Rowland School of Business

M.B.A. with SAEM Concentration Helps Alumna Land Dream Job with Pittsburgh Cultural Trust

Thursday, November 03, 2016

Pictured is Katherine Lancaster, M.B.A. alumna and show marketing manager for the Pittsburgh Cultural Trust. | Photo by Olivia Ruk

Meet Katherine Lancaster

Job title: Show Marketing Manager
Employer: Pittsburgh Cultural Trust
Degrees earned: M.B.A. with a concentration in Sports, Arts and Entertainment Management, Point Park University, 2013; B.A. in Drama with a concentration in Acting/Directing, University of North Carolina Asheville, 2011
Grad school activities: Steering committee member for the Pittsburgh Emerging Arts Leaders; graduate marketing internship with the Pittsburgh Cultural Trust and general management internship with Attack Theatre
Scholarship from Point Park: Grant recipient for Academic Merit
Hometown: Chapel Hill, N.C.
High school: Cedar Ridge High School 
Now living in: Pittsburgh, Pa. (North Side, represent!)
Hobbies/interests: Going to shows (theater, music, art galore!), trying new restaurants in the city, geeking out over Harry Potter, getting outdoors (I love running, biking, going to festivals – anything with sunshine and great weather, I’m there!)
LinkedIn: Katherine Lancaster

"Earning an M.B.A. from Point Park with a concentration in sports, arts and entertainment management changed my life in so many ways imaginable."

-- Katherine Lancaster


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What drew you to Point Park for graduate school?

I loved the concept of the sports, arts and entertainment management concentration within the M.B.A. program, and the fact that it’s so unique. The idea that you can learn about not just one, but three different (and very cool) industries in one program, really drew me to Point Park for graduate school. I knew I wanted to take my career to the next level.

Also, reading about the types of courses the M.B.A. program offered, how it was right in the heart of Downtown Pittsburgh and that you’d be taking classes from professors who are still active in the industry, made choosing Point Park a no brainer.

How did you land your dream job with the Pittsburgh Cultural Trust?

When I moved to Pittsburgh to start graduate school, I knew I wanted to work for the Cultural Trust in some capacity. I remember attending a performance at the Benedum Center with my grandmother and my mom, and even at a young age, I fell in love with everything about it — the atmosphere, the performance and the theater itself. I think it’s what really started my career path into the arts.

I knew when I was preparing to move to Pittsburgh, I had to apply for an internship with the Trust. I applied, was accepted for their Fall 2012 internship and interned for their marketing department for six months. After working on a couple major projects for the department, along with how kind and supportive the organization was in general, I knew this was the dream organization for me.

After graduating and working in the field for a couple years, I saw the open position for a show marketing manager within the Trust’s marketing department. I immediately jumped on the opportunity, knowing that this position was the dream job. After applying, I reached out to the Trust’s show marketing director, Jamie Cuba (whom I became close with during my internship), and inquired about the position. After a few weeks of interviewing and meeting with everyone, I was hired! 

How have your M.B.A. classes helped you in this role?

With Point Park faculty still working in the fields they teach, it helped me grasp and understand real-life experiences in conjunction with my classes in the program. My M.B.A. SAEM courses in particular helped prepare me for the industry, teaching me everything from how a capital campaign works to best strategies for how to market within the ever-changing digital world for concerts and theatrical performances. These classes, along with the core foundation classes of the M.B.A. program, helped me expand my mind and think more strategically within the industry.

What are your career goals?

I would like to continue to grow as an arts marketing professional and become a leader in the field. There are so many new opportunities within the industry, especially on the marketing side, so my hope is to stay ahead of the curve and become a point of contact for many other arts professionals. Also, I would love to teach at some point. I’ve always been interested in teaching on some level, so I would love the opportunity to share my experiences, as well as guide young professionals entering the field!

Final thoughts?

Earning an M.B.A. from Point Park with a concentration in sports, arts and entertainment management changed my life in so many ways imaginable. I gained confidence in myself and my abilities and skills as a professional. Plus, I had the confidence knowing that the program and the professors were fully preparing me for what it’s like to work in the industry. The professors in the M.B.A. program have created such a strong foundation for any student to take on the industry by storm!

Photo by Olivia Ruk, a senior mass communication major

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