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Regular version of the site
Master 2019/2020

Arts and Heritage Management

Type: Elective course (Applied Cultural Studies)
Area of studies: Cultural Studies
When: 1 year, 1-3 module
Mode of studies: MOOC
Master’s programme: Applied Cultural Studies
Language: English
ECTS credits: 4

Course Syllabus

Abstract

This course has been conceptualized to address the need of skills and techniques to help professionals and managers in running art and cultural institutions. This discipline is based on MOOC "Arts and Heritage Management", created by Bocconi University via Coursera. (link - https://ru.coursera.org/learn/arts-heritage)
Learning Objectives

Learning Objectives

  • approach the biggest issue cultural institutions face, the coexistence of managers and curators and giving evidence as to when, how, and why they can get along
  • focus on some contemporary facets on what is means to manage a cultural institution and what cultural managers should expect and be able to face.
  • provide models and tools to design and implement appropriate courses of action to satisfy customers (visitors and audiences) and build an advantage over the competition.
Course Contents

Course Contents

  • HERITAGE AND THE MARKETPLACE: A DELICATE EQUILIBRIUM
    Today cultural institutions are facing important dilemmas in many aspects of their management. Over the past decades, a new figure has emerged that of the art manager. Imagine you went to work every day to connect artists with audiences, vision with reality, and money with a mission. That is what managers in the arts do, they play an essential role in transforming the minds, lives, and communities through creative expression.
  • MEET THE MANAGERS
    Hear what managers have to share about how they deal with the main topics of this field: A collection of best practices told directly from the people responsible for these success cases.
  • BRANDING HERITAGE TO BUILD LOYALTY
    Consumers and visitors' loyalty is one of the most pressing issues for today's art institutions. Thanks to technology and globalization, visitors have access to more information and choices, thus they are less inclined to stick with just one brand. What are the best ways to enforce brand loyalty and retain visitors while attracting new ones?
  • EMOTIONS Vs. RATIOS: HEDONIC CONSUMPTION AND THE ROLE OF EXPERIENCE
    How do consumers and visitors make their choice? How does the environment have an effect on consumers' behavior? How can consumers and visitors be leveraged to co-create experiences? Learning how emotions and reasons interact in the process on art consumption is fundamental to manage a cultural institution more effectively and ensure its long-term sustainability.
  • THE NUMBERS HERITAGE NEEDS TO GROW
    Art institutions must implement a sustainable plan. In order to do such, they need to leverage on data, numbers, and information. What are the most important aspects to focus on in order to run a sustainable and competitive art institution?
Assessment Elements

Assessment Elements

  • non-blocking Online-course grade
  • non-blocking interview with academic supervisor
Interim Assessment

Interim Assessment

  • Interim assessment (3 module)
    0.3 * interview with academic supervisor + 0.7 * Online-course grade