- Arts Management
- Program Structure
- Career Opportunities
- Entry Requirements
- Application Procedures
- Tuition Fees
- Arts Management
- Program Structure
- Career Opportunities
- Entry Requirements
- Application Procedures
- Tuition Fees
Master in Arts Management
Program Name: Master in Arts Management
Program type: Specializing Master (Master Universitario)
School: Economics - Arts and Philosophy
Campus: Milan, Italy
Duration: February 2017 - December 2017
Total ECTS: 70
The Master in Arts Management offers a unique learning experience preparing students to embark on a management career in the arts and creative industries. The one-year program aims at developing skills and providing tools to deal with the new challenges of the domains of both the visual and performing arts, with an international perspective.
This Program provides a crucial opportunity to practice technical and behavioral skills through team assignments, project work, and a three-month internship. It gives students the chance to learn from a national and international faculty and it focuses on teaching methods that foster an interactive hands-on approach. In such a way, students will gain an international leaning experience in the heart of Milan, Italy, in a University which offers diverse perspectives and opportunities, thanks to its multidisciplinary nature and its strong positioning both in Humanities and Management.
- Classes are scheduled from Monday to Friday, (9.00AM – 12.30AM and 2.00 PM-5.00 PM) from February to July. Classes include lectures, company and institution visits, site visits, team-working activities and guest speaker from the field of art.
- Internship and Project Work take place from July to December
- Graduation: December 2017.
|Core Courses||24 CFU||480|
|Advanced Courses||36 CFU|
|Individual study and Laboratories||770|
|Internship and Project Work||10 CFU||500|
The Master's programme in Arts Management is made up of core and advanced courses. At the beginning of the programme, participants will be involved in a team building experience.
Team Building Activities
The goal of team building activities is to help participants to get to know each other and create a collaborative atmosphere in class. They will also give participants the opportunity to get to know Milan and its cultural assets.
The goal of core courses is to reinforce competencies related to the two souls of the Master's Program: Humanities and Management.
The courses provide training for skills in art history and arts management and they will give participants the opportunity to balance their competencies.
The course will provide students with the instruments and categories for understanding contemporary art and its role in the culture of the 20th and 21st Centuries. The evolution of styles and theories will be addressed through a series of case studies, focusing not only on artworks, but also on the problems and workings of the cultural, social and political systems that produced them. Groundbreaking exhibitions and the development of strategies of communication of art through the last decades will be discussed as well.
Performing arts history
This course explores the history of western theater and performance, focousing on political, social and economic aspects in different periods and areas. The course is structured into four modules:
1. Theatre’s organization in the ancient world (Athens and Rome)
2. The feast and the city, from Renaissance to nowadays.
3. Performing art’s industries: actors and theaters, acting companies and art organizations
4. Opera industries in Europe, from origins to nowadays.
The course provides the participation of specialists of each topic. Among others, Lisa Navach, Barbara Minghetti, Livia Cavaglieri, Mara Neumann, Andres Neumann, Franco Laera
Visual Arts Management
This course aims to show the organizational mechanisms of contemporary art’s system through the definition of the key factors, roles and characters that define the world of visual art. The topic will be addressed with lessons aimed to present the organization of the world of art, referring also to its recent history, with regard to the art collectors, the development of the galleries and art fairs, the role of exhibitions, the current definition of a "global" art market. We will invite some of the world of contemporary art ‘s protagonists for lectures and they will offer their witness: museum directors, curators, museum professionals, art collectors, artists. Some meetings will also take place directly in Milan or neighboring cities’ exhibition sites.
Performing Arts Management
How to manage projects and companies (public and private) in the performing arts field; Contemporary practices in managing performing arts, with a focus on different topics: season and festival (planning; art direction; organization; marketing and communication); international projects and cultural networks; production centers in interdisciplinary fields; audience development.
The goal of advanced courses is to build up competencies in specific fields of arts management, in order to provide participants with advanced knowledge about how to solve problems and to cope with the challenges in the arts field.
This course focuses on the interplay between the actors of the arts field - artists, arts organizations and arts audiences – and the regulatory and financial frame in which they operate and which is imposed by governments and other local, national and international institutions. Relevant cases covering such topics on the political agenda as accountability, entrepreneurialism, and audience engagement, are analyzed from an interdisciplinary perspective which is characteristic of arts management and policy studies. The objective is to provide students with the instruments required to understand the effects of governments’ policies on the arts practice.
