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无代写-VPAA12 H3
时间：2022-03-17
VPAA12 H3 S Course Outline / Syllabus – Winter 2022
Page 1 of 12
VPAA12 H3 S Developing Audience, Resources, and
Community
Class Meeting Schedule: Winter 2022: Mondays 1:10 pm – 3:00 pm (Eastern)
Note that this course is offered primarily asynchronously, with some
real-time (synchronous) sessions. Please see the class schedule
(pages 3-5, below) for further details.
Instructor: Professor Sherri Helwig
E-Mail: sherri.helwig@utoronto.ca
Office Hours: To book an office hours consultation, please choose an available time
here: https://calendly.com/sherrihelwig/office-hours-for-students
For Winter 2022, scheduled office hours will be available:
Mondays 3:30-4:30 pm and Wednesdays 1:30-3:00 pm
Please note that there are no regular office hours held during
Reading Week, Study Break, exam periods, or the summer
semester, but appointments can be scheduled by email.
Teaching Assistants: Colette Richardson – colette.richardson@mail.utoronto.ca
Jo Anne Snell – joanne.snell@mail.utoronto.ca
Tamae Vassell – tamae.vassell@mail.utoronto.ca
Course Description
An introduction to the work involved in building and sustaining relationships with
audiences, funders, and community, and the vital connections between marketing,
development, and community engagement in arts and media organizations.
Rationale
This course is designed as a kind of companion course to VPAA10: Introduction to Arts
and Media Management. While VPAA10 is intended to provide an overview of the
ecology of the arts and media sector and its systems and practices – and to offer a basic
introduction to the field, the discipline, and the Arts Management/Arts and Media
Management programs at UTSC – this VPAA12 course allows students to delve a bit more
VPAA12 H3 S Course Outline / Syllabus – Winter 2022
Page 2 of 12
deeply into three particularly important and interconnected areas of work in the field (and
areas of study in the discipline): fundraising/resource development, marketing/audience
development, and community development and -engagement.
Learning Outcomes
Upon successful completion of this course, students will be able to demonstrate an
understanding of:
• The relationship between the artistic ambition of an arts organization and the resources
required to achieve it
• The similarities within and differences between fundraising, marketing, and community
engagement
• The steps involved in planning for, organizing, managing, directing, controlling and
evaluating an arts organization’s development efforts
• The range of revenue development-related issues in arts management
• The different concepts and theories involved in development strategy, and the
management of aspects of that strategy
• The effect of development strategies on both the management and artistic sides of an
organization
• The importance of developing strong member, donor, funder and sponsor relationships
• The importance of the marketing function to a Canadian arts or media organization
• How marketing informs and influences arts and media management, particularly
fundraising, sponsorship, special events management and media relations
• Major marketing concepts, key strategic tools, and their practical application
• How conventional marketing wisdom does, and does not, apply to the cultural sector
• The “four Ps” of the conventional marketing mix
• Internal and external factors affecting the marketing function in the arts
• How the buyer/consumer decides to purchase
• The relationship between programming and marketing
• Pricing strategies and their effectiveness
• Promotional tools used in the cultural sector
• Various ways arts organizations use the arts to engage and foster community
• Key theories, philosophies, and models of arts-based community engagement
and have the skills necessary to:
• Discuss issues of immediate practical import to arts and media managers
• Apply the principles and theories discussed in class in real-world circumstances
• Identify and define the steps in the resource development process
• Describe the roles and responsibilities of different stakeholders in the development
process
• Identify appropriate funding opportunities
• Demonstrate a basic understanding of the considerations involved in grant writing
VPAA12 H3 S Course Outline / Syllabus – Winter 2022
Page 3 of 12
• Analyze the marketing activities of cultural organizations
• Identify strong and appropriate promotional materials
• Analyze an artistic product, service or program and its potential market, using
appropriate arts marketing concepts
• Recognize marketing challenges, explain why they are challenges and how they might
be addressed
• Define “community” and “communities” within both socio-cultural and arts
management contexts
• Explore the connections and conflicts between community and the marketing and
fundraising-related work of arts and media organizations
• Situate the work of community arts organizations within the larger arts and media
ecosystem
• Explore ethnographic and participatory knowledge-making practices related to youth
and contemporary Indigenous communities
• Manage discussion using strong interpersonal communication and oral skills
• Integrate the knowledge, skills and abilities acquired from this course and apply theory
and research results to an organization’s processes via a case study
DRAFT Schedule
The topics of discussion, their order and length of time spent on each may vary depending
on the interests and the needs of the students, the availability of guest lecturers, and world
events occurring in arts management- and marketing, fundraising, and community
engagement-related areas; the following schedule is therefore offered only as a tentative
outline.
Any changes to this schedule (and therefore the reading requirements) will be announced
in class (where applicable) and recorded, with as much notice as possible, on the course
Quercus site.
NOTE: This course will be offered primarily asynchronously (via video lectures, online
discussion boards, and posted readings and other materials) for reasons of equity,
accessibility, and flexibility, with some real-time synchronous aspects offered via Zoom
during the scheduled class times. This means that students can fulfill the course
requirements without participating in real-time classes if doing so is too difficult for them,
but some opportunities to connect in real time and learn a bit more deeply, collectively,
will be offered throughout the semester.
Readings and other materials are posted in the weekly classes on Quercus.
VPAA12 H3 S Course Outline / Syllabus – Winter 2022
Page 4 of 12
Week 1: January 10 Overview of the course objectives and expectations;
Introduction to the three overarching course concepts
*** A real-time class session will be held 2-3 pm (Eastern)
via Zoom – just the last hour of the scheduled class time.
