Postgraduate diploma in Performing arts and festivals production and management
Credits: 30

With almost 20 years’ experience, this postgraduate course has trained a multitude of professionals who have developed and are developing, in a wide variety of organizations, different tasks related to the world of management and production of permforming arts and festivals. And now, more than ever with the COVID’19 crisis and its consequences still uncertain in the short and medium term, it is important that new future professionals have the best tools and networks to face the labor market where they know how to redefine, imagine, act and making strategic decisions will be essential to save projects and project them into the future.

This postgraduate degree offers an education that integrates both conceptual reflection and participatory debate, with practical analysis of the program and management in the performing arts and festivals (theatre, music, cinema, new technologies, night of museums…) field. Other activities include visits to innovative projects, case studies, simulation exercises or the technical production of a real mini-show. A key element of the course is the collective development of a management project and production of a show, festival or service company, supervised by a professional, using tools from the different modules.

The course has a teaching team made up of active professionals with a great experience in the programming and production of live shows and festivals. Also, academic professors with an extensive international research and consulting experience stand out. Moreover, the course enjoys the support of a number of festivals and fairs (among others: Festival de Cinema de Sitges, Sònar festival, FiraTàrrega, Primavera Sound, Offf Festival, Mostra d’Igualada, Fira Manresa, Vida Festival, Temporada Alta, Trapezi…), venues (Mercat de les Flors, El Gran Teatre del Liceu, Nau Ivanov, Fabra i Coats, Sala Clap, La Seca, La Sala Beckett, l’Antic Teatre, la Central del Circ…) and other organizations within the sector (Escola Superior de Tècniques de les Arts de l’Espectacle, ESMUC, The Project, Club Tr3sc, Cases de la Música…).

The programme is geared towards training professionals with a broad view, who are able to put management strategy into local context and to collaborate in networks at international level. That is, being able to define, scaling and evaluate with success the suitable model for each project. All this provides participants with a collective learning experience, really embedded in the reality of the sector.

Finally, if deciding to continue in education, 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) PURSUE common modules by validation (Conceptual foundations; Strategic Planning; Introduction to Resource Management) in the following postgraduate degrees: “Design of Cultural Projects”, “Creative Territories and Cultural Tourism” or “ International Cooperation and Cultural Management”.

(see explanatory document)


  • Number of ECTS credits: 30
  • Format (See detailed calendar located at the end of the course page):
    • On-site
    • Blended: distance-learning and three weeks on-site, between November and December.
  • Language:
    • On-site: Catalan and Spanish depending on the teacher
    • Blended: Spanish
  • Duration: 1 academic year
  • Academic access requirements: University graduates and participants without academic qualifications. These latter receive a University Extension Diploma.
  • Cost: 3.950€ (payment method: 10% to reserve the course place; 40% before starting the course; two fees of 25% during the course)
  • Career prospects: Managers and producers of cultural events.
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.
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 3 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.


  • Structure and dinamycs of the sector
  • Stakeholders analysis
  • Visits to cultural organizations



Strategies for artistic programming

  • Foundations of artistic programming: aesthetic trends and logics of programming
  • The programming process and the “black box” of programmers
  • Programming according to product, format and type of activities
  • Comparative analysis of programming strategies for festivals
  • Comparative analysis of programming strategies for local facilities
  • Cooperation and programming networks: policies, actors, packages…
  • Contents innovation


Audiences and local development

  • Strategies for audience development
  • Data analysis and strategies for audience development
  • Strategies for local and community empowerment and development
  • Artistic residencies: impulse to creation and local development
  • Presentation and discussion around case studies and essays



Models and strategies of executive production

  • Production and co-production models, and profiles of producers
  • Stage production design and planning
  • Festival design and planning
  • Special event design and planning
  • Operationalisation and touring of a stage production
  • International producing
  • Simulation: Simproduction


Technical production

  • Technical features and suitability of spaces
  • Scenic infrastructure and management of technical resources
  • Technical rider and programming
  • Security and risks
  • Maintenance and stocking of infrastructures
  • Workshop: design of a production



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

Empowerments and creative references

  • Connotations and dimensions of culture
  • Creativity, cultural industry and creative industry
  • Contemporary cultural dynamics



  • 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


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


  • 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
  • Sponsorship management



