MANAGEMENT OF CULTURAL ORGANIZATIONS
The course aims to share to students the main theoretical and conceptual knowledge of the management of cultural organizations and to promote the ability to apply the acquired knowledge in practice. The course is finalized to deepen the peculiarities of marketing management within companies operating in the field of arts and culture, with particular attention to the relationship with "customers" who benefit from products and cultural experiences and to the tools able to ensure the highest value and mutual satisfaction.
Students will be introduced to the principles of management cultural organizations and, during the course, will be deepened the fundamentals of the cultural heritage marketing strategy and the main issues related to value creation. After analyzing the peculiarities of management of the cultural enterprises, we will illustrate the evolution of marketing alongside the distinctive features of marketing management. We will explore the main tools for market analysis as well as the components of the marketing information system. We will also analyze in depth the peculiarities of consumption of cultural products, the motivations and decision-making processes that characterize the cultural experiences, the concepts of segmentation and positioning for the definition of marketing strategies and the levers of marketing mix, the customer relationship management.
At the end of the course, the student will be able to understand the distinctive features of cultural organizations management and the main challenges for the design, implementation and management of cultural heritage with a view to creating customer value.
The course is meant for students in the Bachelor degree in Management of Tourism Businesses, third year programme and it requires basic knowledge in business management.
- actors and networks in the cultural sector
- cultural institutions within the Italian context: governance, constraints, financial resources
- competitiveness strategies
- business models: cultural asset protection, enhancement and value co-creation from a “living heritage” perspective
- financing models: fundraising and investment attraction
- models and tools for performance monitoring
- cultural consumption: consumer profiles and behaviors
- marketing strategies for museums, theatres, art galleries, foundations
- principles and tools of experience marketing for cultural organizations
- digital strategies, building and monitoring of e-reputation
- cultural events and festivals: definition of innovative models for cultural consumption
- cultural events and festivals as marketing tools
- Focus on museums: experience design; application of smart technologies; integration of museum experience with destination strategies from a smart tourism perspective
The course illustrates the main theoretical, conceptual and operational aspects of cultural organizations and explores the main challenges for for achieving log-term customer relations. In particular, the following topics will be studied in depth:
a) Distinctive features of the cultural and creative sectors
b) Value production process
c) Value analysis for customers
d) Consumer behaviour: experience and perception of value
e) Customer expectations and satisfaction
f) Customer journey
g) Methods and techniques for market knowledge
h) Value creation for customers
i) Identification of the target market
j) Creating value with the product
k) Creating value with the brand
l) Create value with price
m) Management of a multimedia and multi-channel environment
n) Integrated marketing communication
o) Customer relationship management
In addition, specific business cases will be analyzed.
The course will be organised in frontal lessons, discussions of case studies, in-class reading of papers and group project works.
Troilo G. (2014), Marketing nei settori creativi. Generare valore per il cliente tramite l’esperienza della creatività, Pearson, with the exception of chapters 5 and 10.
Further lectures will be suggested during the course.
Written and oral exams (both compulsory). For the course participants, case study discussion and the project work a will contribute to the overall assessment.
Expected learning outcomes
Knowledge and understanding:
Students will demonstrate to know the main theoretical models, concepts and managerial and marketing practices of cultural organizations.
Applying Knowledge and understanding:
Students will demonstrate to know how to apply the theoretical models and/or managerial and marketing practices learned within a real-world organizational context.
Students will demonstrate the ability to choose between different theoretical models and/or managerial and marketing practices the ones most appropriate in the context proposed by the teacher.
Students will demonstrate the ability to communicate the notions learned in a clear and appropriate way in specific professional contexts.
Lifelong learning skills:
Students must demonstrate a good capacity of learning and application of the notions, models and concepts learned during the course.