Postgraduate diploma in Creative territories and cultural tourism
Credits: 30
Overview

The Postgraduate Diploma in  Creative territories and cultural tourism is based on two main strands:

  • On the one hand, the goal is to develop creative territories: cities, alternative spaces or networks that are drivers for creative clusters. These realities result from the merging of artistic fertility, innovative entrepreneurs and imaginative public and private policies. The course explores the basic endogenous conditions and their transformative potential from a critical perspective on implemented strategies, through the analysis of good and bad practice. On this basis, the program enhances the design of integrated projects, sustainable in the use of cultural, social, economic and environmental resources. Moreover, the intention is to analyse and implement political strategies in support of economic, cultural and tourist development. All of this in an environment prone to artistic creation, heritage enhancement and the implementation of innovative projects.
  • The second strand of the course is the analysis of strategies and the management of cultural tourism projects. The most successful international strategies and projects are evaluated from an interdisciplinary perspective, in such areas as: tangible and intangible heritage tourism, experiential tourism – gastronomy, arts or festivals –, communitarian tourism, the management of cultural landscapes and tourist, cultural itineraries, as well as the links between tourism, craft and artistic activities. The aim of the course consists in accompanying the design of cultural tourism projects, in a dialogue with the local and creative development of each place.

The teaching team of the Postgraduate Diploma in creative territories and cultural tourism, headed by professors Lluís Bonet, Montserrat Pareja-Easteway and Jordi Tresserras, has extensive experience in research, teaching and applied consultancy in the fields of cultural tourism, creative cities and territories and cultural management. Responsibilities also include the Cultural Tourism Observatory of the European Cultural Tourism Network; IBERTUR – the Network of Heritage, Tourism and Sustainable Development; and the participation in two UNESCO Chairs and in various international committees (ATLAS, ICOMOS …).

Finally, upon course completion, students have the possibility to:

 A) ENTER DIRECTLY to the second year of the Master degree in Management of Cultural Institutions and Companies

 B) B) PURSUE common modules by validation (Conceptual foundations; Strategic Planning; Introduction to Resource Management) in the following postgraduate degrees: “Design of Cultural Projects”, “Performing arts and festivals production and management” or “ International Cooperation and Cultural Management”.

(see explanatory document)

  • Number of ECTS credits: 30
  • Format: on-site learning
  • Language: Spanish
  • Duration: 1 academic year
  • Academic access requirements: University graduates and participants without academic qualifications. These latter receive a University Extension Diploma.
  • Cost: 3.850€
  • Career prospect: Strategic planner for cultural tourism and creative cities. Project manager in cultural tourism and development of creative territories.
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 metropolis, Barcelona, with great programming, innovative and creative dynamism, and many cultural projects of international appeal.
Programme

A. CREATIVE AND TOURISM SECTORS AND ACTORS (3 credits)

  • The landscape of the creative sectors and its agents
  • Analysis of logic typologies and cultural dynamics
  • Creativity as a tourism resource
  • Visits to creative, cultural and tourism projects
  • Introduction and debate around research in the sector

B. CULTURAL TOURISM (4 credits)

Tourism industry and dynamics

  • The tourism phenomenon: dynamics, typologies and geographies
  • Tourism resources, products, segments and markets
  • Tourism policies

From cultural resource to tourism-cultural product

  • Tangible heritage as a resource
  • Intangible heritage as a resource
  • Performances and festivals as a resource
  • Strategies for developing the tourism-cultural product

Impacts and policies of cultural tourism

  • Social uses, cultural tourism and development
  • International policies and recommendations for the promotion of cultural tourism
  • Strategies for the development of local cultural tourism
  • Case analysis of experiences and best practice

C. CREATIVE TERRITORIES (4 credits)

Urban development and innovation

  • From location theories to soft factors and networks
  • Creative cities: paradigms and critics
  • Creativity, innovation and sustainability: tensions and synergies
  • Territorial synergies: the quadruple helix

Creative ecosystems

  • New forms of production: entrepreneurship and business organisation
  • From the value chain to the “projectification”
  • Agents, connectivity and networks
  • Analysis of collaborative spaces

