Arts Management

Master Courses - Florence

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8th edition - The Master course in Arts Management is a grand tour in art featuring a unique itinerant formula that brings students in three art capitals: Florence, Venice and Rome. In these cities, art merges with several business realities, allowing the acquisition of wide-ranging skills and competences they can use in different fields. Participants have the chance to spend one intensive week at IED Venezia, getting in touch with one of the most renowned art institution, such as the Peggy Guggenheim Collection. 

A special focus is put on the organization of events, as at the end of each module students have to design and manage an event related to art and culture. The Master course builds a central figure for the life of cultural institutions who deals with art project management. This professional is capable of identifying innovative content, structuring a comprehensive event schedule, planning and developing fundraising events and resource management.

Interdisciplinarity and innovation are the two keywords that characterise the whole pathway, since students get also prepared to face the new scenario of digital professions. 

Partner institutions: Fondazione Palazzo Strozzi, Peggy Guggenheim Collection, MUS.E, Fondazione Romaeuropa.

This Course is held also in: Rome - 
  • Start date
    February 2019
  • Duration
    11 months
  • Attendance
    full-time
  • Language
    English

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Target - The Master course is aimed at graduates in humanities, art, economics, as well as graduates in creative disciplines from design schools, or professionals with at least two years of experience.

Methodology and structure - The Master course in Arts Management is divided into two operational modules that have an individual study path related to the city in which they are held. The Florence module is focused on training specialists in designing, planning and organising complex events in the cultural fields, whereas the Rome module is concentrated on the fine-tuning of a new approach for managing the artistic heritage in relation with the contemporary cultural scene. Some topics are carried out throughout the whole duration of the course, while others are specific of the two locations. In between the two operational modules, students are involved in a special week in Venice, in collaboration with Peggy Guggenheim Collection. The Master course leads participants into a training path designed as a general framework in which cultural skills, technical expertise, project development abilities are step by step introduced, implemented and consolidated.

Professional opportunities - The mix of subjects faced during this rich and intense year aims at building professionals who can easily deal with: contemporary artistic scenarios for identifying significant art and culture concepts and enhancing the visibility of the cultural offer; business models for developing actions plans that keep into consideration all the risks and opportunities of a cultural project; new communication technologies and tools for exploiting the potential of culture as economic asset.

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.

Valentina Gensini - Course Coordinator at IED Firenze

Valentina Gensini - Course Coordinator at IED Firenze
Art Historian and Curator, she published essays on XIX and XX centuries’ art and criticism. She also took part in many conferences on the subject. After 2 years of professional experience at the Florentine Supervision for the Modern Art Gallery of Pitti, she has been Consultant for teaching and mediation for Palazzo Strozzi Foundation, where she curated the Green Platform exhibition. She is the Scientific Director of the Museo del '900 in Florence.

Daria Filardo

Daria Filardo
Art Historian and independent Curator based in Florence. She worked as a Resident Curator at the public Museum Palazzo delle Papesse Contemporary Art Center in Siena (1998/2000). She writes for catalogues and art publications and is interested in long-term projects that are articulated in writing and exhibition making, such as Distance as Identity. In 2015, she wrote an essay for La Biennale di Venezia included in the catalogue Permanent Refugees; among her last projects Placing Space/Spacing Place- Walker Keith Jernigan, Xenos in Florence.

Alessia Esposito - Course Coordinator at IED Roma

Alessia Esposito - Course Coordinator at IED Roma
Passionate of performing arts, she became Manager for cultural companies and nonprofit organizations. She managed the set up and the organization of festivals, from the coordination of the technical crew to the tour management, promotion and marketing. She was Junior Analyst for the consulting company ADHOC-Culture and was involved in the start up of several cultural venues such as Auditorium Parco della Musica (Rome), Casa Paganini (Genoa); new Auditorium of Ravello (Naples).

Claudia Balocchini

Claudia Balocchini
Specialized in corporate law, not-for-profit law, tax law, copyright, 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 artribune.com from 2011.

Alessandra Capodacqua

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

Lisa Chiari

Lisa Chiari
She deals with press and international relations for Pitti Immagine in Florence. She is Founder of Map of Creation, a non-profit organisation of cultural events that also carries out cinema and contemporary art projects. 

Lapo Chirici

Lapo Chirici
Media Relations and Web Marketing expert. Qualified as Professional FERPI, he is a member of the Tuscany Region Executive Board and Chief Executive for the area of Digital Communication and New Media. Web communication Consultant for public and private sector enterprises and start-ups. 

Giuliana Ciancio

Giuliana Ciancio
She 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.

Giovanna Conforto

Giovanna Conforto
Co-founder of The Strolling Stories, an itinerant storytelling project that takes place in historical and artistic sites. She teaches at prestigious universities in Italy and abroad.

Daniela Corradini

Daniela Corradini
Co-founder of The Strolling Stories, an itinerant storytelling project that takes place in historical and artistic sites. She works as Educator promoting cultural heritage.

