Audience Engagement and Customer Knowledge (5 ECTS)

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

Location and time

Autumn 2025
Period 1
Arabia Campus

Materials

Materials provided by teachers

All assignments and materials are under the Copyright Act (404/61) and the teacher has copyright. Assignments and materials are not allowed to be distributed or used in any other way. Distributing materials are only allowed if the teacher grants the permit.

Teaching methods

• Lectures
• Participatory Learning during Contact Studies
• Group Assignment
• Flipped Classroom
• Independent Study
• Individual Assignment
• Study Visits

Employer connections

Study Visits

Exam schedules

N/A

International connections

There will be international case studies during the lectures.

Completion alternatives

-

Student workload

1 ECTS = 27 h
Total number of hours on course is 135 h

Content scheduling

The course takes place during weeks 35-42 (period 1). More information about the progress of the course and course materials are presented during the first lecture.

Further information

By attending the first lecture of the course the student confirms his/her place on this course. The first lecture is compulsory. If the student is ill, he/she can confirm the place on the course by informing the teacher beforehand. The student needs to participate in at least 80% of the contact studies. There will not be any replacement tasks. The student needs to participate in creating the group assignment and complete the independent assignment. There might be changes in the timetable. If the student does not finish the assignments on time, he/she needs to participate to the course again.

Artificial Intelligence:
Artificial intelligence can be used to help you come up with ideas, but it must not replace your own thinking, searching for sources, and writing. Correcting the language and formatting of your own text with artificial intelligence is permitted. Entire texts may not be commissioned with artificial intelligence. If you use artificial intelligence, talk about it openly. Concealing the use of artificial intelligence is fraud. When using artificial intelligence, familiarize yourself with Metropolia's artificial intelligence guidelines and act accordingly. You are responsible for following the guidelines.

Accreditation of prior learning:
A course can be recognized if the student has completed university-level studies on the course content.

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.

Assessment methods and criteria

Group Assignment grade 1-5 (50% of the total grade)
Individual Assignment grade 1-5 (50% of the total grade)
You need to participate in 80% of the contact study.