Arts Management

Master Courses - Rome

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The Master course in Arts Management is a 11-month full-immersion interdisciplinary course, that is truly featured by a unique itinerant formula. The study plan takes place in three different prestigious locations, Florence, Rome and Venice, to engage students in a grand tour of contemporary art, with a focus on the jobs of the future.

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.

Career Opportunities - At the end of the course, students could work in arts and cultural companies and foundations, in national and international cultural institutions and profit or non-profit cultural organisations. They can also work in the areas related to contemporary art and with enterprises investing in the cultural market as banks, insurance companies, event management companies, trade fair organisations, art foundations, exhibition production companies, or in companies operating in the communication world.

The Partnerships with Cultural institutions as Fondazione Palazzo StrozziMIBACFederculture e Peggy Guggenheim Collection ensure a unique experience in the art field.

This Course is held also in: Florence - 
  • Start date
    February 2019
  • Duration
    11 months
  • Attendance
  • Language

Get an insight: find out more about Master's activities

Target - This study path is open to graduates in humanities and artistic fields coming from all over the world who want to develop their artistic knowledge through a study-tour that touches the main Italian artistic cities.

Methodology and structure - The Master in Arts Management is divided into two operational modules, characterised by a distinct course of study in relation to the city in which it takes place, each involving an examination and a Final Project. Some of the subjects of the course cross the modules, while others are specific and unique to each location.

FLORENCE - Design of exhibitions and events
The module focuses on developing specific skills to manage the different organisational phases of a Cultural event: from the design to the identification of partners and sponsors, to communication management and content creation. As a group, with the support of teachers and the course coordinator, students will plan and create one or more cultural events with real clients.

ROME - Art Direction: focus on festivals
The goal of this module is to develop a new approach to artistic heritage management. The Master’s semester in Rome combines the huge culture at international level with the vivacity of the backgrounds that characterises its urban culture. With the support of new technologies, students will explore possible cultural convergences that stimulate interest and participation.

VENICE - 1 week workshop
In partnership with the Peggy Guggenheim Collection, students will participate in a one-week workshop in Venice. They will visit the main institutions and meet the professionals of the Peggy Guggenheim.

  • 1 - Marketing area

    • Cultural Marketing, Market Analysis

      This module is focused on the marketing methods and strategies demanded to develop and promote a culture-based organization and reach out its goals. The planning process is examined through analysis, strategy, implementation and participants are introduced to the main analysis methods: SWOT, PEST, Stakeholder and Capital in order to produce effective reports. In addition are examined the main types of communication, especially web 2.0 and social networks.

    • Fundraising_Sponsorship, Partnership, Individual and Corporate Giving

      Cultural events exploit either public and private financing, as well as fundraising or sponsor institutions. 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-profit and cultural institutions are used as models to illustrate and develop a whole comprehension of different strategies and types of fundraising methods used. Special attention is paid to individual and corporate giving sponsorship, basic strategies and methods of fundraising.

    • Project Management

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

    • Festivals and Arts Management

      This course is a retrospective of the Event Manager duties which include all the aspects of planning and management, the creation of the event concept, budgeting, financing, venue selection, contracting, selection and relation with vendors. Case studies are used to illustrate the various roles and responsibility.

    • Marketing of the Cultural Systems

      This course is focused on the basic marketing methods and strategies necessary to acquire the technical-operating competences of cultural heritage.
      Analysis of the evolution of the Italian cultural system / Principles of culture economic / The culture as asset of the economic development in the post-industrial society / The tourism as cultural experience / How to use marketing elements for the culture system: the cultural marketing plan / National and international case studies focusing on the cultural offer in the cities of art, its promotion and visibility.


    • Fundraising: European Grants and Institutional Founds

      The course analyses the operating area connected to European and institutional funds to explore the different loan typologies and how they can be obtained. The analysis is focused on the policies applied by the European Union - for the support of development initiatives - and on the different institutional fundraising scenarios. The course follows up on the most relevant public and private announcements aimed at supporting cultural projects, on the forms required to obtain funds and on the evaluation indicators. The fundraising mix model is eventually examined.

    • Strategic Management

      Management science and cultural management: origins, 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 until today, which is focused on the main changes of the visual culture and the influences on the contemporary collective imagination.

