北京服装学院艺术设计管理速成学程（北服艺术设计速成学程） BIFT Fast‐track Art and Design Management Course前言：我们所处的职业工作领域中，充斥著还未准备好就已经开始埋头苦干的工作伙伴，当前艺术与设计界管理人才专业知识的不足，是让这个行业有如股票般起伏不定的主要因素之一，为了弥补从事艺术与设计相关产业的广大需求，北京服装学院、社科院文化研究中心与义大利网络电视频道（TELEVISIONET）联合聘请柏林、纽约、北京与台北等地与产业格斗多年的顶尖管理专家，将其过去所受到种种的痛苦与错误经验，在非常短的学时安排中，逐一倾吐给大众，这一系列短期的管理课程，目前初步定为五门课，未来将随著市场需要再增加学门。

第一门课首发的课程将於2009年4月开始，每周末上课，全课程至2009年5月底结束，全系列课程为期两个月。

一．实施日期科目日期/时间1 品牌管理周日0900-1200 4/5 4/12 4/19 4/262 视觉艺术管理周六0900-1200 4/4 4/11 4/18 4/253 剧院管理周日1400-1700 5/10 5/17 5/24 5/314 艺术节管理周六1400-1700 5/9 5/16 5/23 5/305 网络项目管理周六、周日0900-12006/6 6/7注：每堂课人数最多30人，个别课程旁听人数最多20人完成每门科目课程，可获得北京服装设计学院授予学程结业证书二．授课师资品牌管理：易介中教授博士，红鹤顾问公司总经理、台湾师范大学文化创艺产学中心顾问视觉艺术管理：Christoph Noe，The Ministry of Art创办人、国际策展人剧院管理：Mr. Tony Stimac，北京华彬紫金剧院总监、纽约百老汇剧制作人艺术节管理：赖淑君女士，北京新乐团运营总监、北京国际音乐节节目总策划文化产业数字化管理：丁肇辰教授，米兰数字娱乐节总策划、中国国际文化产业论坛秘书长三．课程内容所有课程皆以中文直接和间接授课，多数课程以四堂课为基础，详细课程内容请见附件四．上课地点北京市朝阳区樱花东街甲2号北京服装学院科技报告厅、综合楼909教室五．受众宣传路径•各综合大学以下系所：大众传媒系，公共关系系•各美术学院，设计学院，戏剧/戏曲学院，音乐学院，舞蹈学院，艺术研究院•各剧场，音乐厅，展览空间•各公关公司，整合营销公司，艺术经纪公司，节庆组织，企业形象部门•创意杂志，视觉及表演艺术杂志（报道）•使领馆文化处，大剧院艺术教育部六．课程费用学生社会人士每门科目（四堂课）收费RMB 1200RMB 2000注册二门科目以上每门科目收费RMB 1000RMB 1600每堂课旁听费RMB 400 RMB 550七．联系方式北服艺术设计速成学程北京市朝阳区樱花东街甲2号北京服装学院综合教学楼九层909Tel: +86 10‐84250176 E-mail：d@品牌管理─品牌核心价值实验剧场（4堂课，约12小时）Experimental Theater of the Core Values of BrandBy 易介中 教授 博士讲师简介易介中，台北人，不插电学科的教授，北服“创意大讲堂”的老师，传媒设计与公关艺术的专业老师，北服文化创意产业中心副主任，实力派豪宅策划、广告、建筑设计专家，学院派先锋建筑师，城市观察与理论学者，红鹤沟通机构总顾问，“沟通杂志”主笔适合听众*专业广告以及公关公司困惑于“大广告”与“大公关”之争的经理级以上策略或创意人员 * 对于跨界思考有兴趣的文化创意产业决策、策略或创意人员*希望能够在市场检验的前提下实现理想的高级设计人员*希望被洗脑的人员*希望参与快速头脑风暴的人员课程目的品牌二字已经浮滥到需要真相大白的时候了，抛开垃圾教材，其实每个人的内心都是品牌大师，中国有世界上最大的内需市场，当世界上有多少人想把产品倾销中国的时候，我们应该有一个自己的价值观来面对，面对排山倒海的进口翻译资讯，我们其实只要掌握住几句话，甚至几个字就够了，因为你自己是检验真理的唯一标准。

透过剧场的观察者与表演者角色模糊的特性，抛开无聊的教室印象，让大家来这里一起享受确定“什么是品牌”的快乐。

上课形式每次实验聚会，都在高度激情的创意氛围中完成，希望借此抛开无聊的教材，直指品牌的核心，每个人都有对于品牌的看法，但是由于在一次又一次跨界的冲撞中，可以开始说出品牌的“大白话”，而这才是最真实的品牌核心价值。

每次实验聚会180分钟，充满“偏见”与“歧见”的讨论中,90分钟的演讲与90分钟的创意即兴主题创作，与会者将快速的接收大量在职场或学院很少会提及的话题与知识。

1：什么是在中国有意义的品牌核心价值？我们要把哪些“西方的教科书”丢到垃圾桶去？ 2：在中国我们要如何获得“正确”的品牌价值知识？3：品牌核心价值在中国深耕的“通关密码”是什么？4：迈向正确的品牌价值观！视觉艺术管理─中国市场的艺术行政实务与管理（4堂课，约12小时）Arts Management in the Chinese MarketBy Christoph NoeLecturer’s BackgroundChristoph Noe christoph.noe@Born 1976 in Ludwigshafen(GER)Works and lives in Beijing (CN) and Berlin (GER)Studies of business administration and history at theUniversityof Mannheim (GER) and University of Strathclyde,Glasgow (UK)Working for four years as strategic consultant management atSiemens AG, thereof two years in ChinaFounder of THE MINISTRY OF ART, Beijng (CN), a platform topromote emerging Chinese artists overseasEditor of Young Chinese Artists The next Generation, Prestel, 2008Editor of a variety of exhibition cataloguesCurator of divers group and solo exhibitions with young Chinese artistsLecturer for.Asia ‐Pacific ‐Weeks, Berlin (GER).East‐Asia Institute Ludwigshafen, Ludwigshafen(GER).ShContemporary, Shanghai (CN).Siemens Regional Management Asia, Berlin (GER).Art Basel Miami Beach, Miami (US)Course IntroductionThe course is design to foster comprehensive understanding of Festival Management & to facilitate platform for critical analysis on the subject. The course starts with 1st class discussing the purpose of the making of a festival, leading to an overview introduction of festival management. The subsequent five classes include discussion of following topics‐‐Programming, Marketing, Operation, Fundraising, and Planning. The course’s goal is to provide attendees with opportunities to learn about the festival industry, to examine the key areas of festival management, and to reflect upon their career planning throughout the idea exchanges & case studies in class.SyllabusLecture 1 Overview on concept of TMOA•About TMOA•Introduction art market / What is art management?