Marketing for the Arts
Marketing plays a critical role in ensuring that arts and cultural organizations engage diverse audiences and stakeholders. Arts marketing offers artists and organizations the opportunity to broaden, deepen and diversify the audiences for their work. This unit will provide an overview of marketing in the arts and cultural sector, using three key pillars, marketing foundations (consumer behavior, marketing research, and targeting and segmentation), marketing management (the four Ps and other tools for managing the arts and culture product), and marketing strategy. The unit takes both a product-led focus (presenting quality arts and cultural products) and target-led approaches (understanding audiences and the nature of cultural experiences).
HR and Leadership in the Arts Industry
This course analyzes people management issues within the art and creative industry, with a special focus on how dealing with the apparent trade-off between management and creativity. Moreover, it focuses on how arts could change and improve management mindset and mindfulness. The first part of the course will focus on outlining the most critical HR leverages and tools in the creative industry. The second part will revolve around leadership features, sources and the relative effectiveness in in the cultural field. Implications for traditional business will also be discussed. Case studies, exercises and other hands-on activities represent the core of this learning experience.
Accounting and Fundraising in the Arts Industry
This condensed course will cover, in the first part, the theories and practices required to successfully build capacity for arts organizations through annual and major gifts, corporate and foundation support, and capital and planned giving campaigns. Subjects covered will include developing an ethical framework for fundraising, managing development staff, writing case statements, and creating effective communication campaigns with donors and stakeholders. Readings and support materials developed for the course will help students identify best practices in fundraising for the arts.
Moreover, in its second part, this course analyses the logic and the main practices of peer-to-peer funding, that is, crowdfunding and social lending. In particular, the course will focus on the role and mode of operation of platforms, on digital communication strategies, on the construction of a community and on the evaluation of crowdfunding campaigns.
Law and the Arts
The course aims at providing students with basic competences on both international and comparative criminal law protection of cultural heritage, as well as with all relevant and most up-to-date criminological knowledge about the empirical dimension of offences against cultural property. Course contents: Legal definitions of “cultural heritage” and “cultural property”. The criminology of offences against cultural heritage: destruction and devastation; looting, illicit export and other forms of scattering; transnational trafficking in cultural property and organized crime; dark figure and grey market; forgeries. Basics on investigative and recovery techniques. International law and cultural property protection: humanitarian law; the UNESCO Conventions; the UNIDROIT Convention; Council of Europe policies; European Union policies; UNODC’s initiatives. Basics of Italian and comparative criminal law protection of cultural property. Protection of intellectual property rights on works of art.
Media in the Arts
This course examines how arts organizations use digital media to fulfill their missions. The topics to be discussed are strategies, project management and digital tools for collections management, exhibitions, educational resources. Students will gain an understanding of the continuously developing landscape of the interactive, social and mobile technologies, and we will unpack some of the issues arising from the use of these technologies. Going from strategy to practice, following an overview of the most cutting edge websites, mobile applications, screens and multimedia installations in arts organizations, students will have an opportunity to develop a plan for a digital project in their area of interest.
Internship and Project Work/Thesis - 10 credits
In order to complete this Master program, students will do an internship in one of the companies or institutions involved in the Master Network, including art public and not for profit institutions, creative and arts companies and more traditional companies where the relationship between creative and business thinking is crucial.
Along with the internship, students will carry out a project thesis in small teams. Both an academic and a professional tutor from the field will be available to students in order to promote a final work which is relevant from the academic standpoint and for the managerial community.
Strategy and CSR
This module focuses on developing a global understanding of the cultural industry in terms of strategic dynamics and logics (i.e. structure of the industry, competitive forces, industry and organizations life cycle), with a special focus on CSR strategies and on how they are related to arts investments also In traditional business.
This module focuses on developing knowledge about some of the critical services and professions related to collect and evaluate a work of art (i.e. from art advisors to registers, etc.) and on developing abilities to understand the world of international auction houses.
