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Short Course
Marketing for Community Arts Organisations
There is a great need for arts and culture management training on community level to create sustainability and jobs in the industry. The Institute for Arts Management and Development has the expertise to present this training and has been doing so successfully for the past 10 years.

Purpose of the course:

To empower people that are involved in the arts and culture industry on grass roots level to manage their community based arts and culture organisations more effectively and on a more sustainable level.

Admission requirements:

Admission requirements: 
Grade 12 or equivalent qualification to matric.
Learning assumed to be in place: 
Practical involvement in any kind of arts / cultrue organisation or structure. A passion for the arts and creative industries Good reading, writing and communication skills.

Course outcomes and assessment criteria :

Course outcomes and the associated assessment criteria: 

Study Unit


Assessment Criteria

  After completion of this course, participants will: Participant will be assessed on the following criteria:
  The context of community arts in South Africa
  • The arts in South Africa
  • Arts in its various forms
  • Art on a small scale
  • Community arts organisations

Marketing principles made easy

  • What is marketing?
  • Why market?
  • How did the idea of marketing start?
  • Different marketing perspectives 
  • Marketing in the arts
  • Marketing for small scale arts

A winning strategy for marketing community arts

  • What is IMC?
  • Components to consider
  • Internal and external considerations
  • Target audience and message formulation
  • Channels/Media
  • Budget and time lines
  • Monitoring and evaluating the results 

Putting the plan into action

  • From strategy to day-to-day action
  • Demonstrate an understanding of the context of community arts in group discussions
  • Determine new target markets in a group exercise
  • Create a marketing strategy framework
  • Demonstrate a clear understanding of the concept of integrated marketing campaign.
  • Draw up a marketing time line.
  • Draw up a marketing budget for a case study
  • Create a marketing action plan for a case study


Method of assessment: 
Formative throughout and a summative assessment at the end

Additional information

Mode of delivery: 
Target group: 
Any person involved in the marketing of an arts organisation/structure/festival/event.
Contact us
Mr Lerouz Malan
Telephone number: 
018 299 2852