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Industry Specific
Executive Education
Arts & Cultural Management: From Service Design to Success
New York City, October 9-11, 2012
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Dates and Locations
New York, NY, 9 - 11 October
IESE Business School - New York Center
165 West 57th Street
New York, NY 10019
USA
Tel.: + 1 646 346 8850
Fax: +1 646 346 8852
Registration Fee
- General Fees:
- $4,300
- IESE Member:
- $3,870
Participants may receive a NAS fellowship of $1800, reducing the price for non-profit arts and cultural executives to $2500.
The program fee, covers almost all meals and coffee breaks, tuition and all course materials for the duration of the program. The tuition fee does not include travel nor accommodation expenses.
Deadline for Registration
Places are limited and will be filled in strict order of registration
Contact Information
Rich Sabreen
Managing Director
Media and Entertainment Programs
IESE Business School
IESE New York Center
Tel.: +1 646 346 8850
Email: usaprograms@iese.edu
Please visit our Web site: www.iese.edu/media
National Arts Strategies
Theresa Remick
Tel: + 1 571 482 5789, x28
Email: tremick@artstrategies.org
Please visit our website: www.artstrategies.org
Introduction
Can you fulfill your artistic objectives and improve your financial results? Can you capture more attendance and donors using the same resources you have available today? How do you include the ability to create Experience Design in the strategic vision of your cultural organization? Connecting with the community and achieving financial security are the most important global challenges facing many arts organizations. The drop in the availability of funds challenges institutions to find new ways of working and reaching out to their public. The design of a unique experience for the visitor offers an opportunity to adapt to this new environment. Arts and Cultural Management: From Service Design to Success will analyze the experience cultural organizations deliver for their audiences and the way leaders can implement changes to improve the results in quality and revenue. The program will focus on service design and experience-centric services to help address these challenges. Participants will explore what it means to create a complete experience for their audiences. They will learn how marketing, operations and program decisions can be coordinated in the pursuit of five-star service; how talent management strategies can be aligned to foster the experience you are creating; and how it all ties together in a sound business model. This program is aimed at an international audience and is offered in partnership with National Arts Strategies, the leading provider of leadership programs for the U.S. arts and cultural sector.
Key Take-Aways
Using case studies and our own research over the last four years in more than ten countries, participants will explore: How to create a new and complete experience How decisions on marketing, operations and human resources can be operationalized in the pursuit of five-star service How to manage the organization’s existing talent to drive the experience you are creating How to tie everything together for sound and profitable business operations
Program Structure
Tuesday 9 October Wednesday 10 October Thursday 11 October
Methodology
Highly dynamic and interactive, the program includes a variety of learning methods, including best-practice case study, group discussions and interactive lectures. The program will use the case study method to discuss real problems faced by arts organizations.
Who Should Attend
The program is aimed at senior executives from nonprofit arts and cultural organizations around the world. Participants will be experienced leaders with the ability to influence and implement organization-wide changes in the way services and programs are developed and offered.
Faculty
Beatriz Muñoz-Seca Josep Riverola Santiago Alvarez de Mon Bill Baker Julian Villanueva
Academic Director
Professor of Production, Technology and Operations Management
Ph.D. in Philosophy and Letters, Universidad de Navarra
Beatriz Muñoz-Seca’s areas of specialization include knowledge management (the definition and development of a company’s basic expertise and knowledge base); operating strategy; process innovation and implementation; and technology as a learning facilitator for adults.
Emeritus Professor of Production, Technology and Operations Management
Alcatel-Lucent Chair of Management of Technology
Josep Riverola’s areas of specialization include operating system design; gaining competitive advantage through technology and operations; knowledge and technology management; and the strategic modeling of operations.
Professor of Managing People in Organizations
Ph.D. in Political Science and Sociology, IESE Business School
Universidad Pontificia de Salamanca.
Santiago Alvarez de Mon’s areas of interest include employee participation; cooperative labor relations; transformational leadership; initiative and personal creativity; interpersonal relationships in companies; communication; and keys to building highperformance teams.
Distinguished Professor of Media and Entertainment, Fordham University
B.A., M.A. and Ph.D., Case Western Reserve University
William F. Baker is a Professor at Fordham University, an Executive-in-Residence at the Columbia Business School and president emeritus of Educational Broadcasting Corporation (EBC), the licensee of Thirteen/WNET and WLIW21 New York. He is also the chairman of the National Park System Advisory Board and serves on the boards of the Public broadcasting Service, Rodale Press, Freedom Communications, Inc., and Intrepid Sea, Air & Space Museum. He holds seven honorary doctorates.
Associate Professor of Marketing
Ph.D. in Marketing, University of California – Los Angeles
Julián Villanueva is professor of marketing at IESE Business School. He holds a Ph.D. in management (marketing) from UCLA, an MBA from IESE, and a B.A. in economics (Universidad Complutense de Madrid). His research interests are in the area of customer equity. Specifically, he studies models capable of measuring and managing the discounted sum of cash-flows of a company’s pool of customers. He is also interested in customer relationship management (CRM), brand management and product positioning, price discrimination, customer segmentation and targeting, Internet marketing, and linking marketing spending to long-run performance.
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