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Arts and Heritage Management
  • Level Foundation
  • Duration 17 hours
  • Course by Università Bocconi
  • Offered by

About

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. This course has been conceptualized to address the need of skills and techniques to help professionals and managers in running art and cultural institutions. Learning Objectives There are three objectives to this course. First, we will 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. Second, we will 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. And lastly, we will 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 Structure The course is divided into six sections. Five sections are dedicated to specific aspects and themes of managing cultural institutions, while the sixth section is dedicated to individual interviews of prominent cultural institution managers on specific topics. The involvement of professionals and managers gives an incredible value to the learning experience of this course. Each module is paired with a quiz and discussion forums to reflect on the variety of the heritage management, its complexity, and the power of the network that we will build together during the course. Successful completion of the quizzes is required for a course certificate as explained in the Grading Policy page. If you love art and want to make an impact in this unique and fantastic sector, this course will support you in understanding the peculiarities of this sector and how to leverage on its tools to make a bigger impact. Look forward to meeting you online! Acknowledgements: Vatican Museums: www.museivaticani.va Cenacolo Vinciano:  www.beniculturali.it/mibac/export/MiBAC/sito-MiBAC/Contenuti/MibacUnif/Eventi/visualizza_asset.html_1283837989.html (ITA) FAI (Fondo Ambiente Italiano): eng.fondoambiente.it MUVE (Fondazione Musei Civici Venezia): www.visitmuve.it The National Trust: www.nationaltrust.org.uk The Archeological Site of Paestum: www.museopaestum.beniculturali.it whc.unesco.org/en/list/842 Museo dell'Opera del Duomo (Florence): www.museumflorence.com Museo del Violino: www.museodelviolino.org _________________________________ Disclaimer - Since some of the videos are conducted with those whose native language is not English, we have decided to sometimes preserve their more emphatic speech to keep a tighter match between the audio and subtitles.

Modules

COURSE INTRODUCTION

    • 1 Videos
    • 4 Readings
    • 1 Discussion
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1 Discussions

  • Ready, Steady, Go!

1 Videos

  • Course Overview

4 Readings

  • Grading Policy
  • Additional Readings and Links
  • Contents and Interviews Map
  • The #BocconiArtsGram Project

STUDY MATERIAL

    • 1 Readings
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1 Readings

  • Slide set WEEK 1

LECTURES | SESSION 1 Managing the Heritage: an Introduction

    • 4 Videos
    • 1 Discussion
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1 Discussions

  • Management and Innovation: What happens in the archeological sites?

4 Videos

  • 1.1 Heritage Management: An Introduction
  • 1.2 Heritage Definition: The Role of UNESCO in Defining Tangible Heritage
  • 1.3 Heritage Definition: The Role of UNESCO in Defining Intangible Heritage
  • 1.4 What is Art Management?

REVIEW SESSION 1

    • 1 Readings
    • 1 Assignment
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1 Assignment

  • Quiz WEEK 1 - SESSION 1

1 Readings

  • Information About Quizzes

LECTURES | SESSION 2 Art Management and the Market

    • 5 Videos
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5 Videos

  • 1.5 The Artist, Institution, and Consumer
  • 1.6 The Benefit of Art Consumption
  • 1.7 Service Management to Support Cultural Consumption (Part 1)
  • 1.8 Service Management to Support Cultural Consumption (Part 2)
  • 1.9 Wrap Up

REVIEW SESSION 2

    • 1 PeerReview
    • 1 Assignment
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1 Assignment

  • Quiz WEEK 1 - SESSION 2

1 Peer Review

  • UNESCO and Heritage Management

STUDY MATERIAL

    • 1 Readings
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1 Readings

  • Slide Set WEEK 2

LECTURES | SESSION 1 Managing the Arts: Quality and Value

    • 4 Videos
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4 Videos

  • 2.1 An Introduction to the Dualism
  • 2.2 Product Orientation vs. Market Orientation
  • 2.3 The Concept of Quality
  • 2.4 Customer Value and Value Proposition

REVIEW SESSION 1

    • 1 Assignment
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1 Assignment

  • Quiz WEEK 2 - SESSION 1

LECTURES | SESSION 2 Strategic Management in the Arts

    • 3 Videos
    • 1 Discussion
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1 Discussions

  • AAA. Ideas wanted!

3 Videos

  • 2.5 Building Visitors’ Participation
  • 2.6 Targeting and Segmenting
  • 2.7 Wrap Up

REVIEW SESSION 2

    • 1 Assignment
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1 Assignment

  • Quiz WEEK 2 - SESSION 2

STUDY MATERIAL

    • 1 Readings
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1 Readings

  • Slide Set WEEK 3

LECTURES

    • 6 Videos
    • 1 Discussion
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1 Discussions

  • Share your experience!

