Arts and Heritage Management

About this course: 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.

Who is this class for: Everyone is welcome! Some prior exposure to basic issues of marketing is useful, but not required.

Created by:  Università Bocconi

• Taught by:  Andrea Rurale, Director

  Master in Arts Management and Administration (MAMA)

Commitment 5 weeks of study, 3-4 hours/week Language English How To Pass Pass all graded assignments to complete the course. User Ratings 4.7 stars Average User Rating 4.7See what learners said Coursework

Each course is like an interactive textbook, featuring pre-recorded videos, quizzes and projects.

Help from your peers

Connect with thousands of other learners and debate ideas, discuss course material, and get help mastering concepts.

Certificates

Earn official recognition for your work, and share your success with friends, colleagues, and employers.

Università Bocconi Our ambition is to develop students' potential and foster knowledge in Business, Economics and Law through innovative learning and research activities in a multicultural environment. Bocconi is a community that constantly innovates teaching and learning technologies and that strongly believes in the power of life-long learning and networking. Now available online.

Syllabus


WEEK 1


CURATORSHIP Vs. MANAGEMENT
Curators & Managers: What do art and heritage need? How do products generate value for the customer and how so those customers value these products and their quality.


10 videos, 7 readings expand

1. Video: Course Overview
2. Reading: Grading Policy
3. Reading: Additional Readings and Links
4. Reading: Contents and Interviews Map
5. Reading: Art Attack - Map Your Cultural Institutions
6. Discussion Prompt: Ready, Steady, Go!
7. Reading: The #BocconiArtsGram Project
8. Reading: Slide set WEEK 1
9. Video: 1.1 Heritage Management: An Introduction
10. Video: 1.2 Heritage Definition: The Role of UNESCO in Defining Tangible Heritage
11. Video: 1.3 Heritage Definition: The Role of UNESCO in Defining Intangible Heritage
12. Video: 1.4 What is Art Management?
13. Reading: Information About Quizzes
14. Video: 1.5 The Artist, Institution, and Consumer
15. Video: 1.6 The Benefit of Art Consumption
16. Video: 1.7 Service Management to Support Cultural Consumption (Part 1)
17. Video: 1.8 Service Management to Support Cultural Consumption (Part 2)
18. Video: 1.9 Wrap Up
19. Peer Review: UNESCO and Heritage Management

Graded: Quiz WEEK 1 - SESSION 1
Graded: Quiz WEEK 1 - SESSION 2

WEEK 2


HERITAGE AND THE MARKETPLACE: A DELICATE EQUILIBRIUM
"Art for art's sake." Does it still work? How important is the role of visitors to a museum or an audience in a theatre for defining an institution's cultural offering?


7 videos, 1 reading expand

1. Reading: Slide Set WEEK 2
2. Video: 2.1 An Introduction to the Dualism
3. Video: 2.2 Product Orientation vs. Market Orientation
4. Video: 2.3 The Concept of Quality
5. Video: 2.4 Customer Value and Value Proposition
6. Video: 2.5 Building Visitors’ Participation
7. Discussion Prompt: AAA. Ideas wanted!
8. Video: 2.6 Targeting and Segmenting
9. Video: 2.7 Wrap Up

Graded: Quiz WEEK 2 - SESSION 1
Graded: Quiz WEEK 2 - SESSION 2

WEEK 3


EMOTIONS Vs. RATIOS: HEDONIC CONSUMPTION AND THE ROLE OF EXPERIENCE



How do consumers and visitors make their choice? How does the environment have an effect on consumers' behavior? How can consumers and visitors be leveraged to co-create experiences? Learning how emotions and reasons interact in the process on art consumption is fundamental to manage a cultural institution more effectively and ensure its long-term sustainability.


6 videos, 2 readings expand

1. Reading: Slide Set WEEK 3
2. Video: 3.1 Introduction to Experience Consumption
3. Video: 3.2 The Consumer Buying Decision Process
4. Video: 3.3 Consumer Immersion in Heritage Contexts
5. Video: 3.4 The Role of Ambience and Environment on Consumer Behavior
6. Video: 3.5 Co-Creating Experiences and Levers for Experience Innovation
7. Video: 3.6 Wrap Up
8. Discussion Prompt: Share your experience!
9. Reading: The #BocconiArtsGram Project

Graded: Quiz WEEK 3

WEEK 4


BRANDING HERITAGE TO BUILD LOYALTY



Consumers and visitors' loyalty is one of the most pressing issues for today's art institutions. Thanks to technology and globalization, visitors have access to more information and choices, thus they are less inclined to stick with just one brand. What are the best ways to enforce brand loyalty and retain visitors while attracting new ones?


5 videos, 2 readings expand

1. Reading: Slide Set WEEK 4
2. Video: 4.1 Introduction to Brand
3. Video: 4.2 Capitalizing Brand Identity
4. Video: 4.3 The Dynamic Model of Customer Loyalty
5. Video: 4.4 Branding Places
6. Discussion Prompt: Are you a loyal customer?
7. Reading: City of Hamburg Map
8. Video: 4.5 Wrap Up
9. Peer Review: Place branding

Graded: Quiz WEEK 4

WEEK 5


THE NUMBERS HERITAGE NEEDS TO GROW
Art institutions must implement a sustainable plan. In order to do such, they need to leverage on data, numbers, and information. What are the most important aspects to focus on in order to run a sustainable and competitive art institution?


8 videos, 1 reading expand

1. Reading: Slide Set WEEK 5
2. Video: 5.1 Introduction to Performance Measurement
3. Video: 5.2 #Satisfaction: The Evaluation of Cultural Experience and the Gap Model
4. Video: 5.3 #CRM: Expanding Heritage Audience through Visitors' Research
5. Video: 5.4 #funding. Fundraising for Culture: Attracting Donors and Raising Funds
6. Video: 5.5 #NPS: Net Promoter Score
7. Discussion Prompt: Think like a donor.
8. Video: 5.6 #valuechain: Social and Economic Impact of Heritage Funding
9. Video: 5.7 #SocialEngagement: Exploiting Digital Transformation
10. Video: 5.8 Wrap Up

Graded: Quiz WEEK 5 - SESSION 1
Graded: Quiz WEEK 5 - SESSION 2

WEEK 6


MEET THE MANAGERS
Hear what managers have to share about how they deal with the main topics of this field: A collection of best practices told directly from the people responsible for these success cases.


15 videos expand

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

Graded: FINAL QUIZ