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Specialized Master in Management of Cultural and Artistic Activities (in partnership with the University of Ca' Foscari, Venezia)

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  • Objectifs
    Building on the expertise of ESCP-EAP and Ca’ Foscari University of Venice, the Specialized Master in Management of Cultural and Artistic Activities provides participants with a solid base of applied management concepts and skills in fields related to culture and the arts. This full-time programme lasts 12 months. It starts in September of every year and is organised in the following way: - 6 months of full-time coursework from September to the end of December in Venice, from January to March at the ESCP-EAP campus in Paris - A company placement of at least 4 months starting in April - A professional thesis
  • Dirigé à
    Eligible applicants must hold a master's degree (research or professional) in fine arts, architecture, engineering, management, public administration, political science, humanities or in any other field. This requirement may be waived for applicants with non-traditional backgrounds and those who demonstrate exceptional qualities and skills. In accordance with standards set by the French “Conférence des Grandes Ecoles”, such applicants must not exceed 30% of admitted students per year. The following degrees are required for eligibility (in fields such as engineering, management, medecine, architecture, humanities ... ): - A "Grande Ecole" degree - A Master's degree (five years of study) - A Post-graduate degree (over 5 years) - A Bachelor degree with 3 years of work experience - Other degree equivalent to the above (please consult us) Candidates must be proficient in English with a good knowledge of French and Italian.
  • Diplôme
    Specialized Master in Management of Cultural and Artistic Activities (in partnership with the University of Ca' Foscari, Venezia)
  • Contenu
    Course Modules

    The courses address 9 subject areas:

        - Strategic Management for Cultural and Artistic Activities
        - Cultural Marketing
        - The Economics of Art and Culture
        - Cultural Products and Markets
        - Accounting and Management Control for the Arts and Culture Industries
        - Finance and Taxation in Arts and Culture Industries
        - Project Management for Cultural and Artistic Activities
        - Development and Promotion of Cultural Heritage

    Modules Breakdown

    Academic contents and curriculum

    Strategic management for cultural and artistic activities
    (45 hours – 5 ECTS credits)

    The management of cultural activities is heavily influenced by several logics which are directly related to the particular nature of organisations and companies in the industry. This module introduces the principal tools of strategic and organisational analysis, and the many ways they can be applied to cultural activities.

    Topics covered:

        - The principal sectors of cultural activity, development strategies
        - The principal functions, international cultural exchange
        - Strategic diagnosis and the dynamics of competition
        - Analysis of the value chain -- partnerships and strategic alliances. The case of the CD and DVD industries.
        -Externalisation approaches. Transaction cost analysis and new organisational forms.
        - The connections between strategy and organisational structure: the systemic dimension of the organisation
        - Principles of organisational design. Particularities of some cultural organisations
        - Growth and change management
        - The cultural dimension of organisations in industrialised countries: conflict, identity, transformation

    Law and the Arts
    (45 hours – 5 ECTS credits)

    This module examines the central legal principles related to artistic and cultural activities at national and international levels.

    Topics covered:

        - Literary and artistic intellectual property rights
        - Copyright contracts
        - Specific regulations concerning cultural activities and professions
        - Legal structures used for different cultural activities
        - Laws pertaining to live performance
        - Organisational structure of museums and the art market
        - Cultural heritage law
        - Social obligations associated with employment and creation (royalties)
        - Public auction regulations

    The Economics of Art and Culture
    (45 hours – 5 ECTS credits)

    This module traces the history of the economics of the arts and culture industry.

    Topics covered:

        - Economic analysis of supply (reproducible vs. ephemeral products, relationship to public funding, analysis of Baumol’s Law, the concept of public service)
        - Economic analysis of demand (definition of a cultural product, consumer behaviour, the concept of risk)

    Cultural Marketing
    (45 hours – 5 ECTS credits)

    This module approaches marketing from the perspective of the arts and culture industry, focusing on the distribution of artwork.

