2. Professors
  3. Teaching

CULTURAL ENTERPRISE AND INSTITUTIONS MANAGEMENT

Maria Giovanna CONFETTO CULTURAL ENTERPRISE AND INSTITUTIONS MANAGEMENT

0322300030
DEPARTMENT OF CULTURAL HERITAGE
EQF7
ARCHEOLOGY AND THE ANCIENT WORLD
2017/2018

OBBLIGATORIO
YEAR OF COURSE 2
YEAR OF DIDACTIC SYSTEM 2016
PRIMO SEMESTRE
CFUHOURSACTIVITY
630LESSONS
MARIA GIOVANNA CONFETTO T Curriculum
Objectives
STUDENTS ATTENDING THE COURSE WILL ACQUIRE A SPECIALIST KNOWLEDGE OF THE PRINCIPLES, INSTRUMENTS AND TOOLS RELATED TO THE FIELD OF MANAGEMENT OF CULTURAL INSTITUTIONS AND ORGANIZATIONS.
KNOWLEDGE AND UNDERSTANDING
THE COURSE AIMS TO PROVIDE STUDENTS THE BASIC PRINCIPLES AND TOOLS FOR THE MANAGEMENT OF COMPANIES OPERATING IN THE FIELD OF CULTURE, DEVELOPING A BODY OF KNOWLEDGE RELATED TO THE ORGANIZATION, MANAGEMENT AND PROMOTION OF CULTURAL HERITAGE. BY THE END OF THE COURSE STUDENTS WILL LEARN ABOUT: THE BASIC LOGIC OF MARKET DYNAMICS, COMPETITIVE STRATEGIES AND CONSUMER BEHAVIOR IN THE CULTURAL FIELD AND HOW THE IMPACT OF NEW TECHNOLOGY HAS AFFECTED CULTURAL CONSUMPTION, MAIN ISSUES/QUESTIONS RELATED TO ECONOMIC-FINANCIAL MANAGEMENT OF CULTURAL ENTERPRISES, THE ROLE OF MARKETING IN THE DECISION-MAKING PROCESSES. PARTICULAR ATTENTION IS ADDRESSED TO DIGITAL SKILLS, TOOLS AND COMMUNICATION TECHNOLOGIES, HIGHLY INNOVATIVE IN THE FIELD CONCERNED, NATIONALLY AND INTERNATIONALLY.

ABILITY TO APPLY KNOWLEDGE AND UNDERSTANDING
THE COURSE AIMS AT FOSTERING THE DEVELOPMENT OF THE STUDENTS' APTITUDE FOR PROBLEM SOLVING, ALLOWING THEM TO SUCCESSFULLY EMPLOY THE TECHNIQUES AND MANAGEMENT TOOLS FOR RESEARCH, ANALYSIS, EVALUATION AND DECISION MAKING WITHIN THE FRAME OF CULTURAL COMPANIES AND INSTITUTIONS.
IN THIS MANAGERIAL PERSPECTIVE, TEACHING IS AIMED AT DEVELOPING SKILLS REQUIRED FOR THE ELABORATION, IMPLEMENTATION AND EVALUATION OF THE RESULTS OF STRATEGIC AND OPERATIONAL PLANS OF SOCIAL MEDIA CONTENT, FOR THE PROMOTION AND ENHANCEMENT OF HISTORICAL, ARTISTIC AND ARCHAEOLOGICAL HERITAGE AND ALL THE CULTURAL INITIATIVES AND EVENTS ASSOCIATED WITH IT (EG. EXHIBITIONS, CONFERENCES, WORKSHOPS, CULTURAL ITINERARIES).
Prerequisites
BASICS OF BUSINESS ECONOMICS
Contents
CULTURAL SECTOR, SUPPLY CHAIN AND MARKET. PRINCIPLES OF MANAGEMENT OF CULTURAL INSTITUTIONS
•CULTURAL SECTOR AND CULTURAL MARKET: FEATURES AND EVOLUTION;
•TYPES OF CULTURAL ORGANIZATION: THEATERS AND OPERA FOUNDATIONS, LIBRARIES, ARCHIVES, MUSEUMS, ARCHAEOLOGICAL SITES, FESTIVALS, ETC.;
•COMPANIES AND ORGANIZATIONS PROMOTING CULTURAL SERVICES;
•THE CHAIN OF CULTURAL PRODUCTION: ACTORS AND RELATIONS;
•THE MANAGEMENT FUNCTIONS AND THE ROLE OF MARKETING IN CULTURAL COMPANIES AND ORGANIZATIONS: MISSION AND VISION; DECISION MAKING (STRATEGIC AND OPERATIONAL PLANNING);
•ECONOMIC AND FINANCIAL ASPECTS OF CULTURAL ORGANIZATIONS;
•COMMUNICATION AND PROMOTION OF CULTURAL PRODUCTS AND SERVICES: AREAS, FORMS, MEDIA AND VEHICLES OF COMMUNICATION.

