MANAGEMENT AND ADVANCED MARKETING OF ARTS AND CULTURAL ORGANIZATIONS I

The course, which consists of two parts, 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.
The first part of the course, starting with a critical understanding of the underlying categories of the subject—namely, management, art and culture, cultural production and consumption—deepens the complexity of the context in which cultural production organizations operate. Multiple interpretations, approaches, logics, and forms of action are offered, involving both individual actors and systems and networks of actors, to explore the main strategic challenges and operational tools applied to the main sectors of art and culture.
The second part explores the main strategic challenges and operational tools of marketing when applied to the main sectors of art and culture.

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.
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.
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]

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]

M. Tamma (2022), Cultura, Turismo e Territorio: parole chiave, traiettorie, percorsi , in (a cura di) Candoni I., Turismo e valorizzazione: verso una nuova visione di rigenerazione territoriale in chiave 2021-27, Federturismo Confindustria.
https://federturismo.it/it/documenti/documenti/12200-turismo-e-valorizzazione-guida-a-cura-di-italo-candoni-2022/file.html

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

The exam is written and organized in three open questions
The test will last 45 minutes

An exam text with which to practice will be made available on the moodle pages of the course.

Students will be given also the opportunity to integrate the grade of the final exam with group-works that will be presented in class.

written and oral

The written test consists of 3 open questions (all mandatory)
For a positive evaluation, it is necessary to achieve a pass mark in each of the three questions.
The overall grade is given by the average of the score obtained in each question.
The following are evaluated in particular:
● the relevance and correctness of the arguments.
● the appropriate use of the concepts and "technical" terms learned during the course.

Grading:

Insufficient

18-20
Limited understanding of the content, presentation, and reflection. Lack of critical thinking skills.

21-23
Sufficient understanding of the content but uncertainties regarding terminology, presentation, and reflection. Fair ability to re-elaborate, but with difficulty synthesizing and critically commenting.

24-26
Good understanding of the content, use of terminology, presentation, and reflection. Good ability to synthesize and critically reflect.

27-28
In-depth understanding of the content, which is presented clearly and comprehensively using correct terminology; notable ability to synthesize and critically reflect.

29-30
Broad and in-depth understanding of the content, which is presented comprehensively and comprehensively using correct terminology. Excellent ability to synthesize and critically reflect.

30 WITH CERTIFICATE OF APPROVAL
Broad and in-depth understanding of the content. Comprehensive and convincing presentation and use terminology. Excellent ability to synthesize and critically reflect

The course is mainly organized in lectures. Indications, references and supplementary materials will be made available to students through the moodle platform.

** Carefully follow all the instructions contained in the Moodle pages of the course. **

Accessibility, Disability and Inclusion
Accommodation and support services for students with disabilities and students with specific learning impairments

Ca’ Foscari abides by Italian Law (Law 17/1999; Law 170/2010) regarding support
services and accommodation available to students with disabilities. This includes students with
mobility, visual, hearing and other disabilities (Law 17/1999), and specific learning impairments (Law 170/2010). If you have a disability or impairment that requires accommodations (i.e., alternate testing, readers, note takers or interpreters) please contact the Disability and Accessibility Offices in Student Services: disabilita@unive.it.