The Lab is focused on cultural and performing arts events. Today, events are central to our culture as perhaps never before. Increases in leisure time and discretionary spending have led to a proliferation of public events, celebrations and entertainment. Governments now support and promote events as part of their strategies for economic development, nation building and destination marketing. Corporations and businesses embrace events as key elements in their marketing strategies and image promotion.  

Specific learning objectives of the course:

• to develop an understanding of the creative and anthropological nature of events ;
• to identify and classify different types of events;
• to examine the basic management functions related to its conception, design, planning and implementation;
• to understand and use some basic Project Management tools & techniques;
• to create an original cultural event project in a small group activity context.

1 Event as a creative project

• What is a creative process?
• What is a cultural event?
• Novelty and utility elements in a cultural event

2 Events typology

• Historical types of events
• Contemporary types of events

3 Event as organizing project: the Project Management approach

4 Project Management Life Cycle of an event

• Ideation
• Planning
• Executing
• Closing
• Controlling

5 Practice exercises and creation of an original project

Marketing fundamentals

By the end of the course, students should be able to:

• Know and understand cultural events phenomenology (historical and contemporary events), creative and planning process fundamentals, Cultural Project Management fundamentals, methodological aspects related to each phase of cultural event life cycle.
• Know and understand the most important tools and techniques related to each phase of cultural event life cycle
• Apply these knowledge and understanding to practical group work activities, concerning the conception of an original project of cultural event. 

The teaching material prepared by the lecturer in addition to recommended textbooks (such as for instance slides, lecture notes, exercises, bibliography) and communications from the lecturer specific to the course can be found inside the Moodle platform › blended.uniurb.it

Course handouts, book and website bibliography, group work activities

Teaching

Lectures, case studies analysis, group work activities

Attendance

The Lab will be delivered through a mix of lectures, discussion sessions and small group activities so regular participation in daily classroom work plays a significant role in learning process success (students are required to attend a minimum of 45% lessons hours).

Course books

Specific bibliographical references will be given during the classes.

• Recommended texts:
  • Argano L. Manuale di progettazione della cultura, FrancoAngeli, 2012
  • Argano L., Bollo A., Dalla Sega P., Vivalda., Gli eventi culturali, FrancoAngeli, Milano, 2005.

Assessment

The exam will be held through an individual interview based on textbooks suggested. The aim is to evaluate both students’ comprehension of the content and his ability in reworking concepts and in argumenting. It is possible to present a written document on a topic agreed with the teacher. 

• Excellent grades will be given in presence of: a good critical perspective and in depth study; knowing how to link among them the main subjects addressed during the course; the use of an appropriate language.
• Good grades will be given in presence of:  good mnemonic knowledge of the contents; a relatively good critical perspective and connection skills related to the treated topics; the use of appropriate language.
• Sufficient grades will be given in presence of: the achievement of a minimal knowledge on the treated themes, even in presence of some gaps; the use of a not appropriate language.
• Negative grades will be given in presence of: a difficult orientation related to the treated topics; knowledge gaps; the use of a not appropriate language.

Disability and Specific Learning Disorders (SLD)

Students who have registered their disability certification or SLD certification with the Inclusion and Right to Study Office can request to use conceptual maps (for keywords) during exams.

To this end, it is necessary to send the maps, two weeks before the exam date, to the course instructor, who will verify their compliance with the university guidelines and may request modifications.

Course books

• Argano L., Bollo A., Dalla Sega P., Vivalda., Gli eventi culturali, FrancoAngeli, Milano, 2005.

Assessment

The exam will be held through an individual interview based on textbooks suggested. The aim is to evaluate both students’ comprehension of the content and his ability in reworking concepts and in argumenting. It is possible to present a written document on a topic agreed with the teacher. 

• Excellent grades will be given in presence of: a good critical perspective and in depth study; knowing how to link among them the main subjects addressed during the course; the use of an appropriate language.
• Good grades will be given in presence of:  good mnemonic knowledge of the contents; a relatively good critical perspective and connection skills related to the treated topics; the use of appropriate language.
• Sufficient grades will be given in presence of: the achievement of a minimal knowledge on the treated themes, even in presence of some gaps; the use of a not appropriate language.
• Negative grades will be given in presence of: a difficult orientation related to the treated topics; knowledge gaps; the use of a not appropriate language.

Disability and Specific Learning Disorders (SLD)

Students who have registered their disability certification or SLD certification with the Inclusion and Right to Study Office can request to use conceptual maps (for keywords) during exams.

To this end, it is necessary to send the maps, two weeks before the exam date, to the course instructor, who will verify their compliance with the university guidelines and may request modifications.