SUMMER SCHOOL 2010 - Second Edition

in

ECONOMICS OF CULTURE

 

 

Rome, 5-16 July 2010

The Summer School is part of the International Master’s Program in the Economics of Culture: Policy, Government and Management, organised by CEIS (Centre for Economic and International Studies of the University of Rome “Tor Vergata”) in cooperation with BAICR (Consortium of Cultural Institutions).

The event is a ten days intensive course designed for graduate students and professionals interested in the Economics and Management of Culture and related issues. All courses are taught by instructors from the Master’s Program and include seminars and lectures from experts and speakers invited for ad hoc contributions.

The program is designed to provide the audience with both a global view of the "cultural system" and specific disciplinary insights, from management to product design on the organization of cultural activities. Participants will have the chance to gain understanding, skills and useful instruments of analysis and to enjoy the opportunity to upgrade their knowledge, exchange information, share opinions and discuss good practices. Classes include thematic modules related to Tourism, Entertainment, Heritage, Technology, Art.

 

 

Program

 

I Module: THE ECONOMICS OF CULTURAL GOODS

Rome, 5-6-7 July 2010

Coordinator: Pasquale Lucio Scandizzo

Professor of Economic and Financial Policy, School of Economics and Director of CEIS- Centre for Economics and International Studies, School of Economics - Tor Vergata University, Rome.

Abstract

This module aims to provide the students with the basic concepts of the economic theory of cultural goods and some of the key methodologies to develop, appraise and monitor economic projects in this field. It will focus on economic problems, but will have a strong interdisciplinary nature. It will encompass problems ranging from epistemology and general economic theory to technology, history and management. The module will attempt to present both an integrated and an articulated case for the need to plan conservation and valorization of cultural goods in a comprehensive context of economic and social development. Key issues treated in the module, in addition to the fundaments of evaluation and value creation in the field of culture and heritage, will be the contribution that cultural goods may give to substantial freedom and the quality of life in the modern world.

The topics are:

· Cultural Economics market

· Total Economic Value for cultural goods

· Culture a relational good.

· Culture as a local public good

· Culture as social capital

· How to analyze the market: "the stakeholders" and the business plan

· How to decide / Select the best projects: SWOT Analysis; Real Option analysis; Cost benefit analysis

 

II Module: MANAGEMENT OF CULTURE

Rome, 9-12-13 July 2010

Coordinator: Alessandro Hinna

Assistant Professor in Management Economics - School of Economics- Tor Vergata University, Rome.

Abstract

The module aims to analyse the main topics of management in cultural organizations, presenting both theoretical and practical contributions. The different sessions will be devoted to the analysis of management models for cultural institutions , through the lens of organizational studies and with the help of specific approaches, instruments and tools. Bringing together research and practice, several relevant topics will be addressed, such as forms and structure of organizations and networks, external influences on organizational development, planning and control process, strategy and implementation. Case studies and lectures by cultural management practitioners will enrich the debate, raising awareness on managerial implications of the theoretical topics. Offering the latest theoretical, empirical and technical research, the module maps the main significant topics in the field and provides an outstanding opportunity for scholarly debate work as well as for practitioner-researcher exchange.

The topics are:

· Forms and structures of cultural networks

· Strategies and instruments of cooperation

· Mechanisms of coordination among organizations

· Organisational and management models

· Operative management systems

· People management

 

III Module: MARKETING AND COMMUNICATION

Rome, 14-15-16 July 2010

Coordinator: Fabio Severino

Vice-President of the Italian Association of Cultural Economics, Didactic Coordinator Master’s Program in the Economics of Culture, Policy and Government.

Abstract

The module examines in some detail the role played by marketing in the cultural sector. Specifically in the “theoretical units” it aims to describe two different marketing approaches: consumer marketing (directed to end-users) and business marketing (directed to organizations that may wish to establish relationships with cultural service producers). The rest of the module examines topics linked to communication: it looks at new trends in cultural dissemination and communication methodologies for cultural activities, at ways of applying cultural communication to new methodologies and instruments such as the Internet. It also examines the important and after neglected topic of fund raising. The last part named “focus units” is dedicated to the cultural aspects of leisure time, cultural tourism and territory.

The topics are:

· Fund raising

· Consumer behavior

· Events marketing

· ICT Marketing for Tourism

· Viral marketing

 

Info:

Rino Falovo (tutor)
BAICR Sistema Cultura, Area Formazione
[t] 06 68891410-11 [f] 06 68890217
[@] beniculturali@baicr.it