Attendance is strongly encouraged, but not required.
The Zoom meeting link is available in the appropriate weekly
class section on Quercus.
Week 2: January 17 Context: Cultural policy, key influencers, etc. for arts and
media development needs
Week 3: January 24 Resource Development (1 of 2): Public funding, and grant
writing
Week 4: January 31 Resource Development (2 of 2): Private funding, and
specific-to-for-profit/media financing
*** A real-time class session will be held 2-3 pm (Eastern)
via Zoom – just the last hour of the scheduled class time.
Attendance is strongly encouraged, but not required.
Week 5: February 07 Assessment: Term Test
Week 6: February 14 Marketing and Audience Development (1 of 2): The basics
February 21 READING WEEK – NO CLASSES
Week 7: February 28 Marketing and Audience Development (2 of 2): Arts marketing
in action
*** A real-time class session will be held 2-3 pm (Eastern)
via Zoom – just the last hour of the scheduled class time.
Attendance is strongly encouraged, but not required.
Week 8: March 07 Community Development and -Engagement (1 of 2):
From “outreach” toward community-engaged arts
Week 9: March 14 Community Development and -Engagement (2 of 2):
Community-engaged arts in action
*** A real-time class session will be held 2-3 pm (Eastern)
via Zoom – just the last hour of the scheduled class time.
Attendance is strongly encouraged, but not required.
VPAA12 H3 S Course Outline / Syllabus – Winter 2022
Page 5 of 12
Week 10: March 21 Guided group work session
Week 11: March 28 Bringing Everything Together: Group presentations due
Week 12: April 04 Understanding Connections: Course wrap-up and exam
review
*** A real-time class session will be held 2-3 pm (Eastern)
via Zoom – just the last hour of the scheduled class time.
Attendance is strongly encouraged, but not required.
Required Course Materials
Course information, materials, resources, announcements and, as appropriate, discussions
will be available on the course Quercus site. To access this site, go to the login page at
https://q.utoronto.ca/ and log in using your UTORid and password.
NOTE that students are responsible for ensuring that they have a valid UofT email address
that is properly entered in the university’s ACORN system, and that this UofT email
account is checked on a regular, ongoing basis (or automatically forwarded to another
email address that the student regularly checks).
Required course readings and other information will be made available to the students
through the instructor directly and/or linked from the course Quercus site.
Evaluation and Grading
Please refer to the “University Assessment and Grading Practices Policy” in the current
calendar for general information about evaluation.
Because so much of the work in this field is often contract in nature or project-based, the
curriculum of this course stresses the development of teamwork, self-direction, decision-
making and project management skills.
Grading for this course is based on a combination of individual and group efforts, real-time
and asynchronous activities and contributions, as well as projects, reports, assignments,
and examinations, completed on time and in a professional manner. Students will
determine their course grade by how well they demonstrate their learning through the
following assignments and activities:
VPAA12 H3 S Course Outline / Syllabus – Winter 2022
Page 6 of 12
(* counts within “contribution” grade)
Detailed requirements for all assignments will be made available on Quercus and discussed
in class / on related online discussion boards.
Assignment Value Due Date
Contribution to the Learning Environment –
for example:
• Contributions to discussions in real-time
classes and/or on Quercus discussion boards
• Sharing of current, relevant issues from
media sources (on “Et tu?” discussion board)
• Meaningful responses, comments, and
questions on other’s posts and presentations
[Please see the “Contribution Rubric” in the
Academic Readings section on Quercus, and refer to
the lecture video for the first class of the semester
for additional information]
15% Throughout Semester
Introductions (via discussion board on Quercus) * January 24
Term Test 25% February 07
Group homework assignment:
Arts/media funder information gathering
* February 14
Group homework assignment:
Arts/media marketing examples
* March 07
Case Study:
• Group Presentation (online submission)
• Individual Written Response
15%
15%
March 28
April 04
Final Examination (cumulative) 30% Exam Period, outside
of class time
(scheduled by the
Registrar’s Office)
VPAA12 H3 S Course Outline / Syllabus – Winter 2022
Page 7 of 12
Course Policies
Attendance: This course requires active and informed engagement both inside and outside
the (real or virtual) classroom.
The following statements were developed for real-time, in-person classroom learning, but
are relatively applicable to any virtual learning that may be used this semester as well:
Attendance in the classroom is required and noted; you are evaluated on what you learn in
class, so to learn you need to be in class. Learning is hampered by lapses in attendance; one
absence can adversely affect the participation level for multiple classes, as well as the
ability to easily grasp information that is built upon previous (missed) lessons. If a student
is absent, s/he is nonetheless expected to obtain the following week’s assignments and
handout material by requesting them of the instructor and request notes from fellow
students immediately following the absence, and to complete any assignments and arrange
to submit them by the assigned due date. If students are required to be absent from class for
a legitimate reason, it is requested that they inform the instructor in advance or as soon
afterwards as is possible.
Please note, though, that attendance for its own sake is meaningless – a bum in a seat has
no inherent virtue. Active participation and contributions to the class learning environment
are keys to success in this course, and attendance is a necessary (but not sufficient)
condition.
Contribution / Participation: Students are required to actively participate in the class as an
important part of the learning community. Active participation in the class – answering and
asking pertinent questions, responding to ideas and presentations, offering insightful
observations and summaries – is expected as it enhances and enriches the learning
experience for everyone, allows the class to think about and discuss issues critically from
multiple dimensions, and allows each student to practice the important skills of analysis,
speaking, persuasion, and listening (all of which are necessary to the successful practice of
arts management).