Director of the program
Prof. Francesco Tedeschi, Associate Professor of Contemporary Art History in the Art and Philosphy Department at Università Cattolica del Sacro Cuore since 2000. He teaches Contemporary Art History in the Master of Archeology and Art History in Milan, as well as in the Master of Modern Philology in Brescia. He teaches Contemporary Art in the master course Contemporary Forms of Visual and Literary Expression within the degree in Media Languages. He is co-director of the Master “Organizing Culture”, designed and developed by ALMED center (Università Cattolica) in partnership with the Department of Design (Politecnico-Bovisa in Milan). He is an historian and art critic who is involved in the design and production of art exhibitions, as well as in editorial projects for specialized journals. He curated the exhibition “Cantiere del ‘900” for the Intesa Sanpaolo Collection. His recent publications include: “La Scuola di New York. Origini, vicende, protagonisti” (Vita & Pensiero, Milano, 2004); “Il mondo ridisegnato. Arte e geografia nella contemporaneità” (Vita & Pensiero, Milano, 2011).
Kevin McManus, Università Cattolica del Sacro Cuore
Kevin McManus is a critic and historian of modern and contemporary art. He is Adjunct Professor of Contemporary Art at Università Cattolica in Milan, where he graduated and received his MA in Art History and his Ph.D. He is among the contributors of the contemporary art journals Titolo and Espoarte. His studies focus on post-war abstractionism, the theory of art and visual media, the avant-garde in the Sixties and Seventies, both in Italy and the United States, and decorative arts in Milan in the early 20th Century. He is part of the committee for the San Fedele Visual Arts Prize in Milan.
Performing Art History
Carla Maria Bino, Università Cattolica del Sacro Cuore
Carla Bino graduated from the University of Pavia (1992) with a thesis in classical philology and theater with Diego Lanza. She received her specialization (1998) from Catholic University of Milan, with a thesis about Sophocles’ theatre. She took her Ph.D. from the University of Florence (2000), with a dissertation on renaissance stage design. Since 2002, she teaches “History of theatre and performance” at Catholic University of Brescia. Since 2015, teaches History and Forms of Oral and Dramaturgic Communication at "GECO" Specialist Degree. Her main area of research is Medieval theatre and drama, focusing on dramatic representation of the Passion of Christ. She was Director at Master in Marketing of Performing Arts and Show Business organized by Almed, the Postgraduate School in Media, Communication and Performing Arts of Catholic University (2003-2010). She created and directed "Crucifixus - Festival di Primavera", the most important Italian Festival about Theatre of Passion.
Visual Arts Management
Elena Di Raddo, (Università Cattolica del Sacro Cuore)
Elena Di Raddo is Associate Professor of History of Contemporary Art at “Università Cattolica del Sacro Cuore” in Milan. Her special interest areas include: paintings of late 19th and early 20th century, European Abstract Art and Italian/ European art of the ‘60s and ‘70s. She has worked as a scientific consultant for museums and managed several italian and international events and exhibitions as curator. She writes for newspapaper, magazine and art journals (La Provincia, Titolo). Since 2008 she is a Board Member of Cunsta (Consulta Universitaria degli Storici dell’Arte), the National Consultative University Board of History Art.
Ginevra Addis, Università Cattolica del Sacro Cuore
Ginevra Addis is a PhD candidate of Analysis and Management of Cultural Heritage at IMT in Lucca. She is Honorary Fellow in History of Contemporary Art - Commission of Professor Elena Di Raddo - at UCSC, Milan. She worked for non-profit organizations such as More Art in New York, and for International Organizations such as UNESCO in Paris and the UN in New York. She studied Jean-Michel Basquiat for three years, interviewing important art dealers. Her research now focuses on Pop Art and the ‘80s in Italy. She works as curator and art consultant for young contemporary artists that live in London and in Italy.
Paolo Dalla Sega, Università Cattolica del Sacro Cuore
In the academic year 2000 - 2001 Paolo Dalla Sega created and directed, at the Università Cattolica in Milan, the first course on advanced training for Authors and producers of social and cultural events, which later became MEC, Master in creation and planning of cultural events. Art music cinema entertainment, which continues to direct, now planning the XIV edition, 2015 - 2016. In Università Cattolica he also teaches Creation of cultural events and Urban enhancement and big events at the master's degree in Theory and Techniques of communication and the interfaculty master’s degree of Economics and Management for Cultural Heritage. He was in the “ECoC European Capital of Culture 2019 selection panel, for the European Commission and the Ministry of Heritage and Culture and Tourism, Rome (2013- 2014).
