78693 - Cultural Economics (LM)

Academic Year 2023/2024

  • Docente: Maria Gentile
  • Credits: 9
  • SSD: SECS-P/06
  • Language: English
  • Teaching Mode: Traditional lectures
  • Campus: Bologna
  • Corso: Second cycle degree programme (LM) in Language, Society and Communication (cod. 8874)

    Also valid for Second cycle degree programme (LM) in Language, Society and Communication (cod. 8874)

Learning outcomes

The student gets the fundamental principles of economic analysis of the cultural market, with particular attention to cinematographic, musical, artistic and televisual fields. S/he also aware of the legal position of some original works categories (with special reference to audiovisual and figurative art works) within the limits of the copyright law. S/he is also able to apply his/her knowledge to the problematic dynamics ruling the demand and offer of the culture and the mechanisms of cultural heritage funding.

Course contents

The course aims to provide students an overview of the meetings and events industry, as well as the basic elements for the acquisition and the organization of a meeting, with particular reference to the association market.

The topics that will be covered include:

- The meetings and events industry: value, characteristics, jobs, trends and current scenario

- The supply chain: venues, main suppliers, requirements and conditions for success

- MICE destination marketing organisations: Convention bureau and Convention and Visitors Bureau: role and main activities

- Destination marketing strategies: how to promote a venue or a MICE destination, bidding process for the acquisition of international association meetings

- Meeting planners: different organizing companies and services

- Market segmentation by initiator: main clients, characteristics, needs, approach and management

- Different kind of events: characteristics, purposes and formats

- Main steps and techniques for planning, communicating and organizing an event

- Green meetings.

Readings/Bibliography

Handouts of the topics covered by the teacher will be provided and will be made available to students online before the beginning of the course, as well as a list of reference texts.

Teaching methods

The course foresees lectures planned in the second term. Frequency is not mandatory but strongly recommended.

Assessment methods

The exam is oral and the programme is the same for attending and non-attending students.

Teaching tools

Handouts of the topics covered by the teacher during lessons will be made available to students online (Virtuale platform).

Office hours

See the website of Maria Gentile

SDGs

Quality education Industry, innovation and infrastructure Responsible consumption and production

This teaching activity contributes to the achievement of the Sustainable Development Goals of the UN 2030 Agenda.