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Arts and Heritage Management
Cultural Institution Leadership: Mastering the Balance of Creative Vision and Business Strategy - A Management Guide
Course Cost
₹ 2,699
Intermediate
Skill Level
15 Hours
Self-paced Video lessons
This course addresses the unique challenges of managing art and cultural institutions in today's complex environment. It explores the delicate balance between curatorial vision and managerial practicality, offering insights into the role of art managers in transforming communities through creative expression. The curriculum covers key aspects of arts and heritage management, including visitor experience design, brand loyalty building, fundraising strategies, and performance measurement. Students will learn to navigate the tension between artistic integrity and market demands, understand hedonic consumption in cultural contexts, and implement sustainable management practices. The course features lectures from industry experts and case studies from renowned institutions like the Vatican Museums and National Trust. It combines theoretical frameworks with practical insights, preparing participants to lead effectively in museums, theaters, heritage sites, and other cultural organizations.
4.8
40,812 Enrolled
English
What you'll learn
Understand the dynamic between curatorial and managerial roles in cultural institutions
Develop strategies to balance artistic integrity with market demands
Design immersive and engaging visitor experiences in cultural contexts
Implement effective branding and loyalty-building strategies for arts organizations
Apply performance measurement techniques specific to cultural institutions
Develop fundraising and audience development strategies for sustainable growth
Understand the impact of digital transformation on arts and heritage management
Analyze case studies from world-renowned cultural institutions and apply lessons to diverse contexts
Skills you'll gain
This course includes:
6.42 Hours PreRecorded video
9 quizzes,2 peer-reviewed assignments,Weekly discussion forums
Access on Mobile, Tablet, Desktop
FullTime access
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There are 6 modules in this course
This course provides a comprehensive exploration of arts and heritage management, focusing on the unique challenges and opportunities in cultural institutions. The curriculum is structured into six modules, covering the relationship between curatorship and management, market orientation in heritage contexts, experiential consumption in arts, branding strategies for cultural loyalty, performance measurement in arts organizations, and insights from successful managers in the field. Students will learn to balance artistic integrity with business sustainability, design engaging visitor experiences, implement effective fundraising and CRM strategies, and leverage digital tools for audience engagement. The course emphasizes practical application, featuring case studies and interviews with directors of renowned cultural institutions worldwide.
CURATORSHIP Vs. MANAGEMENT
Module 1 · 4 Hours to complete
HERITAGE AND THE MARKETPLACE: A DELICATE EQUILIBRIUM
Module 2 · 2 Hours to complete
EMOTIONS Vs. RATIOS: HEDONIC CONSUMPTION AND THE ROLE OF EXPERIENCE
Module 3 · 1 Hours to complete
BRANDING HERITAGE TO BUILD LOYALTY
Module 4 · 2 Hours to complete
THE NUMBERS HERITAGE NEEDS TO GROW
Module 5 · 2 Hours to complete
MEET THE MANAGERS
Module 6 · 2 Hours to complete
Fee Structure
Payment options
Financial Aid
Reviews
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Faculties
These are the expert instructors who will be teaching you throughout the course. With a wealth of knowledge and real-world experience, they're here to guide, inspire, and support you every step of the way. Get to know the people who will help you reach your learning goals and make the most of your journey.
4.7
411
Reviews
40,717
Students
1
Course
Andrea Rurale is the Director of the Master in Arts Management and Administration (MAMA) at SDA Bocconi School of Management and a lecturer in the Department of Marketing at Bocconi University, Milan. With a background in Economics and Business Management from Bocconi University and a PhD candidacy in Marketing at the University of Valencia, he brings a wealth of knowledge to the field of arts management. Passionate about cultural heritage, Andrea serves as the regional President of Fondo Ambiente Italiano (FAI), Italy’s National Trust. He has extensive experience consulting for heritage institutions across Milan and Italy, contributing his expertise to the preservation and promotion of Italy’s cultural assets.
Frequently asked Questions
Below are some of the most commonly asked questions about this course. We aim to provide clear and concise answers to help you better understand the course content, structure, and any other relevant information. If you have any additional questions or if your question is not listed here, please don't hesitate to reach out to our support team for further assistance.