Francesco Chiaravalloti, University of Amsterdam, Holland
Francesco Chiaravalloti is an Assistant Professor of Cultural Policy at the University of Amsterdam, Holland. His work aims at the enhancement of the appreciation of arts, culture, and creativity in communities, organizations, and businesses. As a researcher, with publications on arts management journals, such as The Journal of Arts Management, Law, and Society, and his studies of accountability in leading opera houses, he is becoming an authoritative voice in the field of performance evaluation in the arts. As a lecturer at the Universities of Groningen, Holland, the University of Utrecht, Holland, and Bayreuth University, Germany, he has been responsible for courses in arts marketing, arts management, cultural entrepreneurship, and consumer behavior in the arts. Since September 2012, he has been appointed Assistant Professor of Cultural Policy at the University of Amsterdam. Before starting his academic career in 2007, he has been a management consultant, a film journalist, and a pianist. Francesco holds a Master of Science in Business Engineering from the University of Tor Vergata in Rome, and a Bachelor of Music in Piano Performance from the Conservatory Giovanni Paisiello, Italy.
Fundraising in the Arts
William Byrnes, Southern Utah University – Cedar City, UT
William J. Byrnes is a professor of Arts Administration at Southern Utah University (SUU) in Cedar City, UT. He regularly teaches graduate seminars and online courses in the areas of board relations and planning, fundraising, cultural economics, financial management, leadership, and organizational development. He has extensive experience in higher education management and administration and has served in various leadership capacities at SUU, Florida State University, and Oberlin College. He has managed and produced numerous events and productions in the performing arts over the last 40 years. He has served on several boards including the Utah Shakespeare Festival and the ESTA Foundation. He has lectured on arts management in America and in China, Japan, Singapore, Germany, Serbia, and Italy.
Ivana Pais, Università Cattolica del Sacro Cuore
Ivana Pais is Associate Professor in Economic Sociology at Università Cattolica, Milano. Her research interest focuses on social networks in labour markets, organizations, entrepreneurship and new ways of working through social media. Her recent publication include: “The emerging crowdfunding market in Italy: as if “the crowd” are… friends of mine” (with M. Guerzoni, D. Peirone, A. Miglietta), in Brüntje, D., & Gajda, O. (Eds.) (2015). Crowdfunding in Europe – State of The Art in Theory And Practice, Springer 2015, pp. 87-96; “How can social enterprises develop successful crowdfunding campaigns? An empirical analysis on Italian context” (with B. Balboni, U. Kocollari) in J. Méric, J. Brabet, I. Maque. International Research Handbook of Crowdfunding, forthcoming; “Crowdfunding and free labor: gift, exploitation or investment?” (with D. Castrataro), in Sociologia del lavoro, 133, 2014, pp. 183-195; Pais I., Peretti P. Spinelli C., Crowdfunding. La via collaborativa all’imprenditorialità, Egea 2014 (Italian).
Media in the Arts
Chiara Bernasconi, Museum of Modern Arts, NYC
Chiara Bernasconi is Assistant Director in the Digital Media department at the Museum of Modern Art in NYC, working with a team of ten on the design and production for the museum's website, MoMA.org, as well as interpretative kiosks, digital displays, and mobile applications. Chiara has an MA in Arts administration from the School of the Art Institute of Chicago, and a BS in Economics for arts from Bocconi University in Milan, Italy. When not at MoMA, she has collaborated in participatory events with the collectives linearossa and electric cabbage, has conducted artist walks with the NYC-based organization, Elastic City, and has curated an artists residency in her native Italy. After attending SXSW she got inspired to venture into independent film space and has produced Reinaldo Green's short films, Stone Cars and Stop, which have played at various film festivals including Cannes, Sundance and Tribeca.
