MASTER OF ARTS MANAGEMENT

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1 The Master of Arts Management degree is taught at the world renowned Sydney Opera House. MASTER OF ARTS MANAGEMENT COURSE STRUCTURE To become eligible to graduate with a Master of Arts Management degree, students must attain 140 credit points through successful completion of the degrees three components, outlined below. The Major Project can be either a research project (involving a 10,000 word thesis) or preparation of a business plan. PREREQUISITE RULES There is some flexibility in how the modules can be undertaken, but the following considerations are recommended: - Students are encouraged to undertake Arts and Entertainment Management first, as it is designed as the induction to the program; - Entertainment Marketing should be undertaken before Relationship Marketing and Advertising, PR and Publicity; - Ideally, Contractual Law should be undertaken before Copyright Law, and both of these law modules should be undertaken before Entertainment Law; - The Major project must not be commenced until at least six core modules have been completed; - It is recommended that Qualitative research is undertaken before the research project option and Strategic planning before the New Venture Planning option. CREDIT POINTS Core Program: 72 Credit Points 12 compulsory modules x 6 credit points each Major Project: 20 Credit Points (either a research project or business plan) Electives: 48 Credit points 8 modules chosen from 10 options x 6 credit points each TOTAL: 140 CREDIT POINTS

2 MODULE DESCRIPTIONS Qualitative Research Examines topics such as individual in-depth interviewing, focus groups, content analysis, grounded theory, action research and ethnographic research. The module discusses the use of qualitative versus quantitative research, research design -mixed methods, insight and authority, observer/participant interfaces, culture and meaning, subjectivity and objectivity, and research ethics. Accounting Focuses on accounting fundamentals useful for general management, such as understanding financial statements and accounting concepts, as well as trading budgets and cash flow forecasts. Business structures and the requirements of good corporate governance will also be covered, including risk management. Advertising, PR and Publicity Provides an understanding of advertising and publicity as elements of an Integrated Marketing Communications program. This includes defining target audiences and key messages, creative development and media strategy, and best practice examples of entertainment campaigns. Effective Arts Boards This module provides an overview of effective non-profit arts boards, encompassing opera, orchestras, concert presenters, festivals, events, theatre, galleries, museums, dance companies and such like. It covers: Individual Directors: - the unique challenges of the individual director in the non-profit sector; - roles and responsibilities of the Board, Artistic Director and General Manager in non-profit arts organisations including board structure and processes and boardexecutive officer relations; Boards: - performance and conformance of the board, including artistic excellence and financial responsibility, legal responsibilities and heightened risk in under resourced arts organisations; - board strategic orientation in non-profit arts organisations; Organisations: - Board-executive officer liaison Stakeholders: - influence on the arts and the role of bodies such as government agencies at the federal and state levels (for example, the Federal Government, the Australia Council, Creative Australia, and state and territory arts ministries) - challenges and constraints of sponsorship and fundraising,corporate support and philanthropy - legislative frameworks for governing by individual directors, boards and interaction with the organisation and its stakeholders

