Maria Giovanna CONFETTO | DIGITAL MANAGEMENT OF CULTURAL ORGANIZATIONS
Maria Giovanna CONFETTO DIGITAL MANAGEMENT OF CULTURAL ORGANIZATIONS
cod. 0322400057
DIGITAL MANAGEMENT OF CULTURAL ORGANIZATIONS
| 0322400057 | |
| DEPARTMENT OF CULTURAL HERITAGE | |
| EQF7 | |
| ART HISTORY AND CRITICISM | |
| 2024/2025 |
| OBBLIGATORIO | |
| YEAR OF COURSE 2 | |
| YEAR OF DIDACTIC SYSTEM 2016 | |
| SPRING SEMESTER |
| SSD | CFU | HOURS | ACTIVITY | |
|---|---|---|---|---|
| SECS-P/08 | 6 | 30 | LESSONS |
| Objectives | |
|---|---|
| THE AIM OF THE COURSE IS TO PROVIDE STUDENTS WITH A SPECIALIZED KNOWLEDGE BASE OF THE PRINCIPLES, TOOLS AND TECHNIQUES OF DIGITAL MANAGEMENT OF CULTURAL ENTERPRISES, LINKED TO THE USE OF ICT TECHNOLOGIES, AND IN PARTICULAR SOCIAL MEDIA, FOR THE ORGANIZATION AND PROMOTION OF HISTORICAL AND ARTISTIC HERITAGE FOR ITS ENHANCEMENT. KNOWLEDGE AND UNDERSTANDING THE STUDENT WILL: - ACQUIRE THE FUNDAMENTAL PRINCIPLES OF USING THE DIGITAL ENVIRONMENT FOR RESEARCH AND FUNCTIONAL ANALYSIS ACTIVITIES AIMED AT THE CORRECT MANAGEMENT OF THE IDENTITY AND REPUTATION OF CULTURAL ENTERPRISES; - UNDERSTAND THE EVOLUTION OF DEMAND AND MARKET DYNAMICS, CONSEQUENT TO THE DIGITAL TRANSFORMATION, AS WELL AS THE LOGIC OF ONLINE COMPETITIVENESS IN THE CULTURAL FIELD; - KNOW THE PROBLEMS RELATED TO THE ECONOMIC-FINANCIAL MANAGEMENT OF CULTURAL ENTERPRISES, UNDERSTANDING THE FUNDAMENTAL ROLE OF DIGITAL MARKETING IN THE PROCESSES OF ENHANCING CULTURAL HERITAGE; - LEARN THE DISTINCTIVE CHARACTERISTICS OF THE MOST INNOVATIVE ICTS, ACQUIRING THE MAIN APPLICATION TECHNIQUES, IN LIGHT OF OPPORTUNITIES AND RISKS. ABILITY TO APPLY KNOWLEDGE AND UNDERSTANDING THE STUDENT WILL BE ABLE TO: - INTERCEPT THE TRANSFORMATION OF CULTURAL CONSUMPTION MODELS, CONSEQUENT TO THE SPREAD OF NEW HIGH-TECH FRUITION METHODS; - CORRECTLY USE DIGITAL TECHNIQUES AND TOOLS FOR ANALYSIS, EVALUATION AND MANAGEMENT DECISIONS; - DEVELOP, IMPLEMENT AND EVALUATE THE RESULTS OF STRATEGIC AND OPERATIONAL SOCIAL MEDIA MARKETING PLANS, FOR THE PROMOTION AND ENHANCEMENT OF HISTORICAL, ARTISTIC AND ARCHAEOLOGICAL HERITAGE AND CULTURAL INITIATIVES AND EVENTS ASSOCIATED WITH IT (E.G. EXHIBITIONS, CONFERENCES, WORKSHOPS, CULTURAL ITINERARIES); - DEFINE COMMUNICATION PLANS THAT PROVIDE A PREPONDERANT ROLE FOR SOCIAL MEDIA CONTENT. AUTONOMY OF JUDGMENT THE STUDENT WILL BE ABLE TO: - EVALUATE THE ECONOMIC-FINANCIAL MANAGEMENT