À propos de ce cours
Today cultural institutions are facing important dilemmas in many aspects of their management. Over the past decades, a new figure has emerged that of the art manager. Imagine you went to work every day to connect artists with audiences, vision with reality, and money with a mission. That is what managers in the arts do, they play an essential role in transforming the minds, lives, and communities through creative expression. This course has been conceptualized to address the need of skills and techniques to help professionals and managers in running art and cultural institutions. Learning Objectives There are three objectives to this course. First, we will approach the biggest issue cultural institutions face, the coexistence of managers and curators and giving evidence as to when, how, and why they can get along. Second, we will focus on some contemporary facets on what is means to manage a cultural institution and what cultural managers should expect and be able to face. And lastly, we will provide models and tools to design and implement appropriate courses of action to satisfy customers (visitors and audiences) and build an advantage over the competition. Course Structure The course is divided into six sections. Five sections are dedicated to specific aspects and themes of managing cultural institutions, while the sixth section is dedicated to individual interviews of prominent cultural institution managers on specific topics. The involvement of professionals and managers gives an incredible value to the learning experience of this course. Each module is paired with a quiz and discussion forums to reflect on the variety of the heritage management, its complexity, and the power of the network that we will build together during the course. Successful completion of the quizzes is required for a course certificate as explained in the Grading Policy page. If you love art and want to make an impact in this unique and fantastic sector, this course will support you in understanding the peculiarities of this sector and how to leverage on its tools to make a bigger impact. Look forward to meeting you online! Acknowledgements: Vatican Museums: www.museivaticani.va Cenacolo Vinciano:  www.beniculturali.it/mibac/export/MiBAC/sito-MiBAC/Contenuti/MibacUnif/Eventi/visualizza_asset.html_1283837989.html (ITA) FAI (Fondo Ambiente Italiano): eng.fondoambiente.it MUVE (Fondazione Musei Civici Venezia): www.visitmuve.it The National Trust: www.nationaltrust.org.uk The Archeological Site of Paestum: www.museopaestum.beniculturali.it whc.unesco.org/en/list/842 Museo dell'Opera del Duomo (Florence): www.museumflorence.com Museo del Violino: www.museodelviolino.org _________________________________ Disclaimer - Since some of the videos are conducted with those whose native language is not English, we have decided to sometimes preserve their more emphatic speech to keep a tighter match between the audio and subtitles.

Cours en ligne à 100 %

Commencez dès maintenant et apprenez aux horaires qui vous conviennent.

Approx. 11 heures pour terminer

Recommandé : 5 weeks of study, 3-4 hours/week
Comment Dots


Sous-titres : English

Compétences que vous acquerrez

ManagementMarketingCustomer Relationship ManagementFundraising

Cours en ligne à 100 %

Commencez dès maintenant et apprenez aux horaires qui vous conviennent.

Approx. 11 heures pour terminer

Recommandé : 5 weeks of study, 3-4 hours/week
Comment Dots


Sous-titres : English

Syllabus - What you will learn from this course


5 hours to complete


Curators & Managers: What do art and heritage need? How do products generate value for the customer and how so those customers value these products and their quality....
10 videos (Total 75 min), 7 readings, 3 quizzes
Video10 videos
1.1 Heritage Management: An Introduction8m
1.2 Heritage Definition: The Role of UNESCO in Defining Tangible Heritage6m
1.3 Heritage Definition: The Role of UNESCO in Defining Intangible Heritage9m
1.4 What is Art Management?6m
1.5 The Artist, Institution, and Consumer8m
1.6 The Benefit of Art Consumption9m
1.7 Service Management to Support Cultural Consumption (Part 1)9m
1.8 Service Management to Support Cultural Consumption (Part 2)9m
1.9 Wrap Up2m
Reading7 readings
Grading Policy10m
Additional Readings and Links10m
Contents and Interviews Map10m
Art Attack - Map Your Cultural Institutions10m
The #BocconiArtsGram Project10m
Slide set WEEK 110m
Information About Quizzes10m
Quiz2 practice exercises
Quiz WEEK 1 - SESSION 110m
Quiz WEEK 1 - SESSION 210m


1 hour to complete


"Art for art's sake." Does it still work? How important is the role of visitors to a museum or an audience in a theatre for defining an institution's cultural offering?...
7 videos (Total 51 min), 1 reading, 2 quizzes
Video7 videos
2.2 Product Orientation vs. Market Orientation7m
2.3 The Concept of Quality10m
2.4 Customer Value and Value Proposition5m
2.5 Building Visitors’ Participation14m
2.6 Targeting and Segmenting9m
2.7 Wrap Up1m
Reading1 readings
Slide Set WEEK 210m
Quiz2 practice exercises
Quiz WEEK 2 - SESSION 110m
Quiz WEEK 2 - SESSION 210m


1 hour to complete


How do consumers and visitors make their choice? How does the environment have an effect on consumers' behavior? How can consumers and visitors be leveraged to co-create experiences? Learning how emotions and reasons interact in the process on art consumption is fundamental to manage a cultural institution more effectively and ensure its long-term sustainability....
6 videos (Total 40 min), 2 readings, 1 quiz
Video6 videos
3.2 The Consumer Buying Decision Process8m
3.3 Consumer Immersion in Heritage Contexts7m
3.4 The Role of Ambience and Environment on Consumer Behavior11m
3.5 Co-Creating Experiences and Levers for Experience Innovation7m
3.6 Wrap Up1m
Reading2 readings
Slide Set WEEK 310m
The #BocconiArtsGram Project10m
Quiz1 practice exercises
Quiz WEEK 320m


