1. Certificate of Completion
This is to certify that
Enkhnaran Sundev
* Feb 02nd
1976 in Mongolia
has successfully fulfilled all requirements for completing the
Mentored Open Online Course:
Managing the Arts: Marketing for Cultural Organizations
having achieved 74 out of 100 possible points
and the equivalent of 5 Credit Points (ECTS) for a total course workload of 150 hours.
Lüneburg, May 28th
2015
Academic Director MOOC Facilitator
Prof. Dr. Nishant Shah Felix C. Seyfarth

2. IN COOPERATION WITH SUPPORTED BY
The course Managing the Arts: Marketing for Cultural Organizations is an open online course structured into
six consecutive assignment cycles. Participants are introduced to different concepts and approaches for
managing and marketing the arts within various social, political and institutional contexts. While working
on case-based assignments in teams of five, Participants collaborate within a global learning community
and receive individualized mentoring by academic staff. More information at: http://digital.leuphana.com/
Assignment 1: The cultural economy – Markets and marketing for cultural organizations
Participants developed a common understanding of contemporary discourses in cultural marketing. Partici-
pants identified conceptual strategies for mediating the tension between the creation of aesthetic meaning
and maintaining organizational and personal financial stability.
Assignment 2: Mapping the terrain – Art organizations and cultural institutions in con-
text
Based on these frameworks, Participants analysed a real-life cultural organization and its relation to its
socio-political environment to better understand factors that sustain, develop and limit the radius of its
activities. Participants drew up a strategy proposal mapping core strengths of the case organization and
areas of future growth and development to position arts organizations within ever-changing environments.
Assignment 3: Enabling creativity – Marketing cultural projects and managing artistic
processes
Participants created project management models for creating relevance and responding to change with a
view to different dimensions of sustainability. Using this model as a blueprint for managing arts and cul-
tural projects, Participants conducted an analysis of challenges to institutional sustainability, addressing
dimensions of environmental, economic, social, and cultural factors.
Assignment 4: Reaching across the fourth wall – Building audience relationships
Participants were introduced to different approaches of building audience relationships and differentiating
between both actual and desired audiences as the basis for segmentation and development strategies.
Using these tools, participants developed grounded approaches to analysing audience composition and
leveraging available data into a strategic audience management initiative.
Assignment 5: Emerging identities – Co-creating and shaping digital brands
Participants reflected on digital practices for using and re-using both marketing materials and proprietary
artistic content as well as limits for centrally controlling brand-building while managing repercussions of
external publishing activities impacting organizational storytelling and brand equity.
Assignment 6: Curating strategies – Artistic practices and sustainability
Building on the previous milestones, Participants developed an integrated strategic marketing initiative for
a cultural organization that considers innovation, creativity, feasibility and sustainable engineering of insti-
tutions through a design thinking approach. Teams had to identify and interpret concrete resources underly-
ing everyday practices to strengthen an organization’s vision and scale, to calibrate specific impact and to
critically evaluate curatorial qualities.