MANAGEMENT AND ADVANCED MARKETING OF ARTS AND CULTURAL ORGANIZATIONS I

The course aims at introducing to students the problems that cultural organizations management deals with. Different perspective and analysis tools are offered within a framework of strategic and operative managerial topics.

Students will acquire knowledge of the fundamental concepts for the analysis and understanding of contexts, of the behaviors of the actors and their relationships, and the main approaches and tools with which to describe and interpret the governance of cultural production organizations, in the aspects related to strategic and operational management.
They will develop their own ability to apply the concepts and theoretical models proposed during the course (also through group work) and to critically reason, highlighting potentialities and limits of their applicability in the field of cultural productions.
Group work and discussion in the classroom will help develop research skills and independent study of materials (texts and academic articles, data and information available on the web, etc.) and also communication skills.

Basic knowledge of management principles

The course is developed into a number of interrelated topics. It' s offered in blended mode (part with lectures and part online)
1. Management and cultural industries
2. The concept of strategy and its dimensions
3. Cultural organizations and strategic management
4. Competitive advantage
5. Inter-organizational and cooperation forms
6. Cultural proposal, audience development, and sustainability
7. Cultural production and tourism production

De Wit, B., Meyer R., (2010), Strategy: process, content, context: An international perspective, Cengage Learning, 4th edition [chapters 1 (pp. 3-18), 5 (pp. 236-260), 7 (pp. 365-385)

Mintzberg H., Ahlstrand B., Lampel J. (1998) "Strategy Safari", Financial Times, Prentice Hall [Chapter 1, pp.1-21]

D. Hesmondhalgh, Le industrie culturali, Egea, Milano, 2008 [capitolo: Introduzione (pp.2-27)];

Lampel, J., Lant, T. e Shamsie, J. (2000) Balancing Act: Learning fron Organizing Practices in Cultural Industries, in “Organization Science”, Vol.11, n.3, May-June, pp.263-269.

M. Tamma e A. Curtolo, Lo sviluppo strategico delle organizzazioni di produzione culturale: commitments, risorse, prodotti, in G. Brunetti e M. Rispoli (a cura di) Economia e management delle aziende di produzione culturale, Il Mulino, Bologna, 2009. [pp. 57-79]

A. Moretti, Produzioni culturali e produzioni turistiche: complementarietà, in G. Brunetti e M. Rispoli (a cura di) Economia e management delle aziende di produzione culturale, Il Mulino, Bologna, 2009. [pp. 83-101]

Check out the course page (moodle.unive.it) for materials, readings and other information

The exam is written, an additional oral examination may occur depending on the grade of the written exam.
Written exam will be organized in open questions
See the file "leggimi.pdf" in the website: moodle -> "MANAGEMENT E MARKETING AVANZATO DELL'ARTE E DELLA CULTURA - (prima parte)".

The course is mainly organized in lectures. Indications, references and supplementary materials will be made available to students through the moodle platform.
A group work is planned in which the students will be encouraged to use the concepts learned.

Italian

The course is offered in blended mode (part with lectures and part online: http://moodle.unive.it )

written and oral

This subject deals with topics related to the macro-area "Cities, infrastructure and social capital" and contributes to the achievement of one or more goals of U. N. Agenda for Sustainable Development