Roberto Formato

Roberto Formato
Senior Consultant, he deals with strategic consultancy, in particular in the touristic field, cultural heritage and local development. In the last 15 years he has developed an international experience in touristic scheduling. He is author of several columns and books, such as Ingegneria del Turismo and Cicloturismo. Strategie di sviluppo e benefici per le destinazioni turistiche. He got an executive Master in Public Management at Hertie School of Governance in Berlin.

Arabella S. Natalini

Arabella S. Natalini
Art Historian and Curator, she curated exhibitions and catalogues, she wrote many articles for journals of contemporary art, and she took part to several conferences in Italy and abroad.

Roberto Ruta

Roberto Ruta
Freelance Journalist working as Press Officer at Pitti Immagine. He i salso Producer and Director at Map of Creation, a non-profit organisation dealing with cultural events, video and documentary productions.

Nicola Santini

Nicola Santini
Along with Pier Paolo Taddei, Nicola is the founder of Avatar Architectur. He is co-author of the permanent exhibition of the new Museo del Novecento; he collaborates with Galleria degli Uffizi since 1997 designing temporary exhibitions and interior renovations.

Luca Scarlini

Luca Scarlini
Writer, Essayist, Performance Artist. Teacher at Holden School, IED and Venice University. He worked with many theatres and dance companies, included Societas Raffaello Sanzio, Fanny & Alexander, Motus. He is the voice of the radio program Museo Nazionale, Radio 3 Rome and wrote many books about art, loss, thefts and history among which Il Caravaggio rubato, Siviero contro Hitler, Vita di un’opera d’arte: La Marchesa Casati and Ziggy Stardust: la vera natura dei sogni.

Michele Trimarchi

Michele Trimarchi
Member of the editorial advisory board of Creative Industries Journal, Editor in Chief of Tafter Journal. President of Tools for Culture, Chairman of the board of trustees at London Centre of Italian Opera, Vice-president of Fondazione Teatro Comunale di Bologna.

  • Cultural Landscape

    • History of Visual Arts - Florence

      This section features 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 contemporary imagination.

    • Museum Management - Florence

      It is an introductory overview on the main principles and practices involving museum management. Covered topics include: strategic planning and marketing, financial sustainability, permanent and temporary exhibitions and displays, target audience and governance issues.

       

    • Museography - Florence

      This courses examines permanent and temporary exhibitions displays. Special attention is given to technical management and lighting technology in set design. Case studies show how to display and enhance an exhibition.

    • Focus on Contemporary Rome and Performing Arts History - Rome

      The course is divided in two sections and aims at analysing models for the exhibition and performing arts through lectures and site visits with specific focus on the city of Rome. In the first part of the course, students have the chance to visit museums and collections of contemporary art, private galleries and foundations. The second part of the course focuses on the final project, serving as a critical analysis and implementation of the materials and ideas produced by the students.

       

    • Lateral Thinking Lab - Rome

      The lessons analyse the economic principles of the cultural system: institutional framework, supply and demand, dynamics and horizons, cultural sustainability and compatibility. A particular attention is paied to the dilemma among public and private funding for culture and the relationship with public administration in a multidisciplinary perspective.

    • Peggy Guggenheim Experience in Venice

      Participants attend one-week workshop in Venice in which they visit all main cultural institutions and take part to classes held by Peggy Guggenheim Collection staff. The Peggy Guggenheim Collection is among the most important museums in Italy for European and American art of the first half of the 20th century. It is located in Peggy Guggenheim’s former home, Palazzo Venier dei Leoni, on the Grand Canal in Venice.

  • Strategy

    • New Business Lab - Rome

      The programme is articulated upon the use of tools and methodologies aimed at quickly model and strategize a new business initiative in the field of Cultural and Creative Industries. It is actually a “lab”, where students achieve meaning and handling of tools (that are commonly used for the launch of innovative start ups) to generate a realistic business model upon their business ideas. Therefore, the module starts with the sharing of those tools to end up with the presentation of an executive summary devoted to new businesses.

    • Strategic Design for Cultural Project - Rome

      Trough theoretical lessons and practical workshop, the course analyses: the theory of Design for All, how design can furnish innovative responses to the major social challenges generated by a rapidly changing world; different concepts of city and how we designed it in the past; extending this thinking to the containers and the contents of cultural venues: challenging the conventional presumptions about culture and designing for today’s reality; Strategic design Theory: using design methodologies to tackle and solve the challenges raised by a complex society.

    • Cultural Marketing: Strategic Planning and Promotion - Florence-Rome

      This module is focused on the marketing methods and strategies necessary to develop and promote the projects of a culture-based organisation. The course examines the most important steps of the planning process, such as analysis, strategy and implementation, and introduces the main analysis methods that allow to produce effective reports: SWOC, PEST, stakeholder and capital analysis. The subject also explains the main communication channels, focusing on web 2.0 and social networks.

