20802 - HERITAGE, MUSEUMS, AND DIGITAL CULTURES

None.

Heritage and museum management are complex and multifaceted. Heritage management is a growing field that is concerned with the identification, protection, and stewardship of cultural heritage in the public interest. Museums exist to preserve and study tangible and intangible collections as well as to educate different audiences, but they are also institutions that must employ sound and sustainable business practices while being accountable to the public as non-profit organizations. At the same time, digital innovation is radically changing the approach to these issues, both in terms of heritage and collection preservation and management. In this regard the course of Heritage, Museums and Digital Cultures explores the design, planning and the socio-economic impacts of museum and heritage development, as well as budgeting and strategies in museum and heritage practice. The core part of the course addresses museum and heritage management - examining efficient resource management strategies, several kinds of commercial activities, as well as innovative approaches to establish new types of sponsorships and partnerships – and marketing – looking at both physical and digital strategies aimed at developing and engaging a diversified audience. The course then shifts focus to exhibition development, museum education and collection management, focusing on the impact of technologies and digital devices.

The course focuses on the following themes, set in a theoretical framework during lectures and developed empirically through the illustration and discussion of some case studies.

• Introduction: museum and heritage in an historical perspective;
• Museum and heritage studies and globalization;
• The new global market for museum contents;
• Current topics in the museological debate;
• Strategic positioning: joint ventures, franchised museums and internationalization; 
• Museums, heritage and urban regeneration: merits and demerits; 
• The social, economic and media impact of museums and heritage; 
• Museum planning: legal and planning documents;
• Budget management and accountability;
• Edging on sustainability; 
• Organization & personnel management; 
• Commercial activities: traditional and innovative; 
• Facilities management; 
• Partnerships and sponsorships;
• Marketing and community relations; 
• Audience development and engagement; 
• Development, fundraising and membership; 
• Education and public programmes; 
• Exhibition, interaction & graphic design; 
• Temporary exhibitions: in & outbound; 
• Collection management; 
• Technologies: uses and abuses; 
• The digital museum; 
• Digital changes and drivers; 
• Overview of future trends.

• Demonstrate knowledge of major theoretical, methodological and professional topics in museum and heritage management.
• Express awareness of the leading museum-related issues.
• Identify the needs of museums and heritage in a global market.

• Apply the knowledge gained within specific professional contexts, such as museum and exhibition planning.

• Select and analyse information relevant to a research project.

• Execute and write up projects on museum-related topics.

• Plan, execute and write up an extended research project on museums and heritage. 

• Apply a technical or scientific methodology to museum and heritage related research.

• Face-to-face lectures
• Guest speaker's talks (in class or in distance)
• Company visits
• Group assignments

• Each year 3 practioners are invited to give in-class talks: a senior curator, an exhibition designer and a travelling exhibition project manager.

• 2-3 museum visits are organized outside the course timetable. The visits are managed by senior curators and practitioners. 

• Groups assignments are agreed with outstanding museums, cultural institutions and exhibitions spaces. The final drafts are discussed in class at the end of the course. Prof. Guerzoni is available to organize on a weekly base extra course meetings to supervise groups.

• 80% of attendance gives the status of attending student.

• Written exam (2 hours) on the subjects covered in slides and compulsory readings attributes 60% of the final grade.

• The evaluation of the final version of group assignments (paper of 4000-5000 words) attributes the remaining 40% of the final grade.

Written exam (2 hours) on all the subjects covered in the textbooks, slides and readings attributes 100% of the final grade.

Slides and selected readings provided by the teacher (all of them are available in open pdf format, according to fair use policies).

Slides, selected readings and three textbooks:

• G. GUERZONI, Museum on the Map 1995-2012, Torino, Allemandi, 2014 (available in open pdf format).

• B. LORD, G. LORD DEXTER, L. MARTIN (eds.), The Manual of Museum Planning: Sustainable Space, Facilites and Operations, Lanham, AltaMira Press, 2012.

• N. KOTLER, P. KOTLER, W. KOTLER, Museum marketing and strategy, San Francisco, Jossey-Bass, 2008.

