University of Connecticut Offers New Online Graduate Certificate in Arts Administration in Fall 2014

University of Connecticut Offers New Online Graduate Certificate in Arts Administration in Fall 2014

The University of Connecticut announces a new online graduate certificate in Arts Administration beginning in the fall semester, 2014. For information about the certificate and new online classes in arts administration, visit or contact Frank Mack, Associate Professor, Arts Administration at 860-486-1210. Arts Administration is new program within the Drama Department of the School of Fine Arts and the certificate is being offered through UConn's eCampus.

The Arts Administration program was established in 2013 by the Dramatic Arts Department within School of Fine Arts. The goal was to establish practiced-based training for non-profit arts managers that will produce the next generation of leaders. By incorporating the expertise of many schools and departments across the University and filtering them through an arts focused lens, the program will deliver excellent training for the students. The program's first endeavor will be the graduate online certificate, followed by the establishment of an in-residence MFA in 2015.

The graduate certificate is intended to fill a need for administrative training for early career arts administration professionals and community leaders serving as arts trustees. The certificate can be completed within one academic year and is only offered online, enabling students to remain in the workforce while completing the certificate and not requiring relocation. Students only need an internet connection to fully participate and complete the certificate and they can login from anywhere in the world. The flexible schedule of the online courses enables to students to complete assignments based on their own schedules and regardless of time zones. Classes are non-sequential, so students can take the required four courses in any order.

Successful completion of the certificate requires completion of four courses offered on this schedule for the coming academic year:

Managing Financial Information in Arts Organizations - 1/20-5/9-15 (Spring Only)

Governance & Leadership for the Arts - 8/25 - 12/5/14 and 1/20 - 5/9/15 (Fall and Spring)

Fund Raising & Development for the Arts - 8/25 - 12/5/14 and 1/20 - 5/9/15 (Fall and Spring)

Audience Management & Marketing the Arts - 1/20 - 5/9/15 Spring Only)

Individuals interested in enrolling for a particular course (or courses) but not seeking to complete the certificate can do so as well.

Frank Mack is an Associate Professor of Arts Administration at UConn and serves as area head for the certificate program. Professor Mack said, "There is a tremendous need for advanced training in arts administration throughout the country. Many early career arts administrators, and often trustees as well, especially in smaller arts organizations, enter their work with little or no formal training and have to learn on the job. The critical roles of financial management and budgeting, fund raising, marketing and even leadership and governance are sometimes improvised out of necessity because those charged with filling those roles never received training in those specific areas. This certificate enables those currently working in the field under those conditions to get that training while not having to leave the workforce or relocate to Storrs."

Assistant Professor Dale Edwards said, "The means of delivering content via the digital space has been a passion for me. In my past position at the Metropolitan Opera, we were always looking for ways to engage our audiences outside of the opera house. Here at UConn, we are doing the same thing by delivering arts management training to people's homes."

The certificate is being offered through UConn's eCampus. More information on eCampus can be found at or by calling Judy Buffolino, Associate Director of eCampus, at 860-486-5938 or via email at

UConn eCampus is the gateway for all online undergraduate and graduate courses, post baccalaureate certificates, graduate certificates, and graduate programs at the University of Connecticut. eCampus courses are both designed and taught by UConn faculty. All eCampus courses provide extensive opportunities for interaction among students and between students and faculty. Faculty interact regularly with students in a variety of ways including e-mail, phone, Skype, virtual and face-to-face office hours, discussion boards and chat rooms.

The University of Connecticut is accredited by the New England Association of Schools and Colleges (NEASC). eCampus designs and develops courses to meet Quality Matters™ standards for course design.

Programs developed through eCampus meet the Sloan-C Quality Scorecard for the Administration of Online Education Programs standards and guidelines.

Following is a brief description of the course content and biographical information on the instructors:

Audience Management & Marketing the Arts will be taught by Dale Edwards, M.F.A. Professor Edwards is an Assistant Professor of Arts Administration & Marketing Director for the School of Fine Arts. Prior to coming to UConn, he served as the Associate Director of Marketing and Advertising for the Metropolitan Opera where he oversaw ticket sales for the opera house in New York, as well as The Met: Live in HD simulcasts around the world. He worked in the marketing department of Alvin Ailey Dance Theater then moved to Disney Theatrical Productions where he worked on the New York productions of The Lion King, Beauty and the Beast, and Elton John and Tim Rice's Aida. Mr. Edwards worked with Manhattan Theatre Club, both in-house and as part of SpotCo advertising agency.

