CoursesMasters in Management of Cultural Heritage


In the last few decades, museums, art work and cultural heritage generally had never aroused much interest and had no social relevance until the first art collection in the 18th century. The number of audiences who have a growing sensitivity and interest in cultural heritage have risen significantly, due to the establishment of new museums, renovations of historic buildings, the proliferation of temporary exhibitions, the rise of new forms of cultural tourism, and the restoration and conservation of cultural amenities. In the face of this phenomenon, there have not been a renewal of forms in the financing and management of facilities devoted to providing more complex and varied services to the public. Also, if Italy is considered to be a model in regards to the initiatives of conservation and restoration of cultural heritage artworks, then there is an undeniable gap between Italy and many industrialized countries, in terms of marketing, communicatio, realization and management strategies.  


The Master aims to prepare students intending to work in the cultural heritage sector, focusing on the specific areas neglected in academic curricula through a purely operational approach. In order to achieve this goal, students will have the opportunity to develop their techniques of management and organisation by developing a marketing plan, communication and enhancement for a client in the Florence area. The interdisciplinary approach will provide participants with an overview of the current Italian cultural situation with the aim of identifying weaknesses and exploiting the potential of the cultural heritage sector. 

Professional Profile

The professional figure defined by this course is someone who is of a high level of cultural experience, engaged in promotion of cultural heritage and territory planning, and experienced in implementing events and cultural activities, posses entrepreneurial skills and operates in accordance with the legislations in Cultural Heritage. At the end of the course, students will be able to; recognise and value cultural heritage artworks, consider the possibility of launching conservation and restoration campaigns, the ability to choose the appropiate premises, advice on the right type of management for institutes and the organisation of cultural events from: budget planning, marketing campaign, European Commission fund raising and acitivities that are in line with the sector laws and regualtions. 

Educational Training, Term Dates and Location

First session (14 May 2018 - 30 November 2018): Theoretical sessions, laboratory sessions, technical visits, practical training, conferences and technical meetings, seminars, visiting professor sessions, research and documentation, intermediate checking and evaluations. Individual studies and research.
Second session (03 December 2018 - 26 April 2019): at least a 4 months practical internship with a possible extension in Italy or abroad. Final exams.
Class schedule
From Monday to Friday for a total number of 20/24 a week.
The sessions of the Master will take place at the historical location of Palazzo Ridolfi, Via Maggio, 13 in Florence
Marketing and Communication of Cultural Heratige
Marketing Techniques
Marketing of Cultural Heritage Communication for Cultural Heritage
Interpersonal Communication and Team Working
The legislation of Cultural Heritage
Safety in the workplace
Budget and Finance
Management Techniques of Planning and Budget of the European
Fundraising for cultural enterprises
Technical - Artistic 
Museology and Museography
Computer Science and New Technologies Applied to Cultural Heritage
The Management of the Museum Handling and packaging of works of art
Educational services and educational/ accessible Museografia 
Organising cultural events
The Art Galleries
English Language Seminar for the presentation of projects in European context.

Field Design
Workshop design of Exploitation and Development of Cultural Heritage.

Technical visits , seminars and study tours
Technical Visits to Museums , Galleries and Collections
Internal seminars with visiting professors
Internships in companies, museums and institutions



 This Master is reserved to:

  • Italian graduates of the “vecchio ordinamento didattico” (before the University reform
  • act of the Academic Year 2001/2002) in “Letter”, History and Conservation of Cultural Heritage, Cultural Heritage Technician, Architecture and similar.
  • Italian graduates of the “nuovo ordinamento didattico” in all the degrees included in the following list: Science of Cultural Heritage, Technologies for  Conservation and Restoration of Cultural Heritage, Conservation and Restoration, History of Art and similar. Science of Tourism applied to Cultural Heritage, Economy of territorial Tourism, Communication and Management of Art and Culture Markets and similar;
  • International graduates in equivalent degrees coming from International universities. Please be aware that this course is taught in Italian. A B2 level in the European Common Framework is required before beginning the course. Language support is availble during the course. Please contact the Secretariat for advice about intensive Italian language programmes.
  • Graduates in other degree courses, with previous the advance approval of the Scientific Committee.

Accreditation Status

Palazzo Spinelli is accredited and officially licensed to offer its academic programmes through the Regione Toscana in accordance with the Decree no.1722 of the 25 March 2003 and subsequent Decree no. 373 of the 06 February 2009. Palazzo Spinelli is a supporting member of the ASFOR, “Associazione Italiana per la Formazione Manageriale”.
The Masters gives 60 credits, which is shown on the final certification and calculated based on the actual duration of the individual modules or subjects, taking into account the impact that these have had on the study and individual research. These credits can be relied on to continue their studies as recognized by universities and non-state universities as far as Italy according to DM 509/99, on the autonomy of universities teaching, as amended by D.MIUR 270/04.
Masters in Management of Cultural Heritage

Firenze 23rd edition

Palazzo Spinelli Associazione

1500 hours
from 11/02/2019 to 21/12/2019


Next edition
from 10/02/2020 to 18/12/2020

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