This course covers the principles, strategies and tactics of marketing for artists and arts managers seeking to gain deeper insights into, and engagement with, their fans and patrons. The course addresses both DIY approaches of lightly institutionalized individual artists and more formal traditional-to-current approaches of cultural institutions. Key topics include: the relationship between purpose, mission, branding, and programming; data, segmentation, and analysis/research in a business about people; developing a digital presence; storytelling; public relations; and the patron experience.