CULTURAL ENTERPRISE AND INSTITUTIONS MANAGEMENT

Storia e Critica d'Arte CULTURAL ENTERPRISE AND INSTITUTIONS MANAGEMENT

0322400013
DEPARTMENT OF CULTURAL HERITAGE
EQF7
ART HISTORY AND CRITICISM
2022/2023

OBBLIGATORIO
YEAR OF COURSE 2
YEAR OF DIDACTIC SYSTEM 2016
SPRING SEMESTER
CFUHOURSACTIVITY
630LESSONS
ExamDate
APPELLO FEBBRAIO17/02/2023 - 10:00
I APPELLO II SESSIONE05/06/2023 - 10:00
II APPELLO II SESSIONE29/06/2023 - 10:00
III APPELLO II SESSIONE20/07/2023 - 10:00
APPELLO SETTEMBRE15/09/2023 - 10:00
APPELLO DICEMBRE20/12/2023 - 10:00
Objectives
THE COURSE AIMS TO PROVIDE STUDENTS WITH A WEALTH OF SPECIALIST KNOWLEDGE RELATING TO THE PRINCIPLES, TOOLS AND TECHNIQUES OF THE MANAGEMENT OF CULTURAL BUSINESSES AND INSTITUTIONS, RELATED TO THE ORGANIZATION, MANAGEMENT AND PROMOTION OF CULTURAL AND CREATIVE PRODUCTS AND, IN PARTICULAR, OF THE HISTORICAL-ARTISTIC HERITAGE.

KNOWLEDGE AND UNDERSTANDING
THE STUDENT:
- WILL ACQUIRE THE FUNDAMENTAL MANAGEMENT PRINCIPLES AND TOOLS OF COMPANIES OPERATING IN THE FIELD OF CULTURE;
- WILL UNDERSTAND THE EVOLUTION OF DEMAND AND MARKET DYNAMICS, AS WELL AS THE LOGIC OF COMPETITIVENESS WITHIN THE CULTURAL SECTOR;
- WILL KNOW THE ISSUES RELATED TO THE ECONOMIC AND FINANCIAL MANAGEMENT OF CULTURAL INSTITUTIONS, UNDERSTANDING THE FUNDAMENTAL ROLE OF MARKETING IN DECISION-MAKING PROCESSES;
- WILL LEARN THE DISTINCTIVE CHARACTERISTICS OF DIGITAL COMMUNICATION TECHNOLOGIES, HIGHLY INNOVATIVE IN THE CULTURAL HERITAGE SECTOR.

ABILITY TO APPLY KNOWLEDGE AND UNDERSTANDING
THE STUDENT WILL BE ABLE TO:
- INTERCEPT THE TRANSFORMATION OF CULTURAL CONSUMPTION MODELS, CONSEQUENT TO THE DIFFUSION OF NEW FRUITION METHODS WITH A HIGH TECHNOLOGICAL CONTENT;
- CORRECTLY USE MANAGEMENT TECHNIQUES AND TOOLS FOR ANALYSIS, EVALUATION AND DECISIONS BY CULTURAL INSTITUTIONS;
- DEVELOP MARKETING AND COMMUNICATION PLANS THAT ENVISAGE A PREPONDERANT ROLE OF DIGITAL TOOLS AND, IN PARTICULAR, OF SOCIAL MEDIA;
- ELABORATE, IMPLEMENT AND EVALUATE THE RESULTS OF STRATEGIC AND OPERATIONAL PLANS FOR SOCIAL MEDIA CONTENT, FOR THE PROMOTION AND ENHANCEMENT OF THE HISTORICAL, ARTISTIC AND ARCHAEOLOGICAL HERITAGE AND ASSOCIATED CULTURAL INITIATIVES AND EVENTS (E.G. EXHIBITIONS, CONFERENCES, WORKSHOPS, CULTURAL ITINERARIES).

AUTONOMY OF JUDGMENT
THE STUDENT WILL BE ABLE TO:
- UNDERSTAND THE ECONOMIC-FINANCIAL MANAGEMENT LOGIC OF A COMPANY;
- DEVELOP PROJECT MANAGEMENT SKILLS APPLICABLE ALSO IN SECTORS OTHER THAN THE CULTURAL ONE;
- CHOOSE THE MOST SUITABLE WEB TOOLS FOR ANALYZING AND EVALUATING THE PERFORMANCE OF SOCIAL MEDIA MARKETING PLANS.


COMMUNICATION SKILLS
THE STUDENT WILL BE ABLE TO:
- COMMUNICATE MANAGEMENT OBJECTIVES AND DECISIONS;
- DEVELOP AND PRESENT BUSINESS PLANS;
- PRESENT THE RESULTS OF PERFORMANCE ANALYSIS.

