Master in Arts and Culture Management

The Master offers you a training of excellence, international internships, career service, global networking and many others benefits for your professional and personal development. Various teaching formulas are available to suit every requirement; students from more than 140 countries of the world.

Duration: 12 months
Starting dates: March 2019
Language: English
Formula: In Rome or Online


The Rome Business School’s Master in Arts and Culture Management is an exclusive programme designed for motivated international participants aiming at getting world-class competencies and at developing a successful global career in the fields of arts and culture.

Attendees will receive advanced managerial expertise, anchored in the international context, thus becoming ready to excel as modern cultural managers and innovative leaders in the field of the creative industries. This programme’s quality teaching, its international internship opportunities and its career and networking services all contribute to make this Master’s Degree the perfect fit for anyone who is looking to rise to the top in the world of arts and culture management.


Target Recipients

The Master in Arts and Culture Management is designed both for those who are seeking their first exposure to the world of arts, culture, media and entertainment management, and for those who are already working in these environments, but intend to expand and update their knowledge.

Participants are typically:

  • Graduates interested in leading and managing creative organizations operating in the performing arts (theater, dance), heritage sector (museums, historic sites), and communication and entertainment (film, music, publishing, radio and television) industries;
  • Marketing and communication professionals who want to improve their knowledge in the arts and culture environment;
  • Managers working in a variety of professional environments who want to improve their skills in the creative industries;
  • Entrepreneurs who want to either start an activity related to the arts and culture or to increase their knowledge and to improve the results of their existing organizations.


Structure (duration – 1 year)

  • Six months of lectures
  • Six months dedicated to international internships and project work
  • Visits at international companies and organizations
  • Integrative cultural programme
  • Seminars and events


Modes of attendance

This Master course can be attended in English, either on campus or by distance learning, in Part-Time formula (2 three hours lectures per week).



Managing Arts and Culture in the Global Era

  • The cultural economy: markets for cultural organizations
  • Enabling creativity: developing cultural projects and managing artistic processes
  • Cultural Mapping: arts organizations and cultural institutions in context

Being a cultural manager

  • Two different values: culture and performance
  • Innovative management paradigms in cultural management
  • A new kind of sustainable start up with no
  • public funding aid
  • When sharing meets the arts
  • When culture shapes the smart city
  • Cultural management and social inclusion

Events Production and Organization as a promotion of the cultural heritage

  • A quick and useful “vocabulary” for event organizers.
  • Events vs. Culture, History and Identity?
  • Events as an immersive experience.
  • Language, Media and Social Media: some choices that need to be made
  • Promotion of cultural heritage: functional and dysfunctional examples
  • Finding the right balance between the original environment and the appropriate event
  • Case studies analysis.

Marketing, Communications and Fundraising for Arts and Culture

This module introduces students to the communications and marketing requirements of arts and cultural sector institutions. Specifically, it is aimed at:

  • providing a complete picture of the contemporary approaches to the field
  • supplying the core knowledge/skills necessary to be an effective marketer in the arts and culture industries
  • providing an understanding of the similarities and differences in marketing arts and  culture vs. more traditional applications, from strategy to implementation tactics
  • providing a framework for effective marketing and sales planning and strategy in the arts and culture environment.
  • thoroughly covering the tactical side of marketing, including the effective implementation of marketing tools (focusing on the web/social media) and plans.

Creation of cultural companies

This module will describe the world of startups, with a focus on creative ones. Start-ups represent the initial phase in the building of a company and have an important pre-requisite: the ability to scale their growth. In fact, startups are born from an idea and then, through successive iterations, produce a mock-up of that idea from which is born a minimum viable product, which, eventually, will become a product. Creative start-ups are a subset of this general definition that applies to creative value propositions. In this course, each step of building a start-up will be examined, with a focus on creative value propositions.

Project Management for cultural organizations

This module is aimed at supplying a 360° global vision of all the phases of the management of a project (from planning to realisation, to monitoring, to concluding), based upon strictly defined project management competencies and technical tools, team building capabilities and effective change management abilities.

Business Planning

The objective of the module is to help students to acquire a comprehensive view of the planning tool par excellence, the business plan, through a guided demonstration of its composition, of its contents and of its numerous purposes, which make this tool profitably utilisable both in the life of a company and in the creation of a start-up.

Human Resource Management

This module is aimed at providing cultural managers with an advanced set of skills and competencies that will enable them to successfully manage people, teams and groups.

Art Galleries and Museums Management

  • Museum Management
  • Managing An Art Gallery
  • Cultural Event Organization And Management

Publishing industry management

  • From paper to webzine, from webzine to social, from social to paper
  • How to make journalism behind social
  • Being bi-directional
  • The future of publishing

Audio-visual industry management

This module introduces the use of quantitative and qualitative research methods to better understand audience attitudes and behaviours and to develop audience-oriented policies. The focus is on how to manage the identity and the communication of a festival in regard of its duplicity as a “Body” and as a recurring and specific event.