Strategies for attractiveness

  • Policies for creative local development
  • Dynamics of local intervention: value chains and catalyst strategies
  • Experiencies and best practice of creative development

D. CONCEPTUAL FOUNDATIONS (4 credits)

Cultural policy

  • Historical development of governmental intervention in culture
  • Paradigms of contemporary cultural policies
  • International comparative models of cultural policy
  • Strategies for cultural policy
  • Planning and evaluation of cultural policies

Economy of culture

  • Introduction to economic analysis of culture
  • Structures and dynamics of cultural markets
  • Cultural participation, consumption and demand
  • Financing strategies

Foundations

  • Philosophic, sociologic and anthropologic references of culture
  • Connotations and dimensions of culture
  • Creativity, cultural industry and creative industry
  • The art-heritage system and the role of cultural management
  • Contemporary cultural dynamics

E. STRATEGIC PLANNING (4 credits)

Introduction to strategic planning

  • Basics of strategic design and planning
  • Mission, vision and values
  • Diagnostic tools: SWOT and problem tree analysis
  • Strategic and operational objectives, and design of programmes
  • Approaches, variables and indicators for evaluation
  • Territorial and sectoral strategic plans
  • Stakeholders: logics of cooperation, complementarity and competence

Methodology for developing a cultural project

  • Scope and topic: motivations, relevance and impact
  • Planning the development of the project
  • Research, analysis and learnings from relevant models
  • Contextualisation and institutionalisation of the project
  • Strategic options
  • Resources implementation: time schedule, budget
  • Workshop-seminar

Analysis of cultural projects and models

  • Field observation of projects
  • Critical analysis of cases and experiences
  • Proposals for improvement
  • International comparative analysis

F. INTRODUCTION TO RESOURCE MANAGEMENT (4 credits)

Legal framework

  • Sources of law, normative framework and legal advice
  • Cultural rights: dimensions and legal (national and international) frameworks
  • 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

Introduction to human resource management

  • Organisational charts and models
  • Profiling and skills analysis
  • Management of people: responsibilities, tasks, working hours and remuneration
  • Leadership and team management

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

G. POSTGRADUATE FINAL PROJECT ON CULTURAL TOURISM AND CREATIVE TERRITORIES (7 credits)

  • Topic selection
  • Project design and planning
  • Selection and analysis of references
  • Strategies development
  • Operational proposal
  • Writing and submission
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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

Among the alumni of the postgraduate course are professionals in positions of responsibility in several national and international cultural facilities and projects, such as, among others, Trivium, Menorca Talaiòtica, Universitat d’Andorra, Sueños y Quimeras S.C. de México, Museu de Llavaneras,  ‎El Generador – Consultoria, producció i gestió de projectes turístics i culturals, Centro Cultural da Gafanha da Nazaré (Portugal), Programa Patrimônio em Rede do Governo do Estado de São Paulo (Brasil), NOX International, Gobierno de Argentina, Dirección de Arte Cultura y Patrimonio del Gobierno de Colombia…

Direction, coordination and invited professors
Lluís Bonet

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

Academic director at the Postgraduate course in Creative Territories and Cultural Tourism.

Jordi Tresserras

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

Academic coordinator at the Postgraduate course in Creative Territories and Cultural Tourism.

Montserrat Pareja

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

Academic coordinator  at the Postgraduate course in Creative Territories and Cultural Tourism.

César Abella

Founder and General Director of Trivium.

Tutor at the Postgraduate course in Creative Territories and Cultural Tourism.

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 Postgraduate course in Creative Territories and Cultural Tourism.

Albert de Gregorio

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

Juan Carlos Matamala

Expert in Cultural Tourism. Project Manager at IBERTUR.

Lecturer at the Postgraduate course in Creative Territories and Cultural Tourism.

Àlvar Sàez

Member of the LABPATC of the University of Barcelona.

Tutor at the Postgraduate course in Creative Territories and Cultural Tourism.

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Calendar

 

  • Course start date: October 2018
  • Course end date: May 2019
  • On-site learning format – Classroom hours: Mondays and Wednesdays from 16h45 to 21h00.
  • 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.