LEARNING ABILITY
THE STUDENT WILL BE ABLE TO:
- CARRY OUT RESEARCH ACTIVITIES IN MANAGEMENT, WITH A HIGH DEGREE OF AUTONOMY, IN VARIOUS AREAS RELATED TO THE CULTURAL SECTOR AND OTHER RELATED SECTORS, ESPECIALLY THANKS TO THE TRANSVERSAL USE OF ONLINE TOOLS;
- ACQUIRE A WORKING METHOD USEFUL FOR CONTINUOUS TRAINING IN THE WORKING CONTEXT
Prerequisites
BASICS OF BUSINESS ADMINISTRATION
Contents
CULTURAL SECTOR, SUPPLY CHAIN AND MARKET. PRINCIPLES OF MANAGEMENT OF CULTURAL INSTITUTIONS
•CULTURAL SECTOR AND CULTURAL MARKET: FEATURES AND EVOLUTION;
•TYPES OF CULTURAL ORGANIZATION: THEATERS AND OPERA FOUNDATIONS, LIBRARIES, ARCHIVES, MUSEUMS, ARCHAEOLOGICAL SITES, FESTIVALS, ETC.;
•COMPANIES AND ORGANIZATIONS PROMOTING CULTURAL SERVICES;
•THE CHAIN OF CULTURAL PRODUCTION: ACTORS AND RELATIONS;
•THE MANAGEMENT FUNCTIONS AND THE ROLE OF MARKETING IN CULTURAL COMPANIES AND ORGANIZATIONS: MISSION AND VISION; DECISION MAKING (STRATEGIC AND OPERATIONAL PLANNING);
•ECONOMIC AND FINANCIAL ASPECTS OF CULTURAL ORGANIZATIONS;
•COMMUNICATION AND PROMOTION OF CULTURAL PRODUCTS AND SERVICES: AREAS, FORMS, MEDIA AND VEHICLES OF COMMUNICATION.

SOCIAL MEDIA CONTENT FOR THE CULTURAL SECTOR
•SOCIAL WEB AND CONTENT MARKETING FOR CULTURAL COMPANIES AND INSTITUTIONS: TO BUILD AND CONSOLIDATE THE ONLINE CORPORATE REPUTATION (WEB 2.0 AND NEW MARKETING LOGIC);
•DIGITAL CONTENT PROCESS AND ELEMENTS OF THE CONTENT STRATEGY: OBJECTIVES, AUDIENCE AND STAKEHOLDER ENGAGEMENT, CONTENT LIFECYCLE;
•DIGITAL CONTENT AND SOCIAL WEB: CATEGORIES OF ONLINE MEDIA FOR THE DIFFUSION OF PUBLISHING PRODUCTS, TECHNIQUES AND TRICKS OF SOCIAL MEDIA CONTENT, FEATURES AND FUNCTIONS OF CORPORATE WEBSITES, BLOGS AND SOCIAL NETWORKS, TYPES OF DIGITAL CONTENT FUNCTIONAL TO THE CULTURAL SECTOR;
•MANAGEMENT OF SOCIAL MEDIA CONTENT: A MODEL FOR GOVERNANCE AND CONTENT MANAGEMENT IN THE SOCIAL WEB FOR CULTURAL ORGANIZATIONS;
•CASE STUDIES OF SOCIAL MEDIA CONTENT RELATED TO CULTURAL HERITAGE.
Teaching Methods
THE COURSE IS ORGANIZED IN LECTURES WITH EXAMPLES DRAWN FROM CASE STUDIES AND THE ANALYSIS OF BEST PRACTICES IN ITALIAN AND INTERNATIONAL LANDSCAPE OF CULTURAL ORGANIZATIONS.
Verification of learning
ORAL EXAM.
PROFIT EXAMINATION CONSISTS OF AN ORAL TEST THAT WILL BE PRECEDED BY A WRITTEN TEST WITH MULTIPLE CHOICES OF DURATION OF 30 MINUTES. THE EXAM AIMS TO CHECK THAT STUDENTS HAVE DEVELOPED CRITICAL ATTITUDES AND AUTONOMY OF JUDGMENT, IN ADDITION TO ADEQUATE MASTERY OF TECHNICAL AND MANAGEMENT TOOLS PROPOSED THROUGH TEACHING
Texts
L. SOLIMA, MANAGEMENT PER L'IMPRESA CULTURALE, CAROCCI EDITORE, ED. 2018

M.G. CONFETTO, SOCIAL MEDIA CONTENT. UNA PROSPETTIVA MANAGERIALE, G. GIAPPICHELLI, TURIN, 2015 (EXCLUDING CHAPTER 5).

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