SOCIAL MEDIA CONTENT FOR THE CULTURAL SECTOR
•SOCIAL WEB AND CONTENT MARKETING FOR CULTURAL COMPANIES AND INSTITUTIONS: TO BUILD AND CONSOLIDATE THE ONLINE CORPORATE REPUTATION (WEB 2.0 AND NEW MARKETING LOGIC);
•DIGITAL CONTENT PROCESS AND ELEMENTS OF THE CONTENT STRATEGY: OBJECTIVES, AUDIENCE AND STAKEHOLDER ENGAGEMENT, CONTENT LIFECYCLE;
•DIGITAL CONTENT AND SOCIAL WEB: CATEGORIES OF ONLINE MEDIA FOR THE DIFFUSION OF PUBLISHING PRODUCTS, TECHNIQUES AND TRICKS OF SOCIAL MEDIA CONTENT, FEATURES AND FUNCTIONS OF CORPORATE WEBSITES, BLOGS AND SOCIAL NETWORKS, TYPES OF DIGITAL CONTENT FUNCTIONAL TO THE CULTURAL SECTOR;
•MANAGEMENT OF SOCIAL MEDIA CONTENT: A MODEL FOR GOVERNANCE AND CONTENT MANAGEMENT IN THE SOCIAL WEB FOR CULTURAL ORGANIZATIONS;
•CASE STUDIES OF SOCIAL MEDIA CONTENT RELATED TO CULTURAL HERITAGE.
Teaching Methods
THE COURSE IS ORGANIZED IN LECTURES WITH EXAMPLES DRAWN FROM CASE STUDIES AND THE ANALYSIS OF BEST PRACTICES IN ITALIAN AND INTERNATIONAL LANDSCAPE OF CULTURAL ORGANIZATIONS.
Verification of learning
ORAL EXAM.
PROFIT EXAMINATION CONSISTS OF AN ORAL TEST THAT WILL BE PRECEDED BY A WRITTEN TEST WITH MULTIPLE CHOICES OF DURATION OF 30 MINUTES. THE EXAM AIMS TO CHECK THAT STUDENTS HAVE DEVELOPED CRITICAL ATTITUDES AND AUTONOMY OF JUDGMENT, IN ADDITION TO ADEQUATE MASTERY OF TECHNICAL AND MANAGEMENT TOOLS PROPOSED THROUGH TEACHING
Texts
F. COLBERT, MARKETING DELLE ARTI E DELLA CULTURA, RIZZOLI ETAS, BOLOGNA, 2012 (EXCLUDING CHAPTERS 4 AND 9)

M.G. CONFETTO, SOCIAL MEDIA CONTENT. UNA PROSPETTIVA MANAGERIALE, G. GIAPPICHELLI, TURIN, 2015 (EXCLUDING CHAPTER 5).

More Information
RECEIVING ON FRIDAY, ON TIME 10:30-12:30, AT THE 2143 ROOM, LOCATED AT SECOND FLOOR OF THE DEPARTMENT OF POLITICAL SCIENCE, SOCIAL AND COMMUNICATION / DISPSC.

FOR FURTHER INFORMATION YOU CAN SEND E-MAIL TO THE FOLLOWING ADDRESSES:

MCONFETTO@UNISA.IT
MARIAGIOVANNACONFETT@LIBERO.IT
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