Arts and Heritage Management
- 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.
- Learn skills and techniques to help professionals and managers in running art and cultural institutions
- Learn how to connect artists with audiences, vision with reality, and money with a mission
- HERITAGE AND THE MARKETPLACE: A DELICATE EQUILIBRIUMToday 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 MANAGERSHear 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 LOYALTYConsumers 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 EXPERIENCEHow 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 GROWArt 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?
- Interim assessment (3 module)0.3 * interview with academic supervisor + 0.7 * Online-course grade
- Mandel, B. V. (DE-588)114496145, (DE-627)505285096, (DE-576)173592341, aut. (2017). Arts/cultural management in international contexts Birgit Mandel. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=edswao&AN=edswao.489003249