Arts Management

Master - Rome

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The Master in Arts Management is an interdisciplinary course that provides a full immersion of twelve months across three different cities. The pathway of study takes place in two prestigious locations Florence and Rome, in addition to Venice, for a one-week workshop, to engage students in a contemporary grand tour of Education and Art, with particular attention to the future careers. The Arts Manager is a professional key figure part of public and private cultural institutions, which operates in several business units: from the management of artistic projects to the identification of innovative contents, from the organisation of astructured programme of events to the planning and development of fundraising and resource management. The Master provides the partnership with major cultural institutions, including Fondazione Palazzo StrozziMIBACFederculturePeggy Guggenheim Collection.

Career opportunities: The Arts Manager can work in arts and cultural institutions, national and international profit and non-profit organizations (museums, foundations, galleries, festivals, auction houses) and in big companies investing in the market of culture (banking, insurance, art foundations, events management companies, trade exhibitions, exhibitions management companies, communication agencies).

This Course is held also in: Florence - 
  • Start date
    January 2017
  • Duration
    11 months
  • Attendance
  • Language

Entry Requirements: The Master in Arts Management welcomes applications from students with an Honours Ddegree in Arts and Humanities, specialized in Art Entertainment, Communication Science, Cultural Heritage, Academy of Fine Arts, Architecture, from all over the world and interested in developing their artistic knowledge through a pathway of study that takes place in the main Italian art cities.

Structure and Methodology: The Master in Arts Management is divided into two operative units characterized by a separate pathway of study in relation to the city in which it takes place, each culminating in a different final assessment and final project. Some of the topics are transversal to the courses, others are specific and exclusive of each locations.

Florence - Exhibitions and events Design

The pathway of study of Florence focuses on the development of specific skills for the planning stages of a cultural event: from creating contents for the event itself to drafting a plan for the identification of partners and sponsors up to manage communication strategies. Students benefit from group classes, the support of teachers and the coordinator of the course in order to plan and create one or more cultural events with real commissions.

Rome - Art Direction: focus on festivals

The goal of this pathway of study is developing a new approach to arts management, combining the great culture of the city at international level with the enthusiasm of the scenarios that characterize its urban culture. With the support of new technologies, all the possible cultural convergences that stimulate interest and participation are explored.

Venice – 1 week Workshop

In partnership with the Peggy Guggenheim Collection, students participate in a one-week workshop in the city of Venice. There are visits to major institutions and meetings with professionals of the Museum Peggy Guggenheim Collection, one of the most important Museums in Italy for European and American art since the first half of the twentieth century.

In both pathways of study the theoretical learning is combined with practice through group activities coordinated by professionals and experts. Each semester is divided into three main areas dedicated to Marketing, Art Direction and Communication.

The Marketing unit examines some explicative economic models of the value of the cultural sphere and the potential of culture for economic development. The area of study dedicated to the Art Direction explores the evolution of the contemporary art scene, paying particular attention to the strategy of a public/private institution, to provide proper visibility and promotion of the cultural panorama, integrated with local policies. In the third area of study dedicated to Communication, students learn how to handle the potential of new communication technologies and develop social media marketing campaigns 2.0.

  • 1 - Marketing Area

    • Cultural Marketing, Market Analysis

      This module is focused on the marketing methods and strategies that are key to the development and promotion of the goals and projects of a culture-based organization. The main parts of the planning process will be examined (analysis, strategy and implementation) and participants will be introduced to the main analysis methods: SWOC, PEST, Stakeholder and Capital in order to produce effective reports. In addition the main types of communication will be examined especially web 2.0 and social networks. 

    • Fundraising_sponsorship, Partnership, Individual And Corporate Giving

      Many cultural events employ both public and private financing, as well as some form of fundraising either for the event itself or the sponsor institution. This course introduces participants to the various forms of institutional fundraising as well as grant-based public and private financing. Different types of organizations such as foundations, non-profits and cultural institutions will be used as models to illustrate and develop a understanding of the diverse strategies and types of fundraising methods used. Special attention will be given to individual and corporate giving and sponsorship, basic strategies and methods of fundraising. 

    • Project Management

      This courses examines project development, planning and completion using case studies and models specific to cultural-related events and projects. Introduction to and application of the kaizen method of “continuous improvement of processes” forms the basis for improving knowledge and skills of project management.

