Arts Marketing Standards, Marketer’s Toolkit

Arts Marketing Standards, Marketer’s Toolkit


The AMA (Arts Marketing Association) is committed to raising the standard of arts marketing across the sector. We have contextualised the marketing National Occupational Standards (NOS) for the arts and cultural sector and have created an online suite of training needs analysis tools. This means that for the first time the industry will have a set of standards which explains what skills and knowledge marketers should have at each stage of their marketing career. These are intended as a tool for the arts sector to help us to work together to raise standards of marketing, management and audience development and to continue to improve our ability as a sector to bring art and audiences together.

This booklet outlines how the standards might be used by those working in marketing, audience development, press and PR, digital marketing or related roles within cultural organisations across the UK to:

  • Carry out a training needs analysis, building understanding of where your current strengths and skills are and gaining a clearer insight into your skills gaps.
  • Plan your professional development and training over the coming months and year to help you to maximise your potential within your current role.
  • Think about your training and development needs for the future in line with your career progression plans and ambitions.


Download the toolkit 

Resource type: Guide/tools | Published: 2012