90624 - Historical-Artistic Heritage Management (1) (LM)

Learning outcomes

In this course we will not only consider the cultural significance of historical-artistic heritage but also its economic value of a country. By the end of the course, students will have acquired basic skills, as well as the technical and operational instruments, to consider, evaluate, enhance and manage cultural heritage also as “economic assets”. Additionally, students will be able to understand the specific managerial needs of both the public and the private sector.

Course contents

The course is divided into two parts, which are closely linked and integrated. The institutional part examines the management of cultural heritage on a theoretical and methodological point of view, with particular reference to organization, marketing and communication. We will examine the latest methodologies for promoting innovative projects that improve action and effectiveness of organizations working in the field of cultural heritage, visual arts, museums and organization of artistic events. Particular attention will be paid to the relationship between methods of management, social and non-profit economy and the relations between cultural heritage and new needs in the fields 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 paid 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 organization 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 paid to the role of technology as a tool to facilitate access to services, participation, social development and active citizenship. During the course, we will examine studies and researches 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 development 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.

M. Cavallo, Progettare e promuovere e-services, Milano, Angeli, 2016.
C. Mc Andrew, The art market 2019, Art Basel and UBS, Basel Switzerland, 2019.

Those who do not attend have to prepare an additional text to the exam choosing by the followings (further choices can be agreed with the teacher): 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.

M. Malagugini, Allestire per comunicare, Milano, Angeli, 2008.

G. Vitale, Design di sistema per le istituzioni culturali, Bologna, Zanichelli, 2013.

L. Argano, Manuale di progettazione della cultura, Milano, Angeli, 2012.

M. Rota, Musei per la sostenibilità integrata, Milano, Editrice Bibliografica, 2019.

A. Di Maio, Economia del patrimonio e delle attività culturali, Milano, Hoepli, 2019.

L. Cataldo, Musei e patrimonio in rete, Milano, Hoepli, 2014

Teaching methods

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

Assessment methods

The learning assessment test is written and consists of the production of a paper based on open questions aimed at assessing the student's level of knowledge of the discipline and its content processing capabilities.

Teaching tools

Slides, PC, projector, blackboard, video.

Office hours

See the website of Marino Cavallo