    • Festivals and Arts Management

      This course is a retrospective of the duties of the event organizer which comprise all the aspects of planning and management including event concept, budgeting, financing, venue selection and contracting, vendors, and the final event. Case studies will be used to illustrate the various roles and responsibilities.

    • Marketing Of The Cultural Systems

      This module focuses on the basic marketing methods and strategies necessary to acquire the technical-operating competences in the processes aimed at developing and enhancing the cultural heritage.
      Analysis and evolution of the Italian cultural system. Principles of culture economics. The culture as asset of the economic development in the post-industrial society. The tourism as cultural experience. How to use the marketing elements for the cul- ture system: the cultural marketing plan. National and international case studies focusing on the cultural offer of the art cities as well as on the promotion and visibility in the global scenarios. 

    • Fundraising: European Grants And Institutional Founds

      The module analyses the operating area linked to the European and Institutional Founds in order to know the different funding types and how they can be obtained. Analysis of the policies applied by the European Union in order to support the development initiatives in the different fields, and of the institutional fundraising scenarios. The course will analyse the most relevant public and private announcements aimed at supporting the cultural project, the presentation forms required to obtain European, national, public and private funding, and the evaluation indicators. Finally, the funding mix possibilities of the new European and institutional programme will be examined. 

    • Strategic Management

      This module examines the development, planning and realization of a project by studying specific cultural cases and models linked to events and projects. Introduction and application of the Kaizen method for a “continuous process improvement” as basis to improve the project management knowledge and competences.

      • Management science and cultural management: origin, development, and possibilities.
      • Project management tools: the cultural planning.
      • Organization and check: efficiency and effectiveness assessment.
      • Planning and Coordination: theory and case studies. The business plan. Knowledge management and cultural networks. 
  • 2 - Artistic Direction Area

    • History Of Visual Arts

      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 the contemporary imagination. 

    • Exhibition Planning And Management

      The purpose of an exhibition is to share and idea, concept or message with the community at large. It is thus essential that the exhibition vision and “message” be clear in order to reach the target audience. This course will focus on the role of the planning team and coordinator and what their roles and responsibilities are and how they both function with each other as well as the institutions and public. Major themes to be covered include the selection of an exhibit theme, budget formulation and planning, event promotion and coordination, logistical concerns including staffing, contracts and outside vendors. The model of the planning process at the Palazzo Strozzi Foundation will be highlighted. 

    • Museum Management

      This module is an introductory overview to the main principles and practices involving museum management. Covered topics include: Strategic planning and marketing, financial sustainability, permanent and temporary exhibitions and displays, targeting your audience and issues of governance. 

    • Museography

      This courses examines permanent and temporary exhibitions displays. Special attention will be given to technical Management and lighting technology in Set Design.
      Case studies will be used to illustrate how to display and valorise an exhibition. 

    • Arts And Events Organization And Promotion

      The module aims at defining and studying in detail the project (exhibition, event and similar activities) with focus on the objectives, the content, the risks, the budget, the time scheduling, the structure of the activities, and the required resources. Then the course will deal with: the analysis of the Italian cultural system; the contemporary artistic scenarios; the event types; the event marketing; the role of the events as territorial marketing tools; the impact of an event on the host territory; the methods used to organize an event and a promotion. Particular attention will be given to the most important cases in Italy and abroad. 

    • Events Management

      The module aims at analysing the Festivals and artistic Events phenomenology. It includes the discussion of a project of a festival, exhibition, or cultural event. How to realize a festival and an event: funding and fundraising mix. It analyses the main Italian and foreign cultural festivals as well as the main exhibition and cultural events in Italy and abroad.

      Particular attention will be given to the most important cases in Italy and abroad. 

    • History Of Visual Arts (cross-over)

      This module develops how to conceive, project – manage or collaborate –, and communicate through culture by paying particular attention to the organizational contest. Therefore, it requires not only managerial skills but also a more generic cultural knowledge. It deals with the Italian artistic, archaeological, architectural knowledge by paying particular attention to the contaminations between important fields in Rome (Theatre, Cinema, Fashion, Interactions, etc.) with reference to the territory in which the Master is held in order to teach how to create a more aware link between the business and the company world and the cultural and art one. 

    • Museology

  • 3 - Communication Area

    • Media Planning

      The main types of media and the applicable strategies and how to compose a basic advertising strategy are the basis of the course. Main topics covered in the course include: strategic and integrated communication planning, the new “app” economy, internet monitoring and analysis and digital strategies. Basics for creating a digital strategy on Social Media channels. 

