About this Course

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Learner Career Outcomes

36%

started a new career after completing these courses

25%

got a tangible career benefit from this course
Shareable Certificate
Earn a Certificate upon completion
100% online
Start instantly and learn at your own schedule.
Flexible deadlines
Reset deadlines in accordance to your schedule.
Approx. 16 hours to complete
English
Subtitles: English

Skills you will gain

FundraisingCustomer Relationship Management (CRM)ManagementMarketing

Learner Career Outcomes

36%

started a new career after completing these courses

25%

got a tangible career benefit from this course
Shareable Certificate
Earn a Certificate upon completion
100% online
Start instantly and learn at your own schedule.
Flexible deadlines
Reset deadlines in accordance to your schedule.
Approx. 16 hours to complete
English
Subtitles: English

Offered by

Università Bocconi logo

Università Bocconi

Syllabus - What you will learn from this course

Content RatingThumbs Up97%(4,169 ratings)Info
Week
1

Week 1

5 hours to complete

CURATORSHIP Vs. MANAGEMENT

5 hours to complete
10 videos (Total 75 min), 6 readings, 3 quizzes
10 videos
1.1 Heritage Management: An Introduction8m
1.2 Heritage Definition: The Role of UNESCO in Defining Tangible Heritage6m
1.3 Heritage Definition: The Role of UNESCO in Defining Intangible Heritage9m
1.4 What is Art Management?6m
1.5 The Artist, Institution, and Consumer8m
1.6 The Benefit of Art Consumption9m
1.7 Service Management to Support Cultural Consumption (Part 1)9m
1.8 Service Management to Support Cultural Consumption (Part 2)9m
1.9 Wrap Up2m
6 readings
Grading Policy10m
Additional Readings and Links10m
Contents and Interviews Map10m
The #BocconiArtsGram Project10m
Slide set WEEK 110m
Information About Quizzes10m
2 practice exercises
Quiz WEEK 1 - SESSION 110m
Quiz WEEK 1 - SESSION 210m
Week
2

Week 2

1 hour to complete

HERITAGE AND THE MARKETPLACE: A DELICATE EQUILIBRIUM

1 hour to complete
7 videos (Total 51 min), 1 reading, 2 quizzes
7 videos
2.2 Product Orientation vs. Market Orientation7m
2.3 The Concept of Quality10m
2.4 Customer Value and Value Proposition5m
2.5 Building Visitors’ Participation14m
2.6 Targeting and Segmenting9m
2.7 Wrap Up1m
1 reading
Slide Set WEEK 210m
2 practice exercises
Quiz WEEK 2 - SESSION 110m
Quiz WEEK 2 - SESSION 210m
Week
3

Week 3

1 hour to complete

EMOTIONS Vs. RATIOS: HEDONIC CONSUMPTION AND THE ROLE OF EXPERIENCE

1 hour to complete
6 videos (Total 40 min), 2 readings, 1 quiz
6 videos
3.2 The Consumer Buying Decision Process8m
3.3 Consumer Immersion in Heritage Contexts7m
3.4 The Role of Ambience and Environment on Consumer Behavior11m
3.5 Co-Creating Experiences and Levers for Experience Innovation7m
3.6 Wrap Up1m
2 readings
Slide Set WEEK 310m
The #BocconiArtsGram Project10m
1 practice exercise
Quiz WEEK 320m
Week
4

Week 4

3 hours to complete

BRANDING HERITAGE TO BUILD LOYALTY

3 hours to complete
5 videos (Total 28 min), 2 readings, 2 quizzes
5 videos
4.2 Capitalizing Brand Identity7m
4.3 The Dynamic Model of Customer Loyalty9m
4.4 Branding Places7m
4.5 Wrap Up1m
2 readings
Slide Set WEEK 410m
City of Hamburg Map10m
1 practice exercise
Quiz WEEK 420m

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