- The Proposal Writing Course
- The Cultural Strategy Course
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The Advocacy Сourse
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Lecture 1. What is advocacy and how can it help?
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Lecture 2. Issue analysis and identification
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Lecture 3. Mapping the external environment
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Lecture 4. Lobbying, influencing and getting your voice heard
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Lecture 5. Advocacy campaign evaluation
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Fact sheet on advocacy and lobbying
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Advocacy Capacity Assessment
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Case Study
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Additional Reading Resources
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Test and certificate
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- The Finance and Project Budget Course
- The Donor Fundraising Strategy Course
- The Media Pitching Course
- The Strategic Planning Course
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The Marketing Course
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Lecture 1. What is ‘Marketing’?
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Lecture 2. Marketing Strategy
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Lecture 3. Listening to Customers
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Lecture 4. Customer Benefits
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Lecture 5. The 3Ms of Marketing
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Fact Sheet. 20 Key Facts relating to Marketing
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Checklist to ensure efficient marketing strategy
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Case Study. The 3Ms of Marketing.
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Test and certificate
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- The Course on Creating Value in Creative Economy
- The Cultural Relations and Cultural Diplomacy Introduction Course
- The Creative Europe Course
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The Crossovers & Fundraising Course
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Lecture 1. Entrepreneurship and Innovation: Vectors for Successful Fundraising
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Lecture 2. Business Models and External Financing for Creative Startups
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Lecture 3. Crossovers: A Catalyst for Effective Business Planning
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Links to online resources and resources for further reading
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Fact sheet
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Case studies
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Test and certificate
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An Introduction to Cultural Journalism Online Course
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Lecture 1: What Is Cultural Journalism? (An Introduction to Cultural Journalism. Online course by Dr Maya Jaggi)
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Lecture 2: What is Criticism? (An Introduction to Cultural Journalism. Online course by Dr Maya Jaggi)
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Lecture 3: How to Interview Cultural Figures (An Introduction to Cultural Journalism. Online course by Dr Maya Jaggi)
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Lecture 4: Conclusion - Building an Audience for Culture (An Introduction to Cultural Journalism. Online course by Dr Maya Jaggi)
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FURTHER READING
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Test and certificate
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- Investor Pitching Course for Creative Businesses
- The Digital Communication Course
- Project Management in Culture Course
- The Culture & Creativity Course
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The Communication Course
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Lecture 1. The Basic Principles of Strategic Communication
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Lecture 2. The Stages of Strategic Communication
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Lecture 3. The Basic Principles of Strategic Communication
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Lecture 4. The Basic Elements of Strategic Communication: Audience, Messages, Channels, Speakers and Time
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Lecture 5. Media communications: tips for success
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Additional resources
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Test and certificate
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To avoid creating a document that will soon be out-dated, the strategy needs to undergo regular monitoring and up-dating processes involving again the relevant stakeholder groups.
The short-term activities should be updated once a year with a renewed action plan, long-term aims and objectives should be updated every 2-3 years.
In case of national cultural policy, it is important that the strategy would not be seen merely as Ministry of Culture document. It must be a common agreement of a Government or Parliament, which brings together relevant activities of all related ministries and public institutions, including Ministry of Education, Ministry of Education, Ministry of Tourism, Ministry of Regional Affairs, Ministry of Foreign affairs and many others.
Road to impact starts from clear priorities, SMART (that is specific, measurable, achievable, relevant and time-based) objectives and action plan which is equipped with resources.
How do you know if you have achieved results? If your objectives are rather routine activities (planning, developing, changing), then you will never be able to clearly measure the impact. Objectives should be phrased as outcomes and equipped with indicators. As a museum, you might say your aim is to increase the visibility of museum and engage more audiences, you might measure this by number of visitors, number of exhibitions and programmes, and turnover from ticket sales. Your aim for the next 4 years might be to reach 100 000 visitors and earn 25% more income from tickets than today. As a government, your aim could be making cultural heritage available and accessible to wider public through digitalisation, your indicator in this case could be percentage of digitized cultural heritage objects in museums. In both examples the goals are clear and with indicators it is possible to assess the results after the end of strategy period.
Ideally, the reporting is done publicly and regularly. For example, in Estonia, the Government collects every year from all the ministries overview of implementing the cultural policy and the Minister of Culture makes an annual “state of the cultural policy” speech in front of the parliament. The results are discussed in newspapers and television, people can actively debate and propose changes and additions to next year’s priorities. This helps to keep cultural policy at the centre stage and creates accountability for the government to deliver the results.