CONECTANDO AUDIENCIAS ITALIA. Rivista di management culturale, marketing e sviluppo dei pubblici
CONECTANDO AUDIENCIAS ITALIA rende accessibile, in italiano, parte del patrimonio di buone pratiche internazionali valorizzato negli anni da Asimétrica attraverso la rivista CONECTANDO AUDIENCIAS, che nella versione italiana si arricchisce delle più interessanti e visionarie iniziative realizzate nel nostro Paese. La rivista accoglie articoli di approfondimento sul tema dell’audience development, del management e del marketing culturale e, grazie alle esperienze di colleghi internazionali, intende ispirare le comunità di settore, intercettare le evoluzioni e i cambiamenti in atto e interpretare le trasformazioni del futuro.
CONECTANDO AUDIENCIAS ITALIA
This is the journey behind the ADESTE project, told through a collection of articles and personal reflections from the people involved in the project; researchers, trainers and experts from the project team, participants in the training programmes, and external experts.
The present document summarises the main features and findings of a study carried out within the framework of CONNECT, a Knowledge Alliance that promotes innovative cooperation between universities and organisations in the cultural sector across Europe.
CONNECT aims are to:
- Bridge the gap between teaching in the academic/higher education world and Continuous Professional development in the cultural sector for the promotion of best practices and a systemic growth of audience development (AD).
- Define a new validated “twin-track” programme in AD with a Mentoring and Coaching Scheme
- Create a mutually supportive network and learning community of academics, practitioners and students in the arts management field + an EU platform.
During the project a new Twin-track programme in Audience Development – AD - for students and practitioners working in arts management will be designed and launched by a transnational team of researchers, teachers and trainers from higher education institutions and private cultural organisations, in 5 national hubs: Spain, the UK, Italy, Denmark and Poland. The programme will be comprised of multidisciplinary training modules that mix formal and informal learning methodologies and digital resources. Parallel sessions using practice-based learning activities, will be run to introduce AD theory, practice and philosophy, transfer management and strategic skills, and develop entrepreneurial skills through a mentoring and coaching scheme that matches students with professionals.
As a preliminary step (WP2), the Consortium devised a study in order to ensure the Twin-track programme was set up correctly.
The following chapters report the research initiatives carried out by the Consortium in WP2, including methodologies, actions and the main cross-cutting results with a view to designing an up-to-date, context-responsive training programme.
Cristina Da Milano on the meaning of audience development in today’s world for the Expert Degree in Cultural Audiences and Expert Degree in Publics' Strategies (University of Deusto).