課程宗旨

1.理解藝術環境發展與產業管理概況 2.認識藝術行銷的基本概念與跨域合作策略 3.建構藝術領域全面性的基礎認識 4.學習行銷企劃的重要性與累積提案經驗

課程大綱

台灣的策展熱潮正興盛，但是展覽最終呈現的只是藝術行政管理工作的冰山一角，從策略管理、企劃、製作到行銷與評量，都是不同的專業工作領域。藝術行政管理是以藝術為根基的管理科學，作為藝術與社會之間的中介，其工作者必須具備藝術文化的素養以及行政與管理的邏輯，進行社會溝通，協助藝術推廣或產業化。 本課程將剖析當今臺灣藝文環境發展與藝術產業經營管理的現況，以及瞭解基礎藝術行銷概念與跨領域合作策略，啟發學生對藝文產業多面向的認識。課程實施包含講授、客座演講、校外參觀、分組討論，內容涵蓋三大單元：（一）藝術管理概論：使命、倫理、環境、組織、資金、企劃；（二）藝術行銷概論：藝術機構策略、藝術市場策略、城市行銷策略；（三）行銷提案工作坊：實際分組操作提案企劃，認識藝術跨界合作與行銷的多面向考量。 Taiwan's contemporary art scene is booming, but what the exhibition ultimately presents is only the tip of the iceberg of art administration work. From strategic management, planning, production to marketing and evaluation, they are all different professional fields of work. Art administration is a management science based on art. As an intermediary between art and society, its practitioners must have adequate artistic and cultural literacy and the logic of administration and management to practice social communication for the art industries. This course will analyze the development of Taiwan's art environment and the current status of art industry management, as well as understand basic art marketing concepts and cross-disciplinary strategies and inspire students to understand the multi-faceted art industry. The course implementation includes lectures, guest lectures, off-campus visits, and group discussions. The content covers three major units: (1) Introduction to arts management; (2) Introduction to art marketing; (3) Marketing Proposal Workshop.

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#B向度

# 111-2 新增通識課程