Università degli Studi di Urbino Carlo Bo / Portale Web di Ateneo


A.Y. Credits
2020/2021 6
Lecturer Email Office hours for students
Roberta Bocconcelli To be defined.
Teaching in foreign languages
Course with optional materials in a foreign language English
This course is entirely taught in Italian. Study materials can be provided in the foreign language and the final exam can be taken in the foreign language.

Assigned to the Degree Course

Conservation and Restauration of Cultural Heritage (LMR/02)
Date Time Classroom / Location
Date Time Classroom / Location

Learning Objectives

Cultural and Creative Industries (CCI) represent an important percentage of the Italian GDP. The primary objective of the course is to understand the main managerial principles and tools of these contexts and of the firms that belong to CCI sector. In particular the course aims at:

  • providing the students with the main elements for the understanding of the specificity, functioning and problems of cultural firms;
  • offering a complete picture of the primary marketing and management tools for the Cultural Heritage;
  • deepening the role of the information and communication technologies in the management of cultural firms;
  • offering main marketing and management tools for the management of the restoration firm.


Cultural Heritage: valorization, features and role of the cultural firms

  • Cultural heritage in the economy and society
  • Cultural heritage and cultural products
  • The demand side (the consumer of cultural products): cultural tourism; the role of new technology in the consumption process of cultural goods
  • The supply side (cultural firms): fetaures of the CCI; the vairety of cultural firms; aims and strategies of the cultural firms

Marketing in the cultural firms

  • Characteristics and evolution of the consumer of cultural products 
  • Information marketing, strategic marketing, operational marketing
  • Relationship marketing and experiential marketing
  • Marketing communication for the cultural firms

Restoration firm

  • Passion and Entrepreneurship
  • Characteristics of the restoration firm

Project work activities

  • Project work

Learning Achievements (Dublin Descriptors)

Knowledge and understanding

  • Students should acquire knowledge and effective understanding of the main theoretical models developed in the cultural management discipline and of the operational tools in marketing and management of creative and cultural firms.

Applying knowledge and understanding

  • Students should be able to apply the acquired knowledge and fully understand and solve problems with reference to a variety of contexts that characterize CCI, using, when necessary, interdisciplinary competences.

Making judgements

  • Students should use autonomously the acquired knowledge both at the conceptual and at the operational level showing effective capabilities in analyzing different contexts.

Communication skills

  • Students should acquire the technical language that characterizes the discipline in order to clearly and effectively communicate with practitioners, managers, experts and academics. At the same time they should be able to relate and communicate with non professional people.

Learning skills

  • Students should develop learning abilities that allow them to autonomously study and investigate advancements in the discipline especially in the working environment in which they’ll operate.

Teaching Material

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

Supporting Activities

  • Lecturers from entrepreneurs and professionals in the cultural sector

Didactics, Attendance, Course Books and Assessment


The course will be based on different didactics methods:

  • Frontal lessons
  • Lecturers from managers and entrepreneurs
  • Project Work and discussion based on case studies and/or on ad hoc material (papers, other publications,...)
Course books
  • Selected readings and book chapters that will be shared during classroom

    Additional Information for Non-Attending Students

    Course books
    • Selected readings and books

    Please contact the teacher if you desire to sit the exam in English with an alternative bibliography as non attending student.


    The final assessment will be based on an oral exam. The student is expected to answer the questions in an articulated and consistent manner, in order to show:

    • to have fully acquired and understood the main concepts and themes covered during their autonomous study;
    • to be able of applying those concepts to the understanding and to the solution of practical situations and problems related to the management of firms that operate in CCI;
    • to be able to present their arguments in an effective and consisten manner and with an appropriate technical language.
    « back Last update: 05/10/2020


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    Università degli Studi di Urbino Carlo Bo
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