Master's Degree in Arts and Cultural Management (Official)

Academic structure
FIRST TERM: October to December

Module 1: Theoretical and Practical Principles for Cultural
Management

Tools for Managing Culture
Legal Aspects of Cultural Managements
Society and Culture in the 21st century
Cultural Institutions and Policies
SECOND TERM: January to March

Module 2: Instruments for Cultural Management

Sources for Financing Culture
Cultural Marketing
Cultural Communication
Creation of Cultural Companies
THIRD TERM: April to July

Module 3: Analysis and Management of Cultural Sectors

Itinerary 1: Management of Visual Arts and Heritage (only in spanish)

Visual Arts Management
Cultural Heritage Management
Exhibitions: Management and Curatorship
Itinerary 2: Management of Creative Cultural Industries (only in english)

Publishing Industry Management
Audiovisual Industry Management
Management of Performing Arts
Module 4: Internships in cultural companies and institutions


Module 5: Cultural Project




Tools for cultural management (3 ECTS)

This course offers practical knowledge of the methods and tools necessary for managing cultural activities and institutions, while helping to develop the students’ capacity to apply these resources to solving specific problems through dealing with them appropriately and thereby improving the decision-making process.

Legal aspects of museums, foundations and cultural companies (3 ECTS)

Museums and foundations which manage museums have acquired a great social importance based on the varied range of cultural, social and financial activities they offer. At the same time, it is clear that States have great interest in regulating the different cultural manifestations carried out within their territories and there are therefore a number of legal regulations governing this area. As a consequence of these two factors, cultural managers must not only be aware of the importance of the correct management of museums, institutions and cultural companies, but also know about legal aspects with regard to matters related to administration, taxation and copyright; these aspects are covered in this course.

Society and culture in the 21st century (3 ECTS)

We study topics such as:

Identity and culture
The impact of globalization on culture
Culture and conflict
Culture and Development
It also highlights some of the keys to understand what is the culture and its role in today's society. On the other hand, explores the genesis of the concept of cultural manager and proceeded to define its role in the knowledge society.

Cultural and institutional policies (3 ECTS)

This subject focuses on identifying the institutional and organisational framework of cultural action. Students will look at how the different public and private agents intervene in the industry and analyse the planning process through which cultural policies are adapted to meet objectives and later become projects, programmes and specific actions.

Cultural financing (3 ECTS)

The objective of this course is to provide students with the necessary tools for cultural management, with a specific focus on financial matters. To this effect, students create, execute and reconcile budgets and study the main aspects of outturn accounts, balance sheets and other important areas of finance within companies. Students also learn about the tools and main legislation that a cultural manager needs to be aware of, such as taxation, funding, contracts, etc.

Cultural marketing (3 ECTS)

In a highly competitive and globalised environment, knowledge of the market, the competition and the client has become essential in guaranteeing the sustainable success of a company. As a result, the field of application for marketing has become more prominent, taking on greater relevance and increasingly affecting all actions carried out by the company. For this reason, people who wish to make a career in cultural management have to be aware of marketing strategies in order to ensure their cultural proposals stand out from the rest.

Cultural communication and information (3 ECTS)

The culture and the media have a relationship is not always easy. This course is studied from a theoretical and practical point of contact between the two social realities. The sessions are taught by communicators specializing in cultural issues from both media and cultural institutions. At the same time, and are provided are exercised, through case studies, instruments and communication skills necessary for the successful dissemination of goods and cultural events.

Creation of a cultural company (3 ECTS)

This subject enables students to develop the skills and abilities needed by a cultural entrepreneur, applying the knowledge acquired in other areas to the creation of cultural companies. Creating a company requires a rigorous analysis of the environment, identification of the target public, definition of the product that will be offered by the company, adequate internal organisation and the development of strategic communication and marketing plans. It is based on learning how to develop a real business plan, something that is essential for consolidation and positioning within the cultural industry.

Management of visual arts (4 ECTS)

This subject deals with the specific management of museums, foundations and cultural centres which offer artistic and historical materials. The administration of museums is complex and requires a clear definition of the concept of the museum itself and the function in serves within its immediate environment. The main objectives of this course are to impart knowledge relating to the theoretical bases of museology and museography, and its application based on analysis of museographic projects.

Management of cultural heritage (4 ECTS)

This course provides the basic conceptual and methodological bases for the planning and management of heritage projects relating to the fields of diffusion, leisure and tourism, areas of high demand in today’s society.

Management and commissioning of exhibitions (4 ECTS)

This course is intended to provide the necessary tools for organising temporary and permanent exhibitions in museums or cultural centres, while focusing on the design and practical application of policies to diffuse visual arts, whether arising from government administrations or art galleries and other organisations or institutions within the art market.

Management of the publishing industry (4 ECTS)

This course offers a highly practical vision of this important industry. The objective is to provide the necessary tools to ensure the successful publication of books aimed at the mass market, covering all aspects of the project, from the selection of the manuscript and intervention with the authors, to production, marketing, sales, media diffusion and results.

Management of the audiovisual industry (4 ECTS)

The objective of this course is to analyse the nature of audiovisual products with cultural content, company dynamics and the new visual digital culture arising from the evolution of the Internet, mobile phones, virtual reality, etc. This course offers students a conceptual base with regard to the traditional audiovisual industry, while provoking reflection about the current and future evolution of this medium.

Management of scenic arts (4 ECTS)

The objective of this course is to train versatile professionals capable of planning, managing and evaluating public and private policies in the scenic and musical arts industry. The course aims to provide students with specific knowledge of the methodology applied to cultural management of the scenic arts industry and the organisation and programming of musical performances and concert series and seasons.

Work experience (12 ECTS)

Work experience programme in companies and organisations within different cultural industries.

Cultural project (12 ECTS)

Development of a cultural project based on theoretical sessions and group tutorials.





Methodology and evaluation
The programme has a strong practical focus. The teaching combines theoretical content with analysis and discussion of practical cases. The classes are complemented with visits to cultural facilities and institutions as well as series of conferences given by experts. The professors are all specialised professionals with extensive experience in their specific area within the study programme.




Study path and areas of specialisation
Itinerary 1. Management of visual arts and heritage

Management of visual arts
Management of cultural heritage
Management and commissioning of exhibitions
Itinerary 2. Management of creative cultural industries

Management of the publishing industry
Management of the audiovisual industry
Management of scenic arts