30538 - Business Management of Cultural Heritage

Learning outcomes

The course aims at conveying the basic knowledge on the importance, from an income point of view, of the cultural heritage and on the possibilities that the social context in which the sector operators work offers to start organized activities. It is therefore clear that cultural heritage is a vehicle not only for knowledge but also for economic development. At the end of the course the student is in possession of technical and operational knowledge and tools to consider cultural assets also as economic assets and is able to start, with adequate knowledge, companies and businesses that can operate alongside the public management of cultural heritage.

Course contents

The content of the course consists of the following topics that will be covered both by students who choose to attend the lectures, and by those who intend to study the textbook in an independent way without taking part to the lectures.

The course will start with a discussion on the specificities of the cultural sector. We will consider the idea of the cultural sector and its evolution over time, presenting analytical approaches on the impact of technology. We will outline the main economic characteristics that characterize cultural enterprises, cultural industries and creative enterprises. After considering some features of current legislation, we will deal with the role of public policy in the financing of the cultural sector

In the second module, we will elaborate on the concepts surrounding the space of activity of cultural enterprises, cultural and creative industries. We will discuss the theoretical framework and the specific economic functions performed by the different actors of the system. Finally, we will draw a systematic overview.

The third part of the course will focus on the relation between culture and local development. We will study the territorial dimension of culture and the phenomenon of cultural tourism. We will introduce the notion of industrial district and its implications for the definition of cultural district. We will consider the issues concerning the designation of UNESCO sites and the identification of the European capitals of culture.

The study topic of the fourth part concerns the dynamics of cultural enterprises from the perspective of the management tools. We will introduce the concepts of strategic planning, with particular reference to the analysis of cultural demand and audience development activities. We will talk about project management in the cultural field. We will consider the key aspects of institutional communication in the form of annual balance sheets. Finally, we will define the performance indicators and the main methods of economic impact assessment.

The fifth module of the course will deal with the main issues concerning the financing of the cultural sector. We will discuss the role of economic and financial sustainability of cultural enterprises. We will consider the scope for alternative sources of financing and the contribution of volunteer work.

Readings/Bibliography

Management Per L'impresa Culturale di L. Solima, Carocci Editore, 2018

Teaching methods

Standard lectures

Assessment methods

1. Type of exam for attending students

A student is considered 'attending' if they attend at least 70% of the lessons.

The evaluation of attending students will consist in the performance of three tests that will be held during the time frame of the course.

It is about:

• two intermediate written exams with short answers to coincise questions using the 'closed book' method, i.e. without the possibility of consulting texts during the course

• the preparation of a short discussion text of a case study using the 'open book' method, i.e. with the possibility of consulting texts during the course

Each of the first two written exams will last 1 hour, and will include 7 questions.

The questions asked will refer to the notions and concepts covered up to the last available lesson before the exam day.

Students will have 3 hours for carrying out the discussion of case study. The maximum achievable score consists of 15 points.

The final grade will consist of the sum of points obtained from the intermediate exams.

2. Notes on the development of the case study

The exam text adopted presents concepts and analysis tools that can be applied - in a general way - in the economic analysis of specific cases. Therefore, differently from previous years, during the exam you will be asked to carry out the solution of a 'case study' in 'open book' mode, using all the information sources to which you want to refer.

What does all this mean in practice?

The professor will present a hypothetical situation that has economic implications and that can occur in the cultural field. General questions will also be formulated to which the student will have to answer.

Using the analytical elements presented in the text studied for the exam and referring to all other relevant sources of information, the student will discuss possible answers to the questions.

In short, it is about combining one's creativity with an understanding of the topics covered in the study text. The knowledge acquired from the study will be used in the discussion and study of a general case.

Question 1: Does all this imply that you can avoid studying the text for the exam? No. In discussing the solution to the case study, the student should refer to the ideas, concepts, theories and other elements presented in the text for the exam.

Question 2: in carrying out the exam, can you also refer to elements - concepts, theories, graphs, tables etc - not contained in the textbook? Yes: this is an 'open book' exam. Obviously the professor will build the case study starting from what is discussed in the textbook. Therefore, the use of additional elements from other sources only makes sense if it is justified and explained properly.

Question 2: Can you have examples of case studies? YES: they will be made available during the course.


3. Managing the case study exam

The students will have 3 hours to hand in their answers.


4. Additional Considerations

Students will be able to use a computer and deliver their papers in the form of a file. In carrying out the case study for attending students, it is allowed to use any source of information in carrying out the open-book exam.

The students can report graphs or tables that are relevant for the formulation of the answers.

In case a reference is made to an article or a book, the sources must be cited as clearly as possible by reporting the following:

o author,

o title of the publication,

o table or graph number if necessary,

o page number of the publication where the original text is cited

There will be no minimum or maximum limit on the number of pages produced in carrying out the exam. However, we ask you to make an effort of synthesis: it is important to try to communicate your ideas effectively - therefore, not excessively verbose.

For any other information, please do not hesitate to get in touch.

 

5. Evaluation criteria for the first two parts of the exam for attending students

An exhaustive answer to a question from which a clear understanding of the subject covered in the textbook emerges, with the formation of logically coherent thought and the use of means of expression appropriate to the disciplinary context will be evaluated with a score equal to 1.5 points.

The development of an answer that denotes an adequate ability to identify the relevant theoretical analysis tools, the use of language expressions that are appropriate to the disciplinary context togethe with partially satisfactory logical skills will be evaluated with a score equal to 1 point.

The evidence of minimal acquisition of the analysis tools presented during the course, with inadequate verbal expressions and logical skills will be evaluated with a score equal to 0.5 points per answer.

Lack of evidence about an understanding of the notions discussed furing the course, combined with inadequate verbal expression and logical skills, will be evaluated with a score of 0 points.

 

6. Evaluation criteria for the case study

An exhaustive development of the case study from which a clear understanding of the subject covered in the textbook emerges, with demonstration of critical sense, formation of logically coherent thinking and use of means of expression appropriate to the disciplinary context will be evaluated with the maximum scores in the 'range of 13-15.

The performance of the written paper that denotes an adequate ability to identify the relevant theoretical analysis tools, the use of language expressions appropriate to the disciplinary context, partially satisfactory logical skills will be evaluated with a score in the range of 9-13 points .

Evidence of minimal acquisition of the analytical tools presented during the course, with inadequate verbal expressions and logical skills will be evaluated with a score in the range 1-8.

The absence of a minimum acquisition of the course subject, combined with inadequate verbal expression and logical skills, will be evaluated with a score of 0.

 

7. Evaluation of non-attending students

The exam for students who choose not to attend the course will take place in written form. It will be based on specific questions about concepts, notions and ideas discussed in the textbook.

An exhaustive development of the answer from which a clear understanding of the subject covered in the textbook emerges, with demonstration of critical sense, formation of logically coherent thinking and use of means of expression appropriate to the disciplinary context will be evaluated with the maximum scores in the 'grade range 27-30 with honors.

A discussion that denotes an adequate ability to identify the relevant theoretical analysis tools, the use of language expressions appropriate to the disciplinary context, partially satisfactory logical skills will be evaluated with a score included in the score range 21-26 .

The evidence of minimal acquisition of the analysis tools presented during the course, with inadequate verbal expressions and logical skills will be evaluated with a score in the range 18-20.

The absence of a minimum acquisition of the course subject, combined with inadequate verbal expression and logical skills, will be evaluated with insufficient marks.

Teaching tools

Slides and lectures notes will be made available on Virtuale.

Office hours

See the website of Paolo Zagaglia