LOGIC OF A COMPANY IN THE DIGITAL ENVIRONMENT; - SELECT APPROPRIATE DIGITAL MANAGEMENT TECHNIQUES EVEN IN SECTORS OTHER THAN THE CULTURAL ONE; - CHOOSE THE MOST SUITABLE WEB TOOLS FOR ANALYZING AND EVALUATING THE PERFORMANCE OF DIGITAL MARKETING AND COMMUNICATION ACTIVITIES. COMMUNICATION SKILLS THE STUDENT WILL BE ABLE TO: - COMMUNICATE DIGITAL MANAGEMENT GOALS AND DECISIONS; - PRESENT DIGITAL AND SOCIAL MEDIA MARKETING PLANS; - TRANSMIT THE RESULTS OF THE PERFORMANCE. LEARNING SKILLS THE STUDENT WILL BE ABLE TO: - USE RESEARCH TOOLS IN THE WEB AND SOCIAL MEDIA FIELD, WITH A HIGH DEGREE OF AUTONOMY, TO LEARN AND INTERPRET NEW CULTURAL TRENDS; - ENRICH THEIR BACKGROUND OF KNOWLEDGE THROUGH THE USE OF INNOVATIVE TECHNOLOGICAL SOLUTIONS FOR THE ENHANCEMENT OF THE CULTURAL PRODUCT; - DEVELOP A FLEXIBLE WORK METHOD THAT INVOLVES THE TRANSVERSAL USE OF DIGITAL TOOLS. |
| Prerequisites | |
|---|---|
| NO PREREQUISITES REQUIRED |
| Contents | |
|---|---|
| PRINCIPLES OF MANAGEMENT OF CULTURAL ENTERPRISES •CULTURAL SECTOR AND CULTURAL MARKET: CHARACTERISTICS AND EVOLUTION; TYPES OF CULTURAL ORGANIZATIONS; THE CULTURAL PRODUCTION CHAIN: ACTORS AND RELATIONSHIPS (4 HOURS LECTURE) •ECONOMIC AND FINANCIAL ASPECTS OF CULTURAL ORGANIZATIONS (2 HOURS LECTURE) •MANAGEMENT FUNCTIONS AND THE ROLE OF MARKETING IN CULTURAL ENTERPRISES AND ENTITIES, DECISION-MAKING PROCESSES (STRATEGIC AND OPERATIONAL PLANNING) OMARKET ANALYSIS (1 HOUR LECTURE) OSEGMENTATION AND TARGETING (2 HOURS LECTURE, 1 HOUR EXERCISE) OPOSITIONING (1 HOUR LECTURE) OMARKETING MIX (PRODUCT, PRICE, DISTRIBUTION, COMMUNICATION) (4 HOURS LECTURE, 1 HOUR EXERCISE) SOCIAL MEDIA AND OTHER DIGITAL TECHNOLOGIES FOR CONSTRUCTING THE CULTURAL EXPERIENCE •MANAGERIAL CHALLENGES BROUGHT ABOUT BY DIGITAL DISRUPTION: DIGITAL TRANSFORMATION, EVOLUTION OF SOCIAL MEDIA FUNCTIONALITIES AND DIGITAL TECHNOLOGIES (ARTIFICIAL INTELLIGENCE, AUGMENTED REALITY, VIRTUAL AND MIXED, INTERNET OF THINGS, METAVERSE, ETC.) IN THE PERSPECTIVE OF THE VARIOUS TYPES OF CULTURAL ENTERPRISES (4 HOURS LECTURE) •NEW FORMS OF CULTURAL CONSUMPTION AND EVOLUTION OF THE CUSTOMER JOURNEY: IMMERSIVE TECHNOLOGIES AND THE OMNICHANNEL AND PHYGITAL APPROACHES IN THE CULTURAL CONTEXT (2 HOURS LECTURE) •CREATION AND MANAGEMENT OF SOCIAL MEDIA CONTENT: TYPES OF CONTENT, TECHNIQUES AND TOOLS FUNCTIONAL TO THE CULTURAL ENTERPRISE; THE CORPORATE REPUTATION LINKED TO