Master's degree in Management of cultural institutions and companies | Universitat de BarcelonaCultural Management Program

Master’s degree in Management of cultural institutions and companies

Credits: 60

Overview

The Master’s degree is the oldest course on cultural management in Spain, starting in 1989. Counting on a teaching staff of working professionals and renowned academics, the course offers a programme responding to the current needs of venues, collectives and projects in the field of cultural entrepreneurship. An innovative education model, which combines experience analysis, conceptual thinking, simulation exercises and other educational methodologies to stimulate intellectual curiosity, capability of problem-solving and development of common sense. The group composition, with a relevant presence of international participants and experienced professionals, encourages exchange, comparison between different realities and making future professional contacts through networking. Cooperative learning, reinforced during group projects, allows to simulate most innovative organizations’ working teams.

Number of ECTS credits:: 60
Format: on-site and blended learning (see calendar located at the end of the web page of the course).
Language: Spanish (Students can present written work in Spanish, Catalan or English, and the Final Project also in French, Italian or Portuguese)
Duration: 2 years.
Cost: 7.900€, the two academic courses -3.950 first course & 3.950€ second course (payment method: 10% to reserve the course place; 40% before starting the course; two fees of 25% during the course).
Career prospects: Manager of cultural projects and heritage; Director of cultural organizations or companies; Expert on culture for public administration.

Methodology

On-site learning

Advantages of on-site learning:

Learning day-by-day, in an evolving way and sharing time and knowledge with other students, under the guidance of professors and with dynamic classroom resources.
Interacting face-to-face with qualified professionals in the sector, who know first-hand cases of best practice.
Networking with classmates, sharing and involving in a wide range of experiences.
Interacting and planning in groups, learning collectively and comparing different experiences and ideas.
Living in a cosmopolitan cultural metropolis, Barcelona, with great programming, innovative and creative dynamism, and many cultural projects of international appeal.

Methodology

Blended learning

Advantages of distance learning:

Set your own study pace, education is tailored to the personal needs of each participant.
Developing skills of autonomy, self-control and dedication, and time and work management, linked to the learning process, that are extremely useful in current professional practice.
Make access to high quality education possible to those people who live far away or dealing with time constraints.

Advantages of the 2 weeks on campus in Barcelona:

Interacting face-to-face with qualified professionals in the sector.
Networking with classmates, sharing and involving in a wide range of experiences.
Interacting and planning in groups, learning collectively and comparing different experiences and ideas.
Living for some days the dynamism of Barcelona, a cosmopolitan cultural metropolis with a wide range of interesting projects.

Programme

1st year PROGRAMME

A. CULTURAL SECTORS AND ACTORS (3 credits)

Structure and dynamic of cultural sectors

Analysis of the cultural actors

Visits to cultural organisations

B. LOCAL CULTURAL MANAGEMENT (4 credits)

Local cultural policy

Local government: policy, mediation and management of public services
Planning, budget and administrative procedure
Models and strategies for local cultural policy
Agenda 21 for culture
Models of governance and management of public cultural facilities

Participation and community cultural revitalization

Citizen empowerment and cultural democracy
Community participation: dynamics, bargaining and coordination
Dynamics, management and regulation of street festivities and events
Non-profit organisations: management and models of governance.
Strategies and experiences of socio-cultural animation
Intercultural management: models and experiences

Local strategic planning

Models of local strategic planning
Design and development of local strategic plans
Local cultural mapping
Planning and implementation strategies
Evaluation of strategic plans

C. CULTURAL MANAGEMENT DIMENSIONS (4 credits)

Introductory analysis at the different levels of the cultural management
Presentation of some experiences
Main applied strategies

D. BASES OF CULTURAL ACTION (4 credits)

Cultural policy

Paradigms of contemporary cultural policies
International comparative models of cultural policy
Strategies for cultural policy
Planning and evaluation of cultural policies

Economy of culture

Structures and dynamics of cultural markets
Cultural participation, consumption and demand
Financing strategies

Empowerment and creative references

Connotations and dimensions of culture
Creativity, cultural industry and creative industry
Contemporary cultural dynamics

E. STRATEGIC PLANNING (4 credits)

Basics of strategic design and planning
Mission, vision and values
Diagnostic tools
Strategic and operational objectives
Projects and programmes assessment
Design of programmes and resources assessment
Analysis of projects and cultural references