“All genuine learning is active, not passive. It involves the use of the
mind, not just the memory. It is a process of discovery, in which the
student is the main agent, not the teacher.”
– Mortimer J. Adler, The Paideia Proposal, 1998
Participation in the learning process also occurs outside of class time. Attending cultural
events, volunteering in areas of interest, and networking with professionals from the arts
and cultural community can significantly augment the students’ understanding of all facets
of the arts and arts management. To this end, students are urged to become involved
outside of class time and use the resulting experiences to enhance and complement their
assignments and class discussions.
VPAA12 H3 S Course Outline / Syllabus – Winter 2022
Page 8 of 12
Approach: Students are encouraged to be “entrepreneurial” in their approach to the course
and expected to consistently use good judgment and common sense, strive to achieve at the
highest level of their abilities, challenge themselves, participate actively in their learning,
and take full responsibility for their own success in their assignments, presentations,
discussions, group interactions, and all areas of participation within this course.
Readings: Readings for this course are chosen for their ability to give context and add to
the students’ foundational and overall understanding of the concepts that are discussed in
class. Please note, though, that readings do not, and cannot, take the place of class lectures:
in fact, class lectures and discussions offer information that is complementary or parallel to
(but NOT the same as) information in readings, and/or may focus on the application of
material from the reading or offer a different or deeper perspective of the reading. It is the
student’s responsibility to ensure that information in the reading is understood in a timely
way: either well in advance of the relevant class, or soon after the relevant class when
readings are provided afterwards as a supplement. Students cannot fully appreciate and
benefit from class lectures and discussions without completing the assigned readings
related to the class for which the material is assigned.
Simply skimming the assigned material is not enough, though; students are expected to
make notes on the readings, actively consider the readings in the context of what has come
before, and come to class prepared to share constructive ideas, insights and interpretations
and therefore demonstrate their engagement with the course material. Please see these
documents on the course Quercus site for further help and information: “How to Get the
Most out of Reading” and “Critical Reading toward Critical Writing”.
Please note that the readings assigned for this course are not intended to be the only or the
definitive word on the issue at hand, and thus further reading and discussion is expected for
this course – students can develop a much more robust understanding of the issues and
concepts if additional reading and research on course topics are completed. Please see the
“In-Class / Discussion Contribution Rubric” handout (available on the course Quercus site)
for further information.
Work Submission: Assignments are due by the beginning of class time on the deadline date
(unless otherwise noted on the assignment outline); submissions received any time after
this will be considered late. Late penalties shall be instituted at a 5% grade reduction for a
same-day submission (for assignments submitted after the beginning of class but before
11:59:59 pm [Toronto / Eastern time zone] on the deadline day) and a 10% reduction for
each calendar day following.
Please note two exceptions to this late policy: 1) The instructor reserves the right to refuse
a submission after an assignment is discussed or evaluated during class. 2) By university
policy, the instructor is not permitted to accept assignments submitted after the last day of
classes without appropriate documentation AND the approval of the Chair of the
Department (requested through the instructor).
VPAA12 H3 S Course Outline / Syllabus – Winter 2022
Page 9 of 12
The late penalty is in place to deal with the vast majority of situations and allows students
to make both mistakes (with consequences) and strategic choices. Extensions will be
granted only for truly exceptional circumstances. Any student seeking an extension must
submit a request (which includes sufficient justification and a proposal for a new,
reasonable deadline and appropriate penalties) well in advance of the original deadline –
incomplete proposals or requests received after 48 hours before the deadline will not be
considered. Other (truly exceptional) circumstances may be considered after the fact, at the
instructor’s discretion, but only with timely, pertinent, and comprehensive documentation.
True emergencies are very rare, and poor planning does not constitute an emergency.
Assignments must be submitted in digital form following the specific assignment
requirements. Any assignment that must be submitted in person (as stated on the
assignment outline) must be submitted directly to the professor, or (if the professor is not
available) to the Arts, Culture & Media (ACM) Departmental Assistant in AA 301 during
posted business hours. If assignments are not time- and date-stamped by the Departmental
Assistant, the time and date they are retrieved from the professor’s mailbox will be noted
and treated as the time and date of submission, and appropriate late penalties will be
applied.
Normally, students will be required to submit their course assignments to the University’s
plagiarism detection tool for a review of textual similarity and detection of possible
plagiarism. In doing so, students will allow their essays to be included as source documents
in the tool’s reference database, where they will be used solely for the purpose of detecting
plagiarism. The terms that apply to the University’s use of this tool are described on the
Centre for Teaching Support & Innovation website (https://uoft.me/pdt-faq).
The student is expected to retain a copy of all submitted material until the final grade for
the course has been assigned.
Written Assignments: Any written material must be professional in appearance (word-
processed or typed, using standard spacing and font sizes, and with every effort made to
eliminate all errors in spelling or grammar; up to 10% of the grade for the term’s written
work may be deducted for such errors, but please note that assignments that are too
difficult to read due to errors cannot be graded).
Written work should follow MLA, APA or Chicago citation guidelines for proper
acknowledgement of sources, footnotes/endnotes and bibliographies (information about
this and other important aspects of post-secondary writing is available from the Writing
Centre and through resources the Centre has made available on their website).
It is the students’ responsibility to ensure that they understand and demonstrate in each
assignment how to properly quote, paraphrase, summarize, and cite sources; students are
urged to read and use the following information available under “Academic Reading and
Writing Links” on the course Quercus site.
VPAA12 H3 S Course Outline / Syllabus – Winter 2022
Page 10 of 12
Oral Presentations: Oral presentations – both prepared and spontaneous, in the case of real-
time discussions – are an essential part of this course and will give students an opportunity
to practice their listening and public speaking skills. Once assigned, presentation dates are
firm.
