ECONOMY FOR CULTURAL HERITAGE

The objective of the course is to introduce students to the basic concepts and theories related to the strategy and marketing of non-profit and profit organizations in cultural industries. Specifically, the course focuses on the analysis of the competitive environment in which firms operate and on the development of competitive and marketing strategies in cultural organizations. The student will understand tools and models that allow to interpret and critically analyze the strategic and marketing challenges faced by cultural organizations, developing the ability to apply such knowledge, tools and models to the assessment and resolution of concrete strategic problems.

Attendance and active participation to the three formative activities proposed by the course (taught classes, teamworks, management guest lectures) coupled with systematic individual study will allow students to achieve the following learning outcomes:

Knowledge and understanding of the main tools of competitive analysis and the theoretical approaches to the study of competitive advantage
Knowledge and understanding of tools and models for the interpretation of the strategic and marketing challenges faced by cultural organizations
Knowledge and understanding of the key elements of marketing planning in cultural organizations
Ability to apply models and tools to interpret the competitive environment in which firms operate and effectively analyze the resulting strategic and marketing challenges

For any prerequisites, students must refer to their study plan.

- Cultural organizations: peculiarities, strategic and marketing challenges
- Concepts of strategy and competitive advantage
- Competitive Strategies
- Strategic management of innovation in cultural organizations
- Main tools and marketing strategies for arts and culture

Compulsory text. Robert M. Grant (2016) L'analisi strategica per le decisioni aziendali, Quinta edizione, Editore: Il Mulino. Selected chapters. The study materials also include a selection of scientific articles and the slides presented in class by the teacher.

Written exam (closed questions and one open question, 60 minutes). The final exam consists of a compulsory written test with closed questions and 1 open question (total duration 60 minutes. During the written test the use of books, notes and electronic devices is not allowed. The final grade will also reflect the students' performance on the learning activities carried out during the course (case study discussions and group work), up to 3 points. Through these activities, the student must demonstrate knowledge of the topics covered during the course and know how to apply them to practical contexts.

Lectures, group presentations, discussions of articles and case studies.
The course will be based on classroom teaching, with all material used during classes made available to students through the moodle platform.
During classroom hours there will be exercises and case studies discussions. Students will be involved in groupwork activities to prepare case studies presentations and discussions.

Italian

REGISTRATION TO THE EXAM. Only students who have registered online under the terms of the procedure are admitted to the final exam. Possible registration problems must be reported to the humanistic campus a reasonable number of days BEFORE the closing of the lists.

JOURNALS OF REFERENCE
- Strategic Management Journal
- Academy of Management Journal
- Journal of Marketing
- International Journal of Arts Management
- Journal of Cultural Economics
- International Journal of the Academy of Marketing Science
- Journal of Consumer Research
- Mercati e Competitività

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