Park, HyunHee2010-06-082010-06-082010-06https://hdl.handle.net/1794/1044753 p. Examining committee chair: Dr. Doug BlandyThe purpose of this study is to examine marketing strategies of classical music festivals, focusing on methods for communicating with audiences, with a view to determining effective marketing strategies for the festivals. The study incorporates a literature review, a case study, and two capstone courses. Contemporary arts marketing emphasizes facilitating communication with audiences through encouraging audience feedback on arts products through diverse channels, particularly social media. Arts administrators need to locate and address the audience segmentation, enhancing communication with audiences of all segments. The marketing strategies for music festivals should include improving music festival branding as well as developing diverse programs and engaging with the community on multiple levels.en-USMusic festivals -- MarketingMarketingStrategyAudienceTrendsOther