Group Work: Group work is essential within the field of arts management, and thus may be
a requirement of this course. If there are serious concerns with a team member’s
participation that may affect the final group grade, the group may petition the instructor to
solve the issue – but only after the group can demonstrate that they have made all
reasonable attempts to address the problem themselves with the team member in question
both in person/in real time (when possible) and in writing, and has given reasonable
opportunity for the team member to correct his or her behaviour. Grades for group work
may include a peer assessment component to address contribution inequities.
Grades: Grades are earned and directly based on the results of the students’ efforts related
to the assignment guidelines and any associated rubrics. It is the students’ responsibility to
ensure the assignment expectations are understood and that any necessary clarifications are
sought early.
Grade appeals will only be entertained during office hours or a scheduled appointment.
Any reason that is not a calculation error or directly related to the results of the student’s
efforts will not be considered; the consequences of a grade cannot influence the grading
decision.
By university policy, the instructor is not permitted to discuss final course grades with
students; for any questions related to final grades, students are required to discuss with the
Registrar’s Office.
E-mail: Each student must set up a university e-mail account and either check it regularly
or forward it to another e-mail address that is checked regularly – official university
correspondence (including any messages related to this course) will be sent only to UTSC
accounts and/or addresses linked to Quercus. Students are expected to add the instructor’s
e-mail address (sherri.helwig@utoronto.ca) to their e-mail system address book(s) so that
messages will not be filtered out as spam/junk mail.
Electronic Notetaking: The use of laptop and notebook computers, tablets, and all other
electronic forms of notetaking is discouraged during real-time conversations in this course,
with exceptions in certain cases. Students should be focused on the material and class
discussion and be actively engaged in interactive learning, and laptops can be real, physical
barriers to this kind of learning. Further, notetaking by hand allows for ongoing processing
and filtering of what is being discussed which, in turn, results in greater student
engagement with the material and the learning environment; notetaking by computer
encourages verbatim transcription (which can prevent engagement and understanding) and
can distract those using computers as well as those around them.
VPAA12 H3 S Course Outline / Syllabus – Winter 2022
Page 11 of 12
Voice Recorders: Recordings are not permitted to be made of any aspect of this course
without explicit permission. Recording without permission is a breach of the professor’s
copyright. Should there be a specific need to record a class, please speak with the instructor
in advance.
Cell phones / PDAs: Cell phones and other wireless communication devices are not
permitted to be used during any real-time scheduled class time.
Lecture Notes and PowerPoint Slides: Lecture notes and PowerPoint slides prepared by the
professor are and remain the intellectual property of the professor (and, in some cases,
individual slide images may be the intellectual property of third parties for which the
professor has received a waiver or license to use for broadcast in a learning environment).
While PowerPoint slides may form a part of a video or other lesson, slides and videos that
are provided as a part of learning materials on/via Quercus are intended to be
streamed and are not permitted to be downloaded unless approved in writing, in
advance, by the professor. It is important that students take their own, meaningful notes
from the slides and other lesson resources to internalize the material.
AccessAbility Issues: “The University of Toronto is dedicated to fostering an academic
community in which the learning and scholarship of every member may flourish” [from the
Statement of Institutional Purpose]; this instructor is committed to responding to the needs
of each of her students and encourages the use of equitable and appropriate
accommodations to ensure equal opportunities for the realization of academic goals.
Students with a disability or health consideration that may affect their participation in this
course are encouraged to contact the AccessAbility Services office at (416) 287-7560 or
ability@utsc.utoronto.ca. Enquiries are confidential.
Academic Honesty: Academic integrity is essential to the pursuit of learning and
scholarship in a university, and to ensuring that a degree from the University of Toronto is
a strong signal of each student’s individual academic achievement. As a result, the
University treats cases of cheating, plagiarism, and other breaches of academic honesty
very seriously. The University of Toronto’s Code of Behaviour on Academic Matters
outlines the behaviours that constitute academic dishonesty and the processes for
addressing academic offences. This instructor believes it is important to note specifically
that offences include, but are not limited to, imitating the language, thoughts, or ideas of
another author, using someone else’s ideas or words without appropriate acknowledgement
and citation, submitting one’s own work in more than one course, making up sources or
facts, obtaining or providing unauthorized assistance on any assignment, and falsifying or
altering documents (including doctor’s notes). Students in this course will be held very
strictly to these policies; all suspected cases of academic dishonesty will be investigated
following procedures outlined in the Code of Behaviour on Academic Matters.
If a student has questions or concerns about what constitutes appropriate academic
behaviour or appropriate research and citation methods, this student is expected to seek out
VPAA12 H3 S Course Outline / Syllabus – Winter 2022
Page 12 of 12
additional information on academic integrity from the instructor or from other institutional
resources.
Last Date to Drop a Course: [The following information is unofficial; official sessional
dates and deadlines are listed on the Registrar’s Office website.]
Students are permitted to withdraw from this course without academic penalty and have it
removed from their transcript any time before 28 March 2022. If they drop this course after
this date but before or on 08 April 2022, the course will remain on the transcript with a
grade of LWD indicating a late withdrawal without academic penalty. After this date,
grades are assigned whether or not course work is completed (with a ‘0’ assigned for
incomplete work) and are calculated into GPAs.
The University’s Statement of Acknowledgement of Traditional Land:
We wish to acknowledge this land on which the University of Toronto operates. For
thousands of years it has been the traditional land of the Huron-Wendat, the Seneca, and
the Mississaugas of the Credit. Today, this meeting place is still the home to many
Indigenous people from across Turtle Island and we are grateful to have the opportunity to
work on this land.