USER INVOLVEMENT: A FRAMEWORK FOR CREATING ENGAGEMENT USER EXPERIENCE THROUGH SOCIAL MEDIA; CASE STUDIES OF APPLICATION OF THE FRAMEWORK IN THE CULTURAL FIELD (4 HOURS LECTURE + 1 HOUR EXERCISE) •DEVELOPMENT OF A GROUP PROJECT WORK BASED ON THE APPLICATION OF DIGITAL TOOLS FOR MARKET AND AUDIENCE ANALYSIS AND STRATEGIC-OPERATIONAL PLANNING FOR THE CREATION OF USER EXPERIENCE TECHNOLOGY-ORIENTED IN A MUSEUM CONTEXT (3 HOURS EXERCISE) |
| Teaching Methods | |
|---|---|
| THE COURSE CONSISTS OF 30 HOURS, OF WHICH 24 HOURS ARE FRONTAL LESSONS AND 6 HOURS ARE EXERCISES. PARTICIPATION IN FRONTAL TEACHING IS STRONGLY RECOMMENDED FOR THE CORRECT ACQUISITION OF THEORETICAL FOUNDATIONS AND THE DEVELOPMENT OF ADEQUATE MASTERY OF DIGITAL MANAGEMENT TOOLS. THE TEACHING INCLUDES THE DEVELOPMENT OF A PROJECT WORK, WHICH STUDENTS CAN WORK ON INDIVIDUALLY OR IN GROUPS. |
| Verification of learning | |
|---|---|
| THE PROFIT EXAM AIMS TO VERIFY THAT STUDENTS HAVE ACHIEVED A GOOD LEVEL OF KNOWLEDGE AND UNDERSTANDING OF THE THEORETICAL FOUNDATIONS OF THE DISCIPLINE, AS WELL AS AN ADEQUATE MASTERY OF THE MANAGEMENT TECHNIQUES AND TOOLS PROPOSED TO THEM THROUGH TEACHING. FOR NON-COURSE STUDENTS, THE EXAM CONSISTS OF AN ORAL INTERVIEW WITH QUESTIONS AND DISCUSSION OF TOPICS RELATED TO THE CONTENT OF BOTH TEXTS ADOPTED FOR THE COURSE. THE EXAM IS CONSIDERED PASSED WITH A MINIMUM GRADE OF 18/30. THE EVALUATION TAKES INTO ACCOUNT BOTH THE LEVEL OF DEPTH OF THE TOPICS AND THE ABILITY TO EXPOUND CLEARLY AND EFFECTIVELY. FOR COURSE STUDENTS, THE ORAL TEST MAY BE PRECEDED BY A WRITTEN TEST WITH A 30-MINUTE MULTIPLE-CHOICE TEST. THE TEST CONSISTS OF 15 QUESTIONS RELATED TO THE CONTENT OF THE COURSE MATERIAL PROVIDED. A SCORE OF 2 POINTS IS GIVEN FOR EACH CORRECT ANSWER. THOSE WHO HAVE OBTAINED A MINIMUM SCORE OF 18/30 ON THE TEST ARE ADMITTED TO THE ORAL TEST. TRAINEES WHO HAVE DONE THE PROJECT WORK AND OBTAINED A MINIMUM SCORE OF 18/30 ARE AWARDED AN ADDITIONAL 4 POINTS. |
| Texts | |
|---|---|
| G. GRANATO, R. PICILLI (2020), FUNDRAISING E MARKETING PER I MUSEI, RUBBETTINO EDITORE M.G. CONFETTO (2023), DIGITAL E SOCIAL MEDIA TREND. SFIDE MANAGERIALI TRA EVOLUZIONI TECNOLOGICHE E DI CONSUMO, G. GIAPPICHELLI EDITORE |
| More Information | |
|---|---|
| FOR STUDENT RECEPTION, PLEASE SEND AN EMAIL TO ARRANGE AN APPOINTMENT MCONFETTO@UNISA.IT |
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