MARKETING AND MANAGEMENT OF MUSEUMS AND VISUAL ARTS - 2

Academic year
2026/2027 Syllabus of previous years
Official course title
MARKETING AND MANAGEMENT OF MUSEUMS AND VISUAL ARTS - 2
Course code
EM1717 (AF:778204 AR:374537)
Teaching language
English
Modality
On campus classes
ECTS credits
6 out of 12 of MARKETING AND MANAGEMENT OF MUSEUMS AND VISUAL ARTS
Degree level
Master's Degree Programme (DM270)
Academic Discipline
ECON-07/A
Period
2nd Term
Course year
2
Where
VENEZIA
The course complements management and cultural marketing courses by providing a practice-oriented perspective. Through real-world cases, industry professionals' contributions and project-based activities, students explore the operational processes underlying the management of museums, visual arts institutions and cultural organizations. Particular attention is devoted to translating strategies into action, exhibition project management, stakeholder engagement, financial sustainability and performance measurement.
By the end of the course students will be able to:

-understand the operational processes of museums and visual arts organizations;
-plan and coordinate exhibition projects;
-identify and manage key stakeholders;
-prepare operational budgets and sustainability plans;
-assess fundraising, sponsorship and partnership opportunities;
-use performance indicators to monitor activities and outcomes;
-develop practical solutions to complex organizational challenges.
No specific prerequisites are required.
The course explores the main operational and managerial challenges faced by museums, visual arts institutions and cultural organizations. Through professional experiences, case studies and contributions from practitioners, students will examine issues related to the design and delivery of cultural activities, stakeholder engagement, organizational and financial sustainability, decision-making processes and innovation dynamics. Particular attention will be devoted to the practical application of tools and methods commonly used in professional settings, drawing on both national and international examples.
Course materials will mainly consist of professional reports, case studies, operational documents, industry articles and materials provided during the course.
Assessment is based on students' participation in the learning activities carried out during the course and on an individual final oral examination. During the course, discussions, case analyses, practical exercises or short presentations may be used to assess students' ability to apply the concepts and tools addressed in class. The final oral examination will evaluate students' understanding of the topics covered, their critical thinking skills and their ability to relate course contents to real-world challenges in the cultural and creative sectors.
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.

30 cum laude: outstanding application of tools, advanced analysis and innovative solutions.

27-30: very good understanding and effective application.

24-26: good performance with minor analytical weaknesses.

18-23: achievement of minimum learning objectives.

Below 18: insufficient performance.
Lectures, discussion of case studies and practical examples, guest speakers from the sector, and interactive classroom activities.

This subject deals with topics related to the macro-area "International cooperation" and contributes to the achievement of one or more goals of U. N. Agenda for Sustainable Development

Goal 16: peace, justice and strong institutions
Goal 17: partnerships for the goals
Definitive programme.
Last update of the programme: 23/06/2026