Cultural Management

first cycle, Master

The participants:
• acquire in-depth knowledge of the institutional, political, and economic frameworks of the cultural sector, as well as of key concepts in cultural studies that are relevant to understanding and shaping cultural processes.
• develop, on this basis, a critical and reflective understanding of the complex interrelations between cultural production, mediation, and reception, and become acquainted with innovative cooperative approaches.
• are able to analyze cultural organizations with regard to their structure, governance, and financing, and to assess their strategic orientation in the context of current cultural policy developments.
• engage with different models of cultural financing and reflect on their implications for cultural participation and programming.
• acquire theoretical foundations and practical approaches to contemporary cultural mediation and audience development.
• develop competencies in designing and implementing target group-specific mediation formats and learn methods for sustainably communicating cultural offerings and reaching new audiences.
• are enabled, through the integration of cultural theory and management practice, to strategically plan, critically reflect upon, and innovatively implement culture-related projects.

not applicable

The seminar provides an in-depth examination of key issues and current challenges in cultural management. It focuses on both theoretical foundations and practice-oriented approaches to the governance and design of cultural organizations and processes. Participants gain insights into the structure, organization, and functioning of the cultural sector and its various fields, analyze different models of cultural financing, and discuss the role of cultural policy in negotiating the tension between public mandate and market logic. A particular emphasis is placed on contemporary theories and practices of innovation-oriented and diversity-sensitive cultural mediation, as well as on innovative methods of audience development and the creation of intangible cultural values. Furthermore, fundamental concepts of cultural studies are critically reflected upon and related to managerial practices and fields of activity in cultural management.

Assmann, A. (2017). Einführung in die Kulturwissenschaft. 4. Auflage. ESV Schmidt.
Birnkraut, G. (2024). Evaluation im Kulturbetrieb. Werteorientierung, Wirkungsmessung, Impact. VS Verlag.
Heinrichs, W. (2015). Der Kulturbetrieb. Bildende Kunst – Musik – Literatur – Theater – Film. Transcript.
Hoppe, B., & Heinze, T. (2016). Einführung in das Kulturmanagement. Themen – Kooperationen – Gesellschaftliche Bezüge. Springer VS.
Frohne, J., Nowidat-Altmann, B., & Scheytt, O. (2015). Kultursponsoring. Leitfaden für kreative Allianzen. Springer VS.
Gerlach-March, R., & Pöllmann, L. (2019). Kulturfinanzierung. 2., aktualisierte und erweiterte Auflage. VS Verlag.
Heinze, T. (2009). Kultursponsoring, Museumsmarketing, Kulturtourismus. Ein Leitfaden für Kulturmanager. 4. Auflage. VS Verlag.
Benington, J., & Moore, M. (Hg.) (2011). Public Value. Theory and Practice. Palgrave Macmillan.
Holst, C. (Hg.) (2020). Kultur in Interaktion. Co-Creation im Kultursektor. Springer Gabler.
Holst, C. (2021). Digitale Kulturkommunikation. Grundlagen, Strategien und praktische Umsetzung. Springer Gabler.
Lauer, T. (2019). Change Management. Grundlagen und Erfolgsfaktoren. 3. Auflage. Springer Gabler.
Mandel, B. (2016). Teilhabeorientierte Kulturvermittlung. Diskurse und Konzepte für eine Neuausrichtung des öffentlich geförderten Kulturlebens. Transcript.
Pöllmann, L., & Herrmann, C. (Hg.) (2019). Der digitale Kulturbetrieb. Strategien, Handlungsfelder und Best Practices des digitalen Kulturmanagements. Springer Gabler.
Sternfeld, N. (2018). Das radikaldemokratische Museum. De Gruyter.

Portfolio exam

German

4

integrated course

1