ARTS BUSINESS MANAGEMENT

Level 1.1

Introduction to Arts & Heritage Management

This module aims to introduce students to the management of the different forms of arts and heritage in the creative industries. This will be achieved through exposure to a range of topics, by field visits. The topics will focus on arts and heritage management in Singapore and the region.

Introduction to the Arts 1: Music & Visual Art

This module aims to give an introductory understanding of the history and business of the music and visual arts sectors. The genres covered will explore the styles, characteristics, and cultural influences of different eras in both Asian and Western traditions. Topics include the production and promotion of both music and visual art.

Social Psychology

This module explores the nature and causes of behaviour of individuals in relation to other people. The aim is to provide an understanding of the mechanisms and processes by which social behaviours are shaped by various social, cognitive, environmental, cultural and biological factors.

Academic Writing & Presentation

The module focuses on critical thinking, academic writing as well as presentation and listening skills. The module aims to equip students with the skills for academic writing and presentation. Finding and evaluating academic sources, reading, note-taking, essay planning and writing and presentation skills will be developed in this module.

IT Applications

This module develops the e-competencies by equipping the students with the essential computing concepts and necessary skills to use computer applications for information research, organisation, collaboration and presentation.

Career & Professional Preparation 1

This module helps to give students a foundational introduction to their three-year diploma course curriculum and how it prepares them for industry. It will help them to embark on their three-year course with the end in mind, through guided reflection of their personal characteristics and producing an overall game plan for their future education and career goals. The module aims to deepen students’ commitment to the sector that the course prepares them for.

Level 1.2

Economics

This module provides students with an understanding of the economic choices made by consumers, firms and the government, and how these decisions affect the market for a particular good or service. It incorporates a study of the theory of demand and supply. The module discusses production costs, price determination and supply decisions for individual firms in different market structures. Students will have a basic understanding of the economic factors and government initiatives that have an impact on arts business management.

Education, Outreach & Community Arts

This module will explore the tools for developing education and outreach programmes to enhance public knowledge and exposure to the arts. The module will also develop skills for working with the community to create and conduct arts programmes that enhance social cohesion and address issues within the community.

Introduction to the Arts 2: Theatre & Dance

This module aims to give an introductory understanding of the history and business of the theatre and dance sectors. The genres covered will explore the styles, characteristics, and cultural influences of different eras in both Asian and Western traditions. Topics include the production and promotion of both theatre and dance.

Professional Communication 1

The module prepares students to communicate effectively in business settings. Students will learn both oral and written communication skills that demonstrate concepts of business communication principles, interpersonal skills and intercultural skills. Topics such as proposal and report writing, elevator pitch and professional presentation will be covered.

Visual Communication 1

Focusing on the use of images in the media, this module examines the theories and concepts of visual literacy; it provides an introduction to communicating visually through conceptual thinking with the use of digital photography and imaging software. Students will also think critically about the issues of visual images in communication, and learn the basic principles of visual design.

Health & Wellness

This module aims to help students improve their physical fitness by participating in a physical activity of their choice. This will also give students opportunities to develop confidence, teamwork and leadership.

Course Curriculum (Year 1)

Level 2.1

Human Capital Management

This module provides students with a working knowledge of human resource skills needed by supervisors and managers in the arts industry to ensure that arts organisations attract, employ, develop and retain the optimum number, type and quality of employees at all times to meet organisation demands and goals.

Arts Marketing & Communication

This module examines the basic concepts and principles of arts marketing to enable students to better understand and evaluate the marketing system in which products and services are planned, priced, promoted and distributed. It will also provide a comprehensive overview of the effective principles of public relations, focusing on different writing approaches and styles required for specific situations, audiences, communication objectives, content and media.

Partnership Engagement & Volunteer Development

This module provides students with an overview of the fundamentals of stakeholder partnerships, sponsorship and a Volunteer Management Framework in the context of the arts and heritage sectors. Students will gain an understanding of issues related to engaging stakeholders, fund-raising and sponsorship development and the role of volunteer management framework in managing issues such as volunteers' recruitment, job-match, motivation and recognition.

Festival & Event Management

This module aims to develop students’ knowledge and skills in arts festival and event management. The module will focus on discussing the intricacies of fulfilling the key performance indicators of performing arts festivals and events. In particular, the students will learn how to formulate creative strategies to tackle the complex demands of conceptualising, programming, logistics planning, human resource management and risk management. They will also gain insights into the latest management practices in the local as well as the international industries.

