Antonio BOTTI | Marketing and Event management

cod. 4322200021

MARKETING AND EVENT MANAGEMENT

	4322200021
	DEPARTMENT OF CULTURAL HERITAGE
	EQF7
	THEATRE AND MEDIA STUDIES
	2023/2024

PERCORSO STUDY PATHWAY IN COMMON

	YEAR OF COURSE 2
	YEAR OF DIDACTIC SYSTEM 2020
	AUTUMN SEMESTER

TEACHING UNITS

	SSD	CFU	HOURS	ACTIVITY	TYPE OF ACTIVITY
	SECS-P/08	9	45	LESSONS	SUPPLEMENTARY COMPULSORY SUBJECTS

PROFESSORS

	ANTONIO BOTTI T Curriculum
	MASSIMILIANO VESCI Curriculum

	Objectives
	GENERAL LEARNING OUTCOMES: STUDENTS WILL DEVELOP A STRATEGIC THINKING AND OPERATIONAL-MANAGERIAL SKILLS TO BE APPLIED IN INSTITUTIONS, ORGANIZATIONS AND BUSINESSES THAT WORK IN CULTURAL PLANNING AND IN THE DESIGN, PRODUCTION AND ECONOMIC-FINANCIAL EVALUATION OF CULTURAL EVENTS. KNOWLEDGE AND UNDERSTANDING: ADVANCED KNOWLEDGE IN THEORETICAL, METHODOLOGICAL AND APPLICATIVE EVENT PLANNING RELATED TO THE SIZE AND DYNAMICS OF THE SYSTEM OF PRODUCTION OF CULTURAL AND CREATIVE CONTENTS. APPLYING KNOWLEDGE AND UNDERSTANDING: STUDENTS WILL DEVELOP THE SKILLS AND EXPERTISE NECESSARY TO IMAGINE, PLAN, ORGANIZE AND CARRY OUT CULTURAL EVENTS AS CREATIVE PROJECTS (CALIBRATED ACCORDING TO THE PRINCIPLES OF THE CREATIVE ECONOMY AND THE MODERN CULTURAL CONTENTS PRODUCTION) IN WHICH THE TRADITIONAL SETTING OF CULTURAL MANAGEMENT AND MARKETING TECHNIQUES WE ADD PERSPECTIVES AND METHODOLOGIES OF PROJECT MANAGEMENT AND EXPERIENCE DESIGN. IN PARTICULAR, THE COURSE ACTIVITIES ARE FOCUSED ON THE KEY COMPETENCES AND SKILLS REQUIRED BY ORGANIZATIONS WORKING IN THE MARKET OF CULTURAL EVENTS. MAKING JUDGMENTS: THE STUDENT WILL BE ABLE TO APPLY THE THEORETICAL NOTIONS TO PRACTICAL CIRCUMSTANCES IN THE PROFESSIONAL FIELD. COMMUNICATION SKILLS: THE STUDENT WILL BE ABLE TO COMMUNICATE IDEAS, PROBLEMS AND SOLUTIONS AIMED AT MAKING STRATEGIC AND PLANNING CHOICES, EXPRESSING THEM WITH SPECIFIC LANGUAGE PROPERTIES AND LINGUISTIC SKILLS, AND USING THE MOST APPROPRIATE LINGUSITIC REGISTER FOR EACH CIRCUMSTANCE. LEARNING SKILLS: THE STUDENT WILL BE ABLE TO INDEPENDENTLY IDENTIFY THE TOOLS USEFUL FOR INCREASING THEIR ANALYSIS, ORGANIZATION AND MANAGEMENT SKILLS

GENERAL LEARNING OUTCOMES:
STUDENTS WILL DEVELOP A STRATEGIC THINKING AND OPERATIONAL-MANAGERIAL SKILLS TO BE APPLIED IN INSTITUTIONS, ORGANIZATIONS AND BUSINESSES THAT WORK IN CULTURAL PLANNING AND IN THE DESIGN, PRODUCTION AND ECONOMIC-FINANCIAL EVALUATION OF CULTURAL EVENTS.

KNOWLEDGE AND UNDERSTANDING:
ADVANCED KNOWLEDGE IN THEORETICAL, METHODOLOGICAL AND APPLICATIVE EVENT PLANNING RELATED TO THE SIZE AND DYNAMICS OF THE SYSTEM OF PRODUCTION OF CULTURAL AND CREATIVE CONTENTS.

