How to develop your audiences

Professional development course

+44 (0)20 7942 2000

Audiences are at the heart of our museums and galleries. We hold collections in trust for them and our existence depends on them. This six-week online course will help you develop a more audience-centred approach at your institution by covering the key considerations from strategy to practice.

Using V&A projects and case studies from across the sector, you will study the methodologies that museums and cultural institutions employ to attract and engage a diverse range of audiences through marketing, interpretation, audience research and digital engagement.

Participants will gain an understanding of a broad range of current thinking and critical approaches to developing museum audiences, and how to implement efficient frameworks for your own institutions.

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course photo
Portrait of Course Leader Marie Hobson

Course Leader
Marie Hobson

Marie Hobson is the V&A’s Senior Manager for Audience Research and Insight. She has over 15 years’ experience of researching and advocating for a range of audiences across galleries and exhibitions through roles at the Science Museum, Natural History Museum and the National Lottery Heritage Fund.

A thoroughly valuable and inspiring course and I know that it will help shape my own museum practice because of the excellent content and teaching! Previous Professional Development course attendee

Course overview

Using the V&A’s practical expertise and expansion into a multi-site institution as a catalyst for discussion, this course aims to demystify methodologies of audience development to ensure museums remain relevant, inspiring, accessible and inclusive. Expert colleagues from the V&A and across the UK will discuss their audience development expertise to demystify current methodologies and strategies within the museum sector, from data collection and spending limited marketing budgets more effectively, to prioritising new approaches to programming and outreach. This online course comprises live presentations, panel discussions, exclusive interviews, and group workshop sessions, designed to create an engaging and interactive experience in whichever time zone you are joining from.


V&A Academy Online. A learning environment you can trust.

V&A Academy Online courses are built using the latest Microsoft software. Tune in to expert lectures live, or catch up later on demand. Download handouts and presentations. Join the discussion in a secure, closed class environment, wherever you are.

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Professional development course: How to develop your audiences

14 February 2024 - 20 March 2024


Call to book +44 (0)20 7942 2000

Need help enrolling? Talk to the admissions team:

+44 (0)20 7942 2000

Open 10.00 - 13.00, Monday to Sunday (closed 24-26 December)

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