Lectures by the Cameristi della Scala. Homage to Leonard Bernstein on the 100th anniversary of his birth
7 May 2018
THE EVENT IS PART OF THE BROADEN YOUR FRAME - SEMINAR SERIES
Leonard Bernstein was a composer, a conductor, an educator and a humanitarian.
On the very day of the concert in Teatro alla Scala thanks to the partnership of BCG - The Boston Consulting Group , under the patronage of the American Chamber of Commerce in Italy , the Cameristi della Scala will present a lecture of the program of the concert, coordinated by Aragorn Iniziative, on the paths paved by Bernstein himself during his visiting period at Harvard University and the Young People’s Concerts with the New York Philharmonic on CBS.
Bernstein’s great gift was his ability to convey his own excitement about music. Watching him explain sonata form or the difference between a tonic and a dominant, you had the sense that he was letting you in on a wonderful secret, rather than drumming facts into you that might prove useful later. It doesn’t matter what your subject is; a teacher’s own passion is going to improve the student’s ability to absorb and process the information. Excitement is contagious. (Jamie Bernstein).
MAMA Opening Ceremony - 3rd edition
"UNESCO's soft power today: forging new ways to build peace and sustainable development"
29 September 2017
Irina Bokova, Director General of UNESCO, addressed the Opening Ceremony of the Master in Arts Management and Administration (MAMA). UNESCO has become the essential ‘soft power’ actor – brokering knowledge and crafting innovative policies to promote the centrality of education, the sciences, culture, and communication/information as global public goods. The event highlighted the important role UNESCO has played in fostering development and ensuring peace through a discussion about Ms. Bokova’s mandates and actions taken in order to ensure effective implementation of the UNESCO mission.
Smart communities need smart museums
1 December 2016
The event, organised by MAMA and the Youth Committee of the Italian National Commission for UNESCO, aims at discussing the importance of digitalisation in art and culture and the role of cultural institutions, incubators and start-ups in enhancing the learning opportunities and visitors’ experience through technology and innovation.
Download the program
MAMA Opening Ceremony - 2nd edition
Roundtable: "Reinventing Cultural Institutions from the legacy of the past to the opportunities of the future
30 September 2016
This event aimed to discuss how cultural institutions are dealing with current challenges such as globalization, digitalization and mass tourism. Managers are asked to adapt and reinvent their institutions, implementing innovative strategies and practices, in order to keep the institution competitive, attractive and sustainable. Prominent cultural managers shared their views and ideas by bringing their hands-on experiences.
Meeting with Dr. Alexander Pereira, Superintendent, Teatro alla Scala
22 March 2016
MAMA students met with Dr. Alexander Pereira, Superintendent of Teatro alla Scala, to discuss management issues. Dr. Pereira shared his long and complex experience, discussing the challenges he faced and the challenges of the art sector. In particular, focusing on the theme of fundraising, he gave the students a unique perspective, stimulating the interests of the students as well as many questions.
The insights of a manager of one of the most prestigious cultural institutions in the world, such as Teatro alla Scala, represented an extremely important learning opportunity for MAMA students and gave them an opportunity to experience real-world management issues.
Meeting with Mons. Paolo Nicolini, Director - Vatican Museums
17 March 2016
MAMA students had the opportunity to meet and discuss with Mons. Paolo Nicolini, Director of the Vatican Museums. They had the chance to learn more about the success story of the Vatican Museums, as well as understand the challenges faced by cultural institutions. Mons. Nicolini stressed the importance of introducing managerial innovation when managing a cultural institutions and highlighted the need to communicate effectively to the public and customers; as influencers of the society, museums and cultural institutions, must promote a culture of beauty, purity and equality, typical values of the arts.
Tradition, Culture and Innovation: meeting with Colla Puppets' Company
16 March 2016
MAMA students had the unique opportunity of meeting one of the most important and well-known puppetry company to discuss with them the issues of managing an old and unique activity which is challenged by societal changes and digitalization. Colla Puppets' Company has been able to survive and adapt for over 250 years, creating value to the Italian culture and thanks to the enlightenment of the Colla family and its management.MAMA students had the unique opportunity of meeting one of the most important and well-known puppetry company to discuss with them the issues of managing an old and unique activity which is challenged by societal changes and digitalization. Colla Puppets' Company has been able to survive and adapt for over 250 years, creating value to the Italian culture and thanks to the enlightenment of the Colla family and its management.
Meeting with UBS: partnerships and the challenge of contemporary art
15 March 2016
MAMA students met with Mr. Peter Dillon, Head of Global Art Platform, to understand the dynamics and the strategic importance of partnering and working in the filed of contemporary art. The importance of aligning the needs and passion of customers to those of the business, is critical to build trust and increase your network, therefore UBS focus on supporting programs that explore new art and artists, new ideas, new places; education that helps translate or interpret these ideas for our audiences and outlets that enable our clients and partners to actively build collections.