Performing arts management

  • The economic context of the Performing Arts
  • Artistic, political, social and economic relevance
  • Main contracts used in the Performing Arts
  • Production Process
  • Venues
  • Main contracts used in performing Arts
  • Model in decision making in performing Arts
  • Organizations
  • International perspectives

Music Production & Artist Management

  • Recording Production
  • The roles
  • The record deal
  • The music editions
  • The distribution

Theatre and show business management

  • Introduction
  • Product and Communication
  • Sales & Marketing and Fundraising

Web Series Management

The module aims at providing students with an introduction to the world of Internet videos, defining a web series, a viral video, and identifying the language and the peculiarities of the medium. Then, following a thematic path, we will analyse the growing opportunities both in communication and commercial terms. In particular, we will discuss the branded web series and their advantages for companies. Finally, we will explore the structure and management linked to the implementation of a series for the web through an illustrative and entertaining journey through successful and emblematic case histories.

Cultural Event Management

This module aims at giving you an overview of what it takes to create, manage and successfully bring to completion a cultural project.


Career Services

Attending this Master’s Degree course entitles to:

  • International internships at leading companies and organizations;
  • The inclusion of your CV in the Rome Business School’s database and its distribution to businessesorganizations and headhunters belonging to the Rome Business School’s international network;
  • A free CV review;
  • Support in the management of job interviews;
  • Networking meetings with international managers, professionals and business owners;
  • A personalized search and flagging service for the best job opportunities in Italy and abroad.


Learning Objectives

On completing the programme, participants will be able to:

  • Understand the characteristics and trends of the arts and culture market and the role played by the cultural manager
  • Recognize the intersection of cultural management with other areas of political, economic and social concern, such as national identity, cultural diversity, economic development, urban regeneration and heritage preservation
  • Develop and apply effective marketing and communication strategies in the global environment of arts and culture, both for private and public/non-profit organizations
  • Identify and manage the characteristics of the main artistic and culture-related businesses and to develop effective managerial strategies
  • Develop and nurture cultural brands
  • Master the use of new technologies within cultural organizations and the most advanced communication tools and channels
  • Structure effective managerial processes and functions for cultural organizations
  • Organize fundraising activities and events to support cultural initiatives
  • Explore the impact of legislation on the cultural market
  • Manage financial dimensions related to cultural activities in the global economy
  • Develop a comprehensive business plan for arts and cultural ventures
  • Understand and utilize project management techniques for culture-related managerial activities
  • Evaluate and apply leadership models as tools for ethical and culturally-influenced decision-making



World Class Teachers

The Master’s Degree course faculty is made up of highly selected international university professors, trainers and business managers, drawn from a variety of operational and professional fields and thus able to bring to the table a rich array of up-to-date experiences and competencies. The teaching approach is aimed at the acquisition of know-how, thus at transferring competencies truly useful for the attendees’ professional development.


Rome Business School’s Master in Arts and Culture Management is accredited by UCAM – Universidad Católica de Murcia.

At the completion of the course you will therefore be awarded with a double certification: a diploma from Rome Business School and one from UCAM, with 60 internationally recognized university credits (60 ECTS).


For both the on-campus and the distance-learning courses, attendees can always count on the assistance of a tutor for any clarifications they may require, for the completion of the tests and exercises required by each module and for the final project

Learning Materials

Students registered for the Master’s Degree course will be issued with a wealth of learning materials, including slides, textbooks, case studies, articles, videos, and useful internet links.

Registering In The Rome Business School’s Alumni Association

Attendance in the Master’s Degree course entitles to become part of the Rome Business School’s Alumni Association, the international network through which students of the Rome Business School can share ideas, experiences, and projects. Many facilitations are also available for attending further training courses.



The Rome Business School prizes intercultural exchange as a source of personal and professional development. Students from 5 continents regularly attend its courses.


Entry requirements

All applicants must have a three-year degree (or be near completion). Those with relevant professional qualifications or extensive professional experience will also be considered.

Applicants must demonstrate English language proficiency during an interview.

For both the on-campus and distance learning options and in order to ensure a high-quality training course, classes can consist of a maximum of 15 attendees.


Admission Process

Click here to submit your application, attaching your CV and your motivational letter in English.

The Rome Business School recruitment team will evaluate your request and will contact you if further documents are required. The complete applications will be examined by the academic selection committee. All candidates deemed suitable by the selection committee will support an interview with one of our specialists. The interview can take place in presence or remotely via Skype. Within 2 days of the interview, we will send you an email reply indicating the result of the application and the information necessary to complete the registration. In case of a negative outcome, you will still receive an official communication.

The deadline for international students is 45 days from the beginning of the course and for EU students it is 15 days from the beginning of the course. Applications will be evaluated according to the order of the submission date.

Tuition Fees

Tuition Fee for the Master in Arts & Culture Management is 6.500 Euros (VAT included)


For each teaching formula, partial scholarships are available to cover part of the tuition fee. Scholarships will be assigned based on the personal, experiential and technical-motivational profile of the candidates.


The payment of the participation fee is installable. In the case of payment of the participation fee in a single solution, the student will benefit from a 10% discount.

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