•Finding a niche in a broad industry•Lecture 2 Exhibition Management 1 – Case study•Concept•Location (set‐up)•Transportation•Project Management / Budgeting / ToolsLecture 3 Exhibition Management 2•PR / Media•Finding sponsoring partnersLecture 4 Publications – Case study•Concept•Design•Printing•Project Management / Budgeting / ToolLecture 5 Exhibition Center Management•How does an exhibition center runLecture 6 Art Gallery Management•How to run a gallery•Artist – Gallery relationships•Promotion / advertisingLecture 7 Art Fair Management•Overview on art fairs•Exhibitor Management and around剧院管理─剧院经营的艺术与实践（4堂课，约12小时）The Art and Business of Running a TheatreBy Tony StimacLecturer’s BackgroundTONY STIMAC (Artistic Director) A graduate of MarquetteUniversity and the Royal Academy of Dramatic Art, beganhis directing career at the McCarter Theatre in Princeton withAgamemnon, Once in a Lifetime and The Tempest. Othertheatres and plays include: Hamlet (Classic Stage Co),Berkley Square (Manhattan Theater Club), The Rehearsal(The Roundabout), The New Yorkers (Lincolnshire MarriottTheater), Internal Combustion (Paper Mill Playhouse), fiveplays at the Alliance Theatre including The Night Thoreau spent in Jail and the world premiere of Something’s Afoot, Arsenic and Old Lace (Cincinnati Playhouse in the Park), Dracula (Coconut Grove Playhouse), The American Dream (Meadowbrook Rep.), Kiss Me Quick Before the Lava Reaches the Village (North Shore Music Theater), 45 Minutes From Broadway (Goodspeed Opera House). Off ‐Broadway, Tony directed See America First and Papers. He also wrote and directed three musicals with Don Pippin and Steve Brown – The Contrast, Fashion and The Castaways. Overall, he has directed 152 productions.In 1983, he founded and was the Artistic Director of Musical Theatre Works in Manhattan. During his fourteen‐year tenure, he produced 51 original musicals and 275 staged readings of new musicals. Shows which began at MTW include: the Off‐Broadway hit, Ruthless, the Tony nominated Broadway musical, Starmites, the international hit, Sisterella, the first two staged readings of Disney’s Beauty and The Beast and Aida and the first readings of the Broadway hits, Smokey Joe’s Café and Footloose. MTW also included the MTW Studios (With 22 studios, it was the 2nd largest rehearsal facility in NYC) and the MTW/NYU Studio (NYU’s musical theater department). While at MTW, Tony had the pleasure of working with Charles Strouse, Jerry Herman, Martin Charnin, Tom Jones and Harvey Schmidt, Pat Birch, Alan Menken, John Kander and Fred Ebb and Mr. George Abbott.In May of 07 Tony became Vice‐President of Theatre Operations for Nederlander New Century’s Beijing Office. He worked on the tour of 42nd Street presented by Nederlander New Century, which was the longest tour in China history. The tour traveled to Shanghai, Hangzhou, Nanjing, Ningbo, Hefei, Wuhan, Beijing, Xian and Tianjin. Responsibilities included, marketing, logistics, front of house and coordination between the Chinese joint venture partners