F. INTRODUCTION TO RESOURCE MANAGEMENT (4 credits)

Legal framework

Sources of law, normative framework and legal advice
Cultural rights
Risks and contractual and extra-contractual obligations
Legal and tax system of cultural organisations and activities
Copyright and intellectual property
Administrative skills, organization and activity

Budgeting

Introduction to accounting tools and case analysis
Design of cost budget
Design of revenue budget
Breakeven point and projects’ viability
Temporality of budgeting and accounting

Introduction to communication and marketing

Basics of cultural marketing
Segmentation, targeting and positioning
Design of the communication strategy
Digital and conventional communication
Sponsorhip management

G. FINAL PROJECT ON CULTURAL MANAGEMENT (7 credits)

Topic selection
Project design and planning
Selection and analysis of references
Strategies development
Operational proposal
Writing and submission

2nd year PROGRAMME

A. ANALYSIS OF CULTURAL MANAGEMENT (4 credits)

Agents, factors and markets
Analysis of strategies
Analysis of experiences
Perspective and evaluation of the dimension

B. CULTURAL MARKETING AND COMMUNICATION (5 credits)

Cultural marketing

Cultural marketing: strategic analysis
Targeting and positioning
Audience analysis and segmentation
New audiences and audience retention
Audience empowerment

Cultural communication

Communication strategies: values, identity, image
Communication plan
Conventional and digital communication: channels and elements
Advertising and media planning

Public Relations and protocol

Public relations
Protocol

C. FINANCING AND FEASIBILITY OF CULTURAL PROJECTS AND ORGANIZATIONS (5 credits)

Acquisition and management of own resources

Introduction to financing of cultural activities
Market-based financing
Pricing policy strategies

Fundraising strategies

Alternatives for fundraising
Financing through public funds
Financing through institutional partnership and corporate sponsorship
Strategies for participatory financing

Feasibility of cultural projects and organisations

Introduction to the concept of economic feasibility
Strategies and experiences of cultural entrepreneurship
Design of a business plan
Financial plan

D. ADVANCED CULTURAL MANAGEMENT (6 credits)

Prospective and innovation

Creativity versus innovation
Value and quality perception
Critical analysis of contemporary paradigms of cultural policy
Prospective analysis

Human Resources, leadership and governance models

Governance models and relations with influential actors
Managerial, leadership and team management models and praxis
Organization charts and organizational models
Managing human resources: responsibilities, tasks, schedules and remuneration
Profiles and challenges of the contemporary cultural manager

Mediation strategies and collaborative practices

Logic and strategies of mediation
Impacts and interactions between culture, education and social strategies
Empowerment strategies and cultural volunteering
Foundations, paradigms and strategies of collaborative practices
Analysis and evaluation of experiences

E. MASTER’S FINAL PROJECT (10 credits)

Analysis

Theoretical framework and contextualisation
Sector and context analysis
Internal and external diagnosis
Benchmarking

Definition of the project

Core strategic dimension (mission, vision, values, objectives and strategic guidelines)
Programming proposal
Legal form, institutional embedding and other legal aspects
Organizational chart and human resources
Communication plan
Technical design of production
Timeline
Budgeting and financing strategies

Evaluation

Evaluation system
Evaluation indicators

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Internship organizations

An interesting aspect of the programme is the opportunity to spend an internship period at cultural organisations. For this, the University of Barcelona makes available a standard model of work placement agreement for interested institutions. Pablo Fernández, Internship Coordinator, will guide students during their personal research process. He will also inform them about available intern positions within the scope of the programme.

Historically, our students have done internships in various organizations and cultural and artistic projects such as, among others: Fira Tàrrega, Temporada Alta, Fira Mediterrània, Primavera Sound, Sonar festival, Mercat de Música Viva de Vic, Festival de cinema de Sitges, Filmets, Festival de Cine de Terror de Molins de Rei, Flic Festival, FAdFestival, MACBA, Museu Picasso, CCCB, Experimentem amb l’Art, la Escocesa, Asociación Fondo Guillermo Díaz-Plaja Contestí, l’Auditori, ESMUC, Cases de la Música, ICEC, ICUB, CONCA, Institut d’Estudis Catalans, Instituto Cervantes, Sala Beckett, l’Antic Teatre, El Maldà, Rai, Atrium Viladecans, Mar Gómez cia de dansa, Cia Moveo, La petita Malamaluga, Electrico 28, Cia. Mousiké, El Graner, La Nau Ivanow, La Central del Circ, Tres per Tres, Lapsus, LD Eventos, Fundación Contorno Urbano, Fundación Casa América, La Bonne, Casa Asia, Connectats, Planta 1, Trànsit Projectes, Adhoc Cultura, Focus, Club Tr3sC, Planeta, Penguim Random House…

