About this Course
4.8
263 ratings
71 reviews
Today cultural institutions are facing important dilemmas in many aspects of their management. Over the past decades, a new figure has emerged that of the art manager. Imagine you went to work every day to connect artists with audiences, vision with reality, and money with a mission. That is what managers in the arts do, they play an essential role in transforming the minds, lives, and communities through creative expression. This course has been conceptualized to address the need of skills and techniques to help professionals and managers in running art and cultural institutions. Learning Objectives There are three objectives to this course. First, we will approach the biggest issue cultural institutions face, the coexistence of managers and curators and giving evidence as to when, how, and why they can get along. Second, we will focus on some contemporary facets on what is means to manage a cultural institution and what cultural managers should expect and be able to face. And lastly, we will provide models and tools to design and implement appropriate courses of action to satisfy customers (visitors and audiences) and build an advantage over the competition. Course Structure The course is divided into six sections. Five sections are dedicated to specific aspects and themes of managing cultural institutions, while the sixth section is dedicated to individual interviews of prominent cultural institution managers on specific topics. The involvement of professionals and managers gives an incredible value to the learning experience of this course. Each module is paired with a quiz and discussion forums to reflect on the variety of the heritage management, its complexity, and the power of the network that we will build together during the course. Successful completion of the quizzes is required for a course certificate as explained in the Grading Policy page. If you love art and want to make an impact in this unique and fantastic sector, this course will support you in understanding the peculiarities of this sector and how to leverage on its tools to make a bigger impact. Look forward to meeting you online! Acknowledgements: Vatican Museums: www.museivaticani.va Cenacolo Vinciano:  www.beniculturali.it/mibac/export/MiBAC/sito-MiBAC/Contenuti/MibacUnif/Eventi/visualizza_asset.html_1283837989.html (ITA) FAI (Fondo Ambiente Italiano): eng.fondoambiente.it MUVE (Fondazione Musei Civici Venezia): www.visitmuve.it The National Trust: www.nationaltrust.org.uk The Archeological Site of Paestum: www.museopaestum.beniculturali.it whc.unesco.org/en/list/842 Museo dell'Opera del Duomo (Florence): www.museumflorence.com Museo del Violino: www.museodelviolino.org _________________________________ Disclaimer - Since some of the videos are conducted with those whose native language is not English, we have decided to sometimes preserve their more emphatic speech to keep a tighter match between the audio and subtitles....
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100% online courses

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Flexible deadlines

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Clock

Suggested: 5 weeks of study, 3-4 hours/week

Approx. 11 hours to complete
Comment Dots

English

Subtitles: English

Skills you will gain

FundraisingCustomer Relationship Management (CRM)ManagementMarketing
Globe

100% online courses

Start instantly and learn at your own schedule.
Calendar

Flexible deadlines

Reset deadlines in accordance to your schedule.
Clock

Suggested: 5 weeks of study, 3-4 hours/week

Approx. 11 hours to complete
Comment Dots

English

Subtitles: English

Syllabus - What you will learn from this course

1

Section
Clock
5 hours to complete

CURATORSHIP Vs. MANAGEMENT

Curators & Managers: What do art and heritage need? How do products generate value for the customer and how so those customers value these products and their quality....
Reading
10 videos (Total 75 min), 6 readings, 3 quizzes
Video10 videos
1.1 Heritage Management: An Introduction8m
1.2 Heritage Definition: The Role of UNESCO in Defining Tangible Heritage6m
1.3 Heritage Definition: The Role of UNESCO in Defining Intangible Heritage9m
1.4 What is Art Management?6m
1.5 The Artist, Institution, and Consumer8m
1.6 The Benefit of Art Consumption9m
1.7 Service Management to Support Cultural Consumption (Part 1)9m
1.8 Service Management to Support Cultural Consumption (Part 2)9m
1.9 Wrap Up2m
Reading6 readings
Grading Policy10m
Additional Readings and Links10m
Contents and Interviews Map10m
The #BocconiArtsGram Project10m
Slide set WEEK 110m
Information About Quizzes10m
Quiz2 practice exercises
Quiz WEEK 1 - SESSION 110m
Quiz WEEK 1 - SESSION 210m