Page 1 of 12
VPAA12 H3 S Developing Audience, Resources, and
Community
Class Meeting Schedule: Winter 2022: Mondays 1:10 pm – 3:00 pm (Eastern)
Note that this course is offered primarily asynchronously, with some
real-time (synchronous) sessions. Please see the class schedule
(pages 3-5, below) for further details.
Instructor: Professor Sherri Helwig
E-Mail: sherri.helwig@utoronto.ca
Office Hours: To book an office hours consultation, please choose an available time
here: https://calendly.com/sherrihelwig/office-hours-for-students
For Winter 2022, scheduled office hours will be available:
Mondays 3:30-4:30 pm and Wednesdays 1:30-3:00 pm
Please note that there are no regular office hours held during
Reading Week, Study Break, exam periods, or the summer
semester, but appointments can be scheduled by email.
Teaching Assistants: Colette Richardson – colette.richardson@mail.utoronto.ca
Jo Anne Snell – joanne.snell@mail.utoronto.ca
Tamae Vassell – tamae.vassell@mail.utoronto.ca
Course Description
An introduction to the work involved in building and sustaining relationships with
audiences, funders, and community, and the vital connections between marketing,
development, and community engagement in arts and media organizations.
Rationale
This course is designed as a kind of companion course to VPAA10: Introduction to Arts
and Media Management. While VPAA10 is intended to provide an overview of the
ecology of the arts and media sector and its systems and practices – and to offer a basic
introduction to the field, the discipline, and the Arts Management/Arts and Media
Management programs at UTSC – this VPAA12 course allows students to delve a bit more
VPAA12 H3 S Course Outline / Syllabus – Winter 2022
Page 2 of 12
deeply into three particularly important and interconnected areas of work in the field (and
areas of study in the discipline): fundraising/resource development, marketing/audience
development, and community development and -engagement.
Learning Outcomes
Upon successful completion of this course, students will be able to demonstrate an
understanding of:
• The relationship between the artistic ambition of an arts organization and the resources
required to achieve it
• The similarities within and differences between fundraising, marketing, and community
engagement
• The steps involved in planning for, organizing, managing, directing, controlling and
evaluating an arts organization’s development efforts
• The range of revenue development-related issues in arts management
• The different concepts and theories involved in development strategy, and the
management of aspects of that strategy
• The effect of development strategies on both the management and artistic sides of an
organization
• The importance of developing strong member, donor, funder and sponsor relationships
• The importance of the marketing function to a Canadian arts or media organization
• How marketing informs and influences arts and media management, particularly
fundraising, sponsorship, special events management and media relations
• Major marketing concepts, key strategic tools, and their practical application
• How conventional marketing wisdom does, and does not, apply to the cultural sector
• The “four Ps” of the conventional marketing mix
• Internal and external factors affecting the marketing function in the arts
• How the buyer/consumer decides to purchase
• The relationship between programming and marketing
• Pricing strategies and their effectiveness
• Promotional tools used in the cultural sector
• Various ways arts organizations use the arts to engage and foster community
• Key theories, philosophies, and models of arts-based community engagement
and have the skills necessary to:
• Discuss issues of immediate practical import to arts and media managers
• Apply the principles and theories discussed in class in real-world circumstances
• Identify and define the steps in the resource development process
• Describe the roles and responsibilities of different stakeholders in the development
process
• Identify appropriate funding opportunities
• Demonstrate a basic understanding of the considerations involved in grant writing
VPAA12 H3 S Course Outline / Syllabus – Winter 2022
Page 3 of 12
• Analyze the marketing activities of cultural organizations
• Identify strong and appropriate promotional materials
• Analyze an artistic product, service or program and its potential market, using
appropriate arts marketing concepts
• Recognize marketing challenges, explain why they are challenges and how they might
be addressed
• Define “community” and “communities” within both socio-cultural and arts
management contexts
• Explore the connections and conflicts between community and the marketing and
fundraising-related work of arts and media organizations
• Situate the work of community arts organizations within the larger arts and media
ecosystem
• Explore ethnographic and participatory knowledge-making practices related to youth
and contemporary Indigenous communities
• Manage discussion using strong interpersonal communication and oral skills
• Integrate the knowledge, skills and abilities acquired from this course and apply theory
and research results to an organization’s processes via a case study
DRAFT Schedule
The topics of discussion, their order and length of time spent on each may vary depending
on the interests and the needs of the students, the availability of guest lecturers, and world
events occurring in arts management- and marketing, fundraising, and community
engagement-related areas; the following schedule is therefore offered only as a tentative
outline.
Any changes to this schedule (and therefore the reading requirements) will be announced
in class (where applicable) and recorded, with as much notice as possible, on the course
Quercus site.
NOTE: This course will be offered primarily asynchronously (via video lectures, online
discussion boards, and posted readings and other materials) for reasons of equity,
accessibility, and flexibility, with some real-time synchronous aspects offered via Zoom
during the scheduled class times. This means that students can fulfill the course
requirements without participating in real-time classes if doing so is too difficult for them,
but some opportunities to connect in real time and learn a bit more deeply, collectively,
will be offered throughout the semester.
Readings and other materials are posted in the weekly classes on Quercus.
VPAA12 H3 S Course Outline / Syllabus – Winter 2022
Page 4 of 12
Week 1: January 10 Overview of the course objectives and expectations;
Introduction to the three overarching course concepts
*** A real-time class session will be held 2-3 pm (Eastern)
via Zoom – just the last hour of the scheduled class time.
Attendance is strongly encouraged, but not required.