This course will build knowledge of marketing theories, approaches, and methodologies that are used across all industries and then highlight their application for the arts. The course will develop an understanding of the following areas:

1. Analysis of the Competitive Environment

2. Developing Audience Insight and Segmentation

3. Positioning and Targeting a Unique Value Proposition

4. Developing and Delivering the Unique Value Proposition

5. Evaluating the Performance of Techniques

Governance & Leadership for the Arts will be taught by Frank Mack, M.F.A. Professor Mack has served as managing director of professional theatre companies for the past 15 years including the California Shakespeare Theatre in Berkeley, Geva Theatre in Rochester NY, the New Jersey Shakespeare Festival in Madison and Connecticut Repertory Theatre at UConn. Professor Mack has served as a consultant to numerous arts organizations including the Contemporary American Theatre Festival in Shepherdstown, WV, The African Continuum Theatre Company in Washington, D.C. Coconut Grove Playhouse in Coral Gables, FL. As a Peer Advisor for the CT Office of the Arts he has served as a consultant to numerous organizations throughout Connecticut. He has also served as a panelist for the Connecticut Commission for the Arts, and the Greater Hartford Arts Council.

This course will provide instruction in basic concepts of governance and leadership of non-profit arts organizations. Leading non-profit arts organizations is a demanding and highly sophisticated endeavor for board members, staff and other supporters who often include civic, political and business leaders within the community. Leaders of arts organizations with governance responsibilities typically devote far more time, effort and personal energy than they often initially expect in order for such organizations to succeed in what is typically an extremely financially challenging situation. This course will provide students with a variety of skills and specific techniques to address these challenges.

Fund Raising & Development for the Arts will also be taught by Professor Mack. This course will introduce students to best practices in development and fundraising as they relate to professional arts organizations. The course will begin by investigating the history of philanthropic giving in the United States and how such giving has impacted the development of contemporary professional arts organizations. The course will further explore the role of fund development in the business practices and strategic decision making for arts organizations. It will also examine a variety of methods of inquiry into the obstacles (both internal and external) that organizations face in effective fund development. The course will be wide-ranging in approach - examining ways to raise funds from government, foundation, corporate and individual sources. It is intended to assist individuals wanting to pursue careers in development or to advance existing careers.

Managing Financial Information in Arts Organizations will be taught by Gerald (Gerry) Murphy, Ph.D. Dr. Murphy is an adjunct instructor at UConn's School of Business, School of Fine Arts, and College of Agriculture & Natural Resources. He is also the Accounting Program Coordinator at Capital Community College in Hartford. Prior to working at Capital Community College, he served as an Associate Professor at the University of Connecticut for 22 years, teaching Accounting, Auditing and Financial Management to non-profit and government administrators in both English and French for UConn's Institute of Public Service International and Global Training & Development Institute.

The course is an introduction to key elements of nonprofit financial management in the arts, including basic accounting, financial statement analysis, and budgeting. Using current articles, reference texts, and business cases, students will develop an understanding of nonprofit accounting and will follow daily transactions through to the financial statements. The relationships between budgeting, financial reporting, and financial statements will be explored using readings and case studies.

Students who successfully complete this certificate will gain a significant advantage in developing or advancing careers in arts administration. This is a large field with many professional opportunities. A recent study by the Bureau of Economic Analysis showed that arts and culture production accounted for 3.2 percent - or $504 billion - of gross domestic product in 2011. Travel and tourism, by comparison, accounted for 2.8 percent of GDP. ( Professor Mack said, "While there is an abundance of highly skilled, well trained artists working in this field, there is a shortage of similarly trained administrators. This certificate offers those with training an opportunity to flourish professionally in an exciting, creative and meaningful professional environment." Additionally, there are numerous trustees working tirelessly to support these organizations who may benefit from taking one course, without seeking the certificate, to better enable to perform their important roles on the board.

Fall semester begins August 25, 2014. Begin the application process anytime at

For more information or questions about the arts administration certificate, please contact Frank Mack at 860-486-4799 or via email at

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