Abstract:
This study utilizes the researcher’s internship institution, China Arts
Foundation International (CAFI), as a case study to research the use of social media
marketing in art education programs in multicultural organizations. Globalization
and diversification promote the development of art and culture, and this trend often
results in the emergence of multicultural organizations. CAFI is a multicultural
organization that promotes Chinese arts and culture in American society. The CAFI
Art Education Program is an educational outreach plan that was initiated last year
and has the Young Club, Convention and the Internship programs as its three main
projects.
This study aims to highlight the importance of multicultural organizations,
social media, and social media marketing, especially in education programs.
Through stressing the research gaps on social media interaction between the
business sector and the education field, this capstone project provides a relatively
comprehensive marketing analysis in program investigation, organizational SWOC
analysis, and social media site exploration. Furthermore, by synthesizing the
discussions with the identification of marketing objectives and target audiences, the
researcher established an overall marketing strategic plan for the Young Club,
Convention, and Internship programs.