Management of artistic and cultural productions focusing on:
• financial resources measurement and control in staging events, governing institutions, and arts production;
• values and expectations, communication, social and anthropological determinants of overall performance.
Art and cultural production processes are a very interesting test area for research on intangibles, where a relevant part of competitive advantage may be achieved - also outside art & culture ventures.
The role of production and consumption of culture and the arts is relevant enough to justify a deep analysis of their system effect and general economic impact.
Two complementary modules will be co-taught on:
- Marketing arts and culture
- Alternative marketing approaches applied to arts and culture
(Prof. Umberto Rosin)
- cultural consumption
- innovation and new business models
(Prof. Massimiliano Nuccio).
The basic format will be classroom lectures with guest speakers from cultural production linked sectors.
Class composition is important in fostering active attendance: individual and team assignments will be given, which will also be discussed in the classroom.
A midterm anonymous customer satisfaction and climate questionnaire will be given in order to facilitate the fine tuning of the second part of the course.
The exam consists of a report on the planning of a cultural event. Each team of 4/5 students proposes a topic and reaches an agreement with the teacher on its outline. Two weeks are given for reports to be drawn up. Report structure should allow evaluation of each student's work. The reports are submitted to the teacher who will write an individual feedback assessment for each student. The presentation and discussion of reports in the classroom will complete the exam period.