3 hours to complete


Consumers and visitors' loyalty is one of the most pressing issues for today's art institutions. Thanks to technology and globalization, visitors have access to more information and choices, thus they are less inclined to stick with just one brand. What are the best ways to enforce brand loyalty and retain visitors while attracting new ones?...
5 videos (Total 28 min), 2 readings, 2 quizzes
Video5 videos
4.2 Capitalizing Brand Identity7m
4.3 The Dynamic Model of Customer Loyalty9m
4.4 Branding Places7m
4.5 Wrap Up1m
Reading2 readings
Slide Set WEEK 410m
City of Hamburg Map10m
Quiz1 practice exercises
Quiz WEEK 420m


2 hours to complete


Art institutions must implement a sustainable plan. In order to do such, they need to leverage on data, numbers, and information. What are the most important aspects to focus on in order to run a sustainable and competitive art institution?...
8 videos (Total 62 min), 1 reading, 2 quizzes
Video8 videos
5.2 #Satisfaction: The Evaluation of Cultural Experience and the Gap Model10m
5.3 #CRM: Expanding Heritage Audience through Visitors' Research11m
5.4 #funding. Fundraising for Culture: Attracting Donors and Raising Funds11m
5.5 #NPS: Net Promoter Score8m
5.6 #valuechain: Social and Economic Impact of Heritage Funding7m
5.7 #SocialEngagement: Exploiting Digital Transformation9m
5.8 Wrap Up1m
Reading1 readings
Slide Set WEEK 510m
Quiz2 practice exercises
Quiz WEEK 5 - SESSION 110m
Quiz WEEK 5 - SESSION 210m


3 hours to complete


Hear what managers have to share about how they deal with the main topics of this field: A collection of best practices told directly from the people responsible for these success cases....
15 videos (Total 132 min), 1 quiz
Video15 videos
6.2 Reliving the Past in the Present | Archeological Site of Paestum - Gabriel Zuchtriegel, Director14m
6.3 An Example of Virtuosity | Fondazione Musei Civici Venezia - Mattia Agnetti, General Secretary7m
6.4A FAI Contemporary Art and Collection | Villa Litta Panza - Anna Bernardini, Director3m
6.4B FAI Fundraising and International Networks | Villa Necchi Campiglio - Alessandra Varisco, International Fundraising Manager11m
6.4C FAI Fundraising and CRM - Patrice Simonnet, Head of Individual Fundraising7m
6.5 Research and Promotion as Key Vector for Success | Cenacolo Vinciano - Chiara Rostagno, Director13m
6.6 - Vatican Museums - Barbara Jatta, Director12m
6.6A Vatican Museums - Antonio Paolucci, Former Director8m
6.6B Vatican Museums - Rosangela Mancusi, Head of Multimedia and Web Office10m
6.6C Vatican Museums - Anastasia Biller, Head of the Office of Public Relations and Services13m
6.6D Vatican Museums - Luca della Giovampaola, Head of Technology Support9m
6.6E Vatican Museums - Diego Ortuso, Head of Museum Security Staff7m
6.7 Museo dell' Opera del Duomo (Florence) - Fr. Timothy Verdon, Director4m
6.8 National Trust - Simon Murray, Senior Director3m
Quiz1 practice exercises
Direction Signs


started a new career after completing these courses


got a tangible career benefit from this course

Top Reviews

By RNMar 31st 2018

I'm really into this amazing course. it provide me with a wide range of information. it helps me to understand the field of museums and heritage management . Thank you for this useful course.

By AFMar 19th 2018

I had learned a lot in six weeks. It´s a dynamic course, great materials (PPT and videos), great interviews and also a good exchange between peers and mentor.\n\nI strongly recommended.


About Università Bocconi

Our ambition is to develop students' potential and foster knowledge in Business, Economics and Law through innovative learning and research activities in a multicultural environment. Bocconi is a community that constantly innovates teaching and learning technologies and that strongly believes in the power of life-long learning and networking. Now available online....

Frequently Asked Questions

  • Once you enroll for a Certificate, you’ll have access to all videos, quizzes, and programming assignments (if applicable). Peer review assignments can only be submitted and reviewed once your session has begun. If you choose to explore the course without purchasing, you may not be able to access certain assignments.

  • If you pay for this course, you will have access to all of the features and content you need to earn a Course Certificate. If you complete the course successfully, your electronic Certificate will be added to your Accomplishments page - from there, you can print your Certificate or add it to your LinkedIn profile. Note that the Course Certificate does not represent official academic credit from the partner institution offering the course.

  • Yes! Coursera provides financial aid to learners who would like to complete a course but cannot afford the course fee. To apply for aid, select "Learn more and apply" in the Financial Aid section below the "Enroll" button. You'll be prompted to complete a simple application; no other paperwork is required.

More questions? Visit the Learner Help Center