Rome Business School’s Online Master Arts and Culture Management aims to introduce and develop an understanding of the concepts, principles, tools and techniques of cultural management, and to highlight how to deal with current issues in the field of culture and arts. Moreover, the programme will equip professionals with analytical and managerial tools expected to help them design effective management strategies while organizing cultural events and managing cultural institutions, galleries, theatres and museums.
Managing Arts and Culture in the Global Era
Being a cultural manager
- The cultural economy: markets for cultural organizations
- Enabling creativity: developing cultural projects and managing artistic processes
- Cultural Mapping: arts organizations and cultural institutions in context
Events Production and Organization as a promotion of the cultural heritage
- Two different values: culture and performance
- Innovative management paradigms in cultural management
- A new kind of sustainable start up with no
- public funding aid
- When sharing meets the arts
- When culture shapes the smart city
- Cultural management and social inclusion
Marketing, Communications and Fundraising for Arts and Culture
- A quick and useful “vocabulary” for event organizers.
- Events vs. Culture, History and Identity?
- Events as an immersive experience.
- Language, Media and Social Media: some choices that need to be made
- Promotion of cultural heritage: functional and dysfunctional examples
- Finding the right balance between the original environment and the appropriate event
- Case studies analysis.
This module introduces students to the communications and marketing requirements of arts and cultural sector institutions. Specifically, it is aimed at:
Creation of cultural companies
- providing a complete picture of the contemporary approaches to the field
- supplying the core knowledge/skills necessary to be an effective marketer in the arts and culture industries
- providing an understanding of the similarities and differences in marketing arts and culture vs. more traditional applications, from strategy to implementation tactics
- providing a framework for effective marketing and sales planning and strategy in the arts and culture environment.
- thoroughly covering the tactical side of marketing, including the effective implementation of marketing tools (focusing on the web/social media) and plans.
This module will describe the world of startups, with a focus on creative ones. Start-ups represent the initial phase in the building of a company and have an important pre-requisite: the ability to scale their growth. In fact, startups are born from an idea and then, through successive iterations, produce a mock-up of that idea from which is born a minimum viable product, which, eventually, will become a product. Creative start-ups are a subset of this general definition that applies to creative value propositions. In this course, each step of building a start-up will be examined, with a focus on creative value propositions.Project Management for cultural organizations
This module is aimed at supplying a 360° global vision of all the phases of the management of a project (from planning to realisation, to monitoring, to concluding), based upon strictly defined project management competencies and technical tools, team building capabilities and effective change management abilities.Business Planning
The objective of the module is to help students to acquire a comprehensive view of the
planning tool par excellence, the business plan, through a guided demonstration of its
composition, of its contents and of its numerous purposes, which make this tool profitably
utilisable both in the life of a company and in the creation of a start-up.Human Resource Management
This module is aimed at providing cultural managers with an advanced set of skills and competencies that will enable them to successfully manage people, teams and groups.Art Galleries and Museums Management
Publishing industry management
- Museum Management
- Managing An Art Gallery
- Cultural Event Organization And Management
- From paper to webzine, from webzine to social, from social to paper
- How to make journalism behind social
- Being bidirectional
- The future of publishing
Audio-visual industry management
This module introduces the use of quantitative and qualitative research methods to better understand audience attitudes and behaviours and to develop audience-oriented policies. The focus is on how to manage the identity and the communication of a festival in regard of its duplicity as a “Body” and as a recurring and specific event.Performing arts management
Music Production & Artist Management
- The economic context of the Performing Arts
- Artistic, political, social and economic relevance
- Main contracts used in the Performing Arts
- Production Process
- Main contracts used in performing Arts
- Model in decision making in performing Arts
- International perspectives
Theatre and show business management
- Recording Production
- The roles
- The record deal
- The music editions
- The distribution
Web Series Management
- Product and Communication
- Sales & Marketing and Fundraising
The module aims at providing students with an introduction to the world of Internet videos, defining a web series, a viral video, and identifying the language and the eculiarities of the medium. Then, following a thematic path, we will analyse the growing opportunities both in communication and commercial terms. In particular, we will discuss the branded web series and their advantages for companies. Finally, we will explore the structure and management linked to the implementation of a series for the web through an illustrative and entertaining journey through successful and emblematic case histories.Cultural Event Management
This module aims at giving you an overview of what it takes to create, manage and successfully bring to completion a cultural project.