Course in Arts Management
: 11 Months
The Master course in Arts Management is a grand tour in art featuring a unique itinerant formula that brings students in three art capitals: Florence, Venice and Rome. In these cities, art merges with several business realities, allowing the acquisition of wide-ranging skills and competences they can use in different fields. Participants have the chance to spend one intensive week at IED Venezia, getting in touch with one of the most renowned art institution, such as the Peggy Guggenheim Collection.
A special focus is put on the organization of events, as at the end of each module students have to design and manage an event related to art and culture. The Master course builds a central figure for the life of cultural institutions who deals with art project management. This professional is capable of identifying innovative content, structuring a comprehensive event schedule, planning and developing fundraising events and resource management.
Interdisciplinarity and innovation are the two keywords that characterise the whole pathway, since students get also prepared to face the new scenario of digital professions.
Partner institutions: Fondazione Palazzo Strozzi, Peggy Guggenheim Collection, MUS.E, Fondazione Romaeuropa.
The Master course is aimed at graduates in humanities, art, economics, as well as graduates in creative disciplines from design schools, or professionals with at least two years of experience.
Methodology and structure
The Master course in Arts Management is divided into two operational modules that have an individual study path related to the city in which they are held. The Florence module is focused on training specialists in designing, planning and organising complex events in the cultural fields, whereas the Rome module is concentrated on the fine-tuning of a new approach for managing the artistic heritage in relation with the contemporary cultural scene. Some topics are carried out throughout the whole duration of the course, while others are specific of the two locations. In between the two operational modules, students are involved in a special week in Venice, in collaboration with Peggy Guggenheim Collection. The Master course leads participants into a training path designed as a general framework in which cultural skills, technical expertise, project development abilities are step by step introduced, implemented and consolidated.
The mix of subjects faced during this rich and intense year aims at building professionals who can easily deal with: contemporary artistic scenarios for identifying significant art and culture concepts and enhancing the visibility of the cultural offer; business models for developing actions plans that keep into consideration all the risks and opportunities of a cultural project; new communication technologies and tools for exploiting the potential of culture as economic asset.
- HISTORY OF VISUAL ARTS - FLORENCE: This section features a historical and critical path through the arts, from the beginning of the 20th century up until today, which is focused on the main changes of the visual culture and the influences on contemporary imagination.
- MUSEUM MANAGEMENT - FLORENCE: It is an introductory overview on the main principles and practices involving museum management. Covered topics include: strategic planning and marketing, financial sustainability, permanent and temporary exhibitions and displays, target audience and governance issues.
- MUSEOGRAPHY - FLORENCE: This courses examines permanent and temporary exhibitions displays. Special attention is given to technical management and lighting technology in set design. Case studies show how to display and enhance an exhibition.
- FOCUS ON CONTEMPORARY ROME AND PERFORMING ARTS HISTORY - ROME:
The course is divided in two sections and aims at analysing models for the exhibition and performing arts through lectures and site visits with specific focus on the city of Rome. In the first part of the course, students have the chance to visit museums and collections of contemporary art, private galleries and foundations. The second part of the course focuses on the final project, serving as a critical analysis and implementation of the materials and ideas produced by the students.
- LATERAL THINKING LAB - ROME: The lessons analyse the economic principles of the cultural system: institutional framework, supply and demand, dynamics and horizons, cultural sustainability and compatibility. A particular attention is paied to the dilemma among public and private funding for culture and the relationship with public administration in a multidisciplinary perspective.
- PEGGY GUGGENHEIM EXPERIENCE IN VENICE: Participants attend one-week workshop in Venice in which they visit all main cultural institutions and take part to classes held by Peggy Guggenheim Collection staff. The Peggy Guggenheim Collection is among the most important museums in Italy for European and American art of the first half of the 20th century. It is located in Peggy Guggenheim’s former home, Palazzo Venier dei Leoni, on the Grand Canal in Venice.
- New Business Lab - Rome: The programme is articulated upon the use of tools and methodologies aimed at quickly model and strategize a new business initiative in the field of Cultural and Creative Industries. It is actually a “lab”, where students achieve meaning and handling of tools (that are commonly used for the launch of innovative start ups) to generate a realistic business model upon their business ideas. Therefore, the module starts with the sharing of those tools to end up with the presentation of an executive summary devoted to new businesses.
- Strategic Design for Cultural Project - Rome: Trough theoretical lessons and practical workshop, the course analyses: the theory of Design for All, how design can furnish innovative responses to the major social challenges generated by a rapidly changing world; different concepts of city and how we designed it in the past; extending this thinking to the containers and the contents of cultural venues: challenging the conventional presumptions about culture and designing for today’s reality; Strategic design Theory: using design methodologies to tackle and solve the challenges raised by a complex society.
- Cultural Marketing: Strategic Planning and Promotion - Florence-Rome: This module is focused on the marketing methods and strategies necessary to develop and promote the projects of a culture-based organisation. The course examines the most important steps of the planning process, such as analysis, strategy and implementation, and introduces the main analysis methods that allow to produce effective reports: SWOC, PEST, stakeholder and capital analysis. The subject also explains the main communication channels, focusing on web 2.0 and social networks.
- Cultural Project Management - Rome: Starting from the instruments used by the Cultural Project Management, the module has the following objectives: 1. to explore more in depth the notions of project design and the operational feasibility; 2. to analyze case studies in the cultural sector in Italy and abroad with a special attention to the cultural programming, the partnership and the governance systems; 3. to dedicate a specific focus to the themes of bottom-up cultural practices, participatory processes and audience development strategies, as well as to the relation between new business scenario and artistic creation.
- Cultural Project Management - Florence: It examines project development, planning and delivery using case studies and models specific of cultural-related events and projects. The course explains the kaizen method of continuous improvement of processes, as starting point for enhancing the knowledge and skills of project management.
- Event Concept and Kick-off - Florence: This course focuses on roles and responsibilities of the planning team and event coordinator. The main topics covered include the selection of an exhibit theme, budget planning, event promotion and coordination, logistic issues including staffing, contracts and outside vendors. The model of the planning process will be highlighted at Palazzo Strozzi, one of the most prestigious venues in Florence.
- Event Operation Planning and Management – Florence: This course is a full immersion on the event organiser’s duties, which include all the aspects of planning and management, i.e. event concept, budgeting, financing, venue selection and contracting, vendors, and final event. Case studies illustrate the various roles and responsibilities.
Fundraising for Cultural project
- European Grants - Florence: This course introduces participants to the several forms of institutional fundraising and to grant-based public and private financing. Many types of organisations such as foundations, non-profits and cultural institutions, are used as models to illustrate and develop an understanding of the different strategies and fundraising methods. Special attention is given to individual and corporate donations and sponsorship, basic strategies, and methods of fundraising.
- Crowdfunding - Rome: Crowdfunding, the practice of funding a project or organisation by raising monetary contributions from a large number of people, has been growing substantially in recent years. Thousands of people and organisations across Europe have raised funding through crowdfunding platforms, including cultural and creative projects. The course analyses the most relevant crowdfunding platform in Italy and Europe and invite the students to build up a real crowdfunding campaign to increase the budget of the final event.