Máster Executive de Formación Permanente en Economía Creativa Modalidad Ejecutiva

Block- 1: direction and management of cultural and creative industries. 30 ects

Module I: direction and management of heritage and cultural heritage

• Area 1: cultural heritage (I): cultural assets. Cultural heritage (ii): intangible heritage (traditions, festivals, and celebrations). Natural heritage.
• Area 2: direction and management of heritage, cultural intermediation, and communication.

Module ii: direction and Management of the visual arts

• Area 3: conceptual bases of the visual arts: painting, sculpture, and photography. Direction and management of museums and art centers.
• Area 4: the galleries and the art market.

Module iii: direction and Management of dramatic arts

• Area 5: conceptual bases of dramatic arts: music, opera, dance, theater, and circus.
• Area 6: the musical industry. Direction and management of musical festivals. Direction and management in dance and theatre.

Module iv: direction and management of the cultural publishing and audiovisual industries

• Area 7: the publishing world: publishers, print media, and digital media. Organization of book fairs. Direction and management of archives and libraries.
• Area 8: the audiovisual industry: cinema, broadcasting, television, and radio. The direction and management of film festivals.

Module v: direction and management of functional creations: design, new technologies, and creative services

• Area 9: the creative industry of design: graphic, fashion, interior, and jewelry. Start-up of a company or design studio and organization of events (fashion shows, shows, or fairs).
• Area 10: new media and e-business: digital content, software, video games, and animation. Creative services: architecture, advertising, r&d and consulting services, and cultural management.

Module vi: direction and management of other creative industries or transformative sectors: education, sports, and health, creative tourism, and innovation

• Area 11: creative transformative sectors and presentation of initiatives: education, sports, and health; creative tourism and innovation.

Workshop-1 + project-1

• Workshop -1: "Museology and exhibition management workshop".
• Project- 1: "Elaboration and development of an exhibition project".

Workshop -2 + project-2

• Workshop-2: "Workshop in performing arts: communication in dance and theater production."
• Project-2.1.: “Elaboration of a dance communication project”.
• Project-2.2.: “Elaboration of a theatrical production project”.

Workshop -3 + project -3

• Workshop-3: “leadership, coaching and creative entrepreneurship workshop”.
• Project-3: "Preparation of an entrepreneurship and leadership project".

Technical cultural visits/seminars

Visits to foundations, companies, or creative spaces. Forum of creative cities and territories of Spain.

Extraordinary lectures/seminar

Extraordinary conferences/seminar

Block-3: creative cities and cultural tourism. Sustainable urban transformation. 30 ects

Module vii: conceptual foundations: from the Smart and sustainable city to the creative city. Cultural and natural landscapes

• Area 12: conceptual bases: territory, culture, and identity. Culture and development. From the smart and sustainable city to the creative city.
• Area 13: nature, culture, and territory: natural and cultural landscapes. Introduction to cultural and creative tourism, ecotourism, and rural tourism.

Module viii: factors of the location of creative industries in cities and territories. Culture innovation

• Area 14: the new geography of creativity and creative clusters. Location factors of the creative industries.
• Area 15: cultural innovation in cities and territories.

Module ix: new models of governance and design of strategic plans. Social and territorial innovation

• Area 16: new models of governance. Social and territorial innovation.
• Area 17: preparation of urban and territorial strategic plans. Strategic approach and functional analysis: action plans. Urban and territorial marketing.

Module x: creative tourism, organization of large events, branding, and design in the city

• Area 18: from cultural tourism to creative tourism. Organization of big events and urban transformation processes.
• Area 19: development of branding and design in the city. Study of its impact on cultural and creative tourism.

Module xi: smart and sustainable cities: technological innovation and network construction

• Area 20: strategic factors of quality of life. Sustainable cities: environmental resources as a source of opportunities and improvement of quality of life.
• Area 21: smart cities and the smart rural world. Big data and open data are new opportunities to undertake. Process for the creation of networks and presentation of cases.

Module xii: urban-territorial transformation. Construction of creative and innovative cities and territories

• Area 22: conceptualization of the creative city and creative territories. Presentation of cases and initiatives. Designation of the creative city of UNESCO.
• Area 23: a methodology for the transformation of an industrial city into a creative city or an industrial territory into a creative territory. Design of new indicators to measure the creativity and innovation of cities and territories. Study of projects of urban transformation and regeneration of the city.

Workshop-4 + Project 4

• Workshop -4: “design thinking & branding-city”
• Project-4: "Development of a design and branding project in the city".

Workshop-5 + Project 5

• Workshop -5: “Workshop on creative cities and urban transformation: heritage, creative tourism, and innovation”
• Project -5: "Preparation and development of an urban or territorial transformation project: heritage, creative tourism, and innovation". A neighborhood in Madrid will be used as a laboratory for action.

Transversal workshop (ii) + project

• Transversal workshop (ii): events workshop (ii).
• Project: "Organizational project of the forum of creative cities and territories of Spain: programming and budget". *participation in the forum.

Cultural technical visits/seminars

The Executive Master of Permanent Training in Creative Economy, offered in executive modality, encompasses a curriculum of 60 ECTS credits.

General Competences

• Develop tools to direct and manage an institution or company.
• Obtain a strategic vision in decision-making.
• Ability to adapt to the environment or flexibility.
• Reflexive vision and analysis of the current situation and the environment.
• Understand the urban world and the rural world as a system and the importance of Culture, Creativity and Innovation for its transformation and reinvention, if applicable.

Specific Competences

• Develop a Business-Plan of your own Entrepreneurial Project in Creative Industries.
• Direct and Manage Entities and/or Cultural and Creative Projects, as well as those related to the Tourism Sector.
• Ability to analyze and understand the Creativity Sector (Creative Industries).
• Prepare Strategic Plans for Urban or Territorial Transformation or Local Development.
• Methodology for the development and implementation of Cultural and Creative Projects.
• Design of Indicators for the Creative Economy.
• Ability to organize small and large events. Activities