Audience Engagement and Customer Knowledge (5 cr)

Objective

On completion of the course the student
- is familiar with the various objectives of audience work
- is able to set audience engagement into broader contexts in society
- understands the wide scope of audience engagement and its various possibilities in finding new audiences, strengthening the social and welfare effects of the arts, and developing art education
- recognises the role of the audience as an active partner of an artist
- is familiar with different audience engagement projects in various art forms and the professionals behind them
- is able to observe and analyze audience engagement projects in practice
- can create a small scale customer research project
- can gather customer data and analyze it

Content

- Theoretical and practical bases of audience engagement
- Different perspectives on audience engagement
- Planning of an audience engagement project
- Accessibility and impact
- The role of audience engagement in finding new audiences
- The changing roles of the cultural manager in an audience engagement project
- Customer knowledge
- Basics of customer research

Evaluation scale

0-5

Assessment criteria, satisfactory (1)

The student understands the vast possibilities of audience engagement and knows some societal perspectives on audience engagement.The student is able to observe and analyze an audience engagement project in practise. The student can use some of the tools of customer research and audience engagement.

Assessment criteria, good (3)

The student understands the vast possibilities of audience engagement and knows the different societal perspectives on audience engagement. The student can see audience engagement in wider contexts. The student is familiar with many ways of finding new audiences. The student can observe and analyze the creation of audience engagement projects in practise. The student can use the tools of customer research and audience engagement.

Assessment criteria, excellent (5)

The student can analyze the vast possibilities and different perspectives of audience engagement. The student can see the audience engagement in wider contexts in our society, and create beneficial partnerships during the planning stage of the audience engagement project. The student is able to utilize the wide range of audience engagement possibilities in finding new audiences. The student is able to plan a practical audience engagement project.The student can use the tools of customer research and audience engagement.

Assessment criteria, approved/failed

The student understands the vast possibilities of audience engagement and knows some societal perspectives on audience engagement.The student is able to observe and analyze an audience engagement project in practise. The student can use some of the tools of customer research and audience engagement.