Alumni

The programme offers quality education for the incorporation and retraining of innovative and competent professionals in different cultural institutions and companies. It also encourages the creation of sustainable and feasible projects at national and international level, and favours exchange among participants and professionals. Among the alumni of the Master’s course are several professionals who now work in positions of responsibility for national and international cultural projects and venues like, among others, El Festival Grec, Consejo Nacional de la Cultura y las Artes de Chile (CNCA), l’Auditori de Barcelona, el Consell Nacional de la Cultura i de les Arts de Catalunya (CONCA), el Museu Etnològic de Barcelona, Centro Cultural PUPC, La Seca Espai Brossa, Auditori Pau Casals de El Vendrell, Fundació Suñol, Institut Català de les Empreses Culturals de la Generalitat de Catalunya, Festival Internacional de Música y Danza de Granada, Institut de Cultura de Barcelona (ICUB), Fundación Ciudad de la Plata (Argentina), Asociación Canaria de Profesionales de la Gestión Cultural, Museu Nacional d’Art de Catalunya, Institut Europeu del Mediterrani (IEMED), Trinomio Gestión Cultural de Santiago de Chile, Centro Internacional para la Conservación del Patrimonio (CICOP Chile), FiraTàrrega, Nau Ivanow, Cie Fabienne Berger, Municipalidad de Concepción (Chile), International Center of Graphic Arts of Ljubljana (Slovenia), Museu d’Art Jaume Morera de Lleida…

Direction, coordination and invited professors

Lluís Bonet

Professor at the Department of Economics of the University of Barcelona.

Academic director and lecturer at the Master’s course in Management of cultural institutions and companies. On-site and blended learning versions.

Àngel Mestres

Director at Trànsit projectes

Academic coordinator and lecturer at the Master’s course in Management of cultural institutions and companies.

On-site and blended learning versions.

Herman Bashiron Mendolicchio

Expert on Cultural Mobility, Contemporary Art and International Cultural Cooperation.

Academic coordinator at the Master’s course in Management of cultural institutions and companies. Blended version.

Jordi Fàbregas

Consultant and project manager at Trànsit Projects.

Academic tutor at the Master’s course in Management of cultural institutions and companies. On-site and blended learning versions.

Jordi Baltà

Consultant and researcher specialising in cultural management and policies at Tànsit Proyectos. Expert of the Committee on Culture of United Cities and Local Governments (UCLG) and UNESCO.

Lecturer in the first year of the Master’s Degree in Management of Cultural Institutions and Companies. On-site and blended learning versions.

Ramon Castells

Professor at the Department of Economics of the University of Barcelona and Director of Studies at Consell Nacional de la Cultura i de les Arts.

Lecturer in the first year of the Master’s Degree in Management of Cultural Institutions and Companies. On-site and blended learning versions.

Tino Carreño

Professor at Department of Economics of the University of Barcelona and expert in management and production of music and performing arts festivals.

Internship coordinator at the Master’s course in Management of cultural institutions and companies. On-site learning version.

Andreu Puig

Administrator of the Museu d’Història de Barcelona.

Lecturer on the Master’s Degree in Management of Cultural Institutions and Companies. On-site and blended learning versions.

Albert de Gregorio

Professor at the Department of Economics of the University of Barcelona and Occupation, Business and Tourism Manager at Barcelona City Council.

Lecturer on the Master’s Degree in Management of Cultural Institutions and Companies. On-site and blended learning versions.

Gemma Lladós

Head of Administration at Trànsit projectes

Lecturer on the Master’s Degree in Management of Cultural Institutions and Companies. On-site and blended learning versions.

Pep Salazar

Executive director at OFFF Festival

Lecturer on the Master’s Degree in Management of Cultural Institutions and Companies. On-site and blended learning versions.

Anna Villarroya

Professor at the Department of Economics of the University of Barcelona.

Lecturer on the Master’s Degree in Management of Cultural Institutions and Companies. On-site and blended learning versions.

Mario Hinojos

Periodista cultural i continguts audiovisuals.