Arts and Heritage Management




Bocconi University




Free (certificate fee: USD$ 29, optional)

Available in

English, Arabic, French, Portuguese, Italian, Russian, Spanish, Vietnamese


This course has been conceptualized to address the need of skills and techniques to help professionals and managers in running art and cultural institutions. It is offered by Bocconi University through Coursera, an online education platform.

The course is divided into six sections. Five sections are dedicated to specific aspects and themes of managing cultural institutions, while the sixth section is dedicated to individual interviews of prominent cultural institution managers on specific topics. Each module is paired with a quiz and discussion forums to reflect on the variety of the heritage management, its complexity, and the power of the network that is built together during the course.

Some of the course highlights are:

  • Branding heritage to build loyalty and attract new visitors
  • Learning how emotions and reasons interact in the process on art consumption
  • Leveraging on data, numbers, and information to run a sustainable and competitive art institution
  • Explaining the role of visitors to a museum or an audience in a theatre for defining an institution's cultural offering