when to prepare and review the content by working through the course material and tasks. There is usually one webinar in each phase, scheduled according to the students' time zones. These are the only fixed dates. Since the course is revised before it begins, the exact dates cannot be communicated beforehand. We calculate a weekly workload of 21 hours. Of course, this may vary depending on personal circumstances. The portfolio exam must be handed in at the end of the course.




is restricted access: Yes
Requirements - university entrance qualification: Required
Requirements - one year of work experience: Not required
Requirements Language: English: TOEFL Internet (92 points); IELTS (Acad. Level 6.5 points); CAE/CPE (Level C1, Grade B); TOEIC (720 points listening/reading, 310 points speaking/writing); if necessary, individual examination.
Requirements Expertise: None
Topic: Business Administration & Economics, Culture, Management & Leadership
Format of course: Online
Level: Master
Course language: English
Study programme
Arts & Cultural Management Go to study program website
Number of credit points / ECTS: 5
Workload Contact time (in hours): 25
Workload self-study time (in hours): 100
Examination: In-class examination
Exam format: Portfolio
Further exam format: No further Exam
Qualifikationsziele

Learning outcomes and competencies

  • Define and categorize the different goals of audience development
  • Realize the difference between an arts management orientation and a cultural policy orientation
  • Situate audience development in a range of democratic policy contexts
  • Gain knowledge about behaviours, motivations and barriers in arts consumption in different population groups
  • Understand how the characteristics of the arts demand a mediation approach in arts marketing and audience development
30 = Dates of this module
30 = Dates with overlap
30 = Modules already selected
Please note: Dates subject to change