Marketing of cultural assets and services (2007/2008)

Course not running

Course code
Name of lecturer
Marta Maria Ugolini
Number of ECTS credits allocated
Academic sector
Language of instruction
II semestre dal Feb 18, 2008 al May 31, 2008.

Lesson timetable

Learning outcomes

The course aims to an understanding of cultural organisations features as economic value producers. A marketing model suitable for cultural and artistic products in general will be presented.
The theoretical contents will be completed with expert testimonies from cultural organizations.


Le specificità del settore culturale
- Settore culturale in senso stretto e in senso ampio (le industrie culturali)
- Il significato del profitto nell’impresa culturale, la legge dei rendimenti decrescenti e l’intervento dello Stato
- La valutazione dell’impatto economico di un’attività culturale sul territorio
- Inquadramento teorico e gestionale delle diverse imprese culturali
- I processi decisionali e le opzioni strategiche di gestione
- La gestione direzionale
- Le scelte di marketing culturale

Solima L., L’impresa culturale. Processi e strumenti di gestione, Carocci Editore, Roma, 2006

Assessment methods and criteria

A written test to assess accurate knowledge and a supplementary oral examination are required. The written test will include 5 open questions for which specific answers are demanded. The tests will be corrected in the same day or in the immediately following days. The results of the written tests as well as the calendar of oral examinations will be published on the website and in the faculty notice board. For attending students an ongoing evaluation will be organized.