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The major transformations taking place in the cultural heritage sector are related to the changing social role of cultural venues which, as stated by ICOM (International Council of Museums), must be "of service to the society and its development", be "open to the public, accessible and inclusive", promote "diversity and sustainability", operate "ethically and professionally and with the participation of communities, offering diverse experiences for education, pleasure, reflection and knowledge sharing".
The evolution of the global role of the places of culture, has been translated in our country into a series of profound transformations, implemented over the last ten years by the Ministry of Culture. Said revolutions require the adoption of new skills and professionalism, which are necessary to adopt a managerial vision and develop new models of cultural heritage management: all this in order to pursue the social valorization objectives invoked both by national and international bodies and by the users of cultural venues themselves.
The competencies not yet mandatory for museum directors, employees and operators of places of culture are mainly related to topics that aren't investigated during the academic studies of History of Art, Archeology and Architecture: communication and marketing, the use of new technologies, the activation of relations and synergies with the tourism sector, audience development and customer experience, sustainability, the optimization of the relationship between public and private, the ability to attract financial resources, a new cultural accessibility and, more in general, the acquisition of abilities related to operational and financial management.
In this regard, the Master fully satisfies the new needs of expanding and specializing the managerial abilities of the employees of the Public Administration, or of thos willing to specialize in the field of management, valorization and promotion of cultural activities.
The aim of the learning pathway is to provide the competencies and tools required to adopt a managerial vision and develop innovative systems for the management and valorization of the priceless artistic-cultural heritage of our country.
Target students and career opportunities
The Master is aimed at candidates operating or willing to operate in the field of cultural heritage, both in the public and private sector
The Master aims to train the following professional figures:
- museum director
- manager of private companies providing cultural services
- consultants for public bodies in charge of the management and valorization of the cultural heritage
- planners and curators of exhibitions and events
- developers of innovative cultural products
- consultants for cultural firms and creative industries
- experts in marketing and communication of cultural heritage
The candidates of the Master must be in possession of a Bachelor's Degree (minimum requirement for the admission to the Master) or Specialist Degree, Master's Degree and/or "old system" Degree attained at an italian University or an equivalent institution.
The candidates in possession of an academic title obtained abroad must be in possession of the declaration of value of the aforementioned qualification, issued by the competent Italian diplomatic or consular representatives of the country in which they obtained the qualification.
The requirements must be fulfilled and demonstrated at the University's call for applications deadline, under penalty of non-admission to the Master's selection test.
The annual tuition, without tax benefits, for the registration to the Master is € 10.000
Students wishing to enrol may request an appointment with the Guidance Office by calling +39 06 3400 6250
The internal Faculty is comprised of more than 70% of professors with over-five-year professional experience on the subject matter.
He has been active in the sector of cultural heritage for 20 years.
He is director of Munus Arts & Culture, one of Italy's leading companies in the management of museum services and the organisation of exhibitions and cultural events.
He is specialized in the design and development of business models and development, communication and marketing projects for museums, cultural districts, archeological parks, monuments, castles, mansions and historical gardens.
He is director of the Musei Civici di Pinerolo (Torino).
He curated the organization of more than 30 museum exhibitions in Italy.
He is founder and director of the II level Master in "Management of Cultural Heritage" organized by Link Campus University, currently at its X edition.
In 2021, he received the Premio Internazionale di Archeoclub d’Italia Onlus for the category "Cultural Communication".
He wrote the books Il Terrore nell’Arte (2019) and Simboli nell’arte (2014), published by Palombi Editori.
He wrote and enacted the theatraical play and video-column, from the same book.
He created and organized the first Escape Room in an italian museum, “Il Fantasma della Villa” (2022) at the Museo Civico di Scienze Naturali in Pinerolo.
He created and directed the 3D feature length film 3D Il Grand Tour e le origini del 3D (2016) and the multi-sensorial video installation Finestra sul Paesaggio (2018).
He promoted and undersigned the Manifesto per l’accessibilità del Patrimonio Culturale, during the European Year of Cultural Heritage 2018.
Current role: director of Munus Arts & Culture; director of the Musei Civici di Pinerolo
Michele Martucci was born in Capua (CE) on 8 March 1968.
Upon the attainment of the Bachelor's Degree in Law in 2003, at the University “Federico II” in Naples, he was admitted to the legal profession.
In 2012, he attained the II level Academic Master in "Management of health, social and welfare structures: organizational and management models" at the "Federico II" University in Naples.
In 2015, he attained the Master's Degree in Political Science at the “SUN” University in Naples, “Jean Monnet” department.
In 2017, he attained the Master's Degree in Cultural Heritage 4.0 at Link Campus University.
He is a member of the teaching staff of the Master in Management of Cultural Heritage since 2017.
