How to compete for visitors and resources in an increasingly complex and changing market?

What elements should be encouraged to create your own identity and market your cultural brand?

How to develop the relationship between arts and business to create a stable partnership that benefits both.

IESE has designed and is now launching an international program aimed at cultural institutions and those businesses that invest in culture. The objective is to establish a new form of relationship between the worlds of business and culture with the emphasis on the ability of cultural activity to generate wealth and social cohesion.

These days, leading a cultural institution involves providing visitors with a wide range of activities whilest managing business areas far removed from the traditional artistic disciplines and in competition with other entities. The program provides a distinct methodology for examining the resources, the mission, opportunities and challenges of cultural institutions to allow participants to set goals and implement new strategies.

Public administrations and companies are actively involved in the development of the arts. A better understanding of the cultural framework will allow them to work together to develop profitable projects whose contribution is in line with their strategies whilest ensuring greater impact and recognition by society.

Global trends in the arts
Analysis of the major factors that are affecting the situation of culture in the world, including demographics, wealth distribution, economic and urban development and sponsorship.

Strategic alternatives for the future
We will analyze the future identity that cultural institutions might adopt. What is the service they can offer? How can you offer this?

Branding of cultural institutions
The brand of many cultural institutions has a great potential to generate revenue. This module will focus on brand management of cultural institutions.

How to be self-sufficient in funding. Companies and Sponsors
The acquisition of one’s own resources allows for greater capacity and autonomy of action. Through real-life cases we will be studying strategies for self-financing and thus new formulas for business participation.

Reinventing operations
This section deals with everything related to public needs and development of those technologies related to visitors and the management of their visit.

Artists and managers
We will focus on the management of staff of high intellectual level, including career development, compensation systems and management styles.

• Working with the cultural sector to create new avenues of business.

• Analyzing the challenges and opportunities offered by cultural institutions in the twenty-first21st Ccentury.

• Extending the relationship between culture and business, to create new links that will benefit everyone.

• Enhancing economic development through such partnerships.

• Creating new forms of participation in the arts

The participants will:

• interact with innovative individuals from  business and culture drawn from the international scene.

• be introduced to new ideas and techniques to improve the operation of their institutions.

• learn effective strategies to build innovative partnerships between culture and business, as well as how to encourage creative work environments and communities.

• have access to the latest trends and strategies to become more competitive and improve the services they offer.

The program will employ the case method, using specially developed materials relating to specific cultural institutions in order to examine the very latest management trends.

In addition, we will analyze future trends in a global and international context with panels of experts who will discuss these issues with participants.

Learning from experience

The case method is a system of active learning widely used in management training. The participant will receive a description of a real situation for which they must make a decision. Via their own analysis, they will need to propose alternative courses of action, choose the most appropriate, and then design a realistic plan for its implementation.

The central thread of the program will be the exchange of ideas between the business world and the world of culture.

The program will be of greatest benefit to those occupying positions of responsibility in the arts and creative industries: directors and other senior managers of cultural institutions, corporate foundations, public administrations, consultants, promoters and producers.

SCR managers and directors, and non-profit sector organizations that develop action programs through investment in culture

	Prof. Beatriz Muñoz-Seca Academic Director Professor of Production, Technology and Operations Management, IESE Ph.D., University of Navarra. Masters in Education (Organizational Behavior), Harvard University.
	Prof. Josep Riverola Academic Director Holder of the Alcatel-Lucent Chair of Management Technology. Professor of Production, Technology and Operations Management, IESE Ph.D. in Textile Industries, ETSII Terrassa. PhD and Masters (Operations Research), Stanford University.
	Prof. Santiago Álvarez de Mon Professor of Managing People in Organizations, IESE Ph.D. in Political Science and Sociology, Universidad Pontificia de Salamanca. Masters in Economics and Business Administration, IESE, Universidad de Navarra.
	Prof. Francisco Iniesta Professor of Marketing, IESE Ph.D. in Business Administration, Boston University. Masters in Economics and Business Administration, IESE, Universidad de Navarra.
	Prof. Philip G. Moscoso Professor of Production, Technology and Operations Management, IESE Ph.Dd. in Industrial Engineering and Management, ETH Zurich. Masters in Chemical Engineering, ETH Zurich.
	Prof. Josep Mª Rosanas Professor of Accounting and Control, IESE Holder of the Andorrà Credit Markets Chair, Organizations and Humanism Ph.D. in Industrial Engineering, Polytechnic University of Catalonia. PhD (Management), Northwestern University. Master ins in Economics and Business Administration, IESE, Universidad de Navarra.
	Prof. Antoni Subirà Professor of Financial Management, IESE Ph.D.d in Industrial Engineering, E.T.S.I.I. Terrassa. Masters in Industrial Management, Massachusetts Institute of Technology.
	Management of Program
	Elvira Marco Elvira Marco is a qualified lawyer from the Universidad Complutense de Madrid and holds a degree in political science and public administration from the Universidad Autónoma de Madrid. She has extensive experience in the arts field, working for large periods with the Spanish gGovernment in promoting Spanish culture abroad in cooperation with major international cultural institutions. She currently works as a consultant for public and private institutions and lectures on arts management and in specialized forums.