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 (Postgraduate diploma in Design of cultural projects is awarded at the end of 1st year)
  • 1st year academic access requirements: University graduates and participants without academic qualifications. These latter receive a University Extension Diploma.
  • 2nd year academic access requirements: Direct access for graduates from the following UB postgraduate degree courses: “Design of Cultural Projects”, “Creative Territories and Cultural Tourism”, “Performing Arts and Festivals Production and Management” or “International Cooperation and Cultural Management” (see attached document). Access available also for graduates from the following courses: Especialització en Gerencia y gestión cultural of the University of Nuestra Señora del Rosario (Colombia) and Maestría en Administración de organizaciones del sector cultural y creativo of the University of Buenos Aires (Argentina).
  • Cost: 6.930€, the two academic courses (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 – see list. For this, the University of Barcelona makes available a standard model of work placement agreement for interested institutions. Tino Carreño, 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.

PRACTICE CENTERS:
Associations, foundations...
Research and training (centers, universities, schools, departments...)
Companies and musical groups
Communication and dissemination (press offices, dissemination projects ...)
International cooperation (embassies, consulates, centers, foreign institutes ...)
Venues (II)
Exhibition venues
Creation venues
Festivals and other cultural events
Festivals and other cultural events
Heritage and documentary management (museums, archaeological sites, archives, libraries)
Territorial management (City halls, civic centers, cultural centers) (I)
Territorial management (City halls, civic centers, cultural centers) (II)
Cultural industries (companies, edition…)
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.

Àngel Mestres

Director at Trànsit projectes

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

Jordi Fàbregas

Director at Centre Civic San Agustí.

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

Francesc Benlliure

Project manager of Innovation and Knowledge Transfer at Fundació Bosch i Gimpera.

Academic tutor at the Master’s course in Management of cultural institutions and companies (on-site version).

Herman Bashiron Mendolicchio

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

Academic tutor at the Master’s course in Management of cultural institutions and companies (on-site version).

Cèsar Abella

Founder and General Director of Trivium.

Isona Admetlla

Cultural manager, consultant and professor. Berlinale-World Cinema Fund.

Jordi Baltà

Consultant and researcher specialized in cultural management and policy.

Joaquina Bobes

Consultant at ARTImetria.

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.

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.

Jaume Colomer

Professor at the Department of Theory and History of Education of the University of Barcelona and cultural consultant specialized in performing arts.

Xavier Cubeles

Head of the Laboratory of Economics of Culture & Tourism,
Barcelona Media.

Albert de Gregorio

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

Antoni Laporte

Director at ARTImetria

Gemma Lladós

Head of Administration at Trànsit projectes

 

Josep Matas

Lecturer at the Master’s course in Management of cultural institutions and companies.

Valentí Oviedo

Director at Institut de Cultura de Barcelona.

 

Andreu Puig

Administrator of the Museu d’Història de Barcelona.

Xavier Roigé

Professor at the Department of History and Archaeology of the University of Barcelona.

Pep Salazar

Executive director at OFFF Festival

Jordi Tresserras

Professor at the Department of History and Archaeology of the University of Barcelona and Expert on Cultural Tourism. Director at IBERTUR and of the LABPATC of the University of Barcelona.

Anna Villarroya

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

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Calendar

ON-SITE LEARNING VERSION

FIRST YEAR

2020-2022 Classe

This course will be run mainly in an on-site format. Furthermore, for prudential reasons, online teaching sessions will be held during the November-January period, combined with materials, exercises and tutoring. The bulk of teaching will start on the 11th of January and will end on the 30th of June 2021, with the presentation of the postgraduate final project.

Timing:

  • Virtual sessions: Mondays and Wednesdays, between the 9th of November until the 21st of December 2020, from 17 to 19h.
    Additionally, virtual sessions with special guests may be organized during the course.
  • On-site sessions: from the 11th of January until the 30th of June 2021, Mondays and Wednesdays from 16:45 to 21h.
  • Additionally, during the course, it will be organized some virtual sessions with special guests.

In the case that, during the year 2021, periods of confinement occurred again, the course will be adapted to the blended format, a variable format that would combine synchronous or asynchronous virtual teaching with on-site sessions. This means that virtual teaching will be combined with on-site sessions in order to guarantee the largest possible number of on-site sessions. The latter will be held during legally established periods, in accordance with the academic authorities.

SECOND YEAR

2019-2021 Class

This course will be run mainly in an on-site format, from the 7th of October 2020 until the 26th of May 2021, Mondays and Wednesdays from 16:45 to 21h.

In the case that, during the year 2021, periods of confinement occurred again, the course will be adapted to the blended format. This means that virtual teaching will be combined with on-site sessions in order to guarantee the largest possible number of on-site sessions. The latter will be held during legally established periods, in accordance with the academic authorities.

2020-2022 Class

This course will be run mainly in an on-site format, from the 6th of October  2021 until the11th of May 2022, Mondays and Wednesdays from 16:45 to 21h.

BLENDED LEARNING VERSION

This course will be held in an online format, but  it includes two weeks of on-site teaching to facilitate interaction between students and teachers and visits to cultural venues in the Barcelona area. Virtual teaching combines materials, exercises and tutoring with some sessions of virtual classes.

FIRST YEAR

2020-2022 Classe

  • Virtual teaching: from the 9th of November 2020 to the 30th of June 2021.

SECOND YEAR

2019-2021 Class

  • On-site teaching: 2 intensive weeks to be determined according to the evolution of the COVID’19 pandemic. This period, initially scheduled for September 2020, will be programmed in another moment, in accordance with the academic authorities and taking into account the availability of the majority of students (the dates will be notified 4 months in advance). In case of impossibility of attendance, virtual monitoring will be provided in most on-site sessions.
  • Virtual teaching: from the 7th of October 2020 to the 30th of June 2021.

2020-2022 Class

  • On-site teaching: 2 intensive weeks, from the 13th to the 23rd of September 22021, Monday to Friday, from 9:30 to 14h, and from 15:30 to 17:30h.
  • Virtual teaching: from the 11th of October 2021 to the 30th of June 2022.

—–

  • Pre-enrolment 1st course: Until October 2020
  • Pre-enrolment 2nd course: Until September 2020
  • Location: IL3 building of the University of Barcelona, C/ Ciutat de Granada, 131, 08018 Barcelona  (location).

The organisation reserves the right to modify the scheduled dates. In this case, the secretary’s office will notify all participants as soon as possible.

 


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