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Cultural Branding in Arts Organizations

Examines how branding for arts organizations communicates a distinctive role, relevance and identity to convey a clear institutional message. Rising media costs, ever increasing options for leisure-time activities, and the shift from philanthropic to brand-focused corporate support combine to create an imperative for clarity and impact in arts marketing activities. Theoretical business frameworks, case studies and guest speakers, effective strategies to engage target audiences and build a sustainable identity are analyzed.
Course #
ARVA-GE 2134
Units
1.5
Term
Spring
Department