The Zoom meeting link is available in the appropriate weekly
class section on Quercus.
Week 2: January 17 Context: Cultural policy, key influencers, etc. for arts and
media development needs
Week 3: January 24 Resource Development (1 of 2): Public funding, and grant
writing
Week 4: January 31 Resource Development (2 of 2): Private funding, and
specific-to-for-profit/media financing
*** A real-time class session will be held 2-3 pm (Eastern)
via Zoom – just the last hour of the scheduled class time.
Attendance is strongly encouraged, but not required.
Week 5: February 07 Assessment: Term Test
Week 6: February 14 Marketing and Audience Development (1 of 2): The basics
February 21 READING WEEK – NO CLASSES
Week 7: February 28 Marketing and Audience Development (2 of 2): Arts marketing
in action
*** A real-time class session will be held 2-3 pm (Eastern)
via Zoom – just the last hour of the scheduled class time.
Attendance is strongly encouraged, but not required.
Week 8: March 07 Community Development and -Engagement (1 of 2):
From “outreach” toward community-engaged arts
Week 9: March 14 Community Development and -Engagement (2 of 2):
Community-engaged arts in action
*** A real-time class session will be held 2-3 pm (Eastern)
via Zoom – just the last hour of the scheduled class time.
Attendance is strongly encouraged, but not required.
VPAA12 H3 S Course Outline / Syllabus – Winter 2022
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Week 10: March 21 Guided group work session
Week 11: March 28 Bringing Everything Together: Group presentations due
Week 12: April 04 Understanding Connections: Course wrap-up and exam
review
*** A real-time class session will be held 2-3 pm (Eastern)
via Zoom – just the last hour of the scheduled class time.
Attendance is strongly encouraged, but not required.
Required Course Materials
Course information, materials, resources, announcements and, as appropriate, discussions
will be available on the course Quercus site. To access this site, go to the login page at
https://q.utoronto.ca/ and log in using your UTORid and password.
NOTE that students are responsible for ensuring that they have a valid UofT email address
that is properly entered in the university’s ACORN system, and that this UofT email
account is checked on a regular, ongoing basis (or automatically forwarded to another
email address that the student regularly checks).
Required course readings and other information will be made available to the students
through the instructor directly and/or linked from the course Quercus site.
Evaluation and Grading
Please refer to the “University Assessment and Grading Practices Policy” in the current
calendar for general information about evaluation.
Because so much of the work in this field is often contract in nature or project-based, the
curriculum of this course stresses the development of teamwork, self-direction, decision-
making and project management skills.
Grading for this course is based on a combination of individual and group efforts, real-time
and asynchronous activities and contributions, as well as projects, reports, assignments,
and examinations, completed on time and in a professional manner. Students will
determine their course grade by how well they demonstrate their learning through the
following assignments and activities:
VPAA12 H3 S Course Outline / Syllabus – Winter 2022
Page 6 of 12
(* counts within “contribution” grade)
Detailed requirements for all assignments will be made available on Quercus and discussed
in class / on related online discussion boards.
Assignment Value Due Date
Contribution to the Learning Environment –
for example:
• Contributions to discussions in real-time
classes and/or on Quercus discussion boards
• Sharing of current, relevant issues from
media sources (on “Et tu?” discussion board)
• Meaningful responses, comments, and
questions on other’s posts and presentations
[Please see the “Contribution Rubric” in the
Academic Readings section on Quercus, and refer to
the lecture video for the first class of the semester
for additional information]
15% Throughout Semester
Introductions (via discussion board on Quercus) * January 24
Term Test 25% February 07
Group homework assignment:
Arts/media funder information gathering
* February 14
Group homework assignment:
Arts/media marketing examples
* March 07
Case Study:
• Group Presentation (online submission)
• Individual Written Response
15%
15%
March 28
April 04
Final Examination (cumulative) 30% Exam Period, outside
of class time
(scheduled by the
Registrar’s Office)
VPAA12 H3 S Course Outline / Syllabus – Winter 2022
Page 7 of 12
Course Policies
Attendance: This course requires active and informed engagement both inside and outside
the (real or virtual) classroom.
The following statements were developed for real-time, in-person classroom learning, but
are relatively applicable to any virtual learning that may be used this semester as well:
Attendance in the classroom is required and noted; you are evaluated on what you learn in
class, so to learn you need to be in class. Learning is hampered by lapses in attendance; one
absence can adversely affect the participation level for multiple classes, as well as the
ability to easily grasp information that is built upon previous (missed) lessons. If a student
is absent, s/he is nonetheless expected to obtain the following week’s assignments and
handout material by requesting them of the instructor and request notes from fellow
students immediately following the absence, and to complete any assignments and arrange
to submit them by the assigned due date. If students are required to be absent from class for
a legitimate reason, it is requested that they inform the instructor in advance or as soon
afterwards as is possible.
Please note, though, that attendance for its own sake is meaningless – a bum in a seat has
no inherent virtue. Active participation and contributions to the class learning environment
are keys to success in this course, and attendance is a necessary (but not sufficient)
condition.
Contribution / Participation: Students are required to actively participate in the class as an
important part of the learning community. Active participation in the class – answering and
asking pertinent questions, responding to ideas and presentations, offering insightful
observations and summaries – is expected as it enhances and enriches the learning
experience for everyone, allows the class to think about and discuss issues critically from
multiple dimensions, and allows each student to practice the important skills of analysis,
speaking, persuasion, and listening (all of which are necessary to the successful practice of
arts management).
“All genuine learning is active, not passive. It involves the use of the
mind, not just the memory. It is a process of discovery, in which the
student is the main agent, not the teacher.”
