English in the Music Industry 3

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Course Description

This course is a part of a comprehensive four-semester language program designed specifically for Czech arts management students aiming to operate effectively within the music industry as well as in other cultural sectors. Recognizing that English is the lingua franca of international arts administration, the course bridges the gap between management theory and practical linguistic application.

Over the two years, students will master the specialized vocabulary, communication strategies, and professional documentation required to navigate international collaborations. The curriculum follows the core managerial functions of planning, organizing, staffing, leading, and controlling, while diving deep into the important fields of marketing, fundraising, and law.

Learning outcomes

Learning Outcomes

By the end of this course, students will be able to:

-Communicate Professionally: Conduct meetings, negotiations, and presentations in English with confidence.

-Use Industry Terminology: Use precise management, legal, and financial vocabulary tailored to the music and arts sectors.

-Draft Professional Documentation: Write effective business plans, marketing strategies, and fundraising proposals.

-Navigate Important Legal Matters: Understand and discuss international contracts, legislation governing employment, taxation and collective bargaining, copyright, and other areas.

-Lead International Teams: Apply leadership and HR principles to manage diverse artistic and administrative staff.

Methodology

The course utilizes a communicative approach, incorporating case studies of Czech and international arts organizations (orchestras, music festivals, concert halls and others) and the analysis of real-world industry documents, such as business plans, cases for support, contracts, collective bargaining agreements, riders and others. Students are encouraged to apply their Czech arts management knowledge to an international context through collaborative projects and peer feedback.

Course Outline (English for the Music Industry 3, Autumn 2027)

WeekDateTopicReadings / Assignments

1Marketing in the Arts 1William J. Byrnes: Management and the Arts, Ch. 10 + additional study materials such as real-life marketing plans and market surveys provided by the teacher

2Marketing in the Arts 2William J. Byrnes: Management and the Arts, Ch. 10 + additional study materials such as real-life marketing plans and market surveys provided by the teacher

3Fundraising in the Arts 1William J. Byrnes: Management and the Arts, Ch. 11

+ additional study materials such as real-life cases for support provided by the teacher

4Fundraising in the Arts 2Robert Rimm and Clive Gillinson: Better to Speak of It

+ additional study materials such as real-life cases for support provided by the teacher

5Fundraising in the Arts 3Robert J Flanagan: The Perilous Life of Symphony Orchestras + additional study materials such as real-life cases for support provided by the teacher

6Arts Management and Legal Issues 1Various contracts provided by the teacher (touring contracts, recording contracts, collective bargaining agreements, etc.)

Class Expectations

An arts manager is expected to be professional, prepared, and punctual (including but not limited to deadlines and attendance). Essential qualities of excellence in management include time, money, and project management, creativity, inquisitiveness and intellectual curiosity, attentiveness to detail, and diplomacy. As a student arts manager, success in the classroom depends on your ability to learn and apply these skills during the course.

In the classroom, student arts managers will engage with respect, empathy, and courtesy:

Respect: Demonstrate respect for peers, professor, and guests by listening attentively, allowing each to finish her/his thought. Debate is encouraged; interruption is not.

Empathy: Demonstrate the maturity to, “walk in another’s shoes” by being open to the diversity of experiences and backgrounds others bring to class.

Courtesy: Demonstrate manners and professionalism by arriving to class on time, completing your work, coming to class prepared and attentive, and listening when others are speaking.

Additionally, students must turn off all cell phones and other electronic devices during class. Laptops are allowed only for note taking and class work.

Prerequisites and other requirements

Entry requirements and prerequisites:

702KHAP2 English for the Music Industry (for students of Music Management) or B2 level for students of other programmes.

Literature

Required Study Materials and Texts

•Auerbach, Ernest. Saving Performing Arts: How to Keep Organizations Financially Healthy and Artistically Vibrant. Bloomington, IN: iUniverse, 2015, selected chapters.

•Byrnes, William. Management and the Arts. 6th Edition. London: Routledge, 2022, selected chapters.

•Robert Rimm and Clive Gillinson: Better to Speak of It: Fostering Relationships & Results through Creativity, Arch Street Press, 2016, selected chapters.

•Robert J Flanagan: The Perilous Life of Symphony Orchestras, Yale University Press, 2012, selected chapters.

Primary study materials (readings, interactive study materials etc.) will be assigned in the Moodle course. Please note that additional texts may be assigned throughout the semester.

Evaluation methods and criteria

Evaluation and Assessment Breakdown

You can score maximum of 100 points for this course. Pass mark for awarding credit is 70%.

In-class activity (20 points): Attendance is mandatory and participation in class discussion is a crucial course component. Students are expected to read assigned materials prior to class meetings, ask questions, contribute to the discussion and participate. Allowed absences: No more than 7 per semester.

Presentation (30 points): You will select an arts organization of your choice to study and conduct an analysis on their structure, practices, programming, and additional offerings, to be submitted via PowerPoint or Prezi and presented in front of the class. Additional information will be provided throughout the semester. The presentation should be 13-15 minutes long, followed by a Q&A session. You will be assessed on the following areas:

•Language (appropriate to audience, preparedness, sign-posting language, explanation of jargon, voice, speed, volume, clarity, intonation, grammatical accuracy, correct pronunciation of key words) 6 points

•Content (topic, coverage, sources, questions, informative / understandable / interesting / entertaining) 6 points

•Structure (logical sequence – outline (key points), purpose statement, introduction, main points, summary, conclusion, closing, timing) 6 points

•Body language (eye contact, good use of notes, not reading large parts of the presentation, stance, enthusiasm) 6 points

•Visuals (appropriate, supportive, clear, good quality graphics) 6 points

Quizzes (35 points total): There will be four quizzes on course materials during the semester. Additional information will be provided prior to these quizzes by the instructors.

Final test (15 points): A comprehensive final test based on the interactive study materials in Moodle will be administered during the exam period (16 and 30 January 2025). Additional information regarding the final exam will be given later in the semester (4 December).

Academic Dishonesty

AMU faculty do not tolerate cheating, plagiarism, or any other form of academic dishonesty. If you have not done so, you should read the AMU guidelines on how to properly reference your written submissions: https://www.amu.cz/cs/studium/bakalarske-diplomove-a-disertacni-prace-vskp/tvorba-a-odevzdani-vskp/etika-psani-odborneho-textu-a-jak-citovat/

Please note that all of the work that you submit for this class must be your own. Plagiarism of any kind will not be tolerated under any circumstances and will result in an immediate “F” grade for the course. Any words and ideas that are not yours should be accompanied by full and complete citation. If you have any further questions dealing with academic honesty you must contact your instructor prior to the submission of any written assignment.

Further information

No schedule has been prepared for this course

The subject is a part of the following study plans