Once you've scheduled a course or event you'll need to find creative ways of letting people know about it. You could do this by designing flyers and posters to hand out or display.
It is also useful to use a website or blog to advertise your courses, if your venue doesn't already have a website then these are often available to set up for free through Blogger or Wordpress and are easy to edit and can also include online payment options;
Twitter and Facebook are also really simple, and free, ways of promoting your venue and the courses you're offering. Try and engage as many people as possible by working on increasing your following and 'likes' and by getting colleagues to help promote the pages. Encourage course attendees to keep up to date with you on social media and share events and tweets with their friends. It is a good idea to be as visual as possible when tweeting or updating a Facebook page, use interesting images and links to website and content.
There is plenty of free or low-cost support available to organisations who are looking for straightforward advice about how to use social media most effectively to engage with their customers. For example, it is important to build up a relationship over time with your audience and one way to do this is to open an online dialogue with your customers. This is most effectively achieved by, for example, asking interesting and engaging questions that will encourage people to contribute and feel part of a community. For example, if you are screening a new Pedro Almodovar film, or perhaps promoting a course on Spanish cinema to accompany it, post an image of the film with the question "what is your favourite Almodovar film and why do you like it?"
There are more useful tips here:
As you build up your contacts of customers and participants it is worth remembering that many people prefer to be contacted by email, so it's useful to collect the email addresses of those who have attended, or are interested in attending courses, as you can then send email newsletters about the courses you're offering. There are lots of free and paid online providers for this but Mailchimp (http://mailchimp.com) is a particularly good and free service. You can create an account and upload email addresses to different types of lists; you can then design and send out an email advertising your courses.
Be sure to include the relevant information such as the dates and times of the course, a short summary of the content of the course as well as the tutor and links and contacts for how to find out more and book a place. You can also use images that relate to the course, but be careful about copyright issues.