MANAGEMENT OF CULTURAL ORGANIZATIONS - 1

The course is one of the core courses of the master's degree programme in Innovation and Management for Culture and Creativity (Imacc). The purpose of this course is to examine and apply strategic management conceptual and analytical frameworks to organizations operating in different creative and cultural contexts like fashion and design, music, film, videogame and the performing arts. Drawing on a diverse set of scientific papers and case studies, the course is designed to equip students with the tools to analyze the current competitive situations of these organizations and make decisions about their future strategic directions. The course will give particular attention to the strategic role of innovation in cultural industries while leading students to critically reflect on the main challenges that cultural organizations face when trying to pursue innovation and change through the development of new or innovative products, services and business models. Students will especially delve into the challenge of navigating the delicate balance between tradition and innovation in cultural industries. Their active participation in case study and paper discussions will enable them to gain a theoretical and practical knowledge of the strategies through which cultural organizations can manage their brands and revitalize their offerings over time while remaining sensitive to the heterogeneity of their markets.

Understand the strategic challenges faced by cultural organizations operating in different industries
Develop a solid knowledge of the strategic management frameworks and analytical tools
Recognize the main aspects of production, consumption and competition that characterize different cultural sectors
Understand the strategic role of innovation in cultural and creative contexts and critically reflect on the strategies that cultural organizations can adopt to manage the balance between tradition and innovation
Develop abilities to apply the strategic management theoretical concepts and analytical tools proposed during the course (through group works and case study discussions) by highlighting the potential and limits of their applicability to the fields of cultural production
Students will also learn to compare critically alternative explanations of phenomena related to the strategic management of cultural organizations and the strategic aspects of innovation in these contexts, and to develop their own analysis and suggest solutions in case studies.
The discussion of scientific articles and case studies proposed during the course will contribute to the development of students' communication skills.

It is preferable to have some basic knowledge of strategic management

1. Strategic management in cultural industries
Defining what strategy is and the specificities of strategic management in cultural industries
Mapping organizations in cultural industries and identifying their key management challenges
Aspects of production, consumption and competition in specific cultural sectors
2. Strategic analysis: cultural organizations and their environment
Scanning the macro environment of cultural organizations
Analyzing and understanding their micro-environment: industry and market analysis
Internal analysis: resources, capabilities and core competences.
3. Business strategies and innovation in cultural industries
Generic competitive strategies
Blue ocean strategies
Collaborative strategies and coopetition
Creativity and innovation in cultural contexts: sources, motivations and typologies
Product innovation in cultural industries - strategic challenges and success factors:
- Navigating the tradition-innovation tension and achieving optimal distinctiveness
- Managing brand heritage and rejuvenating traditional products and brands
- Factors influencing the success of product innovation in cultural markets

Slides, reading package, case study package

The final exam consists of a compulsory written test with 3 open questions (total duration 1 hour). Each question is worth 10 points. 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 works). Through these activities, the student must demonstrate knowledge of the topics covered during the course and know how to apply them to practical contexts.

Evaluation criteria for students participating in group works and case study discussions: written exam (50 percent of the final grade), case reports and final presentations (50 percent of the final grade)
Evaluation criteria for all the other students: Written exam (100 percent of the final grade)

written

Regarding the grading scale:
A. Scores in the range of 18-22 are awarded when there is:
- Sufficient knowledge and understanding in relation to the program.
- Ability (although limited) to apply knowledge and evaluate proposed cases or scenarios, or analyse data, formulating independent judgments.
- Sufficient communication skills

B. Scores in the range of 23-26 are awarded when:
- Fair knowledge and understanding in relation to the program.
- Fair ability to apply knowledge and evaluate proposed cases or scenarios, or analyse data, formulating independent judgments.
- Fair communication skills

C. Scores in the range of 27-30 are awarded when:
- Good or excellent knowledge and understanding in relation to the program
- Good or excellent ability to apply knowledge and evaluate proposed cases or scenarios, or analyse data, formulating independent judgments.
- Good or excellent communication skills

D. Honors are awarded when excellent knowledge and understanding applied in relation to the program, excellent judgment capacity, and communication skills are demonstrated

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.
Most of the sessions will revolve around the analysis of a case study (pre-reading) and related background theory (post-readings).