Arts & Entertainment Management

The major in Arts and Entertainment Management prepares students to manage and lead the business operations of arts and entertainment organizations. The goal of the program is to prepare students to meet the challenge of offering artistic venues that highlight and present arts programming while ensuring fiscal and organizational success. Students will learn to engage varied tactics and skills to meet the needs of artists, donors, and patrons. AIC graduates with an Arts and Entertainment Management major will possess the ability to blend business/ management skills with a passion-based artistic prowess. Students will take four practicum courses that will offer them hands-on experiences in preparation for working with rental clients and artists. Students will learn how to interpret legal contract language, develop fundraising and marketing initiatives, manage scheduling software, and support actual internal and external events in the Cultural Arts Center at AIC. Graduates can enjoy lucrative careers in Performing and Fine Arts Management and Administration, Entertainment Management, Entertainment Public Relations, etc. Students in this major are required to take a minor.

Learning Outcomes

  • Work effectively to plan and execute arts and entertainment events.
  • Sustainably build community and culture
  • Fundraise for the arts and entertainment field
  • Market events effectively across platforms
  • Creatively manage and lead non-profit arts and entertainment organizations.
  • Effectively communicate

What You’ll Learn

Implementing modern industry tactics and skills to meet the needs of artists, donors, and patrons.

Real-World Experience

Work with external clients and assist in event production and the Karen Sprague Cultural Arts Center.

Career Opportunities

Graduates will be ready to pursue work in performing and fine arts management, event production, and public relations.

Major Requirements 44 credit Major
AEM 1200 Arts & Entertainment Management:  Blending Business with Artistic Prowess
MGT 1400 Principles of Management
AEM 1500 Developing and Recruiting Talent
AEM 1601 Pre-Field Experience
MGT 2400 Organizational Behavior
AEM2450 Community Development
AEM 2500 Field Experience I
SRM 2600 Event and Facility Management
AEM 3400 Nonprofit Governance
AEM 3550 Entertainment Marketing
MGT 3661 Project Management
AEM 3880 Field Work Experience II
AEM 4200 Cultural Equity in Creative Leadership
AEM 4400 Fundraising and Development
AEM 4600Field Work Experience 3
AEM 4899 Arts & Entertainment Management Internship

Minor Requirements 18 credits
AEM 1200 Arts & Entertainment Management:
MGT 1400 Principles of Management
AEM 1601 Pre- Field Experience
AEM 2450 Community Development
AEM 2500 Field Work Experience 1
AEM 3550 Art and Entertainment Marketing
AEM 4200 Cultural Equity in Creative Leadership

All Courses

The first course in the Arts and Entertainment Management program will offer students a strong foundation as they prepare to navigate their field experience courses. Topics will include, human resource development, fundraising and grant cultivation, non-profit management, recruitment of artists, legal contracts, and DEI&B approaches culture building and space and event management. PREREQUISITE: None

This course offers an introduction to the principles of management and their application to business. The basic management concepts of planning, organizing, controlling, motivating, communicating, staffing, and leading provide the basis for understanding of the management profession and a basis upon which higher level management courses can build more specialized knowledge.

Arts and Entertainment managers and administrators must understand the process of mentoring, developing, and recruiting talent. Venues of all kinds work with independent and union artists and companies to bring their work as part of a season of entertainment. Although direct connection with artists is of value to the development of professional relationships, one must also work with artist representatives and agents. Topics will include, tour management, rider negotiation, scheduling, accessibility needs. PREREQUISITE: None

This one-credit experience will prepare students for the first of the three-course practicum progression. This course will meet once weekly for fifty minutes and will offer students the opportunity to become familiar with the many working elements of the spaces on campus they will be supporting later in their course work. Students will also be introduced to contracts and associated legal language and will take part in mock client meetings. PREREQUISITES: None

This course provides a conceptual framework for understanding and studying the dynamics of behavior in organizational settings and for applying these concepts to improving organizational effectiveness. Included are personality, organizational theory and structure, the decision process, the communication process, group dynamics and leadership, and conflict resolution.

Community Development is the life blood for any arts and entertainment venue. You want the venue that you represent to be the center of community activity. Small venues in small communities often provide the only opportunities to artists an entertainers to showcase their work, while large venues in a more competitive markets compete for community appeal. In this course, students will learn to recognize community partnerships as a key element of fiscal and social sustainability. Students will also engage in project proposal development and will be asked to choose unlikely partners to cultivate a community plan of action. PREREQUISITE: AMG 1601 or permission of the instructor.