    • Exhibition Planning and Management

      Lo scopo di una mostra è di condividere un’idea, un messaggio con la comunità. È pertanto essenziale che il concetto alla base dell’esposizione sia chiaro. Il corso tratterà del ruolo del team organizzativo, delle figure, delle responsabilità e di come tali figure si relazionano tra loro e all’esterno. I principali argomenti trattati sono: scelta del tema per una mostra, budget, planning, promozione e gestione dell’evento, scelta dello staff, contratti e fornitori. Verrà approfondito il modello organizzativo della Fondazione Palazzo Strozzi.

    • Museum Management

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

    • Museography

      This course examines permanent and temporary exhibitions and displays. Special attention is given to technical management and lighting technology in set design. Case studies are used to illustrate how to an exhibition can be displayed and emphasized.

    • Arts and Events Organization and Promotion

      The course aims at defining and studying in detail the project with a focus on the objectives, the content, the risks, the budget, the time scheduling, the structure of the activities and the required resources. The course then deals 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 and promote an event. Particular attention is given to the most significant cases in Italy and abroad.

    • Events Management

      The course aims at analyzing the festivals and artistic events phenomenology. It includes the discussion of a project, exhibition or cultural event and it deals with how to finance a festival and an event: funding and fundraising mix. It analyses the main Italian and foreign cultural festivals, exhibitions and events.

    • History of Visual Arts (cross-over)

      This course explains how to conceive, project and communicate through culture paying particular attention to the organizational context. Therefore, it requires both managerial skills and generic cultural competences. It deals with the Italian artistic, archaeological and architectural culture, with particular attention to the contaminations among the most important cultural areas in Rome in order to teach how to create a more aware link between the business world and the art one.

    • Museology

      The module provides students with the proper knowledge of a museum as institution from a theoretical-historical viewpoint and through the direct experience in the organization, management and collaboration of different initiatives, by paying particular attention to the didactic area.

  • 3 - Communication area

    • Media Planning

      The main types of media, the applicable strategies and how to compose a basic advertising strategy are the core of the course. Main topics covered 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 an 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 Final Project is meant to give the opportunity to create, communicate and promote a curation or editorial project in collaboration with institutional partners testing the notions they have gained during the program.

    • Social media marketing

      The module focuses on Web 2.0: it analyses the social networks and studies how to make contents viral; how to plan a presence on the social networks in a proper and professional way; how to select the graphics and how to manage their integration with contents. It focuses on cross-media as winning strategy to communicate contents and on the methods to structure a successful web marketing campaign and the tools to evaluate it. Moreover, it accurately explains the principles of the copyright in order to protect the online contents and images.

    • Copywriting

      The course explains the copywriting use in the social and no-profit communication. It deals with the transmedia storytelling, the storytelling in the new media era and the role of creativity in web copywriting. 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.

    • Public Speaking and Effective Communication

      Through rules, methodologies, and basic principles, the course teaches how to speak in public and to relate with people in institutional contexts – and generally speaking in official ones - in an effective, influential, and reliable way. The course will start from the communication fundamentals and then it will deal with the written and oral communication strategies as well as with the secrets of how to speak in public.

    • Final Event

      The master ends with the realization of a cultural project implying the application of the learnt skills. The project will be structured by applying the project management principles and by simulating the presentation of a dossier aimed at obtaining a public or a private funding.
      The thesis of the Masters requires that each participant be allowed to develop a defined project that can be publicly presented in one of the Partner Institutions of the course. Each project will be assessed in its entirety by a scientific commission of professionals in the projects’ research field.


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 - 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).

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.

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.

Alessandro Bollo

Alessandro Bollo
He is one of the founders of Fondazione Fitzcarraldo, an international independent centre for research, training, planning, and documentation of cultural, arts and media management based in Turin, Italy, where he is currently responsible for the Research and Consultancy Unit. He also works as a Professor of Marketing and Communication of Cultural Heritage and Activities at Politecnico in Turin, and as a lecturer at various courses for cultural operators. He worked as Coordinator of the Cultural Observatory of Piedmont.

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.

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.

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 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.

Isabella Angrisani

Isabella Angrisani

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.

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. 

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.

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.

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.