MARKETING AND MANAGEMENT OF MUSEUMS AND VISUAL ARTS - 1

This course is part of the Master’s Degree in Innovation and Management for Culture and Creativity and contributes to the specialization area by providing advanced knowledge and managerial tools for the strategic development of museums and visual arts organizations. It integrates cultural management with marketing perspectives.

Students will develop the ability to analyze and manage museums and visual arts institutions using marketing and management frameworks. They will acquire skills in audience development, branding, cultural value creation, and strategic planning, enabling them to design innovative approaches to enhance sustainability and public engagement.

No prerequisite is required

The course covers key topics such as museum management, cultural marketing strategies, audience engagement, branding in the arts, digital transformation, fundraising, and governance models. It also addresses innovation processes in museums and visual arts organizations, with case studies and practical applications. A section is dedicated to visual art festival and fairs

Slides and academic articles provided by the lecturer.

Student evaluation will be based on a combination of written and/or oral examination, focusing on the understanding of theoretical concepts and their application to real-world cases. Active participation and possible project work may also contribute to the final evaluation.

written and oral

The instructor is responsible for ensuring the authenticity and originality of all examinations and coursework. In cases of suspected academic misconduct, an additional on-site assessment may be required during the exams, which may differ from the standard format.

The final grade is based on the quality of the project/work, the ability to analyze and argue, the clarity of exposition, and the mastery of theoretical and methodological concepts.
18-20 Acceptable project/work. Basic knowledge of essential course content, simple but understandable exposition. Partially correct answers with some inaccuracies. Limited ability to apply concepts.
21-23 Fair project/work. Overall understanding of topics with some uncertainties. Clear expression but lacking critical depth. Application of concepts in familiar contexts.
24-26 Good project/work. Good command of the content, clear and coherent exposition. Ability to connect concepts and solve problems with a structured approach. Some independent insight.
27-29 Very good project/work. Excellent knowledge of the topics, confident and well-structured exposition. Strong analytical and synthesis skills. Good autonomy in applying methods and theories to complex contexts.
30-30L Excellent project/work. Outstanding mastery of the subject, brilliant and rigorous exposition. Ability to think independently and originally. Critical insight and innovative application of concepts.

Traditional lessons, internal and external workshops, design activities, participatory activities also in collaboration with external bodies

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