Visual Communication 2

Focusing on a practical approach, this module introduces the importance of online and print collaterals in the creative industries. Through the use of design software in micro-lectures, hands-on projects and critique sessions, students experience the creative process first-hand in producing promotional and marketing materials. This module also covers writing design specifications, copyediting and production layout.

Professional Communication 2

The module prepares students to write effective cover letters and resumes. Preparation and enhancement of portfolio to meet professional standard as well as development of presentation skills, and improvement of job-seeking techniques will also be covered in the module.

Level 2.2

Financial Management

The module introduces the basic concepts of financial management, including accounting, cash management, budgeting, box office management and forecasting, in relation to arts organisations. Using case studies and simulations, student will learn how to apply financial accounting principles to the arts industry.

Research in Audience Development

This module introduces students to the process of developing qualitative and quantitative research skills in the arts industry, particularly in arts audience development. Through lessons and tutorials, students will learn and understand roles of art professionals, researchers and cultural policy makers both in visual and performing arts organisations. Students will also gain awareness in developing a general understanding in research development and statistics interpretation.

Talent & Artist Management

The module examines the crucial role of professional management for various types of artists and entertainers. Focusing on the roles of personal manager, talent agent, road manager, and company manager, students will learn the art of guiding the professional career of artistes, developing contacts within the arts industry, marketing and promoting artistes for overseas exposure, identifying clients and projects for the artistes, and negotiating deals.

Stage & Exhibition Management

This module provides students with the technical knowledge behind stage and exhibition management. Students will learn the how to read technical riders and exhibition plans, maintain production records and to use this information in the staging of performances and exhibitions.

World Issues: A Singapore Perspective

This module develops a student's ability to think critically on world issues. Students will discuss a wide range of social, political and cultural issues from the Singapore perspective. It also looks at how city-state Singapore defied the odds and witnessed close to half a century of rapid economic growth, strong political ties and social harmony.

Course Curriculum (Year 2)

Level 3.1

Arts Regulation, Policy & Governance

This module aims to examine why and how the state intervenes in the production and consumption of art. It elaborates on the history of arts policy in Singapore from the founding of the nation in 1965 to the present and discusses how it has affected artists, cultural institutions and citizens. The formulation of arts policies pertaining to funding, censorship and the building of facilities will be critically discussed. While the module focuses on arts policy in Singapore, it will also make references to other countries such as the United Kingdom, Australia and the United States to encourage a comparative approach. Special emphasis will be placed on elaborating the importance of a good knowledge of arts policy to arts entrepreneurs, managers and administrators.

Creative Entrepreneurship

This module explores the relationship between creativity and entrepreneurship. Students will learn about the issues and challenges facing the arts business in the modern world. Students will also be introduced to entrepreneurial concepts and be asked to develop new ideas and plans for creative leadership. The module aims to give students an understanding of simple market analysis and financial planning, and other requirements for starting and running a business, with particular application (and adaptation as required) to “businesses” in the field of arts and culture.

Museum & Art Gallery Management

This module introduces students to the main elements of museum and art gallery management. These will be supplemented with theories and processes involved in museum administration, administrative technicalities, management for non-profit organisations, and case studies. Some of the topics to be covered will include collections management, education and outreach, museum exhibition design, conservation management and understanding the artist’s studio, arts groups and cooperatives. Through lessons and tutorials, students will learn the roles of museum and gallery professionals and their responsibilities.

Professional Communication 3

The module will equip participants with personal grooming skills required in a professional setting. Students will be taught grooming and social etiquette as well as appropriate dressing. Other topics include making small talk and handling difficult conversations.

Project ID: Connecting the Dots

This module aims to prepare students for an increasingly globalised and interconnected world where problems are multi-faceted and require interdisciplinary research and collaboration to solve. Using a project-based learning approach, students will have the opportunity to work in a multi-disciplinary team to investigate and propose comprehensive recommendations for a pressing real-world problem affecting Singapore. They will be guided to step out of their disciplinary silos and effectively communicate and collaborate with peers from different backgrounds. Ultimately, the module seeks to develop independent learning skills and the ability to synthesize diverse strands of knowledge to solve a complex problem, while impressing on students the importance of being a responsible global citizen.

Level 3.2

6-Month Local/Overseas Internship / Project Work

Students will be attached to one or several performing arts organisations matching their abilities and interests. Alternatively, students can work on projects in their areas of interest.

Course Curriculum (Year 3)