30538 - Business Management of Cultural Heritage

Learning outcomes

By the end of the course, students will have acquired an understanding of the main dimensions of a cultural organization. They will be able to assess economic sustainability, develop scenarios for audience and revenue growth, identify the skills required for different activities, and give appropriate priority to performance measurement.

Course contents

The course introduces the essential tools needed to understand and manage an organization operating in the cultural sector, through five main areas of work.

1. The economic model of a cultural organization
How a museum, event, or cultural organization works from an economic perspective. Fixed and variable costs, main revenue sources, economic balance, and the preparation of a basic budget.

2. Audiences
Audience identification and segmentation. Building the visitor journey. Promotion and communication. Analysis of results: current, absent, and engaged audiences.

3. Revenues and costs
Revenue streams in museums, events, and cultural organizations. Ticketing and performances, services, and educational activities. Costs associated with revenue generation. Memberships, sponsorships, public funding, and other sources of finance. Pricing principles and the relationship between price, demand, and perceived value.

4. Activities, skills, and timing
Activities required to design and deliver a cultural service. Concept development and implementation phases: activities, skills, and timing. Organization of project teams.

5. Performance measurement
Development of a basic system of indicators. Measurement of economic sustainability, operational performance, and audience impact. Use of data to support decision-making.

The course contents will be applied to real cases from the cultural sector and further explored through guest lectures by professionals and managers from cultural organizations.

Readings/Bibliography

Materials, case studies, and exercises prepared by the lecturer and made available on the course platform. Additional readings will be suggested during the course.

Teaching methods

Short lectures combined with case analysis, exercises, and guided discussion. The course uses real cases to progressively apply the tools presented and includes guest lectures by professionals and managers from cultural organizations.

Assessment methods

The assessment is designed to evaluate the student’s ability to apply the tools acquired to a concrete case.

Given the description of a cultural organization or project, the student will be asked to analyse its audiences, main sources of revenue and costs, and the indicators needed to measure the results achieved.

The evaluation will take into account the student’s ability to explore the different dimensions of the case, identify constraints and opportunities, and assess the economic sustainability of the project.

Teaching tools

The course includes in-class exercises and guest sessions with professionals from the cultural sector. Guest sessions may take place either in person or online, depending on the speakers’ availability; online sessions will be recorded and made available on the course platform also to students who do not attend classes.

The course content and learning objectives are the same for attending and non-attending students, as well as for working students and student-athletes. Students with specific learning disorders or disabilities may contact the lecturer to arrange any additional support according to their individual needs.

Office hours

See the website of Annamaria Gimigliano