Business for Arts and Culture

Master - Venice

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The Master course in Business for Arts and Culture is an internationally oriented course with very close links to real-life professional experiences, which main aim is to provide participants with a strong theoretical and practical background in relation to culture and creativity, coupled with a managerial-based vision. 

The range of institutions and phenomena considered includes all the pillars of cultural production, moving from the companies investing in arts to the classical heritage sectors, from the world of media to the one of communication, so to open the attendants’ mind to the wider framework of new professional opportunities.
Starting from the observation that the international cultural world is moving towards a new model based on entrepreneurship and specific projects, the master program trains professionals able to create and manage cultural projects in a sustainable way both creatively and economically

Career opportunities - At the end of the course participants can enter roles within structured organizations, cultural institutions, both private and public, museums, create opportunities on their own, work in the field of non-profit organizations or manage a cultural project.

  • Start date
    January 2018
  • Duration
    6 months
  • Attendance
  • Language

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Target - This Master course is designed for young professionals who want to achieve specific skills and competences in the field of creativity and management of cultural policy and projects. The access to the course is also open to post-graduates student with interest or experience in the arts field, cultural heritage or creative industry.

Methodology and Structure - The Master course takes students along a path that starts with the observation and understanding of different contexts and sectors and pays a specific attention on the connection between arts, culture and business. Matching together several backgrounds, students are stimulated to use lateral and design thinking to approach problems from other point of view or depart, so to foster the research of creative solutions. 

It is structured in four modules

Module 1_Read the context
The first part of the Master course trains students to observe and understand different contexts and sectors, providing them with key elements of cultural economics and with concrete case studies. It offers an overview on the cultural scenarios and on the fruitful relation between arts and business, public and private actors.

Module 2_Key Elements of Project Management 
Paying a specific attention on the connection among arts, culture and business, the course moves towards analising the key elements of project cycle management, so to understand how to apply them and to develop an alternative methodology to design a project, transform an idea or intuition into a business opportunity. 

Module 3_Business Plan and New Cultural Project Launch 
The third module teaches how to write an effective business plan for new products or cultural start-ups launch, dealing with all the necessary steps of the process.

Module 4_Entrepreneurial Experience 
The last part of the course is dedicated to the elaboration of the Final Project. Starting from their personal interests, participants work on creating and designing an accurate business plan for the foundation of an enterprise or for proposing a project to a cultural institution.

  • Module 1

    • Cultural Economics

      The course aims at providing a basic knowledge of cultural economics and cultural industries. Students are expected to learn how cultural production and consumption are shaped by economic forces and the challenges posed by the organization of the creative processes. A specific focus is dedicated also to the analysis of alternative economic approach, as the ones proposed by orange, soft or circular economy.

    • Cultural Sector Overviews: a Taxonomy of Creativity

      Starting from the UNESCO definition that identifies culture as a "set of distinctive spiritual, material, intellectual, and emotional features of society or a social group”, students work on real case studies to understand the strict connection between creativity and cultural production. The course also provides a broad overview on the cultural sector, analyzing the possible interaction between craftsmanship and design, fashion, gastronomy, tourism, architecture, dance and urban development, etc.

    • Arts and Business

      The course questions the relation between Arts and Business analyzing the points of contact and the advantages they take from each other. During these classes, students receive an introduction about the art market system and alternative investments, but they will also understand the several type of support (sponsorship, partnership, etc) companies can provide to community thanks to cultural project, with a specific deep on the concept of cultural engagement and social responsibility.

    • Public Museum and Private Foundations

      The course lead students toeards the awareness and understanding of what a museum and what its role in the contemporary society is. To do that, they are guided through an analysis of their history and evolution, focusing the attention on the differences between Private and Public sectors, the attendance and sense of identity (membership versus stewardship), as well as the important weight represented by architecture (content versus container) and the marketing and communications strategies in contemporary years. 

    • Problem-Solving: Theory and Practice

      The aim of this course is to explore the features of art system and cultural production, in order to argue about conventional praxes, actions and evaluations, and to elaborate a nonconventional approach based upon credible goals, effective actions, and appropriate indicators. Lateral thinking and design thinking are the tools used to achieve these results.

  • Module 2

    • Arts and Culture Project Cycle Management

      Project design and management are indispensable tools to design projects that are attractive for support and funding, and that can be successfully implemented. The module aims at allowing students to acquire knowledge and skills to formulate their own creative projects professionally. Through specific workshops and case studies they upgrade competencies in formulation, implementation, monitoring and evaluation. 

    • Fundraising and Partnerships

      Students acquire analytic competences in order to better comprehend the broader context and the markets in which the cultural organizations operate. A specific focus is dedicated to digital fundraising techniques like crowdfunding and new engagement approaches like crowdsourcing, new participatory techniques and digital campaign in comparison with the classical fundraising and sponsorship approach.

  • Module 3

    • Arts and Culture Business Planning

      What is a business plan? Why you must have a strategic business plan? How to write a good one? The course aims at explaining what is a business plan, what are the essential parts and, in particular, which are the elements that make a good business plan. The attention is on the concept of economic model and sustainability and the importance of having a clear difference between “what could be” and “what we’d like it to be”. 


    • Arts and Culture Marketing

      The world of Art has changed in the last years and marketing has become more and more part of the Arts, from the creation to the communication. The course presents an original approach to the cultural projects considering them as a “product” with different targets (institutions, companies and consumers), in order to design the event and to communicate it in the proper way. 

    • Arts and Culture Entrepreneurship

      Participants learn how to build a strategic framework of project management within the artistic and cultural sector. Upon completing the course, they will be able to describe how the use of this framework can increase audience and improve economic viability of initiative and project promoted in those fields. 

  • Module 4

    • Entrepreneurial Experience

      Using the knowledges and competences gathered during the Master course, participants have in this last part of the course the possibility to experiment what they have learned simulating a real work experience. In cooperation with other students or individually they elaborate a business plan or cultural project able to reply to specific needs or to enter market’s niche, developing their own idea in a creative, innovative, and sustainable way. 

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.

Paolo Graziano – Course Coordinator

Paolo Graziano – Course Coordinator
Professor of Political Science and Policy Analysis at the University of Padua and Research Associate at the European Social Observatory, Brussels, Honorary Professor at the Glasgow School for Business and Society – Glasgow Caledonian University and Visiting Professor at important international universities. He also worked as Consultant for several social and cultural NGOs, local Italian public administrations and agencies, the Italian Prime Minister Council and the European Commission.