  • Project Development

    • Cultural Project Management - Rome

      Starting from the instruments used by the Cultural Project Management, the module has the following objectives: 1. to explore more in depth the notions of project design and the operational feasibility; 2. to analyze case studies in the cultural sector in Italy and abroad with a special attention to the cultural programming, the partnership and the governance systems; 3. to dedicate a specific focus to the themes of bottom-up cultural practices, participatory processes and audience development strategies, as well as to the relation between new business scenario and artistic creation.

    • Cultural Project Management - Florence

      It examines project development, planning and delivery using case studies and models specific of cultural-related events and projects. The course explains the kaizen method of continuous improvement of processes, as starting point for enhancing the knowledge and skills of project management.

    • Event Concept and Kick-off - Florence

      This course focuses on roles and responsibilities of the planning team and event coordinator. The main topics covered include the selection of an exhibit theme, budget planning, event promotion and coordination, logistic issues including staffing, contracts and outside vendors. The model of the planning process will be highlighted at Palazzo Strozzi, one of the most prestigious venues in Florence.

    • Event Operation Planning and Management – Florence

      This course is a full immersion on the event organiser’s duties, which include all the aspects of planning and management, i.e. event concept, budgeting, financing, venue selection and contracting, vendors, and final event. Case studies illustrate the various roles and responsibilities.

  • Fundraising for Cultural project

    • European Grants - Florence

      This course introduces participants to the several forms of institutional fundraising and to grant-based public and private financing. Many types of organisations such as foundations, non-profits and cultural institutions, are used as models to illustrate and develop an understanding of the different strategies and fundraising methods. Special attention is given to individual and corporate donations and sponsorship, basic strategies, and methods of fundraising.

    • Crowdfunding - Rome

      Crowdfunding, the practice of funding a project or organisation by raising monetary contributions from a large number of people, has been growing substantially in recent years. Thousands of people and organisations across Europe have raised funding through crowdfunding platforms, including cultural and creative projects. The course analyses the most relevant crowdfunding platform in Italy and Europe and invite the students to build up a real crowdfunding campaign to increase the budget of the final event.

  • Communication

    • Communication Lab – Florence

      This Course focuses on two elements, Web Communication, important to build the identity of a cultural project or institution in the collective imaginary of a specific target, and Media Planning, a structured analysis of the main types of media and its application. In the end the participants are able to create a basic advertising strategy.

    • Communication Lab - Rome

      Through rules, methodologies, and basic principles, the course enables participants to create a communication strategy, a visual and written identity, face the relationship with media, invite journalists to the final event, take care of the public relation, collect relevant articles on the event. The course focuses on new media and communication 2.0, related to the world of performing arts and culture. 

    • Project Communication - Rome

      A project is created by people who want to make it real, so it is necessary to have a good knowledge of who make it, of the product or service you are offering. What lays behind effective communication? Which symbols can represent what you want to tell? How can you use them? The aim is to communicate a story through storytelling, and to have the knowledge of speaking in public techniques.

  • Final Project

    • Florence

      The module ends with a Final Project that allows participants to test the notions they gained during the course.  The Final Project is meant to give the opportunity to create, communicate and promote a curatorial or editorial project in collaboration with the institutional partner Fondazione Palazzo Strozzi.

    • Rome

      The Master course ends with a Final Project: a performing art event in Rome. The project is designed applying project management principles, from marketing to budgeting, from planning of activities to time scheduling, implementing administrative tools, technical tools and communication skills. Students deal with: contemporary artistic scenarios; different kinds of event; event marketing; impact of an event on the hosting territory; the methods used to organise an event and its promotion.

  • Integrative Courses and Activities

    • Self-Entrepreneurship and Business Start Up - Florence

      The course is open to all Master students yearning to launch their own project in the future. The engaging and interdisciplinary programme analyses best cases and the most innovative business models and star ups in fashion, design, art, food and hotellerie-restaurant-café. It is organised as a practical laboratory where students are asked to develop real business ideas. Students gain an entrepreneurial vision and approach as skills that they can spend in their future careers, whatever their profession will be.

    • Kaizen Team Building - Florence

      This workshop, carried out together with certified trainers, teaches the Japanese Kaizen method, fostering continuous improvement, to learn facing the challenges emerging with the handling of creative projects. It covers several aspects, for time management, to the elaboration of personal portraits – with the help of Graphic Design teachers - that will function as identity cards in the campus during the whole experience.

    • Professional Talks - Florence, Rome

      The whole pathway is enhanced by talks and meetings featuring successful professionals, renowned brand and lecturers. These experiences are aimed at presenting case histories and involving the students in broad discussions on topics related to design, fashion, food, hospitality, art, and lifestyle, with top level professionals. The approach kept during the whole pathway is extremely practice and students are equipped with the Adobe Suite and WGSN and Material Connexion tools, so that they can exercise also individually.