ECTS credits ECTS credits: 3
ECTS Hours Rules/Memories Student's work ECTS: 51 Hours of tutorials: 3 Expository Class: 9 Interactive Classroom: 12 Total: 75
Use languages Spanish, Galician
Type: Ordinary subject Master’s Degree RD 1393/2007 - 822/2021
Departments: History of Art
Areas: History of Art
Center Faculty of Geography and History
Call: First Semester
Teaching: Sin docencia (Extinguida)
Enrolment: No Matriculable | 1st year (Yes)
1) Offer specialized and advanced training in cultural heritage, covering the areas of management and marketing.
2) Provide knowledge and skills that guarantee the development of the necessary skills to solve problems in the labor market from specialized and multidisciplinary training.
3) Ensure that students acquire training that allows them to develop quality research.
4) Get the students to learn to apply the philosophy of marketing and management to any organization that performs its activity in the cultural sector.
Session 0: Heritage and Manegement.
0.1. Introduction.
0.2. Concepts.
0.3. Acts.
0.4. Values.
Session 1: Cultural management. General concepts
1.1. Concepts
1.2. The principles of cultural heritage and its logical chain
1.3. The integral management of the museum
1.4. The cultural product
1. 5. The consumer and his relationship with the organization
Session 2: Management of marketing and communication of cultural products
2. 1. Introduction to cultural marketing
2.2. The communication of cultural products
2. 3. New information and communication technologies
2. 4. Strategic management
Session 3: The cultural public and the offer
3. 1. Between the public and the private
3. 2. The design of the audience development plan
3. 3. The behavior of the cultural consumer
3. 4. Segmentation and positioning
3. 5. Pricing and promotions policy
Session 4: The management of historic spaces: promotion and marketing
4. 1. Promotion and marketing models
4. 1. 1. Traditional model
4. 1. 2. Marketing for culture
4. 1. 3. Sponsorship
4. 2. Information, planning and control in the process of promotion and capture of the public
4. 2. 1. Promotional tools and instruments
4. 2. 2. The communication plan
4. 2. 3. Strategies and actions
Basic:
ALONSO RIVAS, J. (2004). El comportamiento del consumidor. Madrid: ESIC.
BALLART HERNÁNDEZ, J. (2008). Gestión del patrimonio cultural. Barcelona: Ariel.
QUEROL, M.A.. Manual de gestión del patrimonio cultural. Akal, 2020 (2 ed.)
General:
BERMÚDEZ, A. (2004). Intervención en el patrimonio cultural: creación y gestión de proyectos. Madrid: Síntesis.
BONET, L., CASTEÑER, X., FONT, J. (2009). Gestión de proyectos culturales: análisis de casos. Barcelona: Ariel.
BUSTAMANTE, E. (2002). Comunicación y Cultura en la Era digital. Industrias, mercados y diversidad en España. Barcelona: Gedisa.
CAMERERO, C., GARRIDO, M. J. (2004). Marketing del Patrimonio Cultural. Madrid: Esic.
CUADRADO, M., BERENGER, G. (2002). El consumo de servicios culturales. Madrid: Esic.
CUADRADO, M., COLBERT, C. (2010). Marketing de las artes y de la cultura. Barcelona: Ariel.
IRIGOYEN CASTILLO, J.F. (2013). La trivialización de la gestión del patrimonio urbano. Gestión del patrimonio arquitectónico, cultural y medioambiental: Enfoques y casos prácticos / coord. por Gabino Ponce Herrero, Lucrecia Rubio Medina, 2013.
ORDUÑA-MALEA, E., CABRERA MÉNDEZ, M., Giménez Chornet, V. (2004). Gestión cultural: innovación y tendencias. Valencia: Tirant Humanidades, 2004.
ROSELLÓ I CERZUELA, D. (2007). Diseño y evaluación de proyectos culturales. Barcelona: Ariel.
Basic skills
- Ability to apply the knowledge acquired in solving problems in new or unfamiliar environments, as well as in broader and / or multidisciplinary contexts related to their area of study.
- Acquisition of the skills and abilities necessary to express their conclusions to specialized and non-specialized audiences in a clear, reasoned and unambiguous manner.
- Development of the ability to design and manage projects, as well as to work in interdisciplinary teams.
- Increase in management skills, decision making and motivation.
Transversal competences
- Development of skills associated with teamwork: cooperation, leadership, creativity and problem solving.
- Adaptation to changes, demonstrating the ability to apply new technologies with an entrepreneurial spirit.
- Increase in information management skills and problem solving.
Specific competences
- Acquisition of sufficient knowledge to join the professional field in the disciplines taught in the Master.