– Mortimer J. Adler, The Paideia Proposal, 1998
Participation in the learning process also occurs outside of class time. Attending cultural
events, volunteering in areas of interest, and networking with professionals from the arts
and cultural community can significantly augment the students’ understanding of all facets
of the arts and arts management. To this end, students are urged to become involved
outside of class time and use the resulting experiences to enhance and complement their
assignments and class discussions.
VPAA12 H3 S Course Outline / Syllabus – Winter 2022
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Approach: Students are encouraged to be “entrepreneurial” in their approach to the course
and expected to consistently use good judgment and common sense, strive to achieve at the
highest level of their abilities, challenge themselves, participate actively in their learning,
and take full responsibility for their own success in their assignments, presentations,
discussions, group interactions, and all areas of participation within this course.
Readings: Readings for this course are chosen for their ability to give context and add to
the students’ foundational and overall understanding of the concepts that are discussed in
class. Please note, though, that readings do not, and cannot, take the place of class lectures:
in fact, class lectures and discussions offer information that is complementary or parallel to
(but NOT the same as) information in readings, and/or may focus on the application of
material from the reading or offer a different or deeper perspective of the reading. It is the
student’s responsibility to ensure that information in the reading is understood in a timely
way: either well in advance of the relevant class, or soon after the relevant class when
readings are provided afterwards as a supplement. Students cannot fully appreciate and
benefit from class lectures and discussions without completing the assigned readings
related to the class for which the material is assigned.
Simply skimming the assigned material is not enough, though; students are expected to
make notes on the readings, actively consider the readings in the context of what has come
before, and come to class prepared to share constructive ideas, insights and interpretations
and therefore demonstrate their engagement with the course material. Please see these
documents on the course Quercus site for further help and information: “How to Get the
Most out of Reading” and “Critical Reading toward Critical Writing”.
Please note that the readings assigned for this course are not intended to be the only or the
definitive word on the issue at hand, and thus further reading and discussion is expected for
this course – students can develop a much more robust understanding of the issues and
concepts if additional reading and research on course topics are completed. Please see the
“In-Class / Discussion Contribution Rubric” handout (available on the course Quercus site)
for further information.
Work Submission: Assignments are due by the beginning of class time on the deadline date
(unless otherwise noted on the assignment outline); submissions received any time after
this will be considered late. Late penalties shall be instituted at a 5% grade reduction for a
same-day submission (for assignments submitted after the beginning of class but before
11:59:59 pm [Toronto / Eastern time zone] on the deadline day) and a 10% reduction for
each calendar day following.
Please note two exceptions to this late policy: 1) The instructor reserves the right to refuse
a submission after an assignment is discussed or evaluated during class. 2) By university
policy, the instructor is not permitted to accept assignments submitted after the last day of
classes without appropriate documentation AND the approval of the Chair of the
Department (requested through the instructor).
VPAA12 H3 S Course Outline / Syllabus – Winter 2022
Page 9 of 12
The late penalty is in place to deal with the vast majority of situations and allows students
to make both mistakes (with consequences) and strategic choices. Extensions will be
granted only for truly exceptional circumstances. Any student seeking an extension must
submit a request (which includes sufficient justification and a proposal for a new,
reasonable deadline and appropriate penalties) well in advance of the original deadline –
incomplete proposals or requests received after 48 hours before the deadline will not be
considered. Other (truly exceptional) circumstances may be considered after the fact, at the
instructor’s discretion, but only with timely, pertinent, and comprehensive documentation.
True emergencies are very rare, and poor planning does not constitute an emergency.
Assignments must be submitted in digital form following the specific assignment
requirements. Any assignment that must be submitted in person (as stated on the
assignment outline) must be submitted directly to the professor, or (if the professor is not
available) to the Arts, Culture & Media (ACM) Departmental Assistant in AA 301 during
posted business hours. If assignments are not time- and date-stamped by the Departmental
Assistant, the time and date they are retrieved from the professor’s mailbox will be noted
and treated as the time and date of submission, and appropriate late penalties will be
applied.
Normally, students will be required to submit their course assignments to the University’s
plagiarism detection tool for a review of textual similarity and detection of possible
plagiarism. In doing so, students will allow their essays to be included as source documents
in the tool’s reference database, where they will be used solely for the purpose of detecting
plagiarism. The terms that apply to the University’s use of this tool are described on the
Centre for Teaching Support & Innovation website (https://uoft.me/pdt-faq).
The student is expected to retain a copy of all submitted material until the final grade for
the course has been assigned.
Written Assignments: Any written material must be professional in appearance (word-
processed or typed, using standard spacing and font sizes, and with every effort made to
eliminate all errors in spelling or grammar; up to 10% of the grade for the term’s written
work may be deducted for such errors, but please note that assignments that are too
difficult to read due to errors cannot be graded).
Written work should follow MLA, APA or Chicago citation guidelines for proper
acknowledgement of sources, footnotes/endnotes and bibliographies (information about
this and other important aspects of post-secondary writing is available from the Writing
Centre and through resources the Centre has made available on their website).
It is the students’ responsibility to ensure that they understand and demonstrate in each
assignment how to properly quote, paraphrase, summarize, and cite sources; students are
urged to read and use the following information available under “Academic Reading and
Writing Links” on the course Quercus site.
VPAA12 H3 S Course Outline / Syllabus – Winter 2022
Page 10 of 12
Oral Presentations: Oral presentations – both prepared and spontaneous, in the case of real-
time discussions – are an essential part of this course and will give students an opportunity
to practice their listening and public speaking skills. Once assigned, presentation dates are
firm.