    • Web And Press Communication

      Communication has a leading role in building the identity of a cultural project or institution in the collective imagery of the target community. This course will define how the Press Office can promote events and other cultural purposes through the traditional channels, as print media, television, radio, and through the innovative web opportunities, as social media, blogs etc. 

    • Final Project

      The program concludes with the Final Project, an articulated project that will allow participants to test the notions they have gained during the program. The final project is meant to give the opportunity to create, communicate and promote a curation or editorial project in collaboration with institutional partners.

    • Social media marketing

    • Copywriting

      The module develops the copywriting use in the social and non-profit communication. It deals with: the transmedia storytelling, the storytelling in the new media era, and the Web copywriting: the role of creativity in the new media world. It analyses the pervasive Storytelling: from cinema, to literature, politics and advertisement, up to the company storytelling. In the end, it provides an external evidence of the advertisement world. 

Remarkable is that teacher who accomplishes himself what he teaches to others.
(Italian proverb)

IED faculty are professionals that daily face the market. Here you can read their bios.

Alessia Esposito - Master Coordinator

Alessia Esposito - Master Coordinator
Passionate of performing arts since forever, she became manager for theatre companies and cultural and no profit organizations. She dealt with the set-up of all the companies involved in the festival, coordination of all the technical crew of the venue, tour management, promotion and marketing for the theatre companies. She was Junior Analyst for a consulting company ADHOC-Culture involved in the start up of several cultural venues such as Auditorium Parco della Musica (Rome), Casa Paganini (Genoa); new Auditorium of Ravello (Naples).

Claudio Bocci - Master Coordinator

Claudio Bocci - Master Coordinator
Claudio Bocci is Institutional Relation and Development Director of Federculture (, responsible of external relations with public bodies (Ministries, Regional Directorates BBC, Regions and other Local Authorities) in order to develop the associative activities, collaboration and partnership both for institutional activities and for project activities. CEO of the Committee Ravello Lab International Forum, Director of the Committee "Festival della Letteratura di Viaggio" ("Festival of travel writings").

Isabella Angrisani

Isabella Angrisani
Since 2011 is the responsible of Intranet Internal Communication and Special Project,mainly related to Culture. Since 2000 she’s working at the Italian Government Printing Office and Mint. Since 2000 she’s member of the Italian Federation of PR and Communication professionals (FERPI "“ Global Alliance-Euprera) Master’s degree in Economics and Management in Culture (School of Economics, University of Torvergata) French Language and Literature specialization for High Schools, the National Department of Education. Food &Wine Communication (School of Economics, University of Tor Vergata).

Roberto Formato

Roberto Formato
Roberto Formato is a Tourism Planning and Strategic Management Consultant based in Italy. He has gained a degree in Industrial Engineering at the Politechnic of Milan, a Master of Science in Tourism Planning and Development, certified by the World Tourism Organization, at the University of Surrey in the UK, and an Executive Master in Public Management at the Hertie School of Governance in Berlin. He has carried out strategic planning, marketing and training in the cultural, tourism and local development field for about fifteen years, working for the Italian Government, regional and municipalities authorities as well as for leading NGOs and private operators. He is the author of a variety of articles and books, including "Ingegneria del Turismo" which focuses on institutional and financial aspects of tourism planning, and "Cicloturismo. Strategie di sviluppo e benefici per le destinazioni turistiche", which deals with special interest travel and eco-tourism.

Paola Sarcina

Paola Sarcina
Since 2011 is the responsible of Intranet Internal Communication and Special Project,mainly related to Culture. Since 2000 she’s working at the Italian Government Printing Office and Mint. Since 2000 she’s member of the Italian Federation of PR and Communication professionals (FERPI "“ Global Alliance-Euprera) Master’s degree in Economics and Management in Culture (School of Economics, University of Torvergata) French Language and Literature specialization for High Schools, the National Department of Education. Food &Wine Communication (School of Economics, University of Tor Vergata).

