Marketing is the most important tool to build awareness of your programs and services, and if properly planned can help you to reach new audiences and cultivate loyalty in those you already serve. This course will introduce you to the fundamentals of marketing for arts and cultural programs. You will learn basic marketing concepts, such as understanding the marketing mix, utilizing environmental analysis, developing position statements and branding an organization to help you formulate effective marketing strategies. Emphasis will be placed on understanding audiences and building participation in your programs and services. Assignments will culminate in the development of a marketing plan for your own nonprofit or a case study organization of your choosing. This course is designed for individuals with all levels of marketing experience in arts organizations and nonprofit agencies. Please note: all course work is applied to a case study organization, which may be your own organization or one where you volunteer. Please see www.artsextensionservice.org/index.php/courses/online-certificate/faq for more information. Please see GENRL-ST 397D to take this course for undergraduate credit.