Master in Arts and Culture Management
The Master offers you a training of excellence, international internships, career service, global networking and many others benefits for your professional and personal development. Various teaching formulas are available to suit every requirement; students from more than 140 countries of the world.
- Duration: 12 months
- Language: English
- Formula: In Rome or Online
The Rome Business School’s Master in Arts and Culture Management is an exclusive programme designed for motivated international participants aiming at getting world-class competencies and at developing a successful global career in the fields of arts and culture. Attendees will receive advanced managerial expertise, anchored in the international context, thus becoming ready to excel as modern cultural managers and innovative leaders in the field of the creative industries. This programme’s quality teaching, its international internship opportunities and its career and networking services all contribute to make this Master’s Degree the perfect fit for anyone who is looking to rise to the top in the world of arts and culture management.
The Master’s course in Arts and Culture Management is designed both for those who are seeking their first exposure to the world of arts, culture, media and entertainment management, and for those who are already working in these environments but intend to expand and update their knowledge. Participants are typically:
Structure (duration – 1 year)
- Graduates interested in leading and managing creative organizations operating in the performing arts (dance, live music, opera, theatre, musical theatre, performance art etc), visual arts (painting, sculpture, photography etc), heritage sector (museums, archaeological sites, libraries, exhibitions etc), new media (software, videogames etc) and communications and entertainment fields (film, music, publishing, radio and television);
- Marketing and communication professionals who want to improve their knowledge in the arts and culture environment;
- Managers working in a variety of professional environments who want to improve their skills in the cultural and creative industries;
- Entrepreneurs who want to either start an activity related to the arts and culture or to increase their knowledge and to improve the results of their existing organizations.
Modes of attendance
- Six months of lectures
- Six months dedicated to international internships and project work
- Visits at international companies and organizations
- Integrative cultural programme
- Seminars and events
This Master course can be attended in English, either on campus or by distance learning, in Part-Time formula (2 three hours lectures per week).
Managing Arts and Culture in the Global Era
This module addresses a various range of issues relevant to international cultural policy and practices, with a major emphasis on Italy and other European countries. The relationship between cultural production and policy will be discussed while dealing with issues like “what is culture” and “the role of culture” in different cultural, social contexts and countries. In general lines, the module will concentrate on cultural policy in relation to the performing arts while reference will be made to visual arts and the cultural heritage sector. Core objectives of the module:
- Be acquainted with the intersection of cultural management with other areas of political, economic and social concern and understand their forms of expression
- Comprehend the characteristics and trends of the arts and culture markets and the role played by the contemporary cultural managers.
Marketing and Communications for Arts and Culture
This module introduces students to the communications and marketing requirements of arts and cultural sector institutions. Specifically, it is aimed at:
- Providing a complete picture of the contemporary approaches to the field
- Supplying the core knowledge and skills necessary to be an effective marketer in the arts and culture industries
- Providing an understanding of the similarities and differences in marketing arts and culture vs. more traditional applications, from strategy to implementation tactics
- Providing a framework for effective marketing and sales planning and strategy in the arts and culture environment
- Thoroughly covering the tactical side of marketing, including the effective implementation of marketing tools (focusing on the web and social media) and strategies
Creation of cultural and creative companies
This module will describe the world of start-ups, with a focus on the creative ones. Start-ups represent the initial phase in the building of a company and have an important pre-requisite: the ability to scale their growth. In fact, start-ups are born from an idea and then, through successive iterations, produce a model of that idea from which is born a minimum feasible product, which, eventually, will become a product. Creative start-ups are a subset of this general definition that applies to creative value propositions. In this course, each step of building a start-up will be examined, with a focus on creative value propositions. The students will learn practical concepts, as market research and analysis, submission of business licensing application, organizational structure, financial aspects, project management and many other considerations. Main objective of the course:
- Find the “napkin” idea and turning it into a value proposition
- Lay out the business model canvas
- Define the cost structure
- Find key resources, key activities and partners
This module is designed in order to help students to acquire a comprehensive view of the planning tool par excellence, the business plan, through a guided demonstration of its composition, contents and numerous purposes, which make this tool profitably utilisable both in the life of a company and in the creation of a start-up. The module answers such questions as:
- What structure and what content must a business plan have?
- How are the organizational and business plan structured?
- How must a project budget be structured?
- What information are the investors interested in?
