Master's degree in creative economics management


Program Description


The Professional Master's Degree is directly related to innovation and applied research. By means of a high-level academic formation, in line with the solid research base and the thematic applications for the labor market, it is possible to analyze situations arising from everyday life in a broader scope and to anticipate them.

Among the main inputs to carry out this type of mapping are: information, techniques and tools from the areas of Design, Communication and Administration.

Egress profile

Managers and entrepreneurs of strategic activities in the Creative Economy.

The graduates from the Professional Master's Degree will be, in essence, managers and strategic entrepreneurs in artistic, cultural and creative sectors. They will be able to work in: design of cultural products and equipment, creative collaborative networks, innovation processes, technology for the creative industry, organizational communication, creative industry planning, communication and marketing products, immersive entertainment experience and cultural heritage.

Concentration area

The area of ​​concentration of the Master in Professional Management of Creative Economy includes studies on the multiple aspects and the various facets or interfaces of Design with Technology, Art, Communication, in synthesis Humanities and Social Sciences, highlighting the influences received and the consequences of the practice of the design professional for culture, communication (dissemination and production of content) to and by society, not forgetting the environment, but always having as a guiding principle the investigation of their relations with users and the process productive. In this way, the sectorial analysis appears as a tonic for the questions investigated by the course.

The Master Professional course also includes relationships with Thinking Design, Experiential and Emotional Design, Marketing, Information Technology and Communication, focusing on the interaction of the creation, innovation, production, distribution and control processes of the artifacts. tangible or not) that establish dialogues with the cultural, symbolic, sentimental and historical identity of the geographic space.

Research lines

Experience design and innovation strategies

Develops projects, methodologies of innovation and reflections for the Design of experience in artistic / cultural products in interactive supports constituent of the Economy of Experience. It presents itself as an extension of the Creative Economy and, based on the objectives, the yearnings of the users and the organizations, the immersion expresses the experience in the "unimídia". Thus, the different forms of presentation, the use of graphic information integrated to the culture of convergence, are discussed, in order to design interfaces and construct interactions that surpass purely functional objectives. With this, we contemplate the aesthetic evidence of information visualization with the purpose of reaching insight, from which the innovation process that fosters the creative experience occurs. Still, we have the Design of Experience as a problem that requires the learning of new methods and techniques. It emphasizes human communication with complex technological systems through the image of the active participation of the beneficiary of that multisensorial and immersive space of experience. It takes into account the analysis of users' interactions with artistic, cultural and social products on a virtual or ordinary basis - essentially, when considering the human aspects of cultural equipment in its fullest extent when interacting with users.

Strategic management of creative industries

It produces analyzes, evaluations, reflections and projects of creative sectors. It aims at the best development of communication and marketing strategies, taking into account the new cultural and social manifestations of the creative sectors. The scenario in which the surveys are developed is such that the digitization and the intangible put in check the capacity of differentiation or pricing in value by means of product, price and point policy. The emphasis on the relationship established between consumer and brand is the strongest and most differentiating element for the design of advanced management strategies in which cultural and social premises generate engagement or adoption. Thus, social transformations are assumed as a vector of economic development.

The development of projects in which consumers are considered the key players in this constitution and implementation is valued. It takes into account the immaterial value, modifying substantially the strategies and the current logic, which move from the seduction and strategic monological management and one-dimensional to the relationship from the cultural / social experience. With this, we move to an iterative cross-media strategy, in which market analysis is fluid. As a result, the role of the new consumer as opposed to the one-dimensional one arises because, as it buys and uses, it is also capable of creating, co-creating, producing, co-producing, fomenting and delimiting, influencing the , production and distribution). Therefore, it is proposed the cross-sectional and integrated study of public, private and singular agents (as individuals) in the constant transformation of cultural apparatus.

Last updated Sep 2017

About the School

A ESPM nasceu em 1951, por meio de um projeto de Rodolfo Lima Martensen, atendendo a um convite de Pietro Maria Bardi, então diretor do Museu de Arte de São Paulo (Masp) – e apoiado por Assis Chateaub ... Read More

A ESPM nasceu em 1951, por meio de um projeto de Rodolfo Lima Martensen, atendendo a um convite de Pietro Maria Bardi, então diretor do Museu de Arte de São Paulo (Masp) – e apoiado por Assis Chateaubriand, presidente dos Diários Associados, na época o maior grupo de mídia do Brasil. Read less
São Paulo , São Paulo , São Paulo , Rio de Janeiro , Porto Alegre , São Paulo , Rio de Janeiro + 6 More Less