This two-credit course will offer students the opportunity to shadow students in Practicum 2 3XXX. Students will be required to complete fifteen hours of event support time across the semester in which they take this course. Class time will be spent discussing upcoming events and needs and developing skills in problem solving, prioritization, space management/ booking software and customer service engagement. (2) Prerequisite AMG 1601 Pre-Field Work Experience

Examines the history of facility management and modern issues facing facility managers. The focus is on the application of management skills as applied to arena, stadium, and event management. The course examines the requisite skills to run a facility, including understandings on management theory, facility operations, marketing, budgeting, and legal considerations.

Nonprofit organizations are governed by state and federal tax laws and are expected to follow best practices in their governance structure. Students in this course will learn the process by which an organization receives non-profits status, how to maintain that status and govern through use of clear policies and procedures that often undergo revision. Students will write by-law and policy language and will learn how to develop tiered approaches to ensure checks and balances. PREREQUISITE: None

Marketing is an art form. To fully understand what you are selling is vital in identifying the most effective marketing plan. In this course students will learn to develop marketing plans and strategic initiatives for Arts and Entertainment Venues. Artists and patrons must know that you and the venue you represent exist. In a highly competitive market how will you stand out from the pack? Environmental, social media, print, tv and radio marketing will be covered. PREREQUISITE: AEM 2600

This course introduces the techniques used to plan, manage, and complete projects in accordance with guidelines to which all participants and beneficiaries have agreed. It distinguishes project management from general management and examines the principal concepts and methods that have been developed to manage projects successfully: defining project objectives, the Critical Path Method, application of Lean/Six Sigma and other quality techniques, team building and conflict resolution, allocation of resources – human, physical and financial, uses of probability to assess project timelines (PERT), GANTT Charts and project control through budgeting. Students will apply software to managing their own projects. The course also covers the general principles of Management Science and Systems Theory – giving students an understanding of how models can be used to improve the quality of management decision making. Classes will introduce students to these areas of project management. Students will then apply the techniques and concepts to running an actual project so that they master these important skills by using them. PREREQUISITE: Business Junior/Senior major or permission of the instructor.

This two-credit course will offer students the opportunity to focus on marketing and development. Students will be required to complete 20 hours of event management time across the semester in which they take this course. Class time will be spent developing marketing for arts programming and rentals at AIC. Students will learn to how to develop and retain a patron base and will create public facing recruitment initiatives for external rentals. (2) Prerequisite AMG 2500 Field Experience I

Leaders of arts and entertainment venues must recognize and support cultural development within their organizations and communities. DEI and B initiatives coupled with an intentional set of decisions regarding accommodations and cultural representation will ensure equity. Students will learn to assess work and public space needs and identify deficiencies / opportunities. A considerable Equity in Leadership project will offer students the opportunity to develop a cultural leadership plan of action. PREREQUISITE: Junior/Senior Status

Fundraising and Development are key elements to the fiscal success of any organization. AIC employs an office that focuses on development and fundraising to support institutional growth. Students in this course will learn effective fundraising strategies, the grant research and application process, and will develop fundraising proposals for large and a small internal and external initiatives. PREREQUISITE: Junior/ Senior Status

This three-credit course will offer students key leadership positions within the internal and external rental structure. Students will be required to complete 30 hours of event management time across the semester in which they take this course.  Class time will be spent discussing upcoming needs. Student will sign up for events as part of class work. They will be offered insight into event needs, contract requirements, and will meet with internal and external partners prior to each event and lead a pre-con meeting.  Students will discuss event challenges and will share their experiences. (3) Prerequisite AMG 3880 Field Work Experience II

This supervised work experience will offer the students the opportunity to work for a professional entity. The semester prior to taking this course, students, with the help of faculty and staff will secure internship placement. Students must complete 126 hours of work for a professional entity across the semester in which they take this course. Students will set internship goals and will be assessed on those goals four times, week 5, mid-term, week 11 and final. This course will meet once weekly to prepare for assessments and to share effective ways to best manage the internship experience. At the completion of the internship, students will present their accomplishments as part of a weeklong internship event. PREREQUISITE: Senior Status

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