Shenandoah Conservatory

Online Performing Arts Leadership and Management

1460 University Drive
Winchester, Virginia 22601
United States



Prof. David Edelman

Program Goals and Objectives

The Performing Arts Leadership and Management program provides online classroom training in arts leadership, marketing, fundraising, financial management, entrepreneurship and governance, and program/project planning that prepares students to find a meaningful professional career in the field of performing arts management, artistic leadership, and arts entrepreneurship.

The program is intended for students who hold a baccalaureate degree in music, theatre, dance or related fields, emerging leaders who hold an entry-level arts position and are seeking to advance their career, and those seeking to change career to arts leadership and management.

The 36-credit program can be completed in as little as two years, taking 9 credits per semester or may be completed at a slower pace.

Experiential learning through arts management internships and participation in local and/or national activities such as Americans for the Arts’ Arts Advocacy Day in Washington, D.C.  are embedded in the curriculum.

Students who are accepted into the PALM program and decide to relocate to the Winchester, VA campus can immerse themselves in the vibrant life of one of the great arts training institutions, Shenandoah Conservatory.  PALM students can take studio and technique classes with distinguished faculty, perform with our music ensembles or in dance/theatre productions, attend all performances for free, and avail themselves of all that campus life offers.  In addition, PALM students who reside in Winchester will form themselves into study groups to enhance their learning, engagement, and sense of community.

The annual, 10-day Summer Arts Leadership Institute in Athens, Greece is an optional addition to PALM study.  The institute brings together students, cultural leaders, and artists to investigate international cultural policy issues, visit Athens' cultural institutions, and attend evening performances.  Workshops, discussions, and presentations by leading EU cultural policy experts are also included.  Students reside at the beautiful campus of the American College of Geece during their stay.



The Performing Arts Leadership and Management Program is directed by David Edelman, Assistant Professor of Arts Management, Shenandoah Conservatory.


PALM 509 Foundations of Arts Management 3 credits
PALM 512 Arts Marketing and Audience Engagement 3 credits
PALM 517 Financial Management for Arts Organizations 3 credits
PALM 519 Fundraising in the Arts 3 credits
PALM 520 Institutional Planning in the Arts 3 credits
PALM 525 Governance of Arts Organizations 3 credits
PALM 526 Leadership in the Arts I   3 credits
PALM 528 Leadership in the Arts II   3 credits
PALM 529 Grant Writing for the Arts 1.5 credits
ACCT 501 Foundations of Accounting 3 credits
QM     502 Business Statistics 1.5 credits
CONR 602 Arts Management Research and Writing 2 credits
CONR 689 Arts Management Culminating Project 1 credit
PALM 698 Internship in Arts Management 1 credit (3 credits w/o participation in the Summer Arts Leadership Institute)
Summer Arts Leadership Institute 2 credits


Entrance Requirements

Applicants must possess a baccalaureate degree or equivalent in music, theatre, dance, or other area of study within arts and culture with a minimum grade point average of 2.5 (on a 4.0 scale) prior to admission into the program. Transcripts from all post-secondary school study must be submitted. As part of the Shenandoah University graduate application applicants submit a writing sample that addresses their intent for joining the program and lists their professional goals. Persons with baccalaureate degrees in other disciplines may be considered on an individual basis if they have had extensive non-curricular experiences in the arts.

Transfer of Credits

Up to nine credits may be transferred into this curriculum when earned at an accredited institution and when the credits fulfill required courses or appropriate electives.

To apply