and the New York office.Course IntroductionThe four lectures will cover an introduction of everything you need to know to run a theatre and where to get more information. Over 40 years experience in running theatre all over America has provided Tony valuable lessons, which he will share with you about all aspects of running a theatre. The course will cover not only the business but the art. It is Show Business and one cannot look at only one aspect. Tony developed over 60 original musicals in 15 years and 6 of those transferred to Broadway.Learn how he did it.SyllabusLecture I. Preparing the business model. Writing a proposal. Planning and booking the season. Negotiating contracts with the artists.Lecture II. Budgeting and marketing the season. Preparing collateral materials and selling tickets. Finding sponsorship, and raising money.Lecture III. Putting together the creative teams for the shows, getting the technical information, hiring the crews, building the sets, props and costumes and of course processing the ticket sales.Lecture IV. Putting on the productions. Managing the front of house. Customer service and handling the artists. Legal issues and safety.艺术节管理─深入探讨中国的表演艺术节庆管理（4堂课，约12小时）Inside Look to China’s Performing Arts Festival ManagementBy Shu ‐Chun LaiLecturer’s BackgroundShu ‐Chun LAI is the executive director of Beijing New Music Ensemble,the only independent contemporary music ensemble in China devotingto present music of living composers in both China and the west.Previously the program director of Beijing Music Festival, Shu ‐Chun hasspecialized in programming both classical music and Chinesecontemporary music performances as well as designing music educationprojects. Equally active in cultural exchange practice with western diplomatic offices for “cultural year” projects in China, over the past five years, as the one performing arts administrator from Taiwan, Shu ‐Chun also facilitated numerous successful collaborations of cross ‐strait concerts and Peking opera productions. A graduate from M.A. program of performing arts administration at New York University, she has worked in NYC, Taipei, and Beijing in orchestra management, performance tour coordination, opera production, and festival operation. With deep understanding of cultural sensitivity and the related challenges & opportunities, she is also one of most sought performing arts consultants in Beijing.Course IntroductionThe course is design to foster comprehensive understanding of Festival Management & to facilitate platform for critical analysis on the subject. The course starts with 1st class discussing the purpose of the making of a festival, leading to an overview introduction of festival management. The subsequent five classes include discussion of following topics‐‐Programming, Marketing, Operation, Fundraising, and Planning. The course’s goal is to provide attendees with opportunities to learn about the festival industry, to examine the key areas of festival management, and to reflect upon their career planning throughout the idea exchanges & case studies in class.SyllabusLecture 1 The Introduction‐‐Investigate the Purpose of Making a Festival •Why do people need a festival?•Why do you create a festival?