Sprott School of Business-Marketing Arts & Culture

Sprott School of Business offers an advanced study of marketing within the arts and culture sectors. The course aims to facilitate sophisticated understanding of the knowledge and skills required for marketing managers to respond to changing market environments in order to bring arts and culture offerings to their target audiences.

Today, arts and culture organizations face significant social and economic challenges amid a rapidly evolving world. Arts and culture marketers are under considerable pressure to maintain and expand audiences, bolster fundraising efforts, cultivate future donors, and ensure compelling brand identities and narratives. In 2025, their role continues to evolve, becoming increasingly integral to every facet of organizational and individual artistic strategy, and developing and delivering innovative solutions to drive sustainability and success.

Marketers must remain attuned to the evolving needs of audiences and the shifting dynamics of audience engagement and consumption habits. Whether promoting a single artist’s vision or an organization’s mission, marketing strategies must adapt to meet contemporary audience demands while inspiring enduring connections.