30538 - Business Management of Cultural Heritage

Learning outcomes

The course aims to transmit basic knowledge about the importance, in terms of income, of cultural heritage. Indeed, cultural heritage is a vehicle for economic development as well as knowledge. At the end of the course the students have knowledge and tools to consider the cultural heritage as economic goods. Moreover, they are able to start, with adequate knowledge, companies and businesses that can operate in collaboration with the public management of cultural heritage.

Course contents

The course is divided into two parts, which are closely linked and integrated. The institutional part examines the management of cultural heritage below theoretical and methodological point of view, with particular reference to organization, marketing and communications. We will examine the latest methodologies for promoting innovative projects that improve action and effectiveness of organizations working in the field of cultural heritage, museums and organization of artistic events. Particular attention will be given to the relation between methods of management, social and non-profit economy and the relations between cultural heritage and new needs in the field of tourism, education and leisure.

The monographic part of the course will explore the relationship between corporate management in the cultural and communication media, with particular attention to the dynamics of convergence and the multiplicity of cultural and communication codes that characterize the new media. It will present case studies where the inclusion of new technologies has led to substantial changes in management and organizative improvements in the structures that operate in cultural heritage (innovations can also increase the presence on markets or new segments of demand). Particular attention will be given to the role of technology as a tool to facilitate access to services, participation, social development and active citizenship. During the course it will be presented studies and research that contain useful analyses and experiments to develop new methods of planning and management in the sector of cultural heritage, valorization of the artistic works and develop of events based on the use of products and pathways integrated with the territory.

Readings/Bibliography

L. Solima, L'impresa culturale, Roma, Carocci, 2008.

A text chosen from the following:
P. L. Sacco (a cura di), Il fundraising per la cultura, Roma, Meltemi, 2006.
A. Carù, S. Salvemini (a cura di), Management delle istituzioni artistiche e culturali, Milano, Egea, 2011.

Those who do not attend the lectures must prepare for the examination an additional text to be selected among the following (additional choices may be agreed with the teacher):

L. Zan, Economia dei musei e retorica del management, Milano, Electa, 2003.

L. Carlini, U. Bacchella, L. Zan (a cura di). Organizzazione e gestione del museo: strategie di miglioramento, Bologna, Compositori, 2009.

F. Donato, F. Badia, La valorizzazione dei siti culturali e del paesaggio: una prospettiva economico-aziendale, Firenze, Olschki, 2008.

Teaching methods

There are lectures and discussions with students about course topics.

Assessment methods

The assessment consists of an interview to verify the level of knowledge of the subject by the student and his understanding of the content.

Teaching tools

Projector, PC, Photocopy.

Office hours

See the website of Marino Cavallo