    Topics covered:

        - Study of the different sectors (performance, cultural heritage, books, music, film, museums)
        - Presentation of key concepts in service marketing: the market, segmentation, targeting and positioning, SWOT analysis
        - Building an offer, cultural event and product creation, strategy and interaction between partners (sponsors, local political representatives, regional institutions, etc.) to gain their support
        - Branding, pricing and distribution strategies, direct marketing, public relations strategies
        - What is the key to effective communication?  The development of one marketing mix element in particular: communication. How to raise awareness and attract customers, foster loyalty and encourage them to buy.

    Cultural Products and Markets
    (45 hours – 5 ECTS credits)

    This module explores the macroeconomic issues relating to competitive service activities and cultural markets, including structural factors and dynamics for change in the sector.

    Topics covered:

        - International cultural exchange against the backdrop of the internationalization of  artistic activities and standards (the impact of different governmental cultural policies)
        - Specific methods of exchange of cultural goods (ex.: public auctions and international auction houses)

    Accounting and Management Control for the Arts and Culture Industries
    (45 hours – 5 ECTS credits)

    This module aims to present students with the basic management tools used by companies working in the sector of the arts and culture. Students learn to understand and apply basic accounting tools and analyse business performance using management control techniques by industry, service, and product. It also introduces the management of performance over time by budget setting and oversight, how to identify the key factors of success particular to the culture industry and to monitor progress by establishing scorecards.

    Topics covered:

        - Presentation of basic accounting tools:
              - Performance analysis by industry, service, and product
              - Performance management: budget and budgetary oversigh
              - Identifying key success factors
              - Establishing scorecards

    Finance and Taxation in Arts and Culture Industries
    (45 hours - 5 ECTS credits)

    The purpose of this module is to identify and formalise financial performance factors for a company in the culture industry.

    Topics covered:

        - Definition of economic performance
        - Main factors influencing economic performance:
              - Managing margins
              - Managing assets
              - Financial assessment of cultural goods and property (illustrated by case studies)

        - Examination of the principal tax provisions concerning arts and culture industries:
              - Corporate gains taxation
              - VAT and other taxes
              - Taxation issues related to the movement of people and goods (in particular, for artists from abroad)
              - Tax legislation related to sponsorship

    Project Management for Cultural and Artistic Activities
    (45 hours - 5 ECTS credits)

    This module focuses on the development of projects and events in all domains of the arts and culture. It focuses on how to use conceptual project management tools to oversee a project and ensure its continuity. (Concepts illustrated by case studies.)

    Topics covered:

        For live performance

        - Organisation and distribution of a production from its “creation to market introduction”
        - Introduction to live performance
        - Presentation of the main types of live performance: theatre, music, dance, opera, rock, etc.
        - Project management for events: music festivals, theatre tours

        For cultural activities

        - Presentation of the main types of cultural activities: publishing, music recording, industrial creation, etc.

        For media

        Concentrates on observation and understanding how the media industry operates through case studies of a new professional newspaper (JDL) and a new themed television station (Fusion TV).

        - The particular economic model for the distribution of information (either fact or fiction).
        - Particular aspects of media management from a planning perspective: programming, audience, terrestrial TV, convergence of media modes
        - Management of contents, programme purchasing strategies, media schedule and chronology costs
        - Introduction to media management: careers, corporate groups, basic concepts
        - Project management and development for print media-based products
        - Secondary channels and new audiovisual horizons: case study of Fusion TV
        - Analysis of a few media industry trends: free access, convergence, egocasting

    Development and Promotion of Cultural Heritage
    (45 hours - 5 ECTS credits)

    This module examines issues related to the development and promotion of cultural heritage, in both in the public and private domains.

    Topics covered:

        - The historical dimension of cultural heritage
        - Conservation of furniture and objects (review and application of legal framework)
        - Political aspects of cultural heritage and the role of institutions
        - Public and private actors
        - Cultural heritage and budgets of national and regional governments
        - Cultural strategies for the cultural heritage of the European Union.
        - International perspectives.

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