75784 - Business Management in the Field of Cultural Heritage (1) (LM)

Course Unit Page

  • Teacher Marino Cavallo

  • Credits 6

  • SSD SECS-P/08

  • Teaching Mode Traditional lectures

  • Language Italian

  • Course Timetable from Mar 20, 2019 to May 17, 2019

Academic Year 2018/2019

Learning outcomes

After the course, the student has both theoretical and operational concepts to analyze the management of cultural heritage from an economic viewpoint, and to create startup companies operating in 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.


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

Un testo scelto tra i seguenti:
P. L. Sacco (a cura di), Il fundraising per la cultura, Roma, Meltemi, 2006.

M. Cavallo, Progettare e promuovere e-services, Milano, Angeli, 2016.
Coloro che non frequentano dovranno portare all'esame un ulteriore testo da selezionare tra i seguenti (ulteriori scelte potranno essere concordate con il docente):

P. Dubini, F. Montanari, A. Cirrincione (a cura di), management delle aziende culturali, Milano, Egea, 2017.

A. Carù, S. Salvemini (a cura di), Management delle istituzioni artistiche e culturali, Milano, Egea, 2011.

D. Hesmondhalgh, Le industrie culturali, Milano, Egea, 2015.

W. J. Byrnes, Management and the Arts, Burlington MA, Focal Press, 2015.

M. Santoro (a cura di), La cultura che conta. Misurare oggetti e pratiche culturali, Bologna, Il Mulino, 2014.

N. Kotler, P. Kotler, Marketing dei musei, Torino, Einaudi, 2004

L. Zan (a cura di), La gestione del patrimonio culturale, Bologna, Il Mulino, 2014.

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

R. H. Thaler, Misbehaving, Torino, Einaudi, 2018.

A. Greenfield, Tecnologie radicali, Torino, Einaudi, 2017.

Teaching methods

There will be lectures and discussions with students about course topics.

Assessment methods

Written and oral examination.

Teaching tools

Slides, PC, projector, blackboard, video.

Office hours

See the website of Marino Cavallo