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Masters Programme

MA Programme

Currently the MA is CPM’s flagship programme and students have a number of courses to choose from: The foundational course is Cultural Policy, Leadership and Research. This is followed by a choice of two analytically challenging but practically oriented courses i.e. Culture, Creativity and Economy or Marketing, Fundraising, Sponsorship and Audience Development.

Cultural Policy and Leadership – WSOA 7027A

This foundation course is taken in the first semester of the Masters Programme. Arts and culture managers operate in complex environments with policies (both formal and informal) that shape the kinds of artistic creations, organisations and practices that are produced, disseminated, marketed, promoted and funded. Asking questions about what these policies are, who makes, implements and enforces them, how policy is adapted and changed and how research, advocacy, and arts and culture managers can influence this process, this course covers the following three interrelated areas:

  1. It critically examines policy frameworks within which arts, culture and heritage leaders, practitioners and managers operate in Africa and internationally;
  2. It analyses the nature of cultural leadership and cultural governance required in the arts, culture and heritage sector; and
  3. It introduces students to a range of professional research skills required for effective leadership in the arts, culture and heritage sector relating to developing, implementing, evaluating and advocating for cultural policies at different tiers of government and in different countries in Africa.

The course is designed to invite reflection and dialogue on how notions and practices of culture intersect with the domains of policy making and inform the state’s engagement with culture. Students are exposed to numerous debates, concepts and theoretical reflections which they can draw on in their individual assignments and for their future research reports.

Marketing, Fundraising, Sponsorship and Audience Development - WSOA 7029A

The marketing, fundraising, sponsorship and audience development course focuses on the four themes as important management functions within arts organisations. In this module marketing is taught as an integrated function with fundraising, sponsorship and audience development. These themes function holistically and work to increase visibility, generate funds and create loyal audiences.

In a fast-paced arts and entertainment industry, arts’ marketing is changing rapidly due to technology and increased interaction with audiences online. Therefore, ‘New Media’ tools and platforms are incorporated in the module as essential tools for communication in a changing arts and culture environment. The course is presented using participatory seminars and lecturers that unpack case studies. In addition to the theoretical and conceptual frameworks a component of experiential learning through your work on your marketing plan or marketing case study analysis is critical to teaching and learning in this course.

Creativity, Culture and the Economy – WSOA 7104A

This course will focuses on the following primary areas of contemporary critical investigation of the cultural and creative economy in which arts and cultural managers work:

  1. The cultural and creative economy (definitions; measurement, evaluation of value and impact; contribution; value chains; mapping; clusters);
  2. Digital Culture and cultural managers (the impact of digital media on the relationship between cultural institutions/individuals and their users; notions of producer and consumer; authorship and authenticity; managing innovation and change; policy changes in relation to digital media and digital arts; implications for cultural managers);
  3. Cultural production in contemporary cities (urbanisation and industrialisation; trends and impact on cultural production; consumption and production of cultural goods and services; regeneration outcomes);
  4. Entrepreneurship and the cultural economy (managing a for profit enterprise; innovation, creativity and entrepreneurship in the cultural economy). 

The focus of the MA programme is on interactive seminars, guest lectures on contemporary issues in the cultural sector and excursions to the vibrant arts and culture organisations in the broader Johannesburg area. The course also enables active engagement with the cultural economy in Johannesburg through conferences, meetings, launches and collaborative research between students and leading arts organisations, honing critical skills in research and at the same time networking in and being of service to this community.

The Cultural Policy and Management teaching team is made up of professionals, researchers, experts and practitioners who are actively involved in the world of policy, management, administration, marketing and leadership in the cultural economy.

For all postgraduate admission enquiries please contact Ms. Sao Mendes at sao.mendes@wits.ac.za  

and for postgraduate course enquiries please contact Ms. Avril Joffe at avril.joffe@wits.ac.za

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