• To provide the basic elements for understanding the characters, the operation and the issues of cultural enterprises, focusing on approaches and the analytical tools of management and marketing




• To analyze the main approaches and models for cultural, social and economic henancement of the cultural heritage "widespread"




• To understand the characters of the art restoration companies (turnover, size, organizational, product and processing characteristics, market and sales strategy) 

1. Cultural industry, cultural products and the strategic function in cultural enterprises
- The cultural heritage and the cultural products
- The sectors of the cultural industry and the types of
  cultural enterprises
- The strategic function in cultural enterprises 
 
2. The pluralistic marketing approach in cultural enterprises: transaction, relationship and experience
- The cultural consumer and the external environment
- The strategic marketing choices: market segmentation and product positioning
- The operational marketing policies: product, price, communication and distribution policies
- Relationship marketing and experiential marketing
 
3. The henancement of the widespread cultural heritage 
- Strategic importance of cultural heritage in the economy and in the society
- An interpretative model of the cultural consumer behavior 
- The process of cultural heritage enhancement of a cultural organization
- Analysis of some case studies
 
4. The characteristics of the art restoration companies
- Characters of the Italina art restoration companies
- Profile of the restorers and characters of art restoration companies in the province of Pesaro and Urbino 

Knowledge and understanding: students must acquire a general understanding of the basic concepts and methodologies of the cultural heritage management. He/she must be able to understand the role of the marketing function in the communication an business processes and the contextual factors that determine its importance.

- Knowledge and understanding of applied: the student must know how to apply the principles, methods and techniques to specific management problems of cultural enterprises and of art restoration companies.

- Making judgments: students must be able to understand the most appropriate approach to be adopted in different application contexts and to evaluate the strengths and weaknesses of the strategies that may be adopted.

- Communication skills: the student must be able to present solutions to a marketing and management problem in the cultural enterprises and art restoration comapanies clearly and effectively, with an appropriate language, following rigorous patterns.

- Learning skills: the student must be able to read and understand basic texts and specialized articles on topics of cultural marketing and management. 

The teaching material prepared by the lecturer in addition to recommended textbooks (such as for instance slides, lecture notes, exercises, bibliography) and communications from the lecturer specific to the course can be found inside the Moodle platform › blended.uniurb.it

Teaching

- Lectures

- Project work on art restoration companies

Attendance

Frequency of at least 3/4 of the lessons. 

Course books

- Rispoli M., Brunetti G. (2009), Economics and Management of cultural enterprises, Bologna, Il Mulino (some chapters recommended by the teacher).

- Conti E. (2014) The enhancement of the widespread cultural heritage. Some proposals for the enhancement of the Maritime Museum and of the Theatre "La Piccola Ribalta" of Pesaro, Trento, Tangram scientific editions (some chapters recommended by the teacher). 

Assessment

- Oral exam 

- A short essay prepared by the group on the project work

Disability and Specific Learning Disorders (SLD)

Students who have registered their disability certification or SLD certification with the Inclusion and Right to Study Office can request to use conceptual maps (for keywords) during exams.

To this end, it is necessary to send the maps, two weeks before the exam date, to the course instructor, who will verify their compliance with the university guidelines and may request modifications.

Course books

- Rispoli M., Brunetti G. (2009), Economics and Management of cultural enterprises, Bologna, Il Mulino (some chapters recommended by the teacher).
- Conti E. (2014) The ehancement of the widespread cultural heritage. Some proposals for the enhancement of the Maritime Museum and of the Theatre "La Piccola Ribalta", Trento, Tangram scientific editions (some chapters recommended by the teacher). 

Assessment

Oral exam

Disability and Specific Learning Disorders (SLD)

Students who have registered their disability certification or SLD certification with the Inclusion and Right to Study Office can request to use conceptual maps (for keywords) during exams.

To this end, it is necessary to send the maps, two weeks before the exam date, to the course instructor, who will verify their compliance with the university guidelines and may request modifications.