Arts and Cultural Management is an umbrella term for programs like Northern Arizona University’s Bachelor of Science, which combines humanities study—including arts, religions, and cultural innovations—with business management and marketing skills. This interdisciplinary approach prepares graduates to lead creative enterprises and cultural organizations.
What is Arts and Cultural Management?
At its core, arts and cultural management is a field of study that unites two distinct worlds. It equips students with both a deep familiarity with arts practice and history and a robust set of business skills. According to the Association of Arts Administration Educators, effective programs must address this dual competency.
The content spans the study of ancient, modern, and contemporary visual arts, religions, literature, and social values. Concurrently, students engage with essential business disciplines, including management principles, marketing, and entrepreneurship, learning to apply them within a cultural context.
How Does an Arts and Cultural Management BS Curriculum Work?
The Arts and Cultural Management BS requires 39 units of major requirements and 15 units of certificate requirements. This structure provides a concrete framework for the degree’s interdisciplinary goals. To receive this bachelor’s degree at Northern Arizona University, students must complete at least 120 units of credit, which includes major, general studies, and university requirements. The program’s curriculum can be broken down into several key components.
Degree Structure
- Minimum Units for Completion: 120
- Major GPA Requirement: 2.0
- Highest Mathematics Required: MAT 114
- Upper-Division Units: At least 30, with 18 of those taken at the university.
- Cumulative GPA: At least 2.0 on all work attempted at the university.
- Campus: Flagstaff
Major Course Requirements
The 39-unit major is anchored by several core courses. Required courses include ACC 205, ACM 210, ACM 310, ACM 350, and ACM 355W (12 units), and ACM 408 (3 units). Students also select from a range of specified courses to round out their studies. Within this curriculum, CCS 350W satisfies the junior-level writing requirement, and CCS 490C satisfies the senior capstone requirement.
Certificate Requirement
All students in this major must also complete the Non-Profit and Social Entrepreneurship Undergraduate Certificate, which comprises 15 units. This certificate adds a crucial layer of practical, mission-driven business training.
Learning Experiences
Beyond the course catalog, the Department of Comparative Cultural Studies in the College of Arts and Letters designs learning experiences to be immersive. These include individual and group presentations, research projects, expert interviews, design and development work, capstone evaluations, and professional internships in arts and cultural management.
What Skills and Learning Outcomes Does the ACM BS Develop?
The interdisciplinary nature of the curriculum is designed to build a versatile skill set. Students learn skills in qualitative and quantitative reasoning, entrepreneurship, and data literacy. The program also emphasizes policy, management, leadership, collaboration, organization, and cultural analysis and interpretation. These competencies are developed through applied experiences and coursework.
Official student learning outcomes are specific and actionable. Graduates will be able to examine trends in visual and performing arts and apply appropriate management and marketing methods. They also learn to create comprehensive business and exhibition plans for cultural organizations. Upon successful completion of the program, students demonstrate accurate cultural knowledge and are prepared for direct careers in arts and cultural management or for graduate study in either humanities or business fields.
What Career Opportunities Does an Arts and Cultural Management Degree Open?
The blend of humanities insight and business acumen opens doors to diverse roles across the creative sector. The degree prepares students for positions in government, education, nonprofit organizations, parks, and cultural heritage sectors. Specific job titles that graduates may pursue include:
- Archivist: Managing and preserving collections of historical documents and artifacts.
- Art Director: Overseeing the visual style and imagery for publications, productions, or campaigns.
- Art Consultant: Advising individuals or organizations on purchasing and managing art collections.
- Event Planner: Organizing and executing cultural events, exhibitions, or fundraisers.
- Production Manager: Coordinating the logistical and administrative aspects of artistic productions.
- Social Media Manager: Developing and implementing digital engagement strategies for cultural institutions.
Exploring Graduate Programs in Arts and Cultural Management
For professionals seeking leadership roles, a graduate degree like a Master of Professional Studies (MPS) provides advanced, focused training. Pratt Institute’s School of Art offers an Arts and Cultural Management MPS as part of its Creative Enterprise Leadership programs. This two-year, cohort-based program requires 42 credits completed over five required semesters: fall, spring, summer, fall, and spring.
The curriculum is highly structured, with each semester divided into two terms. Participants must take courses in a fixed sequence, enrolling in two courses per term except during semesters three and five. A defining feature is that all coursework is done in teams, fostering collaboration.
The program includes two intensive five-day residencies at the beginning and middle of the program, featuring behavioral simulation and negotiating modules. Class attendance is critical, as each alternating weekend session constitutes a significant portion of the course.
The program focuses on applying strategic business management to real-world challenges in the cultural sector, including issues of inequity and sustainability identified in the Global Goals. As reported by Pratt Institute, a particular focus is on preparing cultural leaders to shape strategies that connect culture, community, and commerce. Students come from diverse backgrounds including business, various arts disciplines, anthropology, sociology, psychology, and design.
Faculty expertise is provided by professionals including Xue Bai (Assistant Chairperson, Visiting Associate Professor), Mary McBride (Chairperson), Richard Green (Professor), Denise Tahara (Adjunct Professor), and Christopher Shrum (Professor). Career support is extensive, featuring one-on-one appointments with career strategists, faculty-led coaching, a Professional Practices class, dedicated internship support, and an alumni mentorship program. All applicants are automatically considered for merit scholarships, which renew each semester for students maintaining a minimum 3.0 GPA. The program also includes study abroad opportunities in Ireland, Japan, and Spain.
Conclusion
An education in arts and cultural management, whether at the undergraduate or graduate level, provides a powerful toolkit for navigating the creative economy. Programs like the Bachelor of Science at Northern Arizona University and the Master of Professional Studies at Pratt Institute demonstrate the field’s core principle: integrating deep cultural understanding with pragmatic business and leadership skills. This unique interdisciplinary preparation empowers graduates to not only work within cultural institutions but to lead them, developing sustainable strategies that honor artistic integrity and community impact. For anyone passionate about building a career where culture, commerce, and community meet, these programs offer a structured and impactful pathway.
FAQ
Q: What is arts and cultural management?
A: It is an umbrella term for higher education programs in cultural management, arts administration, arts leadership, arts management, and arts entrepreneurship. These programs combine humanities study of arts and culture with business skills, preparing students for leadership roles in creative industries. Q: What are the career prospects for an arts and cultural management graduate?
A: Graduates can work as archivists, art directors, art consultants, event planners, production managers, and social media managers in government, education, nonprofit, parks, and cultural heritage sectors.
Q: Is a graduate degree necessary for a career in arts and cultural management?
A: Not necessarily; a bachelor’s degree like NAU’s BS provides entry-level skills. However, a graduate degree such as Pratt’s MPS can offer advanced leadership training and specialization.
