Master online in Arts and Culture Management



5.900 €


  • Kursart


  • Methodik


Rome Business School’s Online Master in Arts & Culture Management was designed and developed keeping in mind the needs of the ones approaching for the first time to the business of Arts & Culture as well as of the professional figures which already have the first wealth of experience in this field; this exclusive program features the multicultural environment typical of Rome Business School, providing the attendee with a thorough knowledge and crucial skills to start and consolidate a career in the Arts & Culture industry.

In addition, being this master in online version, you can have a quality learning anywhere! We have more than 10 years in online learning education and we are member of Grupo Planeta deAgostini, leader in providing programs in online mode, our “distance” courses offer all the contents of classroom learning, in order to use a complete and professionalizing experience.

Wichtige Informationen

Welche Ziele verfolgt der Kurs?: At the end of the course of study, the participants will learn to:

1. Develop managerial skills to manage art and culture in a practical way.
2. Understand and use the tools and techniques of marketing and communication applied in the cultural and artistic field;
3. Understand and manage various financial aspects related to cultural activities in the global economy;
4. Understand and appreciate human resource management for creative industries, especially when it comes to volunteers;
5. Understand and apply different project management techniques for managerial activities related to culture;
6. Recognize the characteristics of the main artistic and cultural activities and develop effective management strategies;
7. Develop creative and innovative thinking in the management of the arts and culture sector
8. Develop an ethical and socially responsible mentality when conducting an activity in the arts sector

Ist dieser Kurs für mich?: The Master in Arts and Culture Management is designed both for those who are seeking their first exposure to the world of arts, culture, media and entertainment management, and for those who are already working in these environments, but intend to expand and update their knowledge.

Participants are typically:

Graduates interested in leading and managing creative organizations operating in the performing arts (theater, dance), heritage sector (museums, historic sites), and communication and entertainment (film, music, publishing, radio and television) industries;

Marketing and communication professionals who want to improve their knowledge in the arts and culture environment;

Managers working in a variety of professional environments who want to improve their skills in the creative industries;

Entrepreneurs who want to either start an activity related to the arts and culture or to increase their knowledge and to improve the results of their existing organizations.

Voraussetzungen: All applicants must have a three-year degree (or be near completion). Applicants must demonstrate English language proficiency.

Standorte und Zeitplan





Apr-2021 Anmeldung nicht möglich


  • Marketing
  • Marketing Strategy
  • Marketing Communications
  • Cultural Management
  • Communication Training
  • Media
  • Marketing Campaign
  • Arts management
  • Cultural marketing
  • Cultural organisations
  • Cultural manager
  • Cultural Mapping


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 

  • 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

Being a cultural manager
  • 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

Events Production and Organization as a promotion of the cultural heritage 
  • 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.
Marketing, Communications and Fundraising for Arts and Culture

This module introduces students to the communications and marketing requirements of arts and cultural sector institutions. Specifically, it is aimed at:

  • 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.
Creation of cultural companies

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
  • Museum Management
  • Managing An Art Gallery
  • Cultural Event Organization And Management

Publishing industry 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
  • The economic context of the Performing Arts
  • Artistic, political, social and economic relevance
  • Main contracts used in the Performing Arts
  • Production Process
  • Venues
  • Main contracts used in performing Arts
  • Model in decision making in performing Arts
  • Organizations
  • International perspectives

Music Production & Artist Management
  • Recording Production
  • The roles
  • The record deal
  • The music editions
  • The distribution

Theatre and show business management
  • Introduction
  • Product and Communication
  • Sales & Marketing and Fundraising

Web Series Management

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.

Zusätzliche Informationen

Career Opportunities With our help, you can create your career strategy via a journey of self-reflection, exploration, and achievement. This program is designed to help you build a solid path towards a succesful career and professional future as well as to find opportunities in line with your ambitions and expectations. In particular, the school offers the following services to the enrolled students: Individual Career Counselling Meeting Rome Business School’s Official Career Portal Professional Workshops Rome Business School’s Talent Focus

Master online in Arts and Culture Management

5.900 €