Group Work: Group work is essential within the field of arts management, and thus may be
a requirement of this course. If there are serious concerns with a team member’s
participation that may affect the final group grade, the group may petition the instructor to
solve the issue – but only after the group can demonstrate that they have made all
reasonable attempts to address the problem themselves with the team member in question
both in person/in real time (when possible) and in writing, and has given reasonable
opportunity for the team member to correct his or her behaviour. Grades for group work
may include a peer assessment component to address contribution inequities.
Grades: Grades are earned and directly based on the results of the students’ efforts related
to the assignment guidelines and any associated rubrics. It is the students’ responsibility to
ensure the assignment expectations are understood and that any necessary clarifications are
sought early.
Grade appeals will only be entertained during office hours or a scheduled appointment.
Any reason that is not a calculation error or directly related to the results of the student’s
efforts will not be considered; the consequences of a grade cannot influence the grading
decision.
By university policy, the instructor is not permitted to discuss final course grades with
students; for any questions related to final grades, students are required to discuss with the
Registrar’s Office.
E-mail: Each student must set up a university e-mail account and either check it regularly
or forward it to another e-mail address that is checked regularly – official university
correspondence (including any messages related to this course) will be sent only to UTSC
accounts and/or addresses linked to Quercus. Students are expected to add the instructor’s
e-mail address (sherri.helwig@utoronto.ca) to their e-mail system address book(s) so that
messages will not be filtered out as spam/junk mail.
Electronic Notetaking: The use of laptop and notebook computers, tablets, and all other
electronic forms of notetaking is discouraged during real-time conversations in this course,
with exceptions in certain cases. Students should be focused on the material and class
discussion and be actively engaged in interactive learning, and laptops can be real, physical
barriers to this kind of learning. Further, notetaking by hand allows for ongoing processing
and filtering of what is being discussed which, in turn, results in greater student
engagement with the material and the learning environment; notetaking by computer
encourages verbatim transcription (which can prevent engagement and understanding) and
can distract those using computers as well as those around them.
VPAA12 H3 S Course Outline / Syllabus – Winter 2022
Page 11 of 12
Voice Recorders: Recordings are not permitted to be made of any aspect of this course
without explicit permission. Recording without permission is a breach of the professor’s
copyright. Should there be a specific need to record a class, please speak with the instructor
in advance.
Cell phones / PDAs: Cell phones and other wireless communication devices are not
permitted to be used during any real-time scheduled class time.
Lecture Notes and PowerPoint Slides: Lecture notes and PowerPoint slides prepared by the
professor are and remain the intellectual property of the professor (and, in some cases,
individual slide images may be the intellectual property of third parties for which the
professor has received a waiver or license to use for broadcast in a learning environment).
While PowerPoint slides may form a part of a video or other lesson, slides and videos that
are provided as a part of learning materials on/via Quercus are intended to be
streamed and are not permitted to be downloaded unless approved in writing, in
advance, by the professor. It is important that students take their own, meaningful notes
from the slides and other lesson resources to internalize the material.
AccessAbility Issues: “The University of Toronto is dedicated to fostering an academic
community in which the learning and scholarship of every member may flourish” [from the
Statement of Institutional Purpose]; this instructor is committed to responding to the needs
of each of her students and encourages the use of equitable and appropriate
accommodations to ensure equal opportunities for the realization of academic goals.
Students with a disability or health consideration that may affect their participation in this
course are encouraged to contact the AccessAbility Services office at (416) 287-7560 or
ability@utsc.utoronto.ca. Enquiries are confidential.
Academic Honesty: Academic integrity is essential to the pursuit of learning and
scholarship in a university, and to ensuring that a degree from the University of Toronto is
a strong signal of each student’s individual academic achievement. As a result, the
University treats cases of cheating, plagiarism, and other breaches of academic honesty
very seriously. The University of Toronto’s Code of Behaviour on Academic Matters
outlines the behaviours that constitute academic dishonesty and the processes for
addressing academic offences. This instructor believes it is important to note specifically
that offences include, but are not limited to, imitating the language, thoughts, or ideas of
another author, using someone else’s ideas or words without appropriate acknowledgement
and citation, submitting one’s own work in more than one course, making up sources or
facts, obtaining or providing unauthorized assistance on any assignment, and falsifying or
altering documents (including doctor’s notes). Students in this course will be held very
strictly to these policies; all suspected cases of academic dishonesty will be investigated
following procedures outlined in the Code of Behaviour on Academic Matters.
If a student has questions or concerns about what constitutes appropriate academic
behaviour or appropriate research and citation methods, this student is expected to seek out
VPAA12 H3 S Course Outline / Syllabus – Winter 2022
Page 12 of 12
additional information on academic integrity from the instructor or from other institutional
resources.
Last Date to Drop a Course: [The following information is unofficial; official sessional
dates and deadlines are listed on the Registrar’s Office website.]
Students are permitted to withdraw from this course without academic penalty and have it
removed from their transcript any time before 28 March 2022. If they drop this course after
this date but before or on 08 April 2022, the course will remain on the transcript with a
grade of LWD indicating a late withdrawal without academic penalty. After this date,
grades are assigned whether or not course work is completed (with a ‘0’ assigned for
incomplete work) and are calculated into GPAs.
The University’s Statement of Acknowledgement of Traditional Land:
We wish to acknowledge this land on which the University of Toronto operates. For
thousands of years it has been the traditional land of the Huron-Wendat, the Seneca, and
the Mississaugas of the Credit. Today, this meeting place is still the home to many
Indigenous people from across Turtle Island and we are grateful to have the opportunity to
work on this land.
