Andrea Rurale Director, Master in Arts Management and Administration (MAMA)

“Art Management”

Luxembourg, 22 September 2016

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AGENDA

► THE SDA BOCCONI MAMA: THE ART OF MANAGING ARTS

► PUBLIC SUPPORT AND HERITAGE: THE ART BONUS

► Q&A

► BOCCONI UNIVERSITY FOR THE ARTS

► MARKET ORIENTATION VS ARTISTIC ORTIENTATION

Arts, Science, Knowledge (ASK) Research Centre

Bocconi University

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BOCCONI UNIVERSITY FOR THE ARTS

SDA Bocconi Departments 2

Italian Excellence Platform

(SDA Bocconi)

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MAMA IS AN INNOVATIVE MASTER PROGRAM, DELIVERED IN ONE OF THE WORLD'S CULTURAL CAPITALS, MILANO,

AND DESIGNED TO MEET THE NEEDS OF FUTURE ARTS AND CULTURAL MANAGERS

WHY MAMA?

…AND THE ITALIAN EXCELLENCE IN THE ARTS

LEVERAGING ON THE ITALIAN EXCELLENCE IN MANAGEMENT…

MILANO,

ITALY

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ITALIAN

EXCELLENCE

PROFESSIONAL

DEVELOPMENT

TRAINING MANAGERS

FOR THE ARTS

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Orchestra La Verdi The Art Newspaper Biennale di Venezia

Fondazione Musei Civici Venezia Musei Vaticani

Scavi di Pompei Museo Filangieri

Pio Monte della Misericordia Cappella San Severo

Templi di Paestum Fondazione Arena di Verona

Teatro San Carlo Sferisterio

Museo Egizio Rossini Opera Festival

LAC Lugano

Fondo Ambiente Italiano Teatro Franco Parenti Christie's Filarmonica della Scala Pinacoteca di Brera Piccolo Teatro di Milano Skira Gallerie di Italia Balich Worldwide Shows SkyArte Bonhams Fondazione Cologni Maggio Musicale Fiorentino Teatro La Fenice Fondazione Cologni Claudio Monteverdi Institute

THE ROLE OF THE PARTNERSHIPS

A balance between Market & Artistic orientation

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From 2 opposite views…. Artistic Orientation (AKA Product Orientation)

Market Orientation (AKA Customer Orientation)

The focus is on.. Arts Customers’ preferences

The main goal refers to… Artistic Project Market performance

The key resources are… Artistic competences Marketing competences

It is suitable when… Demand is higher than offers Customers’ needs are stable and known The innovation pace is low

Demand is fragmented and available Customers’ needs are unstable and unknown The innovation pace is fast

The size of the market depends on…

An offer that is limited A demand that can absorb only a limited amount of product

Performances are measured by …

Quality Customer satisfaction & Loyalty

The most relevant director is…

The Artistic Director The Marketing Director

The role of marketing is… Almost null Fundamental

The slogan is… A product in search of an audience (a market)

A market in search of a product

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Two views in the arts Artistic Orientation

• “We do not sell. We protect and we preserve, and this is not a market function … we do not sell anything. There is no market here. We offer a service. We protect and restore works so that they can then be enjoyed.” Assistant director, museum.

• “Protection is intrinsic to the quality of the object, not to its enjoyment. That is why we restore our monuments, even if they then remain closed.” Curator, archaeological area.

• “We do not call them customers because that is a word that is associated with purchase and sales. We have visitors. Talking about customers is strange for us.”, Assistant director, museum.

Market orientation

• “Our purpose is to spread culture. That is why we exist. We have to go where others do not go. It is our job to try out and promote theatrical activities that those who follow profit cannot do.” Director, theatre.

• “Paying attention to the needs of the public leads to a better offer of services, to greater speed of renewal, to greater variety in the offer, and to greater cultural production.” Curator, museum.

• “Nowadays the customer comes in and receives a lecture. We have to involve the customer more. We have to use tools that make the visitor’s presence active. The visit should involve his emotions and stimulate him to research.” Director, museum.

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… to a new balance

A good balance between artistic and marketing orientation makes the art organization: 1) Create and promote cultural projects that are able to

educate, arouse emotions and excite its target; 2) Make them accessible to it; 3) Generate market intelligence pertaining to present

and future customers, competitors, sponsors and every component of the market environment systematically;

4) Disseminate intelligence across departments; 5) Respond to it promptly; 6) Monitor and control market performance.

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Thanks for the attention andrea.rurale@unibocconi.it

Thanks for the attention andrea.rurale@unibocconi.it