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Working in arts and cultural organisations has always been challenging. But today, those in charge are achieving extraordinary things: they are not only coping with the consequences of the pandemic, but also with social transformations. This includes, among other things, the need to make their own organisation diverse and sustainable. Our certificate course provides those involved in the arts and culture with basic management skills - but above all, it offers the opportunity to network with one another.

New dates on request
Certificate Course
University certificate

8 ECTS-Leistungspunkte

Participation fee:


Educational leave:

Recognised in Brandenburg and Berlin

  • Prof. Dr. Julia Glesner

    In our perception, people who are passionate about culture come together here. Sometimes they get stuck at points where they can no longer make progress in their day-to-day work. The joint dialogue, which I merely moderate in some places, helps everyone a lot. Including me.

    Prof. Dr. Julia Glesner
    Scientific management
  • Maria Lena Matysik

    I often find that cultural organisations do not use the same marketing tools as the private sector. Many give terms such as "performance measurement" and "data-driven strategies" a wide berth. The same applies here as there: We can only improve what we measure.

    Maria-Lena Matysik
  • Profilfoto von Frau vor Bücherregal

    Managing projects with hybrid teams requires not only digital tools, but above all new forms of collaboration. Together, we will explore how (cultural) projects can be organised online.

    Linnja Naujoks-Auffenberg

At a glance

This course is aimed at managers and professionals in the arts and culture who want to position their organisation more strongly and want tools for successful cultural management and strategic marketing. The course provides in-depth specialist knowledge and practical tools with which you can act efficiently and effectively to successfully manage your institution.

We emphasise networking and exchange: in workshops and group work, we discuss your individual challenges and develop practical solutions. The challenges of cultural work in times of digital and social change are taken into account - both in the module content and in the course schedule. Online events will take place on a total of four dates. Modules 1 and 4 as well as the "Digital Thursday" seminar series can be booked individually. Upon successful completion (university certificate), the title "Cultural Manager" is awarded.

Funding: The further education programme is generally eligible for funding. Please enquire with the funding body (e.g. ILB) about its funding conditions before registering.


  • Theoretical and practice-orientated inputs
  • Work on case studies and participants' topics
  • Plenary discussions, small group work, exercises, presentations


  • Prof. Dr Julia Glesner, Arts Management and Cultural Work programme at the University of Applied Sciences Potsdam
  • Silke Oldenburg, Museum Kunst und Gewerbe, Hamburg
  • Sabine Wenger (M. A.), Bar jeder Vernunft / Tipi am Kanzleramt – Head of Press and Public Relations
  • Maria-Lena Matysik, Managing Director, Analyticfreaks GmbH
  • Linnja Naujoks-Auffenberg, Digital Transformation, Hanover State Theatre

Your profile

  • You manage a cultural organisation or are aiming for a management position.
  • You want to expand your portfolio in the field of cultural management.
  • You are planning a career change into the cultural sector.
  • You want to professionalise and strategically align your cultural work.
  • You want to argue confidently with decision-makers in favour of maintaining and expanding cultural work.


Experienced lecturers who were able to report from their everyday lives in a realistic and authentic way and who know the reality of cultural organisations. It's a further education programme in a pleasant, appreciative atmosphere.

Feedback from the further education programme
June 2020


Model of the cultural marketing management process

What you can expect:

  •  You will gain a comprehensive and practical insight into the cultural marketing management process.

  • You will try out the four phases – analysis (including (non-)visitor research), planning, target definition and strategy formulation – using your own examples.

  • You will gain diverse perspectives from the visual and performing arts as well as socioculture.

Brand management, marketing mix, audience development, digitalisation in marketing

What you can expect:

  • You will get to know four central disciplines of marketing – practice-orientated, adapted to the requirements of the cultural context and taking into account new digital fields of action.
  • Theory meets practice: In addition to presentations on the four topics, we will discuss your case studies in group discussions.
  • Brand management: Learn how to develop your cultural institution into a brand and act in a value-orientated and relevant way.
  • Marketing mix: Here you will learn how to conduct strategic marketing for your institution and which tools you need to keep an eye on.
  • Audience development: Have you ever looked at your institution through the eyes of your audience? Find out how a visitor-first approach – consistent user-orientation – can make your marketing even more effective.
  • Digitalisation and digital marketing: Our communication, our audience, the media landscape – everything is going digital! This is fundamentally changing our work. Here we identify and analyse key areas of action in digital marketing.

Digital Thursday – Effectiveness of online strategies/performance marketing (10:00 – 13:00, online)

What you can expect:

  • You will learn how to run successful online marketing – even with few staff and a limited budget.
  • You will learn how to strategically measure the performance of your online activities and how to collect and analyse the right data.
  • Strong practical relevance: You will apply what you have learnt in interactive tasks to your own marketing issues – guided and supported by the founder and managing director of Analyticsfreak GmbH, Maria-Lena Matysik.
  • Dates: 04/11/18th of January 2024
  • Participation fee for all three events: 590 euros

Part 1, focus: Project management in the cultural sector


What you can expect:

  • You will learn the basics of classic project management.
  • Using case studies, we will discuss which project management tools are particularly suitable for different types of projects in the cultural sector.
  • You will familiarise yourself with the basic concepts of agile project management.

Part 2, focus: Organising projects online. Methods and tools for successful project work in times of digital transformation (10:00 – 13:00, online)

What you can expect:

  • Since the corona pandemic, employees of cultural organisations have often been working remotely. Collaboration must be organised regardless of time and place. Here you will learn how to ensure transparency and a good flow of information in digital collaboration.
  • You will learn which methods and tools you can use to lead projects to success from your home office.

What you can expect:

  • You will gain an overview of the most important private and public sources of funding for cultural work.
  • You will learn about fundraising as a strategic objective for cultural organisations and projects.
  • Using practical examples, you will deepen your understanding of the theoretical foundations of fundraising, success factors, strategic planning and implementation of measures.
  • You will reflect on the importance of successful fundraising for cultural organisations and the role of management in the development process.

What you can expect:

  • You will gain an overview of the press landscape in Germany and the basics of classic media work in the cultural sector.
  • You will familiarise yourself with the most important communication tools and strategies of press and public relations work.
  • Using case studies and practical exercises, you will learn how to carry out targeted media work.

What you can expect:

  • You will learn what constitutes effective networking and how you can utilise it in a targeted manner.
  • You will get to know the method of peer counselling and apply it practically in the group.


More Information

Portrait Andrea Schuetze
© Jana Schütze

Successful cultural work in rural Brandenburg: How further education set the course

In this interview, training participant Andrea Schütze explains how a course at the University of Applied Sciences Potsdam inspired her to become even more involved in local culture.


Interview mit Julia Glesner
© Patrick Knuchel

Interview with Prof. Dr. Julia Glesner

How can we meet the change in values with professional cultural management?

Interview Further Education Culture Marketing Communication

Registration & Information