•Supply & Demand: definition of a festival•A General Perspective to Festival ManagementLecture 2 The Essential‐‐Festival Programming: Connect Artists with Audience •Mission & Vision—State the Purpose•Program Concept‐‐‐Convey the Message•Outreach & Education Projects—Develop the Audience•Social Trend Sensitivity—Respond to the SocietyLecture 3 The Mix—Festival Marketing: Create & Retain Audience•Media Promotion‐‐‐Tell the Stories•Ticketing Promotion‐‐‐Reach your Customer•Thematic Events‐‐‐Create the Festive Feel•Branding & Result Evaluation‐‐‐Position the FestivalLecture 4 The Frontline‐‐‐ Festival Operation: Sense & Sensibility•Hospitality for Artists‐‐‐Professional, Attentive & Pleasurable•Volunteer Management‐‐‐Efficiency, Responsibility & Talent Retaining•Event Scheduling‐‐‐Balance Need between Promotion & Performance•Crisis Management‐‐‐Priority, Cooperativeness, FirmnessLecture 5 The Necessary‐‐‐ Festival Fundraising: Get the Money•Source the Funders‐‐‐Solicitation & Development•Program‐Funder Match‐making‐‐‐Brand Sponsor’s Product•Sponsorship Benefit‐‐‐Cater to their Need•Special Events‐‐‐Networking with SponsorsLecture 6 The Significant‐‐‐ Festival Planning: Sustain the Festival•Departmental Cross‐Communication‐‐‐Keep the Engine Going Smooth•Fresh Curating & Frequent Show Visits‐‐‐Novelty & Quality •Seasonal Updates‐‐‐Engage the Donors & Audience•External & Internal Organizational Analysis---Make Critical Adjustment网络项目管理─文化产业项目网络协同工作的成功秘诀（2堂课，约6小时） Tips to a Successful Network Management for the Cultural IndustriesBy Dr. Prof. Zhao Chen DingLecturer’s BackgroundInformation Architect, founder of Digital Entertainment AcademiaLeague, director of 2009 Milan Digital Entertainment Jam,currently associate professor of both Beijing Institute of FashionTechnology and Beijing Tsinghua University, he receives Master ofArchitecture from the University of Texas at Austin and Ph.D. ofInformation Design from Beijing Tsinghua University. He teachesHistory of Digital Entertainment in Tsinghua University, and isresponsible for the Digital Entertainment program in BeijingInstitute of Fashion Technology. His focuses of research are Information Design, Interactive Facade, Digital Entertainment, and Pervasive Game.Course IntroductionThe challenges of the Networked office landscape require new ways of working and thinking. Many event organizers and agencies are looking to new ways of collaboration as a method for finding innovative solutions to complex problems. As any of us whohave done multi‐disciplinary work have seen, new ways of working bring new challenges. In this course, we propose a collaborative, project‐centered approach to creating methods, furnishings, and technologies that inspire and support multi‐disciplinary collaboration.SyllabusLecture 1 So, I heard you work collaboratively?•Why do people collaborate?•Are you in a REAL collaborative environment?•What are the state of the art tools for making fast collaboration?•A general perspective to intranet and internet collaboration.Lecture 2 Social Network Visualization and Practice•How to be an expert of PIM: Personal Information Management.•All you need is to centralize your resources and working knowledge.•Maintain your clients and customers with an easy and fun way.•Learn from the mistakes: building e valuation tools.•The trend of the next social network collaboration.Contact InformationAttn. Art and Design Management CourseAdd: Rm909, 9th Fl. Central Building, Beijing Institute of Fashion Technology, Beijing, CHINA 100029Tel: +86 10‐84250176E‐mail：d@。