Course 2025-2026 a.y.

• Introduction to Communication in the Arts: Theoretical foundations and key models.
• Consumer Behavior in the Cultural Sector: Decision-making processes and influencing factors.
• Branding and Storytelling: Strategies for engaging audiences in the arts and culture.
• Digital, AI, and Social Media Communication: Trends, tools, and case studies.
• Crisis Communication in Cultural Organizations: Managing reputation and audience relationships.
• AI in Arts Communication: Applications, ethical considerations, and future trends.
• Case Studies and Best Practices: Analysis of successful communication campaigns in the arts.

During the course, in addition to face-to-face lectures, where key concepts, theoretical models, and research findings on inclusion, cultural management, and institutional change are presented and discussed, the following activities are completed:

• Guest speaker talks (in class or online), delivered by managers, cultural leaders, and experts working in the performing arts and cultural institutions. These sessions allow students to gain first-hand insights into current trends, strategic dilemmas, and inclusion practices adopted by organizations in the field.
• Company visits to cultural institutions and performing arts organizations, offering students the opportunity to observe managerial processes and inclusion strategies directly within professional contexts.
• Case studies and guided incidents (both traditional and online), enabling students to apply theoretical frameworks and managerial tools to real-world situations, fostering problem-solving and critical analysis skills.
• Group assignments, where students will work collaboratively to develop inclusion-oriented strategic plans for cultural institutions, integrating managerial, marketing, and organizational knowledge acquired throughout the course.

• Written exam(s) (40%) with a mix of open-ended and multiple-choice questions has the aim to assess the knowledge of theories, cultural motives at the origin of individuals’ patterns of consumption and of the most suitable methods to study them. More specifically, multiple-choice questions are intended to assess the knowledge of theoretical concepts, while open-ended questions are used to assess the students’ capability to understand and interpret a real consumption phenomenon or a case study through the application of the most suitable theories and qualitative methods.
• Group assignments (60%), made in cooperation with cultural institutions that students choose to work on, are aimed at assessing the capabilities of students to work in teams and to develop new products and services as the outcome of a qualitative market research project.
• Peer evaluation (if needed).

Written exam(s) with a mix of open-ended and multiple-choice questions have the aim to assess the knowledge of theories, cultural motives at the origin of individuals’ patterns of consumption in the arts, and of the most suitable methods to study them. More specifically, multiple-choice questions are intended to assess the knowledge of theoretical concepts, while open-ended questions are used to assess the students’ capability to understand and interpret a real consumption phenomenon or a case study through the application of the most suitable theories and qualitative methods.

For attending students, the study materials will consist of:

• Lecture slides, which summarize the key concepts, models, and frameworks presented during face-to-face classes and guest speaker sessions.
• Assigned readings, including academic articles, research papers, and relevant book chapters, aimed at deepening theoretical understanding and providing up-to-date perspectives on cultural management, inclusion, and institutional change.
• Case studies and guided incidents, used for class discussion and group work, allowing students to apply theories and frameworks to real-world situations in the cultural and performing arts sectors.

These materials will be made available through the university’s online platform, and attending students are expected to prepare them in advance to actively participate in class discussions and group assignments.

For non-attending students, a detailed list of readings and book chapters will be provided and published in the syllabus. These materials will cover the main topics addressed during the course and provide comprehensive theoretical and practical knowledge necessary for the final assessment.