MSc in Economics and Management in Arts, Culture, Media and Entertainment

This program relies on three main assets:

• Bocconi’s international reputation for research and teaching in economics, management, and law.
• Milan, with its economic vitality and vibrant creativity.
• Italy, with its artistic and cultural tradition.

These elements represent the ideal setting for preparing students to build an international career as managers or entrepreneurs and professionals in fields commonly referred to as the creative industries, including the visual arts, the performing arts, cinema, the media, publishing, entertainment, tourism, fashion, design, and luxury.

In recent decades these sectors have had, and continue to have, a central role in the economic development of many countries: this role is linked to their ability to produce economic value and to improve their attractiveness, adding to social well-being and quality of life.

Core courses are complemented with workshops that help participants fully understand the dynamics of each subfield of the industrial and non-industrial arts and cultural sectors. Workshops embrace a practitioner’s perspective and a down-to-earth approach as core lectures and case discussions are enhanced with different off-campus visits, various meetings with managers and professionals, commissioned business projects and field research on emerging issues and challenges that creative business and public sector organizations in the arts and cultural fields are facing.

Graduates will be able to integrate the use of economic and management techniques and tools with the understanding of the specific dynamics and complexities of the creative industries.

Program Structure

The program is structured into two different blocks: core requirements and majors.
In the first block, students will develop advanced knowledge and competencies in the areas of intellectual property rights, data analysis, strategic management, and corporate governance, comparative cultural policies and fundraising, project and event management, consumer relationship management and cultural mediation, performance management, and evaluation.
In the second block, students will choose one major (including compulsory and elective courses) and workshops which aim to better define and specialize students’ skills and professional orientation in different fields and subsectors in the creative economy.

First Semester
Main topics:

• Strategic Management and Cultural Entrepreneurship

• International Property Law

• Customer Relationship Marketing in the Arts

• Performance Measurement and Evaluation

Second Semester
Main topics:

• Fundraising Management

• Comparative Cultural Policies

• Team and Project Management

• Cultural Studies

• Major workshop

Students will accrue a broad and interdisciplinary preparation: core courses focus on what is different and important when working as managers and entrepreneurs in the cultural sector.

Majors

• Arts Markets, Heritage and Culture

• Cities, Tourism and Events

• Fashion and Design

• Media

• Performing Arts and Entertainment

Study Abroad Programs

• Double Degrees with:
  CBS Copenhagen Business Schools (Copenhagen, Denmark)
  HEC École des Hautes Etudes Commerciales (Paris, France)
  Southern Methodist University/HEC Montréal (Dallas, US/ Montréal, Canada)

• Exchange Programs

Internship (compulsory)
Foreign languages (two languages)
Thesis

Learning Objectives

The Master of Science in Economics and Management in Arts, Culture, Media, and Entertainment has the following educational objectives:

• Provide a business preparation (management control, planning management, marketing, government, and strategy) taking into account the different business functions in order to work in the areas of contemporary arts, cultural heritage, media, tourism, show business, and fashion; and to understand the evolution in the arts and culture.

• Provide a unitary understanding in the various sectors of arts, culture, the media, and entertainment, especially in the choice of strategy, governance and economic character of companies belonging to the same field.

• Complete the business and juridical studies providing competences in subjects as economics and quantitative and juridical, so as to develop interdisciplinary problem analysis skills.

• Develop behavioral skills via ad hoc seminars and via in/out of class activities related to courses, namely skills in communication, in interaction, in addressing complex issues.

• Promote fluency in English to work effectively and efficiently; proficiency in a second EU language (Italian for non-Italian native speakers). Finally, to foster a wide-ranging culture to develop critical thinking and to delve into cutting-edge topics.

Career Opportunities

Graduates are typically offered career opportunities in the following specialized sectors: cultural heritage and the art market; media (television, cinema, radio, traditional publishing and multimedia, the music industry); communication; editing and media; live entertainment; tourism; fashion and design.

Typical professional profiles within these sectors include the following:

• Entrepreneurs, freelance professionals, consultants in the fields of cultural heritage, communication, live entertainment, media, and fashion.

• Managers in communication, radio, television, and cinema, publishing and new media, fashion, entertainment, and live performance companies.

• Managers at cultural, museums, archiving, archaeological and tourism foundations and institutions.

• Consultants and experts in the evaluation and care of artistic and cultural heritage.

• Program schedule managers in communication companies.

• Royalty managers.

• Internal and external communication managers.

• Organizers of entertainment and festivals.

• Experts on cultural tourism.

• Experts on consortium activities (arts, culture, sport, and communication).

• Planners and developers of theme parks.