Arts and Heritage Management
Cultural Institution Leadership: Mastering the Balance of Creative Vision and Business Strategy - A Management Guide
Cultural Institution Leadership: Mastering the Balance of Creative Vision and Business Strategy - A Management Guide
This course addresses the unique challenges of managing art and cultural institutions in today's complex environment. It explores the delicate balance between curatorial vision and managerial practicality, offering insights into the role of art managers in transforming communities through creative expression. The curriculum covers key aspects of arts and heritage management, including visitor experience design, brand loyalty building, fundraising strategies, and performance measurement. Students will learn to navigate the tension between artistic integrity and market demands, understand hedonic consumption in cultural contexts, and implement sustainable management practices. The course features lectures from industry experts and case studies from renowned institutions like the Vatican Museums and National Trust. It combines theoretical frameworks with practical insights, preparing participants to lead effectively in museums, theaters, heritage sites, and other cultural organizations.
4.8
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English
پښتو, বাংলা, اردو, 3 more
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What you'll learn
Understand the dynamic between curatorial and managerial roles in cultural institutions
Develop strategies to balance artistic integrity with market demands
Design immersive and engaging visitor experiences in cultural contexts
Implement effective branding and loyalty-building strategies for arts organizations
Apply performance measurement techniques specific to cultural institutions
Develop fundraising and audience development strategies for sustainable growth
Skills you'll gain
This course includes:
6.42 Hours PreRecorded video
9 quizzes,2 peer-reviewed assignments,Weekly discussion forums
Access on Mobile, Tablet, Desktop
FullTime access
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There are 6 modules in this course
This course provides a comprehensive exploration of arts and heritage management, focusing on the unique challenges and opportunities in cultural institutions. The curriculum is structured into six modules, covering the relationship between curatorship and management, market orientation in heritage contexts, experiential consumption in arts, branding strategies for cultural loyalty, performance measurement in arts organizations, and insights from successful managers in the field. Students will learn to balance artistic integrity with business sustainability, design engaging visitor experiences, implement effective fundraising and CRM strategies, and leverage digital tools for audience engagement. The course emphasizes practical application, featuring case studies and interviews with directors of renowned cultural institutions worldwide.
CURATORSHIP Vs. MANAGEMENT
Module 1 · 4 Hours to complete
HERITAGE AND THE MARKETPLACE: A DELICATE EQUILIBRIUM
Module 2 · 2 Hours to complete
EMOTIONS Vs. RATIOS: HEDONIC CONSUMPTION AND THE ROLE OF EXPERIENCE
Module 3 · 1 Hours to complete
BRANDING HERITAGE TO BUILD LOYALTY
Module 4 · 2 Hours to complete
THE NUMBERS HERITAGE NEEDS TO GROW
Module 5 · 2 Hours to complete
MEET THE MANAGERS
Module 6 · 2 Hours to complete
Fee Structure
Payment options
Financial Aid
Instructor
Expert in Arts Management and Cultural Heritage Leadership
Andrea Rurale is the Director of the Master in Arts Management and Administration (MAMA) at SDA Bocconi School of Management and a lecturer in the Department of Marketing at Bocconi University, Milan. With a background in Economics and Business Management from Bocconi University and a PhD candidacy in Marketing at the University of Valencia, he brings a wealth of knowledge to the field of arts management. Passionate about cultural heritage, Andrea serves as the regional President of Fondo Ambiente Italiano (FAI), Italy’s National Trust. He has extensive experience consulting for heritage institutions across Milan and Italy, contributing his expertise to the preservation and promotion of Italy’s cultural assets.
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4.8 course rating
1,370 ratings
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