Erminia Sciacchitano

Erminia Sciacchitano
Architect, PhD in Architectural surveys, Master’s degree in European Studies, is currently delegate for the follow up of cooperation with the Council of Europe at the Ministry for Heritage, Cultural Activities and Tourism of Italy. Active since 2000 in the field of heritage policies: project manager of EU funded research projects, Regional Management Support Unit for the Euromed Heritage II programme, Head of International Relations of the General directorate for Contemporary Art and Architecture, Head of Research and Development Unit of the General directorate for the Valorization of Cultural Heritage. She is or has been member of national and European committees and working groups, among which the Reflection Group Cultural Heritage and the EU and the Governing Board on Cultural Routes of the Council of Europe and is actually Chair the Steering Committee for Culture, Heritage and Landscape of the Council of Europe.

Silvia Petrosino

Silvia Petrosino
Academic degree in History of philosophy at Rome University La Sapienza; University Master’s degree in Philosophy "Orientations and authors of the philosophy in the 20th Century"; certified expert in EU policies and programmes. 2003-2009 consultant for Roma Capitale/Municipality of Rome, XV Department "“ V U.O. Economic and development policies, EU funded project sector: responsible and newsletter editor of the EU bulletin of European programming (centralised management) and information activities about EU policies and opportunities; technical assistance for proposal within EU projects for Rome and partner institutions and companies. 2009 "“ today for Zètema Progetto cultura responsible of the EU projects office. Activities cover the following topics: culture, education, social inclusion, museum and cultural spaces. Recently among the EU projects managed: "ActivArt - Artistic workshops to develop the creativity of European pupils" within the LLP Comenius Regio partnership; "Folk Music in MusEUms - Young musicians and old instruments" and the follow up "Folk Music in MusEUms - Young musicians and old stories", with Estonia, Greece, Italy, Spain and Portugal within the Culture Programme 2007-2013.

Nicola Santini

Nicola Santini
He is the founder with Pier Paolo Taddei of Avatar Architettur, he is the co-author of the new Museo 900 permanent exhibition design in Florence, he collaborates with Uffizi gallery since 1997 designing temporary exhibitions and interior renovations.

Luca Scarlini

Luca Scarlini
Writer, performance artist, arts administrator, exhibition curator, works with several cultural institutions in Italy and abroad, between them: festivaletteratura mantoua, festival della mente sarzana, festival caffè Milan, festival vrak bruxelles, theatre amstramgram - Geneva. He works as storyteller with many Italian ad international festivals, he works for the radio programme Museo Nazionale, Radio 3.

Giuliana Ciancio

Giuliana Ciancio
Giuliana Ciancio is cultural project manager, creative producer and lecturer in cultural management. Since 1999 she actively works in the cultural sector with a specific focus on the performing arts with Italian and international theatres, cultural institutions and independent associations.

Claudia Balocchini

Claudia Balocchini
Lawyer member of the Bar of Florence since 2007. Specialized in corporate law, not-for-profit law, tax law, copyright, authors right and the protection of cultural and creative works as well as the intellectual property in general. Freelance consultant in the following areas: establishment matters, start-up, statutory changes, governance, tax planning, asset protection, fundraising and project managing. Columnist of from 2011. Degree from University of Florence. Master degree in tax law and an advanced training course in cultural management from LUISS University.

Valentina Conticelli

Valentina Conticelli
Born in Florence in 1970, she is the curator for XVIII century art of the Galleria degli Uffizi since 2006. She wrote many articles and essays on the iconography of late XVI century florentine art and of XVIII century venetian art and wrote a book about the famous Studiolo of Francesco I de' Medici in the Palazzo Vecchio in Florence.

Alessandro Bollo

Alessandro Bollo
Alessandro Bollo is one of the founders of Fondazione Fitzcarraldo, an international independent centre for research, training, planning, and documentation on cultural, arts and media management, economics and policies based in Turin, Italy, where he is currently responsible for the Research and Consultancy Unit. Mr. Bollo works also as a Professor of Marketing and Communication of Cultural Heritage and Activities at Polytechnic of Turin – II Faculty of Architecture, and as a lecturer at various courses for cultural operators in Italy and abroad. He has worked as the Coordinator of the Cultural Observatory of Piedmont, and as a promoter of the marketing department at AISM - Italian Association on Marketing Studies. 

Alessandra Capodacqua

Alessandra Capodacqua
A self taught photographer, she is an artist, a teacher. She constantly expands her artistic development by experimenting and mixing new digital technologies, analog photography and alternative printing processes.

Bruno Fabiano

Bruno Fabiano
Partner of KAIZEN Institute Italy Srl - Manager, consultant and executive coach. He developed specific models to deal with start-ups.