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

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…)

Among the alumni of the postgraduate course are professionals who now work in positions of responsibility for projects like La Capsa del Prat, Teatre Principal de Vilanova i la Geltrú, Ateneu Popular de Nou Barris, L’Auditori, Fira Barcelona, Associació Catalana d’Escoles de Música i Dansa, Tres per 3, or have developed their own projects like Maleta dels espectacles, Xtrarradio Xpectacles, Serielizados Fest, Ciclo de Jazz Contemporáneo Noruego en Off de La Latina, Activa La Cultura SCP – Gestión cultural, The Escape Hunt Experience Barcelona, Mesmoviment

Direction, coordination and invited professors
Lluís Bonet

Professor at the Department of Economics and Academic director of the Cultural Management Programe of the University of Barcelona. Expert in management, economy and cultural policies

Pep Salazar

Director at OFFF festival.

Academic coordinator and lecturer at the Postgraduate  course  in Performing Arts and Festivals Production and Management.

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 Performing Arts and Festivals Production and Management.

Giada Calvano

Expert in festivals, European cooperation projects and environmental challenges

Caroline Calouori

Senior Events Manager in Apple tree communications

Jaume Colomer

Expert in Performing Arts Consultancy

Module coordinator at the Postgraduate  course in Performing Arts and Festivals Production and Management.

Sandra Costa

Director at La Costa Comunicació.

Cristina Calvet

Lawyer specialized in rights of the cultural and artistic sector. Head of the Legal Department of the Associació d’ Actors i Directors Professionals de Catalunya, AADPC.

Nadala Fernández

Director at Tempus Fugit productions.


Gerard Fornés

Head of Production at Marketing Land Solutions SLU.

Thesis advisor at the Postgraduate course in Performing Arts and Festivals Production and Management.

Mònica Garcia Massegué

Vice-director at Sitges International Fantastic Film Festival of Catalonia Foundation.

Xènia Gaya

Degree in Design from the Elisava School in Barcelona and a Postgraduate in Cultural Management and Policies from the UB. She has specialized as a freelancer in the field of consulting, production and search for sponsorships for cultural events. Specializing in project strategy and “Linker” by devotion.

Xema Gil

Consultant and educator. Expert in strategy, quality and management improvement.


Oriol Martí

Head of Cultural Departament of Tàrrega.

Àngel Mestres

Director at Trànsit Projectes.

Module coordinator at the Postgraduate course in Performing Arts and Festivals Production and Management.

Jordi Planas

Director at Escola Superior de Tècniques de les Arts de l’Espectacle de l’Institut del Teatre.

Module coordinator at the Postgraduate course in Performing Arts and Festivals Production and Management.

Giulia Poltronieri

Programming manager of the Teatre Atrium Viladecans and management coordinator of the Cara·B Festival.

Thesis advisor at the Postgraduate course in Performing Arts and Festivals Production and Management.

Andreu Puig

Administrator of the Museu d’Història de Barcelona.

Mercè Puy

Cultural manager specialized in management and production of performing arts.

Mike Ribalta

Head of the professionals department at Fira Tàrrega.

Joan Rimbau

Head of Production at Gran Teatre Liceu de Barcelona.

Degree in Journalism from the UAB and Master in Interactive Communication from the UB. She has been working at La Costa Comunicació since 2008 and is a specialist in 360º cultural communication campaigns and the creation of new audiences and community management.

Antoni Tarrida

Head of production at Mercat de les Flors.

Thesis advisor at the Postgraduate course in Performing Arts and Festivals Production and Management.



  • Teaching periode: from 20th of Octuber 2021 to 30th of Juny  2022.
  • Schedule: Mondays and Wednesdays from 16:00 to 20h.
  • Pre-enrolment: Until October 2021
  • LocationEspai Planta 1 –  Avda Fabregada, 22 – Hospitalet de Llobregat (metro Avda. Carrilet line 1) (location)


  • Teaching periode: from 6th of Octuber 2021 to 30th of Juny  2022.
  • On-site teaching: 3 intensive weeks, from the 15th of November until 3th of desember 2021.
  • Schedule on-site teaching: From Mondays to Wednesdays from 9:30 a.m. to 5:00 p.m.
  • Pre-enrolment: Until October 2021
  • 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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