APPLYING KNOWLEDGE AND UNDERSTANDING:
STUDENTS WILL DEVELOP THE SKILLS AND EXPERTISE NECESSARY TO IMAGINE, PLAN, ORGANIZE AND CARRY OUT CULTURAL EVENTS AS CREATIVE PROJECTS (CALIBRATED ACCORDING TO THE PRINCIPLES OF THE CREATIVE ECONOMY AND THE MODERN CULTURAL CONTENTS PRODUCTION) IN WHICH THE TRADITIONAL SETTING OF CULTURAL MANAGEMENT AND MARKETING TECHNIQUES WE ADD PERSPECTIVES AND METHODOLOGIES OF PROJECT MANAGEMENT AND EXPERIENCE DESIGN. IN PARTICULAR, THE COURSE ACTIVITIES ARE FOCUSED ON THE KEY COMPETENCES AND SKILLS REQUIRED BY ORGANIZATIONS WORKING IN THE MARKET OF CULTURAL EVENTS.

MAKING JUDGMENTS:
THE STUDENT WILL BE ABLE TO APPLY THE THEORETICAL NOTIONS TO PRACTICAL CIRCUMSTANCES IN THE PROFESSIONAL FIELD.

COMMUNICATION SKILLS:
THE STUDENT WILL BE ABLE TO COMMUNICATE IDEAS, PROBLEMS AND SOLUTIONS AIMED AT MAKING STRATEGIC AND PLANNING CHOICES, EXPRESSING THEM WITH SPECIFIC LANGUAGE PROPERTIES AND LINGUISTIC SKILLS, AND USING THE MOST APPROPRIATE LINGUSITIC REGISTER FOR EACH CIRCUMSTANCE.

LEARNING SKILLS:
THE STUDENT WILL BE ABLE TO INDEPENDENTLY IDENTIFY THE TOOLS USEFUL FOR INCREASING THEIR ANALYSIS, ORGANIZATION AND MANAGEMENT SKILLS

	Prerequisites
	None

	Contents
	CREATION OF CULTURAL EVENTS- THE ORIGIN OF THE EVENT: THE CONTEXT; THE CREATIVE PATH; DRAMATURGY OF EVENTS DESIGN OF CULTURAL EVENTS- THE MANAGERIAL DIMENSION OF THE EVENT; THE STRATEGIC OPTIONS; ANALYSIS OF THE FEASIBILITY OF THE EVENT; EVENT PLANNING STRATEGIC MANAGEMENT OF THE AUDIENCE- PARTICIPATION AND AUDIENCE DEVELOPMENT; TARGETING AND POSITIONING OF THE EVENT; THE EVENT AS A SYSTEM OFFERING; DESIGNING THE EVENT EXPERIENCE; THE MARKETING PLAN

Contents

CREATION OF CULTURAL EVENTS- THE ORIGIN OF THE EVENT: THE CONTEXT; THE CREATIVE PATH; DRAMATURGY OF EVENTS DESIGN OF CULTURAL EVENTS- THE MANAGERIAL DIMENSION OF THE EVENT; THE STRATEGIC OPTIONS; ANALYSIS OF THE FEASIBILITY OF THE EVENT; EVENT PLANNING STRATEGIC MANAGEMENT OF THE AUDIENCE- PARTICIPATION AND AUDIENCE DEVELOPMENT; TARGETING AND POSITIONING OF THE EVENT; THE EVENT AS A SYSTEM OFFERING; DESIGNING THE EVENT EXPERIENCE; THE MARKETING PLAN

	Teaching Methods
	THE COURSE IS ARRANGED INTO LECTURES, SEMINARS AND PROJECT WORK.

	Verification of learning
	DISCUSSION OF THE SUBJECTS COVERED BY THE EXAMINATION PROGRAM AND VERIFICATION – ALSO BY MEANS OF EXEMPLIFICATIONS – OF THE LEVEL OF COMPETENCE IN THE ANALYSIS AND EVALUATION OF THE EFFECTIVENESS AND ORGANIZATIONAL EFFICIENCY OF THE EVENTS. THE EVALUATION IS EXPRESSED IN 30 POINTS.

	Texts
	A TEXT OF YOUR CHOICE 1. FERRARI S., EVENT MARKETING, WOLTERS KLUWER, 2022 2. MAZZA B., L'ECOSISTEMA DEGLI EVENTI NEL TERZO MILLENNIO, WOLTERS KLUWER 2022 AND 3. ARGANO L., BOLLO A., DALLA SEGA P., ORGANIZZARE EVENTI CULTURALI. IDEAZIONE, PROGETTAZIONE E GESTIONE STRATEGICA DEL PUBBLICO, FRANCO ANGELI, 2018 (CAPITOLI 1-5, PAGG. 13-85)

	More Information
	OTHER BOOKS RECOMMENDED FOR A FURTHER STUDY WILL BE INDICATED AT THE BEGINNING OF THE COURSE.

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Antonio BOTTI | Marketing and Event management