Exam textbooks & Online Articles (check availability at the Library)

None.

Heritage and museum management are complex and multifaceted. Heritage management is a growing field that is concerned with the identification, protection, and stewardship of cultural heritage in the public interest. Museums exist to preserve and study tangible and intangible collections as well as to educate different audiences, but they are also institutions that must employ sound and sustainable business practices while being accountable to the public as non-profit organizations. At the same time, digital innovation is radically changing the approach to these issues, both in terms of heritage and collection preservation and management. In this regard the course of Heritage, Museums and Digital Cultures explores the design, planning and the socio-economic impacts of museum and heritage development, as well as budgeting and strategies in museum and heritage practice. The core part of the course addresses museum and heritage management - examining efficient resource management strategies, several kinds of commercial activities, as well as innovative approaches to establish new types of sponsorships and partnerships – and marketing – looking at both physical and digital strategies aimed at developing and engaging a diversified audience. The course then shifts focus to exhibition development, museum education and collection management, focusing on the impact of technologies and digital devices.

The course focuses on the following themes, set in a theoretical framework during lectures and developed empirically through the illustration and discussion of some case studies.

• Introduction: museum and heritage in an historical perspective;
• Museum and heritage studies and globalization;
• The new global market for museum contents;
• Current topics in the museological debate;
• Strategic positioning: joint ventures, franchised museums and internationalization; 
• Museums, heritage and urban regeneration: merits and demerits; 
• The social, economic and media impact of museums and heritage; 
• Museum planning: legal and planning documents;
• Budget management and accountability;
• Edging on sustainability; 
• Organization & personnel management; 
• Commercial activities: traditional and innovative; 
• Facilities management; 
• Partnerships and sponsorships;
• Marketing and community relations; 
• Audience development and engagement; 
• Development, fundraising and membership; 
• Education and public programmes; 
• Exhibition, interaction & graphic design; 
• Temporary exhibitions: in & outbound; 
• Collection management; 
• Technologies: uses and abuses; 
• The digital museum; 
• Digital changes and drivers; 
• Overview of future trends.

• Demonstrate knowledge of major theoretical, methodological and professional topics in museum and heritage management.

• Express awareness of the leading museum-related issues.

• Identify the needs of museums and heritage in a global market.

• Apply the knowledge gained within specific professional contexts, such as museum and exhibition planning.

• Select and analyse information relevant to a research project.

• Execute and write up projects on museum-related topics.

• Plan, execute and write up an extended research project on museums and heritage. 

• Apply a technical or scientific methodology to museum and heritage related research.

• Face-to-face lectures
• Guest speaker's talks (in class or in distance)
• Company visits
• Group assignments

• Each year 3 practioners are invited to give in-class talks: a senior curator, an exhibition designer and a travelling exhibition project manager.

• 2-3 museum visits are organized outside the course timetable. The visits are managed by senior curators and practitioners. 

• Groups assignments are agreed with outstanding museums, cultural institutions and exhibitions spaces. The final drafts are discussed in class at the end of the course. Prof. Guerzoni is available to organize on a weekly base extra course meetings to supervise groups.

• 80% of attendance gives the status of attending student.

• Written exam (2 hours) on the subjects covered in slides and compulsory readings attributes 60% of the final grade.

• The evaluation of the final version of group assignments (paper of 4000-5000 words) attributes the remaining 40% of the final grade.

Written exam (2 hours) on all the subjects covered in the textbooks, slides and readings attributes 100% of the final grade.

Slides and selected readings provided by the teacher (all of them are available in open pdf format, according to fair use policies).

Slides, selected readings and three textbooks:

• G. GUERZONI, Museum on the Map 1995-2012, Torino, Allemandi, 2014 (available in open pdf format).

• B. LORD, G. LORD DEXTER, L. MARTIN (eds.), The Manual of Museum Planning: Sustainable Space, Facilites and Operations, Lanham, AltaMira Press, 2012.

• N. KOTLER, P. KOTLER, W. KOTLER, Museum marketing and strategy, San Francisco, Jossey-Bass, 2008.

Exam textbooks & Online Articles (check availability at the Library)