2

Section
Clock
1 hour to complete

HERITAGE AND THE MARKETPLACE: A DELICATE EQUILIBRIUM

"Art for art's sake." Does it still work? How important is the role of visitors to a museum or an audience in a theatre for defining an institution's cultural offering?...
Reading
7 videos (Total 51 min), 1 reading, 2 quizzes
Video7 videos
2.2 Product Orientation vs. Market Orientation7m
2.3 The Concept of Quality10m
2.4 Customer Value and Value Proposition5m
2.5 Building Visitors’ Participation14m
2.6 Targeting and Segmenting9m
2.7 Wrap Up1m
Reading1 reading
Slide Set WEEK 210m
Quiz2 practice exercises
Quiz WEEK 2 - SESSION 110m
Quiz WEEK 2 - SESSION 210m

3

Section
Clock
1 hour to complete

EMOTIONS Vs. RATIOS: HEDONIC CONSUMPTION AND THE ROLE OF EXPERIENCE

How do consumers and visitors make their choice? How does the environment have an effect on consumers' behavior? How can consumers and visitors be leveraged to co-create experiences? Learning how emotions and reasons interact in the process on art consumption is fundamental to manage a cultural institution more effectively and ensure its long-term sustainability....
Reading
6 videos (Total 40 min), 2 readings, 1 quiz
Video6 videos
3.2 The Consumer Buying Decision Process8m
3.3 Consumer Immersion in Heritage Contexts7m
3.4 The Role of Ambience and Environment on Consumer Behavior11m
3.5 Co-Creating Experiences and Levers for Experience Innovation7m
3.6 Wrap Up1m
Reading2 readings
Slide Set WEEK 310m
The #BocconiArtsGram Project10m
Quiz1 practice exercise
Quiz WEEK 320m

4

Section
Clock
3 hours to complete

BRANDING HERITAGE TO BUILD LOYALTY

Consumers and visitors' loyalty is one of the most pressing issues for today's art institutions. Thanks to technology and globalization, visitors have access to more information and choices, thus they are less inclined to stick with just one brand. What are the best ways to enforce brand loyalty and retain visitors while attracting new ones?...
Reading
5 videos (Total 28 min), 2 readings, 2 quizzes
Video5 videos
4.2 Capitalizing Brand Identity7m
4.3 The Dynamic Model of Customer Loyalty9m
4.4 Branding Places7m
4.5 Wrap Up1m
Reading2 readings
Slide Set WEEK 410m
City of Hamburg Map10m
Quiz1 practice exercise
Quiz WEEK 420m
4.8
Direction Signs

33%

started a new career after completing these courses
Briefcase

83%

got a tangible career benefit from this course

Top Reviews

By RNMar 31st 2018

I'm really into this amazing course. it provide me with a wide range of information. it helps me to understand the field of museums and heritage management . Thank you for this useful course.

By HSSep 2nd 2018

It was an incredibly interesting course that made me realize so many important facets of working in a cultural institution. The course content was very rich and the lecturer was brilliant.

Instructor

Andrea Rurale

Director
Master in Arts Management and Administration (MAMA)

About Università Bocconi

Our ambition is to develop students' potential and foster knowledge in Business, Economics and Law through innovative learning and research activities in a multicultural environment. Bocconi is a community that constantly innovates teaching and learning technologies and that strongly believes in the power of life-long learning and networking. Now available online....

Frequently Asked Questions

  • Once you enroll for a Certificate, you’ll have access to all videos, quizzes, and programming assignments (if applicable). Peer review assignments can only be submitted and reviewed once your session has begun. If you choose to explore the course without purchasing, you may not be able to access certain assignments.

  • When you purchase a Certificate you get access to all course materials, including graded assignments. Upon completing the course, your electronic Certificate will be added to your Accomplishments page - from there, you can print your Certificate or add it to your LinkedIn profile. If you only want to read and view the course content, you can audit the course for free.

More questions? Visit the Learner Help Center.