SUMMER SCHOOL 2013 Arts Management

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1 SUMMER SCHOOL 2013 From June, 10 th to July, 19 th Latest update : February 6th OBJECTIVES This program offers an ideal balance between theory and practice including visits to cultural institutions and local public entities. It will be mainly delivered in Nantes, a well-known city for its cultural dynamism as it attracts major international performing arts events such as the music festival les Folles Journées. Paris constitutes the second port of call for this program as students will have the opportunity to visit amazing and notorious places such as the Louvre museum where they will be lectured by renowned curators of the Ecole du Louvre. Throughout the management program, students will also be working on a consulting project. TEACHING METHOD This course takes a learning-by-doing approach thus the emphasis in this course is on active participation. Class participation will be actively encouraged through interactive discussions, student presentations and small group activities.before their trip to France, students are also expected to gather information about culture as well as about the companies they are going to visit. ASSESMENT The program as a whole is made of 5 different modules and can offer up to 12 credits but as it is modular, some students can choose a minimum of 1 and a maximum of 5 modules. Students exams include quizzes, group projects (for example: designing a marketing plan) and case studies. CONTENTS The program uses an interdisciplinary cultural studies approach (ethnographic, sociological, psychological, historical and cultural) This study tour is made for students in arts management who are interested in learning more about cultural policies, project management, audience development and cultural strategies in a and context.

2 MODULE: Union US credits Week Welcome coffee and orientation to Audencia Defining The EU: an American perspective Defining the EU - The Decisionmaking Process US-EU Economic Relations EU Main historical Landmarks language & etiquette lesson :30 The Economic and Monetary Union EU cultural environment EU and USA relationships: a perspective 14:30-16:30 Guided Tour of Nantes 14:30-16:30 Company visit: Cointreau 14:30-16:30 Company visit: STX/Chantier Navals (groupe 1) 14:00-15:00 Companies in the EU: Guidelines Test

3 MODULE: Environment - 3 US credits Week France 9:00-11:00 Germany 11:15-12:15 Overview of the Environment The British Isles Mediterranean Countries 9:00-10:00 Eastern Countries 10:00-13:00 Case study in strategy 14:30-16:00 International Marketing Project OUTLINE 16:00-18:00 14:30-16:30 Company visit: STX / Chantiers navals (group 2) 2h Scandinavian Countries 3h (H. Vyas) 17:00-18: 00 Test

4 MODULE: ARTS MANAGEMENT Part I Week Free time :30-11:00 The quality in art and its evolutions 11:00-12:30 The EU Policies :00-10:30 Project : subject and methodology 10:30-12:00 The Market: quality & uncertainty Intervention in organizations :00-10:30 Project 10:30-12:00 Strategies (II) 14:00-15:30 Introduction to in a and context 15:30-17:00 History of the Organizations Departure at 14:30 15:00-16:30 Festival Les Folles Journées (international audience, project administration, meeting with the managing director) 14 :00-15 :30 International Art Markets: structure & evolution 15:30-17:00 Strategies (I) Departure at 13:00 14:30-18:30 Visit to the Puy du Fou (International show, Meeting with the managing director) MODULE: Marketing to Europe - 3 US credits Week :00-11:00 Marketing to Europe: from global to local strategy part I Marketing to Europe: from global to local strategy part II :00-12:00 Politics in the EU 9:00-12:00 Introdu ction to the corpora te environ ment (newcom ers) Marketing to Europe: Advertising and retailing in the EU 3h 17:00-19: Marketing Opportunities in the EU for the English- Speaking World Strategic Opportunities in Europe an original approach :00-16:00 Marketing to Europe: Advertisin g and retailing in the EU 14:00-16:00

5 PARIS for ARTS MANAGEMENT Week Pyramid of the Louvre At : 8:50 The Louvre Visit (collections with masterpieces, lecture on strategy, meeting with board members) Opera National de Paris Bastille At : 9:20 9:30-12:30 Visit to Opera National de Paris Bastille (backstage, meeting with the technical director) Travel back to Nantes :00-11:00 General Organization of Opera in the German System 11:00-12:00 Production Systems in Opera :00-10:00 Case: Italian opera house Case presentation: Italian opera house Pyramid of the Louvre At : 15:50 16h00-17h30 The Louvre The museum, Rivoli street At : 13:50 Musée des Décoratifs 14:00-15:00 Case: Tour of a German Opera company to China (Group work) Case: Italian opera house (Group work) Touring opera companies 15:00-17:00 Aspects of coproduction with Chinese operas

6 MODULE: MARKETING TO EUROPE Part II & Final tests Week Branding Strategies in the EU Marketing &Strategy Case Study 0 Consumer Behavior in the EU Test Marketing in Europe Communication Strategies in the EU 14:00-15:00 Project Presentation 15:00-16:00