Furthermore, he is a member of various monitoring committees and supervisor of various final dissertations.
In 2022, he gave lessons on Cultural Heritage Law at the University of Catania within the framework of the course in Museography and Museology.
He carries out technical-specialist-juridical activity at the Ministry of Culture, since 1 January 2014 at the Ministry of Culture, Superintendency for Archaeology, Fine arts and Landscape for the province of Caserta and Benevento.
He authored the following publications:
- La Disciplina delle persone giuridiche, delle società e delle associazioni anche prive di personalità giuridica nel Decreto Legislativo n. 231/2001 (published in the "Istituzioni e Imprese" magazine)
- Programmazione Comunitaria 2014-2020. Il G.E.I.E. strumento ultranazionale privato o pubblico? (Agrifisco magazine)
- Leggi Beni Culturali: Autorizzazioni paesaggistiche e pareri della Soprintendenza ai sensi del Dpr. 31/17 (Casertasette.com web magazine)
Current role: professor at Link Campus University, legal consultancy at the Ministry of Culture.
In 2000, he graduated with honors at the University of Rome "La Sapienza", in 2007, he attained the specialization.
He attained the post-doctorate in "Global archeology and memory of the past at the Italian Institute of Human Science in Florence.
In 2010, he became Archaeological Functionary of the Ministry of Cultural Heritage and Activities and Tourism; between 2010 and 2015, he served under the Archaeology Super-Intendence, with headquarters at the National Archeological Museum of Ferrara.
He was given spatial responsibility on local museums distributed among the provinces of Ferrara, Bologna and Ravenna, where he curated the rearrangement of the Archaeological Museum of Voghiera and collaborated to the new Museum of Comacchio.
As part of his role, he curated various projects related to digital innovation and museum layout.
On 2 May 2017, he was appointed director of the Museo Nazionale Etrusco di Villa Giulia, institute of major national interest with special autonomy as a peripheral non-general management level office, pursuant to DPCM n. 169, 2 december 2019.
Current role: director of the National Etruscan Museum in Villa Giulia – Rome
Born in Naples, Rosario Santanastasio is geologist, expert of geoarchaeology and developed studies, research with working groups supported by universities and super-intendencies terrestrial and submerged environments.
He acquired considerable experience in submerged archaeology and participated in various survey campaigns in the geologic and archeological area.
Current role: President of Archeoclub d’Italia
After many years of experience in various production, distribution and creative sectors of the Publishing House, he held the position of sales manager at Palombi editrice, coordinating and monitoring the distribution network and promotion with regard to bookshops throughout the country, as well as interweaving the various commercial relationships with all the Concessionaires of the so-called Additional Services that were being set up at that time.
Furthermore, he carried out activity of control and management of various commercial networks, includinf those related to online sale.
Representative relations with the highest Local and National Cultural Institutions as well as Cultural and Political Representatives within the Roman territory. A constant activity of relations and contacts with the Mayor of Rome, the Governor of the Lazio Region and the respective Councillors for Cultural Policies, Tourism and the Environment. Activities and the role of director.
Current role: editorial director of Palombi Editori; member of the Commission for the selection of the MAXXI bookshop.
Marco Di Fonzo
In 2009 he became member of the board of directors of Italia Nostra ONLUS - Rome and in 2016 he was appointed President.
He is Knight of the Italian Republic, Officer of the Italian Republic and member of the Accademia delle Scienze forestali.
Member of the teaching staff of the Pontificia Università Gregoriana for the subjects related to the protection of the environment and enhancement of the cultural heritage and landscape, registered to the Teacher Register of the State Forestry Corps now Carabinieri, currently Chief Scientific Officer of the Research Centre on remotely piloted aircraft systems (Drones) at Link Campus University and professor at the same university for subjects related to environmental safety and the use of technology to combat environmental crime.
Furthermore, he is scientific director and member of the teahing staff of the professional refresher courses in Experential leadership; scientific director and didactic coordinator of Link S.A.P.R. School.
He is commander of the Forest Fire Information Unit, a highly specialized structure of the Forest Protection Command - Carabinieri. In 2013 he took on the role of person in charge of the Forest Fire Information Unit, national operations center; and of the centre for the development of investigative technologies at the State Forestry Corps.
Furthermore, he is technical director of the Wildfire Simulator in Castel Volturno.
Current role: president of Italia Nostra – Rome
Museologist and art historian, she is an Authorized guide for the Province of Rome, Florence and Vatican City.
Depending on demand, she organises tours and guided visits in Italian, Spanish and English. A passionate advocate of a concept of culture that is accessible to all, for years she has been organising cultural events in Rome, public relations for the dissemination of educational projects and coordinates social inclusion activities in the museum sector.