Art Galleries Management
Art Gallery Management will introduce students to the commercial art-world and focus on how to open and run an art-gallery, in the contemporary challenging landscape. Core objectives:
- Learn how to manage an art gallery
- Understand the role and main attributions of the art gallery manager
- Comprehend how to manage a cultural event, within an art gallery, starting from the concept
Publishing industry management
This course prepares for a career in the challenging world of publishing, including the knowledge, skills and understanding in order to become a successful publisher in the cultural environment. Objectives of the module:
- Comprehend general concepts, organizational aspects and business models
- Learn how to move from paper to webzine, from webzine to social, from social to paper
- Understand how to make journalism behind social
Performing arts management
Upon completion of this course, students will demonstrate their ability to understand the main economic challenges in Performing Arts field and to assess properly the feasibility of a project in order to make decisions that are economically, legally and artistically relevant. Main objectives:
- Understand the economic context of the performing arts: the marketplace, the economic impact of artistic programming, the production process
- Discover new models of decision-making in the performing arts ecosystem
- Understand how to build and develop an international career in the performing arts management
Music Production & Artist Management
The music industry management module prepares students to enter the current music production field as an effective professional within a landscape of fast evolving tools and techniques. This course teaches how to apply creative, leadership and management skills to both the commercial and artistic sides of the music industry. The artist management module will explain the role and importance of the managers in the music business, and how they impact the career of the artists. During the course, it will also be studied the typical management contract and examined the business basics of setting and achieving goals, budget planning, target market analysis, branding, evaluating the strengths and weaknesses of an artist in the contemporary marketable scenery. Core objectives:
- Learn about the music industry and its historic evolution
- Understand the new business patterns and concepts
- Produce innovative, value-based strategic plans to increase the chances of success for the artists with whom you work
- Develop competencies in order to present concrete strategies to your artists to help accelerate their evolution
Theatre and Show business management
This module prepares to create and manage organizational environments progressively favorable to the creation of theatre and show business art and its presentation to the audience. While attending the lectures, the students will gain the knowledge, skills, experience, and values necessary in order to enter the field at high levels of responsibility and to advance the state of management practice and the art form itself. Core objectives:
- Understand the structure of the contemporary theatre and show business environment
- Comprehend the structure and governance of a theatre
- Learn about best ticketing policies and marketing strategies
- Learn about best management practices
The lecture will focus on museum management, a very broad theme that takes into account all aspects concerned with the organisation and administration of an art museum, with particular emphasis on: the role and importance of the foundations in the cultural environment, public service, mission, and social responsibility, governance, sustainibility and best practices. Main aims:
- Gain knowledge about the museum organization management
- Understand the role and attributions of the museum manager
- Study the evolution of the curatorial profession, within a museum
- Learn about the role of museums in public education
Web Series Management
The module aims at providing students with an introduction to the world of Internet videos, defining a web series, a viral video, and identifying the language and the peculiarities of the medium. Then, following a thematic path, the growing opportunities both in communication and commercial terms will be analysed. In particular, the discussions will be centred around the branded web series and their advantages for companies. Finally, we will explore the structure and management linked to the implementation of a series for the web through an illustrative and entertaining journey through successful and emblematic case histories. Objectives:
- Understand the web marketing world: internet videos, web series, viral video
- Define and identify the language and the peculiarities of the web medium
- Analyze the web growing opportunities in communication and commercial terms
- Understand the structure and management linked to the implementation of a series for the web through emblematic case studies
Cultural Event Management
This module aims at giving you an overview of what it takes to create, manage and successfully bring to completion a cultural event: from creation, activation, execution, completion and evaluation, based upon well-defined project management competencies and technical tools, team building capabilities and effective change management abilities. An image-rich and content-based lecture on cultural management is going to be given to the students, driven upon wide experiences in the field of performing arts management, event and festivals management, private client advisories. Objectives:
- Comprehend the importance of event project management in the international events industry
- Understand the organizational issues that must be taken into consideration when managing event projects
- Develop capacities to explain the processes related to effective event project management throughout the event cycle
- Demonstrate an understanding of relevant event management theory and how it can be usefully applied to organizations
Filming & Fiction Industry
In this module you will have an overview of the film industry. Students will have a backstage glimpse on how to produce a film on a budget, the steps to market & distribute and how to overcome some obstacle while in production. Objectives:
- Understanding the production and the steps of the making of a film production
- Understanding post production
- Some practical aspects and challenges of the film industry from the initial concept to distribution
- Overview of modern distribution for independent productions
Fundraising and Crowdfunding in the Arts
- Understand and apply fundraising principles to the process of planning
- Acquire the knowledge of fundraising and sponsorship to support the financial goals of an arts organization
- Develop action plans to improve fundraising strategies and policy development and/or implementation
The Online Art Marketing and New Business Opportunities
Online Art Marketing will further the knowledge acquired during the Art Gallery Management course, giving an outlook of the latest trends of the art-world and concentrate on the new possibilities offered by the internet-age. Main objectives:
- Understand general concepts such as: organizational aspects and business models
- Learn about new perspectives over the online art marketing
Attending this Master’s Degree course entitles to:
- International internships at leading companies and organizations;
- The inclusion of your CV in the Rome Business School’s database and its distribution to businesses, organizations and headhunters belonging to the Rome Business School’s international network;
- A free CV review;
- Support in the management of job interviews;
- Networking meetings with international managers, professionals and business owners;
- A personalized search and flagging service for the best job opportunities in Italy and abroad.
