Social Economic Impacts in the Arts: the new MAMA course in collaboration with BCG

Inclusion and sustainability awareness are now at the center of debates about the business. Customers, employees and investors are demanding that companies adopt socially conscious behavior through concrete and tangible actions. The call can no longer be ignored, in part because generating positive social impact is not only necessary, it is strategic and profitable. Change is a source of competitive advantage, and inclusion is now recognized as a driver of business success.

Everyone in the cultural sector must have a strategic vision and a clear idea of the steps needed to generate real social impact. For this reason, BCG (Boston Consulting Group) led sessions with the international class of MAMA (Master in Arts Management and Administration) at SDA Bocconi, in which they proposed work that was constantly open to discussion about possible, experimental approaches and methodologies.

Through these interventions, students were able to engage with leading players of Italian culture. The course is taught by Andrea Rurale, Director of MAMA, and Sara Alberti, Associate Director of BCG.

"The role of museums in society is increasingly important," says Sara Alberti, stressing the importance of the new course. "Estimating the cultural, social, economic, and environmental impact is crucial for reporting on their commitment to stakeholders, having a clear vision of their social contribution and a compass to guide strategic decisions."

During the course, participants had the chance to visit the San Severo Chapel in the heart of the historic center of Naples as well as the Catacombs of San Gennaro in the city, and they concluded their course of study with an exclusive visit to the Pinacoteca di Brera, where they met with Brera’s Education Department.

"Giving participants the tools they need to measure the impact of cultural institutions is key in ensuring increasingly impactful and effective action," says Piergiacomo Mion, MAMA Coordinator. "The positive effects, direct or indirect, of cultural participation are many and sometimes complex to justify, so the role of the manager, with strong knowledge and skills, becomes crucial."