3 Management in Organisations Presents a variety of management and organisational behaviour theories not presented in other modules. These include theories relating to organisational structure, systems, team and group behaviour, communication, conflict and negotiation, and change management. Managing Creativity Is built on the recognition that creativity and innovation have become more necessary than ever to achieve differentiation in an increasingly competitive market. Creativity is the very life-blood of arts and entertainment organisations. This module will examine ways to cultivate and increase creativity and innovation, at both a personal and organisational level. It also examines creativity at a society level and discusses artist relations. Statistics and Data Analysis Provides foundation skills in statistical methods, to prepare students to support databased exploration and decision-making. Contractual Law Examines the principles of contractual law in the context of the arts and entertainment industry. Practical applications of these principles will include contracts relating to management, agency, sponsorship, and the commissioning of new work (including both visual arts and music). Real-life contracts are used as examples. Copyright Law Is designed to develop a deeper understanding of intellectual property rights. The principles of intellectual property will be explained. This knowledge will then be applied to a selection of commercial applications involving copyright. The implications of the Copyright Act 1968 will be discussed, and subsequent rights that have been introduced, such as moral rights and performers copyright. The module will focus on the relevance and application of copyright in the context of arts and entertainment. Cultural Policy This module examines Australian cultural policy in an international context. What is cultural policy? What role does government play in the arts and culture and why? What is the relevance of cultural policy to arts managers? Various views will be explored, and students will be expected to critically evaluate the various positions. The module encompasses various art form issues, cultural industries, cultural diplomacy, cultural diversity, arts funding and recent government initiatives. Event Management Provides a broad overview of event management, including techniques for defining and managing scope, time and cost. Risk management and regulatory compliance issues are also addressed. Arts & Entertainment Management Aims to provide a broad overview of management theory and practice in the context of the arts and entertainment environment. It provides a mountaintop view of the various modules of the degree, and their interrelationship. It also provides an induction into the program and the conduct of seminars within Sydney Opera House.

4 Entertainment Marketing Aims to provide the student with an understanding of the basic principles and practices of marketing in an arts and entertainment environment. Emphasis will be placed on the necessity of cultivating an imaginative and entrepreneurial approach. Quality Management Examines the activities involved in planning, controlling and improving product and service quality. The module covers approaches such as Total Quality Management, Lean Operations and Six Sigma. It examines: the philosophy of continuous improvement; the use of statistics in a quality context; measurement and methodological improvement techniques. Relationship Marketing Technological evolution and changing customer expectations and behaviours are increasingly forcing arts organisations to be more customer-centric and relationship focussed. Relationship Marketing aims to establish and maintain longer term relationships with customers through a series of transactions over a lifetime. Customer Relationship Management (CRM) or information enabled relationship marketing is explored in the context of arts & entertainment audience and market development. Students will be introduced to costs of acquisition, retention and customer lifetime value calculations. Techniques for monitoring customer acquisition and retention in the form of loyalty will be explored. The implementation of a CRM solution will also be covered, such as Tessitura Arts Enterprise Software as implemented at the Sydney Opera House. Presentation Skills Will provide students with the opportunity to plan, prepare and present information to a variety of audiences. Pre work and post reflective exercises will enable the students to review presentation formats and content within the media, as well as assess their presentation strengths and areas for improvement. The use of multi media will reinforce the learning throughout. New Venture Planning (Business Plan) is a Major Project option devoted to creating a business plan for a new venture or product launch (which can include service products). It provides an opportunity to apply theoretical knowledge acquired in the various course modules to a concrete, real world example. The plan may explore a business development opportunity for a third party sponsor or employer, or provide momentum to a personal hobby (e.g. a website). Organisational Leadership Examines theoretical and practical aspects of leadership and team management. This includes: the concept of leadership; leadership in organisations; leadership theories; leadership qualities and competencies; leading creative businesses; managing group dynamics; communication; conflict management; team motivation and ethics. These aspects of leadership will be explored in the context of arts, entertainment and media businesses, and business undergoing transition in a world where disruption is the norm.

5 Research Project Is an option that enables a student to complete an 8-10,000 word Research Project on an approved topic. It can be theoretical or applied in nature, but must demonstrate sound research skills, a deep understanding of previous research in the topic area, sound analytical skills, sound employment of an appropriate research methodology and the application of critical reasoning. Strategic Planning Examines the development of a strategic plan: defining the organisation s mission and objectives; determining a strategic course; examining the implications this has for aspects of the organisation such as structure and human resources. Matching internal strengths with market opportunities is covered, and students learn techniques for undertaking industry and competitor analysis, such as those developed by Michael Porter. Particular attention is paid to issues that arise within the entertainment industry (encompassing both commercial and not for profit sectors).

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