On completing the programme, participants will be able to:
- Understand the characteristics and trends of the arts and culture market and the role played by the cultural manager
- Recognize the intersection of cultural management with other areas of political, economic and social concern, such as national identity, cultural diversity, economic development, urban regeneration and heritage preservation
- Develop and apply effective marketing and communication strategies in the global environment of arts and culture, both for private and public/non-profit organizations
- Identify and manage the characteristics of the main artistic and culture-related businesses and to develop effective managerial strategies
- Develop and nurture cultural brands
- Master the use of new technologies within cultural organizations and the most advanced communication tools and channels
- Structure effective managerial processes and functions for cultural organizations
- Organize fundraising activities and events to support cultural initiatives
- Explore the impact of legislation on the cultural market
- Manage financial dimensions related to cultural activities in the global economy
- Develop a comprehensive business plan for arts and cultural ventures
- Understand and utilize project management techniques for culture-related managerial activities
- Evaluate and apply leadership models as tools for ethical and culturally-influenced decision-making
World Class Teachers
The Master’s Degree course faculty is made up of highly selected international university professors, trainers and business managers, drawn from a variety of operational and professional fields and thus able to bring to the table a rich array of up-to-date experiences and competencies. The teaching approach is aimed at the acquisition of know-how, thus at transferring competencies truly useful for the attendees’ professional development.
Rome Business School’s Master in Arts and Culture Management is accredited by VIU – Universidad Internacional de Valencia. At the completion of the course you will therefore be awarded with a double certification: a diploma from Rome Business School and one from VIU, with 60 internationally recognized university credits (60 ECTS).
For both the on-campus and the distance-learning courses, attendees can always count on the assistance of a tutor for any clarifications they may require, for the completion of the tests and exercises required by each module and for the final project.
Students registered for the Master’s Degree course will be issued with a wealth of learning materials, including slides, textbooks, case studies, articles, videos, and useful internet links.
Registering In The Rome Business School’s Alumni Association
Attendance in the Master’s Degree course entitles to become part of the Rome Business School’s Alumni Association, the international network through which students of the Rome Business School can share ideas, experiences, and projects. Many facilitations are also available for attending further training courses.
The Rome Business School prizes intercultural exchange as a source of personal and professional development. Students from 5 continents regularly attend its courses.
All applicants must have a three-year degree (or be near completion). Those with relevant professional qualifications or extensive professional experience will also be considered. Applicants must demonstrate English language proficiency during an interview. For both the on-campus and distance learning options and in order to ensure a high-quality training course, classes can consist of a maximum of 15 attendees.
Submit your application, attaching your CV and your motivational letter in English.
The Rome Business School recruitment team will evaluate your request and will contact you if further documents are required. The complete applications will be examined by the academic selection committee. All candidates deemed suitable by the selection committee will support an interview with one of our specialists. The interview can take place in presence or remotely via Skype. Within 2 days of the interview, we will send you an email reply indicating the result of the application and the information necessary to complete the registration. In case of a negative outcome, you will still receive an official communication.
The deadline for international students is 45 days from the beginning of the course and for EU students it is 15 days from the beginning of the course. Applications will be evaluated according to the order of the submission date.
For each teaching formula, partial scholarships are available to cover part of the tuition fee. Scholarships will be assigned based on the personal, experiential and technical-motivational profile of the candidates.
The payment of the participation fee is installable. In the case of payment of the participation fee in a single solution, the student will benefit from a 10% discount.
Discover what the Career Services Department can do for you in terms of assistance, guidance, and resources
During your time at Rome Business School, you will be taking the next important step on your career ladder. The aim of the Career Services team is to help and empower you in this journey!
Your journey towards a satisfying future career begins with self-discovery. There are many paths before you, and together we can find the right one to follow by assessing your skills, strengths, interests, values, and personality.