CoursesMastersMasters in Management of Cultural and Artistic Events


The management of art and cultural events is a rapidly growing field within the service sector not only for its recreational qualities, but also for its power of communication and for its relationship with cultural heritage stakeholders. In order to create some more innovative and appealing events, applicants are expected to develop new and advanced skills in terms of marketing, communication and management strategies and to deepen their knowledge in the fields of History of Art, Museology, Museography and Fund Raising.


The main task of this Masters is to provide the necessary knowledge and skills to prepare and organize exhibitions and art events; in designing cultural events, from the first drafting to the management of the technical organisation aspects such as the co-ordination of human resources and collaborators. In order to achieve this goal, the Masters equips students with a practical and experienced approach to the sector’s problems and working dynamics. Students are expected to work as a team to organise a real project for example an art exhibition.

Professional Profile

The professional profile defined by this course is that of a manager with a high level of cultural experience and with good specific knowledge which covers various types of art skills and resources such as the history of museums and problems related to management and organisation, including staff, human resources and information skills and technologies.

They will also be able to recognise and to cover the various changes and innovations of the cultural sector. Students will be able, at the end of the course; to identify and select the exhibition premises, to choose the right type of management for museums and cultural institutions Students will have the skills to manage cultural events; from the first drafting to the budget plan, the marketing and advertising campaign and other aspects of technical organisation including European Commission fund raising research and the understanding of current sector laws and regulations regarding event activities. 

Course Structure, Dates and Location

First session (11 May 2020 - 27 November 2020): Theoretical sessions, laboratory sessions, technical visits, practical training, conferences and technical meetings, seminars, guest lecturers, research and documentation, intermediate checking and evaluations. Project Workshop finalised at the creation, the organisation and the promotion of a cultural event.

Second session (30 November 2020 - 29 April 2021): 4-month internship in Italy or abroad. Final exams.
Monday to Friday for a total number of 20/24 hours a week.
The sessions take place at the historic Palazzo Ridolfi, Via Maggio, 13, Florence.
Marketing and Communication of Cultural Heratige
Marketing Techniques
Marketing and Communication for the Artistic and Cultural Events
Interpersonal Communication and Team Working
Legislation of Cultural Heritage
Safety in the workplace
Budget and Finance
Politics and Economics of Culture Management
Techniques of Planning and Budget of the European Fundraising for Cultural Enterprises
Theory and Skills 
Museology and Museography
Computing for Cultural Heritage and New Technologies Applied to Cultural Heritage
Handling and packaging of works of art
Museums and Exhibition Facilities
Techniques Organization
Management and Promotion of Artistic Event
Exhibit Design
Project Workshop
Workshop Project Organization

Technical visits, seminars and study tours
Technical visits to museums, galleries, collections
Internal seminars with visiting professors
Internships in companies, museums, institutions etc


Admission is permitted for:

  • 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 advance approval of the Scientific Committee.

The Masters issues 60 credits, which are detailed on the final certificate and calculated based on the actual duration of the individual modules or subjects, taking into account study time and individual research. These credits may be recognized by state and non-state universities in Italy according to DM 509/99, on the autonomy of universities, as amended by D.MIUR 270/04.
Masters in Management of Cultural and Artistic Events

Firenze 27th edition

Palazzo Spinelli Associazione

1500 hours
from 12/10/2020 to 23/07/2021


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