She is professor of Art History at the Circolo di Palazzo Madama and the Italian Touring Club. Within the field of tourism, she is a licensed tour guide and travel agency manager; she also works with various agencies and tour operators.
Since 2008, she is president of the cultural association “Sinopie”, for which she conducts guided tours, organises events and manages the relations with institutions for museum education and training projects.
Current role: co-founder & CEO for the cultural association “Sinopie”.
UNIT 1 – CULTURAL HERITAGE: SOCIAL ROLE AND STRATEGIES OF DEVELOPMENT: FRUITION AND VALORIZATION
- Overview: participants, institutions of the Cultural Heritage; open issues
- Reformation of the Ministry of Culture and Legislation of Cultural Heritage
- Associationism, volunteering and opportunities as provided for in the "Code of the Third Sector"
- The fruition of cultural heritage: safeguard and valorization
- The relation between tourism and culture: the valorization of the places of culture through the revival of tourism
- Microeconomics of tourism: demand and supply in museum management
- Landscape protection, environment and the new art. 9 of the Constitution
- Cinema and the television in the promotion of the cultural heritage
- The state of the theatres in Italy: criticities and opportunities; the FUS
- The Rome Museum Exhibition
- The Carabinieri Command for the Protection of Cultural Heritage
- In-house concessions and grants in cultural heritage
- Penalty transition of the offences in cultural heritage
- Copyright in cultural heritage
UNIT 2 – THE MUSEUMS: ORGANIZATION AND MANAGEMENT
- The management of an autonomous museum
- Re-thinking a meuseum: theory and practice of museology
- The role of the private sectors in museums: business plans and management of services to the publlic
- A museum's building manager
- Archives and cataloguing
- Cultural Heritage and accessibility
- Museum education
- The largest museum in the world: the Grand Egyptian Museum
- Case study: i Musei Civici di Pinerolo
- Museum Shops: art publishing and merchandising
UNIT 3 - COMMUNICATION AND MARKETING OF CULTURAL HERITAGE
- Marketing of cultural heritage
- Evolution of mass media: old and new media
- Visual Merchandising; sale techniques and strategies
- Communication tools and channels: communication organization and management
- Digital marketing
- Social media management
- Graphic design for cultural heritage
UNIT 4 – TECHNOLOGIES AND CULTURAL HERITAGE
- Italian museums and digital service; technology as a form of "edutainment"
- The new technologies: promotion and fruition of the cultural heritage
- Technology for the safeguard and monitoring of cultural heritage: drones
- Augmented Reality, Virtual Reality, Mixed Reality. State of the art and new technologies
- Technological products for the fruition of the places of culture
- Technological research in cultural heritage
- Museology and digital heritage
UNIT 5 – ART MARKET
- An artist's life
- Journey into contemporary art. From the post-war period onwards
- Contemporary art: the relationship between artists, art historians and museum institutions
- The importance of the art market
- Collectionism and corporate collection. History of the art market and examples of private collections
- Corporate collection as a model of business growth
- Virtuous examples in Italy and in the Worlds,
- Art galleries and art fairs
- Contemporary art: the relationship between artists, art historians and institutions
- Import-export of art works
- Auction houses
UNIT 6 – ORGANIZATION OF AN EXHIBITION AND CULTURAL EVENTS
- Economic-financial organization and organization of an exhibition
- Curation of an exhibition
- Management of loans
- Transportation and insurances
- Organization of an exhibition
- Catalogue of an exhibition
- Live shows in places of culture
- Events in museums
UNIT 7 – FUNDING AND PLANNING
- EU project management
- Sponsoring and fund raising
- Art Bonus and philantropy
- Local authorities and support for the tourist revival of cultural sites. Development Plans and Cohesion to the PNRR
- Introduction to fundraising: the cycle of fundraising. Individual giving, big donors and sponsorship for culture
- Memberships and associations for the support of cultural fundraising
- Crowdfunding for culture
- Partnership and governance for the support of fundraising
FOLLOW-UP WORKSHOP ACTIVITIES
FINAL PROJECT WORK
Each candidate of Master's Degree is required to prepare a professional training Project Work consistent with the topics covered by the course.
Said Project Work is an integral part of the Master's teaching activity, and is subject to assessment, providing 15 university training credits (CFU).
The aim of the final project is to submit one or more innovative and/or improving solutions through an in-depth study of context variables, processes and application models. The project may involve either the innovation of an activity, or the setting up or changing of an organisational structure, or even the improvement of a new operational procedure or the development of a new process. The PW can be individual or group: in the latter case, the individual contribution will be subject to specific evaluation.
The candidates will be required to take a final test at the end of each Unit. The grade attained for each test (expressed in thirtieths) will be an integral part of the final grade of the Master.