OR1B) Future Museum Leaders – Introduction To Audience Development

About this class

In this course, participants will learn to identify, understand and build museum audiences. The course will provide ideas and examples of different audience development approaches, including a range of case studies from other museums. Participants will be introduced to useful resources, models and tools they can take away with them to apply to their own practice. Activities and discussions will be woven into each session, meaning participants have opportunities to interact and network with others on the course.

Class Outline

Session 1: Laying the foundations

In this session we will explore the principles of Audience Development and the importance of having an effective Audience Development Plan (ADP) as a starting block for understanding and building museum audiences. 

We will explore how to develop an ADP, and look at how a museum’s mission, aims and strategy work with them, who needs to be involved, the different parts of the process and useful tools to inform them. 

Session 2: Who are your audiences, and where are the gaps? 

This session delves into gathering and analysing audience data. We will focus on different research methods, audience segments and how to identify who aren’t currently being reached and what new audience’s actual and perceived barriers could be to accessing museums. 

Session 3 : What you’ll need to build existing and new audiences. 

Building on session 2, we will identify the different resources you have and need in order to reach existing and new audiences. We will look at examples that focus on utilising stakeholders and partnerships, with a focus on audience engagement events and activities. 

Session 4: Getting word from the experts

In this session we will explore the importance of going beyond the walls of museums, reaching out to consult with audiences. We will look at examples that have target audiences at the heart of the decision making, including programmes that have used creative consultation workshops and steering groups as approaches to develop museum audiences. 

Session 5: Reflections and plans ahead

This session will be a review of the previous sessions, reflecting on what you’ve learnt and what you hope to take forward into your evolving career. You will leave having identified what you can implement now, and what you can plan for further into the future. 

Materials needed

Please note: VCUQatar reserves the right to cancel classes for which not enough participants are registered. Already paid fees will be refunded.

Please do not purchase materials until VCUQatar has sent final course confirmation.

Items to buy for this class

1. Pen
2. Paper

On occasions, there may be some more materials to be bought and brought in if and when advised by the instructor.

Where to buy your materials

Most of the materials are available from any art supply shop, for example:

• Cass Art (Fire station): Community Classes students get a 15% discount upon presenting the registration ticket
• Jarir Bookstore: on Rayyan Road or Salwa Road
• Color Note: on Al Nasser Street
• Ibn Al Qayyim: at Markhiya Roundabout
• Al Rawnaq

Schedule

Start: Mon, 14 Feb, 2022
End: Fri, 18 Feb, 2022
Lessons: 5
Days: Monday – Friday
Time: 6:00pm – 9:00pm
Location: Online
Cost: Free

Instructors

Register

To register for this course, access the form.