Course 2013-2014 a.y.
20458 - ART MANAGEMENT AND MARKETS
ACME
Course taught in English
Go to class group/s: 31
Group 51 Prof. Stefano Baia Curioni
In the last ten years, the contemporary art world has been transformed from a small, relatively stable system into a complex, semi-industrial sector in which financial political, economic, urban and social interests move at a pace that was even unthinkable only two decades ago. The interaction of these dynamics produces rapid changes in a system whose roles have been historically defined around a small world of galleries, collectors, dealers, institutions and that has been polarized around few dominant urban scenes (New York, Paris, London and in the last part of 20th century, Berlin). These changes imply a multiplicity of opportunities, the appearance of new landscapes for new professionals, and also a number of dead ends. The process involves entrepreneurial opportunities but also raise deep cultural challenges.
The workshop Arts Management and Markets addresses all these issues opening the major in Arts and Heritage management . This course is fit for highly motivated students willing to acquire a professional and competitive edge in the area of Arts management.
The objective of the workshop is twofold:
- on the one side to help advanced students to refine their specific profile of arts managers
consistently with the international job market needs expressed by galleries, dealers, auction houses, exhibition spaces, collectors and artists. - on the other side to develop cultural mediation and cultural entrepreneurship capabilities in the perspective of a professional experience strongly characterized by the motivation and the specific understanding of the field, as by the active and enterpreneurial integration in a fast changing and highly internationalized system.
This imply that the course aims to combine the management and entrepreneurship skills with critical, sociological and historical awareness, focusing on the task of cooperating with artists and art productions systems.
Group 52 Prof. Stefania Saviolo (6 CFU), Prof. Elisabetta Marafioti (4 CFU)
The aim of the course is to provide students with the perspective and solid skill base needed to manage creativity-focused projects, people and ventures, preparing them to contribute effectively to today’s entrepreneurial and organizational challenges. The course objectives are the following:
- understand creativity and explore relations among creativity, innovation and entrepreneurship;
- understand creative processes in product, communication and retail within creative industries and, more general, in fast moving consumer goods with a high rate of new product development;
- understand co-creation processes, as crowd sourcing, as the practice of developing systems, products, or services through the collaborative execution of companies and customers;
- learn about the most successful business models in managing creative processes and companies and how investors/private equity evaluate them;
- assessing each student's own individual potential for creativity and appreciate the unique challenges and methods for leading others to greater creativity through teamwork;
- promote the understanding and adoption of a structured approach to the development of entrepreneurial ideas and innovation into profitable businesses.
Group 51
The course will be divided in two sections:
The course will be divided in two sections:- one dedicated to the art system (actors, gatekeepers, auction, prices, professions etc) that integrates an historical perspective, direct contact with people that operates in the field at different levels, the analysis of the main transformation of the field.
- one dedicated to the cultural challenges that are influencing the production and the assessment system in the contemporary art (the analysis will address curatorial issues, historical and critical, analysis of specific works, of specific artists , biographies of specific curators, history of specific exhibitions).
Group 52
Strategic management of creative processes (6 CFU) Prof. Stefania Saviolo
Students learn to recognize, analyze and support creativity in collaborative, complex business processes across the internal and external organizational boundaries within a wide variety of industries (not limited to stereotypically "creative" industries, such as fashion), exploring in particular:
Part 1 How creativity works in individuals and organizations
- Creativity, entrepreneurship, strategic innovation (as opposed to process or product innovation), business model innovation
- Creative industries, creative product/processes and creative people
- The legal risks in the production and marketing of creative products
- Creativity in collaborative business processes in terms of actors, roles, structures, procedures
Part 2 From creativity to business success
- Creative briefing to agencies for print, digital, broadcast and social media projects
- Co-creation, co-makership and the successful management of creative people inside and outside the firm
- How to leverage web-based resources and qualitative user feedback to inform a creative process
- Barriers and critical success factors in the creative process
- Creativity in business model innovation. Case analysis
Workshop on entrepreneurship in symbolic industries (4 CFU) Prof. Elisabetta Marafioti
The aim of this workshop is to support students in transforming creative ideas into businesses. The first part of the workshop will be dedicated to the sharing of basic tools and concepts regarding business planning while the second part will be dedicated to a business game where students, in teams, will have to create and grow successfully their new venture in symbolic industries.
Non-attending students
Written exam (1h45m) on all the subjects covered in the textbooks.
Attending students
The status of attending student is recognized in the first two calendar exams of 2013-14. Students attending the course are required to demonstrate their skill to analyse specific issues as well as to summarize complex issues using several communication tools, working alone and within groups. The students who attend the course get a final grade formed as follows:
Written exam (1h45m) on all the subjects covered in the textbooks. The status of attending student is recognized in the first two calendar exams of 2013-14. Students attending the course are required to demonstrate their skill to analyse specific issues as well as to summarize complex issues using several communication tools, working alone and within groups. The students who attend the course get a final grade formed as follows:
- Each student is assigned to one group. Groups work on projects during the whole semester, present their results in the last sessions of class, and have until the date of the exam to prepare a 5 pages wrap up document on the project. Projects account 50% of the total grade and are assessed both by faculty and peers. The outputs that are assessed are the presentation of the plan, and the actual project as of week of December 9th.
- Final written exam (1 hour). This is an essay based on the lessons, readings and testimonials. The essay accounts for 50% of the total grade.
Group 52
Strategic management of creative processes (6 CFU) Prof. Stefania Saviolo
Like creativity itself, the course is more about experiences than just tools and methods. Each participant is expected to contribute to the learning experience and the course features a number of guests and cases, in addition to videos, research summaries, individual exercises and group assignments. Assessment of student performance is based on multiple factors throughout the semester and there is no final exam for attending students. Attendance is compulsory during briefing and tutorship sessions.
For non attending students
- Individual written exam on the Book (100%). Written exam based on the program topics in the syllabus. The exam may include the application of models and principles covered in the textbooks to additional material (e.g. short business cases, papers or articles) which is distributed during the exam session.
For attending students
- Class participation (10%)
- In-class individual assignment (30%)
- Group project (60%)
Business Game on entrepreneurship (4 CFU) Prof. Elisabetta Marafioti
Group 51
To be defined
Group 52
Strategic management of creative processes (6 CFU) Prof. Stefania Saviolo
Both for attending and non attending students:
E. Corbellini, S. Saviolo, Management of Creative Processes, EGEA, 2013
Business Game on entrepreneurship (4 CFU) Prof. Elisabetta Marafioti
Readings package