Meeting with Chiara Rostagno, Director of Cenacolo
14 March 2016
MAMA students met with Chiara Rostagno to discuss about the management challenges and issues faced by museums such as the Cenacolo. In particular, during the meeting the discussed how to improve international researches for the conservation of Leonardo’s painting; find a new image and identity for the Museum based on the “obsession with the perfection” of Leonardo; open new and innovative activities aimed at increasing the value of the museum.
Meeting with MUSEMENT: how to promote culture through tourism
1 March 2016
MAMA students met with Mr. Claudio Bellinzona, COO of MUSEMENT, during the Arts, Culture and Tourism Course. They had the chance to understand the main managerial challenges Musement is facing as a growing international digital start-up specializing in cultural tourism. Founded with the aim to work vertically on cultural resources, the core of Musement is to offer complete travel experiences by putting destinations at the center of its strategy and by integrating various components of tourism. Students had the opportunity to discuss with Mr. Bellinzona why and how ancillary services together with a system approach are fundamental to develop the tourism potential of cultural resources.
Meeting with Cappella Sansevero: how to structure a communication campaign
16 February 2016
MAMA students had the opportunity to meet with Mr. Fabrizio Masucci, president and owner of Cappella Sansevero Museum in Naples. After more than one week working on the Cappella Sansevero case, students presented their ideas for an innovative communication campaign to promote the institution both at national and international levels. Mr. Masucci enthusiastically welcomed many of the ideas proposed and commented on their concrete implementation.
Visit to Villa Panza: how to run a social media campaign
12 February 2016
MAMA students visited Villa Panza in Varese to learn more about how to plan, develop and execute a promotional campaign for communicating an exhibition. The class met the professionals from FAI that presented the successful case of the Wim Wenders exhibition.
In addition, students discussed with FAI professionals how to measure the effectiveness of the communication investments to deliver experiential value. Students learned how to structure, conduct and report market research focused on measuring the effectiveness of the experience offered to visitors.
Customer journey at Palazzo Ducale, Mantova
20 January 2016
MAMA students, guided by Prof. Michela Addis and Peter Assmann, Director of Palazzo Ducale, visited Palazzo Ducale and analyzed their customer journey taking into consideration accessibility, communication, knowledge, social impact, value for money, etc. The outcome of the analysis was discussed with the Director of Palazzo Ducale considering managerial tools available to ensure a wonderful customer experience, increase the number of visitors and the visibility of Palazzo Ducale.
Meeting with Paolo Besana, Head of Press Relations, Teatro alla Scala
2 Dicember 2015
Teatro alla Scala is one of the most important cultural institutions in Italy and a pillar of the social and cultural life of Milano. Every year the “prima” of la Scala is an important social event for the theatre and for the city, with an international audience, representatives of the Italian and foreign public and private institutions as well as many lovers of the opera. MAMA students had the extraordinary opportunity to meet with Paolo Besana, Head of Press Relations of la Scala and discuss with him the many managerial challenges behind the organization and management of the “prima”.
MAMA Opening Ceremony - 1st edition
Roundtable: "The art of managing arts"
1 October 2015
The art of managing the arts, or the importance of developing management skills for advancing and supporting cultural industries. This was the topic of the round table that was held at Bocconi on Thursday 1 October, during the opening ceremony of MAMA. Several leading players from cultural institutions participated, including Umberto Allemandi (Il Giornale dell’Arte), James M. Bradburne, the recently-appointed Director of the Pinacoteca di Brera, Andrea Carandini, President of FAI, Claudia Ferrazzi (Accademia di Francia) and Andreé Ruth Shammah (Teatro Franco Parenti). The event also welcomed as guest speaker Italian Undersecretary of Cultural Heritage and Tourism, Ilaria Borletti Buitoni.
Art of Management or Management of Art?
London, 6 July 2015
An evening to discuss models, challenges and experiences around management and funding of art instituitions. Short presentations and Q&A during an informal, convivial dinner. institutions.
Andrea Rurale, SDA Bocconi Professor of Marketing
Francesca Filippini Pinto, Head of Development, The Photographers' Gallery
Anna Drozhzhina, The Art Newspaper
In collaboration with BAA - Bocconi Alumni Association
Meet the MAMA Director in New York
New York , 30 March - 2 April 2015
Your opportunity to meet 1-2-1 with the MAMA Director and Faculty members, ask specific questions about our new Master in Arts Management and Administration, and benefit from an individual informative discussion.
Alex Turrini - MAMA Director
Andrea Rurale - SDA Professor of Marketing
MAMA aims to support artistic innovation and cultural development worldwide, by strengthening the leadership and management skills required for arts organizations to thrive.
Managing the splendour of Italy
Beijing, 25 November 2014
Your opportunity to learn more about the SDA Bocconi MAMA Program in partnership with Italian cultural institutions.
Stefania Stafutti, Director IIc Beijing
Andrea Rurale, SDA Bocconi Professor of Marketing
Barbara Alighiero, Journalist and writer, Mondomostre; Former Director IIc Beijing
Ye Ying, Editor-in-chief of The art Newspaper China
MAMA aims to support artistic innovation and cultural development worldwide, by strengthening the leadership and management skills required for arts organizations to thrive