Bologna pilot course


Training course “Cultural entrepreneurship”

After the workshop hold in Bologna on May 5th, 2016, the GIOCA research group – University of Bologna, coordinated by Prof. Luca Zan, proposes the training course “Cultural entrepreneurship”, which will  be delivered through five seminars, from Monday January 29th to February 26th, 2018 with the following time schedule: 9.30-13, 14-16.

The training is organized in the framework of the Emphos project  (Empowering Museum Professionals and Heritage Organizations Staff), which has the objective of studying the concept of cultural entrepreneurship, by creating a network and delivering a training for professionals working in the cultural field. The project is funded by the Erasmus Plus Programme and is the result of a fruitful partnership composed by the University of Bologna, University Hogeschool voor de Kunsten of Amsterdam, CIAPE- Centro Italiano per l’apprendimento permanente, Stichting Landschap Erfgoed Utrecht and Goldsmiths’ College London.

The training aim is to analyze the concept of entrepreneurship  connected to the main managerial aspects of cultural organizations, museums in particular. The training course is divided in five modules. The training methodology is based on: training sessions, auto-reflections moments and brainstorming sessions. The programme consists of the following:



General introduction: a resource based view

  • A changing world; Arts & heritage & change
    The issue of resources & competence
    Case discussion: the British Museum
  • Open discussion & selfscan


Relation to the audience/clients

  • General rhetoric and customer view, and search of meanings
    Demand or knowledge based? Innovation and expertise
    Case discussion: Ferrara Buskers Festival, Pompeii at BM vs Leonardo Da Vinci
  • Open discussion & selfscan


Context/impact: networking , politics, stakeholders, society

  • Italy and the issue of PS changes. Privatization & entrepreneurship
    Institutional transformation & managerialism
    Case discussion: Mudec, Pompei, Ercolano
  • Open discussion & selfscan


Financial sustainability

  • Institutional change and business model
    income gap, cost-sensitivity, fund raising
    Case discussion: Machu Picchu; Heritage Malta vs Pompeii vs BM
  • Open discussion & selfscan


Change, planning, leadership

  • Entrepreneurship and leadership and planning: a modest view
    Case discussion: Imola Piano Academy, MIC Faenza
  • Open discussion & selfscan