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Master Course in Arts Management

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    Arts Management
    Master Courses - Florence.

    9th edition - The Master course in Arts Management is a grand tour in art featuring a unique itinerant formula that brings students in three art capitals: Florence, Venice and Rome. In these cities, art merges with several business realities, allowing the acquisition of wide-ranging skills and competences they can use in different fields. Participants have the chance to spend one intensive week at IED Venezia, getting in touch with one of the most renowned art institution, such as the Peggy Guggenheim Collection. 

    A special focus is put on the organization of events, as at the end of each module students have to design and manage an event related to art and culture. The Master course builds a central figure for the life of cultural institutions who deals with art project management. This professional is capable of identifying innovative content, structuring a comprehensive event schedule, planning and developing fundraising events and resource management.

    Interdisciplinarity and innovation are the two keywords that characterise the whole pathway, since students get also prepared to face the new scenario of digital professions. 

    Partner institutions: Fondazione Palazzo Strozzi, Peggy Guggenheim Collection, MUS.E, Fondazione Romaeuropa.

        Attendance: full-time
        Language: English


    Get an insight: find put more about Master's activities

    Target - The Master course is aimed at graduates in humanities, art, economics, as well as graduates in creative disciplines from design schools, or professionals with at least two years of experience.

    Methodology and structure - The Master course in Arts Management is divided into two operational modules that have an individual study path related to the city in which they are held. The Florence module is focused on training specialists in designing, planning and organising complex events in the cultural fields, whereas the Rome module is concentrated on the fine-tuning of a new approach for managing the artistic heritage in relation with the contemporary cultural scene. Some topics are carried out throughout the whole duration of the course, while others are specific of the two locations. In between the two operational modules, students are involved in a special week in Venice, in collaboration with Peggy Guggenheim Collection. The Master course leads participants into a training path designed as a general framework in which cultural skills, technical expertise, project development abilities are step by step introduced, implemented and consolidated.

    Professional opportunities - The mix of subjects faced during this rich and intense year aims at building professionals who can easily deal with: contemporary artistic scenarios for identifying significant art and culture concepts and enhancing the visibility of the cultural offer; business models for developing actions plans that keep into consideration all the risks and opportunities of a cultural project; new communication technologies and tools for exploiting the potential of culture as economic asset.

    Cultural Landscape:


    Cultural Landscape

    History of Visual Arts - Florence

    This section features a historical and critical path through the arts, from the beginning of the 20th century up until today, which is focused on the main changes of the visual culture and the influences on contemporary imagination.

    Museum Management - Florence

    It is an introductory overview on the main principles and practices involving museum management. Covered topics include: strategic planning and marketing, financial sustainability, permanent and temporary exhibitions and displays, target audience and governance issues.

    Museography - Florence

    This courses examines permanent and temporary exhibitions displays. Special attention is given to technical management and lighting technology in set design. Case studies show how to display and enhance an exhibition.

    Peggy Guggenheim Experience in Venice

    Participants attend one-week workshop in Venice in which they visit all main cultural institutions and take part to classes held by Peggy Guggenheim Collection staff. The Peggy Guggenheim Collection is among the most important museums in Italy for European and American art of the first half of the 20th century. It is located in Peggy Guggenheim’s former home, Palazzo Venier dei Leoni, on the Grand Canal in Venice.


    Cultural Marketing: Strategic Planning and Promotion - Florence-Rome

    This module is focused on the marketing methods and strategies necessary to develop and promote the projects of a culture-based organisation. The course examines the most important steps of the planning process, such as analysis, strategy and implementation, and introduces the main analysis methods that allow to produce effective reports: SWOC, PEST, stakeholder and capital analysis. The subject also explains the main communication channels, focusing on web 2.0 and social networks.

    Project Development

    Cultural Project Management - Florence

    It examines project development, planning and delivery using case studies and models specific of cultural-related events and projects. The course explains the kaizen method of continuous improvement of processes, as starting point for enhancing the knowledge and skills of project management.

    Event Concept and Kick-off - Florence

    This course focuses on roles and responsibilities of the planning team and event coordinator. The main topics covered include the selection of an exhibit theme, budget planning, event promotion and coordination, logistic issues including staffing, contracts and outside vendors. The model of the planning process will be highlighted at Palazzo Strozzi, one of the most prestigious venues in Florence.

    Event Operation Planning and Management – Florence

    This course is a full immersion on the event organiser’s duties, which include all the aspects of planning and management, i.e. event concept, budgeting, financing, venue selection and contracting, vendors, and final event. Case studies illustrate the various roles and responsibilities.

    Fundraising for Cultural project

    European Grants - Florence

    This course introduces participants to the several forms of institutional fundraising and to grant-based public and private financing. Many types of organisations such as foundations, non-profits and cultural institutions, are used as models to illustrate and develop an understanding of the different strategies and fundraising methods. Special attention is given to individual and corporate donations and sponsorship, basic strategies, and methods of fundraising.

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