Marketing in the Arts
Paul Harrison, Deakin University, Melbourne, Australia
Dr Harrison developed, wrote and taught Australia’s first stand-alone arts marketing program at Deakin University in 2000, and taught the course for many years, prior to becoming the chair of Consumer Behaviour, and co-chair and lead teacher of the Marketing Management unit in the MBA program in the Deakin Business School at Deakin University, Melbourne, Australia. Dr Harrison researches, consults and advises arts organisations, government, industry, and NGOs predominantly in the field of consumer behaviour, marketing strategy, and communication theory. He pioneered the technique of video auto-ethnography as a means of understanding the complexity of consumer decision-making in situ, which he has used in multiple projects including in his work with Yale University in the area of healthy eating. His research has also examined the nature of loyalty in arts branding. In addition to his academic work at Deakin University, Paul is a director of the Telecommunications Industry Ombudsman and the Asylum Seeker Resource Centre, and a member of the Consumer Insights Panel at the Essential Services Commission and VicHealth’s Expert Panel in Social Marketing. Prior to joining academia, Dr Harrison was a professional opera singer and arts manager at Opera Australia, Victoria State Opera, Melbourne Symphony Orchestra, and Melbourne Theatre Company.
Marta Massi, Università Cattolica del Sacro Cuore
Marta Massi Marta Massi, PhD, is an Assistant Professor at the Catholic University of the Sacred Heart, Milan. She has been a doctoral scholar at LUMSA University in Rome, Italy, and a visiting research associate at Deakin University in Melbourne, Australia, where she conducted research upon branding in arts and cultural organizations. She is currently a PhD candidate in Management at Carleton University, Canada. She has taught B2B marketing and international business at Carleton University, Canada, and is currently teaching arts and culture marketing and management of arts organizations at the Catholic University in Milan. Her work has been published both on Italian and international journals such as Economia della Cultura, Journal of Consumer Affairs and International Journal of Technology Management. She has presented her work at several editions of the AIMAC Conference (International Conference on Arts and Cultural Management).
HR and Leadership in the Arts Industry
Chiara Paolino, Università Cattolica del Sacro Cuore
Chiara Paolino is Assistant Professor of Organization in Management and Economics Department at UCSC, Milano. She holds a Phd in Business Administration and she has been Visiting Scholar at the University of Lancaster (UK). She is in the Coordination Committee for the Degree in Management and Economics of Arts. She teaches organization theory and HR management at undergraduate and graduate level, and her research revolves around organizational trends and dynamics in the cultural field. She worked as consultant for several italian and multinational organization in Europe and Latin America
Law and the Arts
Arianna Visconti, Università Cattolica del Sacro Cuore
Arianna Visconti, PhD in Italian and Comparative Criminal Law (2008), is Assistant Professor in Criminal Law in the Università Cattolica del Sacro Cuore of Milan, where she teaches ‘Law and the Art’. She is senior member of CSGP (“Federico Stella” Centre for Research on Criminal Justice and Policy) in the same University, and coordinates its research groups on offences against cultural heritage (she edited, with S. Manacorda, Beni culturali e sistema penale, Milan, 2013, and Protecting Cultural Heritage as a Common Good of Humanity: A Challenge for Criminal Justice, Milan, 2014) and on law and literature (she is editor, with G. Forti and C. Mazzucato, of Giustizia e letteratura I, Milan, 2012, Giustizia e letteratura II, Milan, 2014, and Giustizia e letteratura III, Milan, 2016). She is appointed lecturer for the UCSC Higher School of Specialization in Legal Professions
Participants will be supported, among the others, by a dedicated tutor and by a team specifically in charge of relationships with partner companies and institutions.
The Master’s degree in Arts Management offers professional opportunities in the fields of :
- Strategy and CSR in arts organizations and in traditional businesses investing in arts projects
- Organization and people management in creative businesses
- Marketing and Communications for arts and creative products and services
- Accounting and fundraising for arts and creative projects
- Legal Affairs in the arts
- Projects and Events Management in cultural institutions and companies
- Art Market
Other professional opportunities are in consulting and service companies in the field of promotion, communication and management of cultural events, products and services. Students entrepreneurial ideas and projects are sustained as well.
Program-specific entry requirements:
The Master is addressed to graduates (Bachelor or MSc) of all faculties.
Applicants whose first language is not English or who have not completed a degree program taught in the English language:
- International proficiency certification (TOEFL, IELTS, PTE, TOEIC, FCE, ESOL, IESOL, SET, EOS, LCCI)
Should candidates not be able to provide one of the mentioned English certificates, they will be contacted to sustain an English Language Test through Skype with the Master Staff.
Please visit the section on application procedures for 1-year Specializing Master for information.
Please visit the section on Tuition Fees and Scholarships for 1-year Specializing Masters for detailed information.