6 Videos

  • 3.1 Introduction to Experience Consumption
  • 3.2 The Consumer Buying Decision Process
  • 3.3 Consumer Immersion in Heritage Contexts
  • 3.4 The Role of Ambience and Environment on Consumer Behavior
  • 3.5 Co-Creating Experiences and Levers for Experience Innovation
  • 3.6 Wrap Up

REVIEW

    • 1 Assignment
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1 Assignment

  • Quiz WEEK 3

INSTAGRAM

    • 1 Readings
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1 Readings

  • The #BocconiArtsGram Project

STUDY MATERIAL

    • 1 Readings
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1 Readings

  • Slide Set WEEK 4

LECTURES

    • 5 Videos
    • 1 Readings
    • 2 Discussion
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2 Discussions

  • Talking about the importance of branding...
  • Are you a loyal customer?

5 Videos

  • 4.1 Introduction to Brand
  • 4.2 Capitalizing Brand Identity
  • 4.3 The Dynamic Model of Customer Loyalty
  • 4.4 Branding Places
  • 4.5 Wrap Up

1 Readings

  • City of Hamburg Map

REVIEW

    • 1 PeerReview
    • 1 Assignment
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1 Assignment

  • Quiz WEEK 4

1 Peer Review

  • Place branding

STUDY MATERIAL

    • 1 Readings
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1 Readings

  • Slide Set WEEK 5

LECTURES | SESSION 1 Attracting Visitors and Funds

    • 5 Videos
    • 2 Discussion
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2 Discussions

  • The power of data!
  • Think like a donor.

5 Videos

  • 5.1 Introduction to Performance Measurement
  • 5.2 #Satisfaction: The Evaluation of Cultural Experience and the Gap Model
  • 5.3 #CRM: Expanding Heritage Audience through Visitors' Research
  • 5.4 #funding. Fundraising for Culture: Attracting Donors and Raising Funds
  • 5.5 #NPS: Net Promoter Score

REVIEW SESSION 1

    • 1 Assignment
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1 Assignment

  • Quiz WEEK 5 - SESSION 1

LECTURES | SESSION 2 Measuring Impacts

    • 3 Videos
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3 Videos

  • 5.6 #valuechain: Social and Economic Impact of Heritage Funding
  • 5.7 #SocialEngagement: Exploiting Digital Transformation
  • 5.8 Wrap Up

REVIEW SESSION 2

    • 1 Assignment
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1 Assignment

  • Quiz WEEK 5 - SESSION 2

FINAL REVIEW

    • 1 Assignment
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1 Assignment

  • FINAL QUIZ

INTERVIEWS WITH THE EXPERTS

    • 15 Videos
    • 1 Discussion
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1 Discussions

  • What's the social and economic impact of culture?

15 Videos

  • 6.1 Meet the managers
  • 6.2 Reliving the Past in the Present | Archeological Site of Paestum - Gabriel Zuchtriegel, Director
  • 6.3 An Example of Virtuosity | Fondazione Musei Civici Venezia - Mattia Agnetti, General Secretary
  • 6.4A FAI Contemporary Art and Collection | Villa Litta Panza - Anna Bernardini, Director
  • 6.4B FAI Fundraising and International Networks | Villa Necchi Campiglio - Alessandra Varisco, International Fundraising Manager
  • 6.4C FAI Fundraising and CRM - Patrice Simonnet, Head of Individual Fundraising
  • 6.5 Research and Promotion as Key Vector for Success | Cenacolo Vinciano - Chiara Rostagno, Director
  • 6.6 - Vatican Museums - Barbara Jatta, Director
  • 6.6A Vatican Museums - Antonio Paolucci, Former Director
  • 6.6B Vatican Museums - Rosangela Mancusi, Head of Multimedia and Web Office
  • 6.6C Vatican Museums - Anastasia Biller, Head of the Office of Public Relations and Services
  • 6.6D Vatican Museums - Luca della Giovampaola, Head of Technology Support
  • 6.6E Vatican Museums - Diego Ortuso, Head of Museum Security Staff
  • 6.7 Museo dell' Opera del Duomo (Florence) - Fr. Timothy Verdon, Director
  • 6.8 National Trust - Simon Murray, Senior Director

Auto Summary

"Arts and Heritage Management" is a foundational course in Sales & Marketing, designed to equip professionals with essential skills for managing cultural institutions. Led by expert instructors, it delves into the coexistence of managers and curators, contemporary management facets, and strategic customer satisfaction. Spanning six sections, the course features interviews with prominent managers, interactive quizzes, and discussion forums. Ideal for art enthusiasts aiming to make an impact, it offers a comprehensive understanding of the sector's unique challenges and tools for success. The course is available via Coursera with a Starter subscription, lasting 1020 minutes.

Andrea Rurale
Instructor

Andrea Rurale