- Understanding of the knowledge related to cultural management
- Ability to make management and marketing decisions in areas of cultural activities.
- Ability to design or implement a cultural management plan.
The course will take place in the first semester. The sessions will be of two types: expository (9 hours) and interactive (12 hours). The first ones will have a more theoretical character and will consist in the presentation of the contents by the teachers and in the active participation of the students through questions related to the content of each of them. The interactive classes will be practical and consist of the discussion of readings, practical cases and reflections contributed by the students.
Resources of the teaching-learning process
Presentations in power-point.
Material prepared by the teachers that will be provided to the students through the Virtual Campus.
Bibliographical references of a technical-professional nature.
Institutional, business and professional Web pages.
Periodic publications, reports and statistics that will be provided in the Virtual Campus.
The learning assessment should understand both the process and the result obtained. The
student performance in the subject matter depends, among others, on the combination of two
factors: the effort made and the student's ability. The review undervalued the
result but does not allow accurate support for the learning process. This
process, through ECTS credits, adjusts the ongoing assessment that must be
contribute decisively to encouraging students to follow the process and get involved
more in their own training.
The evaluation will be carried out through two joint and complementary actions:
continuous evaluation, final theoretical-practical testing and voluntary group work.
The first will be developed with the periodic assessment of the interactive ones, with exhibitions
active participation in both theoretical classrooms and seminars, reaching a weight
in the final valuation even 30%.
This percentage shall be applied as follows:
1.- Classroom participation and performing work for the classroom, readings, ect.: 30 %
The final test, which will be theoretical and practical, will have a weight of 70% of the final valuation. In this
proof should be achieved a rating above 2 out of 7. Such evidence will consist of an examination
type test to be developed through the virtual classroom in the computer classrooms of the faculty with the following
Features: 60 questions, sequential navigation, 1 attempt, 90 minutes duration.
In the event that any student could not meet at the May opportunity with the
requirements for continuous evaluation, subject to justification for the reasons
prevent, you will be fixed the singularized procedure through which you can cover that part of the
final qualification through the materials, works and readings arbitrated pole professor.
Such materials must be delivered in good time
evaluation in the virtual classroom, five days before the date set for the examination.
This same procedure will apply to those students who could not comply in the call
July with the requirements for continuous evaluation, always prior to
justification for the reasons that prevent it. In this case such materials will be delivered to the
the day and time when the examination of that call for the subject was set.
Dispenses:
Students who are granted the class attendance waiver (following Xeral Secretariat Instruction No. 1/2017 on the waiver of class attendance in certain circumstances) will be evaluated with a specific final test that will account for 100% of the qualification.
Fraudulent conduct of exercises or tests:
For cases of fraudulent conduct of exercises or tests, the requirements of the Evaluation Regulations of the
Academic performance of students and ratings review.ratings review.
Job presentation. The work will be presented in the classroom through its exhibition in scientific poster format. The faculty will facilitate several resources in network where the students will be able to find information and guidelines to create it. This exhibition will last 15 minutes.
The students to whom the class attendance waiver is granted (following Instruction nº1 / 2017 of the General Secretariat on the waiver of attendance to class in certain circumstances), will be evaluated with a specific final exam that will suppose the 100% of the qualification
Study time and personal work
- Training activity through classroom hours in the classroom
- Exhibition classes: 9
- Interactive classes: 12
- Group tutorials: 2
- Individual tutorials: 1
- Review and revision: 3
- Autonomous activities of students: 51
Recommendations for the study of the subject
The students will have in the virtual classroom all the necessary material for the follow-up of the subject, as well as complementary documentation to the expository sessions.
Los alumnos dispondrán en el aula virtual de todo el material necesario para el seguimiento de la materia, así como documentación complementaria a las sesiones expositivas
Other complementary activities for a more complete development of the subject: practices of field, visits to museums and exhibitions, assistance to conferences, cycles of cinema, ect.
Jose Manuel Garcia Iglesias
Coordinador/a- Department
- History of Art
- Area
- History of Art
- Phone
- 881812603
- josemanuel.garcia.iglesias [at] usc.es
- Category
- Professor: LOU (Organic Law for Universities) Emeritus
Juan Manuel Monterroso Montero
- Department
- History of Art
- Area
- History of Art
- Phone
- 881812716
- juanmanuel.monterroso [at] usc.es
- Category
- Professor: University Professor
| Monday | |||
|---|---|---|---|
| 17:00-18:00 | Grupo /CLE_01 | Spanish | Classroom 15 |
| 01.22.2024 18:30-20:30 | Grupo /CLE_01 | Classroom 15 |
| 06.27.2024 16:00-18:00 | Grupo /CLE_01 | Classroom 15 |