The University Of The West Indies, St. Augustine, Trinidad & Tobago

NEWS

POSTGRADUATE DIPLOMA IN ARTS AND CULTURAL ENTERPRISE MANAGEMENT

Programme Summary:

The Postgraduate Diploma in Arts and Cultural Enterprise Management is a trans-disciplinary programme that equips graduates to take an entrepreneurial role in the development and management of the artistic and cultural resources of the region. The programme is open to graduates in the humanities, social sciences or other related fields, as well as to managers of arts and cultural enterprises in the public and private sectors.

The course of study runs over a period of two intensive Mid-Year sessions June – August of four weeks each. Sessions I and II will be held from June – August: Year I. During the academic year students will be required to complete their practicum involving a study and a work attachment. In Session III (June – Year II) students will complete coursework and present seminars for final evaluation.

Rationale:

The need for training in the management of the arts, artists and cultural activities has long been recognised among artists themselves. It is increasingly accepted that professionalism and the relevant management techniques are critical ingredients to artistic success. Some of the region’s most famous artists (e.g. Bob Marley, Juan Luis Guerra, Allison Hinds, Machel Montano, Peter Minshall) illustrate the demands of professional upgrading and enterprise development.

Aims:

The Postgraduate Diploma in Arts and Cultural Enterprise Management is intended to:

1. supply specialists trained in the development and management of artistic and cultural resources;

2.      train artists in the management of their own talent;

3.      engage students in Caribbean cultural production and alert them to the potential thereof;

4.      develop regional and international contact with arts organizations, cultural agencies and practitioners in the field;

5.      develop the entrepreneurial insight and skill to transform cultural resources into sources of economic benefit for all concerned.

Objectives:

On conclusion of the programme the successful graduate should be able to: 1. appreciate the potential of cultural industries; 2. organize and produce artistic and cultural events; 3. manage artistic talent; 4. construct project proposals; 5. manage an arts or cultural institution.

Entry Requirements:

Candidates must normally have –(1)         a first degree from an approved university;   OR

(2)               academic qualifications decided by the university to be equivalent to a first degree. NB      persons without a background in the arts will be required to take one practical course in the arts during the programme.

(3) persons without the above qualifications but who may have experience in the field   of study, along with their referee reports and academic records may be recommended for admission based on the results of an interview conducted by a Selection Panel of Academic Co-ordinators.

Structure/ Course of Study

The programme comprises five (5) courses each of 40 contact hours and a practicum. Each course will involve theory and workshops. Courses share the common themes of Caribbean identity, creativity / entrepreneurship and the global context.

Session I: (four weeks)
CA61A Arts, Culture and Society 3 credits
This foundation course presents a mix of perspectives on culture, the arts and their inter-sections with various sectors and concepts in Caribbean society.

CA61B Business Strategies for the Arts 3 credits
This course presents an integrated approach to strategic management theory and its application to arts and cultural organisations, including indigenous and entrepreneurial management of the arts.

Session II: (four weeks)
CA61C Funding and Financial Management in the Arts 3 credits
This course will focus on the analytical and decision making processes involved in the financial management of arts and cultural industries. It will address issues related to the acquisition of financial resources and the effective management of these resources.

CA61D Marketing and Promotion in the Arts 3 credits
The critical role of marketing and promotion has become prominent in recent times, given the current dynamic business environment. Many organisations now recognise the importance of being customer–oriented, knowing their products and/or services and how to market and sell them in order to develop and maintain a lead in the market and survive the competition. The cultural/arts organisations are no exception, and also require a systematic and effective marketing and promotions plan.

CA61E Arts and Cultural Enterprise Management (Practicum) 8 credits
Successful management of cultural enterprises is premised on the formulation of strategic goals and the management of action plans to achieve them. This is a critical area for training in the arts and cultural industries given the expansive role the sector plays in the Caribbean economy and society.

Session III: (four weeks)
CA61E Arts and Cultural Enterprise Management (con't)(Evaluation Seminars)

CA61F Policy and Development in Arts and Culture 3 credits
Through a series of seminars this course will update students on cutting-edge concerns and developments in the field of arts and cultural enterprise management. Particular emphasis will be placed on the relationship between Caribbean cultural enterprise and the global context.

YEAR ONE (8 WEEKS)
Days: Mondays/ Wednesdays / Fridays
Time: 9:00am - 12:00 noon / 1:00pm-4:00pm

SESSION I (4 WEEKS) SESSION II (4 WEEKS)
CA61A - Arts, Culture and Society CA61C - Funding and Financial Management
CA61B - Business Strategies for the Arts CA61D - Marketing and Promotion of the Arts
(Supervision/Guidelines Re: Practicum Arts and Cultural Enterprise Management (Introduction)

Examination (Dates to be scheduled) Examination (Dates to be scheduled)

YEAR TWO ( 4 WEEKS)

SESSION III (4 WEEKS)
CA61E - Arts and Cultural Enterprise Management (Practicum)
CA61F - Policy and Development in Arts and Culture

Beneficiaries

The cultural sector impacts upon the lives of all in the region. The programme will bring direct benefit to:

a.       managers and workers in the fields of culture and the arts;

b.      artists, who far too often are forced to function in the dual roles of creator and manager;

c.       graduates who may be more interested in creating rather than finding a job; d.      the UWI as an establishment responsive to social needs.

Career Opportunities in Arts Management:

The following agencies should be interested in the services of the Arts Administrator:

The University of the West Indies (UWI)

Departments of Culture, Trade, Intellectual Property, etc.

Tourism Sector – Hotels and the Hospitality Sector Calypso Tents and Carnival Bands, Steelbands and Music Bands

Museums and Art Galleries, Theatres and Theatre Companies

Technical Production – Sound Light and Stage Management

Festival Organizations, Music and Record Producers

Heritage Sites and Organizations

Craft Producers, Arts Organizations

Book Publishers

Film Producers/Distributors

Event Promoters, Impressarios, Talent Agents

Method of Delivery:

The programme will be delivered via lectures, workshops and practical field-work. Lectures will be held over two mid-year sessions to enable participation from other Caribbean territories. Students will have the option of doing field-work within or outside of their home-territory.