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Description of the title
The two metropolitan universities of Valencia have joined forces, since the 2009-10 academic year, to offer the Official Master’s Degree in Cultural Management, the only program in Spain that comprehensively addresses key sectors such as the Performing Arts, Cultural Tourism and Ethnological Heritage and Popular Culture.
This master’s degree is designed to promote applied research in the cultural field and to train professionals capable of leading and transforming the sector, promoting employment and the growth of cultural companies.
The program is distinguished by a faculty composed of renowned academics and outstanding professionals, who provide a multidisciplinary and updated perspective. In addition, the extensive internship plan in cultural companies allows students to connect theory with real experience, preparing them to face the challenges of the labor market.
Cultural Management is a dynamic and consolidated sector. According to the most recent data, in 2023 the cultural and tourism sector accounted for approximately 4.3% of total employment in Spain. This indicator covers both the cultural field -including arts, heritage, music, among others- and cultural tourism, which encompasses direct services to tourism and the management of associated cultural resources.
It is worth noting that this sector continues to expand, driven by digitalization, the growing interest in sustainable tourism and the valorization of cultural heritage in the post-pandemic context.
Likewise, in 2023, cultural companies reached approximately 5.6% of total business, with a strong presence in tourism and cultural industries. These data, together with the undeniable value of cultural creations, evidence the strategic relevance and transformative impact of this sector.
If you aspire to be part of a program that combines academic excellence, practical innovation and a firm commitment to the cultural future, the Official Master’s Degree in Cultural Management is your gateway to making a significant difference in your career and in society.
Objectives of the degree
The Official Master’s Degree in Cultural Management is designed to train managers who will transform the cultural sector into a key tool for the integral organization of the territory. Our program is based on two strategic axes:
Research Orientation
We want our students to develop the capacity to generate and apply knowledge in cultural institutions and organizations.
- Critically analyze cultural policies and planning initiatives.
- Design and implement research applied to culture.
- Promote innovation in the field of Arts and Culture.
Vocational Training
The program aims to provide future managers with the necessary skills to respond to the demands of the cultural market. Among the objectives are the following:
- Evaluate and judge cultural policies.
- Develop and implement strategic planning and teamwork tools in organizations of the sector.
- Design and execute cultural projects, together with cultural marketing strategies.
- Manage human resources and budgets in cultural events and organizations.
- Integrate information and communication technologies applied to the cultural field.
- Develop dissemination and communication plans that enhance cultural impact.
With this dual approach, the Master is positioned as the ideal program for those who wish to lead the transformation of the cultural sector and actively contribute to the sustainable development of the territory.
Career opportunities
The Cultural Manager has a wide range of professional opportunities that allow him/her to intervene in multiple fields, both public and private.
- Direction and management of cultural institutions: Museums, art centers, libraries and other cultural spaces require professionals capable of planning and coordinating their activity, optimizing the cultural offer and guaranteeing the conservation of heritage.
- Organization of events and festivals: From the conception and execution of festivals, concerts and artistic activities to the coordination of large-scale cultural events, the cultural manager plays a key role in the dynamization of the sector.
- Advice and consultancy in cultural policies: The professional can act as a consultant for public agencies or private companies, offering strategies for the development, promotion and evaluation of cultural and tourism initiatives.
- Development of cultural tourism projects: With the growing interest in sustainable tourism and the enhancement of heritage, there are opportunities in the management of projects that integrate cultural resources with innovative tourism experiences.
- Resource management and strategic planning: The ability to manage human, financial and technological resources is fundamental in the management of cultural projects, facilitating the implementation of cultural marketing initiatives and dissemination plans.
Aimed primarily at
This master’s degree is designed for people with different academic and professional profiles interested in the cultural and tourism sector.
- Graduates in Social Sciences, Humanities or Law, Arts and Humanities, Architecture.
- Entrepreneurs and professionals in the cultural and tourism sector.
- Members of popular culture associations and associations for the protection and conservation of cultural and/or natural heritage.
Structure of the master’s degree
Credits: 90 ECTS
Mandatory:40 ects |Electives:30 ects |External internships:5 ects |Final Master’s thesis (TFM):15 ects
Module 1. Compulsory Module: Politics and sociology applied to culture :16 ects mandatory
Subject:The profession of cultural manager and cultural policies
Minimum credits: 5 | Character: Mandatory
Subject:Sociology of Culture and Cultural Practices
Minimum credits: 6 | Character: Mandatory
Subject:Applied Legislation
Minimum credits: 3 | Character: Mandatory
Subject:Legal framework applied to heritage protection and museums
Minimum credits: 2 | Character: Mandatory
Module 2. Compulsory Module: Concepts and tools for cultural management :18 ects mandatory
Subject:Human Resources Management
Minimum credits: 2 | Character: Mandatory
Subject:Cultural planning
Minimum credits: 3 | Character: Mandatory
Subject:Marketing applied to Arts and Culture
Minimum credits: 3 | Character: Mandatory
Subject:Evaluation and quality systems and budget management
Minimum credits: 3 | Character: Mandatory
Subject:Knowledge management, audiences and IT resources
Minimum credits: 7 | Character: Mandatory
Module 3. Elective Module: Cultural Resources Management in Public Administrations :10 ects electives
Subject:Management methods in cultural institutions and spaces
Minimum credits: 10 | Character: Elective
Module 4. Elective Module: Cultural Tourism Management :10 ects electives
Subject:Heritage as a sustainable economic resource
Minimum credits: 10 | Character: Elective
Module 5. Elective Module: Performing Arts Management :10 ects electives
Subject:Performing Arts Production and Programming
Minimum credits: 10 | Character: Elective
Module 6. Elective Module: Management of ethnological heritage and popular culture :10 ects electives
Subject:Research, management and dissemination of ethnological heritage and popular culture.
Minimum credits: 10 | Character: Elective
Module 7. Internship Module :5 ects external practices
Subject:Cultural Management Practices
Minimum credits: 5 | Character: Compulsory External Practice
Note: In this subject a maximum of 5 ECTS can be taken in external curricular internships (the curriculum contemplates a maximum of 5 ECTS for external curricular internships).
Module 8. Compulsory Module: Research Methodology :6 ects mandatory
Subject:Methodology and Sources of Information
Minimum credits: 6 | Character: Mandatory
Module 9. Master’s Thesis Module :15 ects final degree project
Subject:Master’s thesis
Minimum credits: 15 | Character: Final Degree Project
Internships
During the second year of the master’s program, UPV students complete a total of 125 mandatory internship hours. Students can also carry out voluntary internships in both the first and second year.
Autopracticum
Each student has the possibility to propose entities for internships in self-practicum format.
Integrated practices
In addition, the master’s degree includes an offer of entities in which integrated internships can be carried out each year.
Research and access to Ph.
Upon completion of the master’s degree, students who have completed their Master’s Thesis (TFM) in the form of research work can access a doctoral program, provided that they meet the requirements established by the university and the specific program to which they wish to apply.
For this, the TFM must have developed an original research, with a solid methodological basis and an adequate approach to the corresponding discipline.
Academic exchange / agreements with other universities
Academic exchange with prestigious international institutions.
- University Paris 8 Vicennes-Saint-Denis. Institut d’Études Européennes. F PARIS008
Facilities and laboratories
- Faculty of Social Sciences (UV), Aula 3A3.
- Facultat de Belles Arts (UPV) Aula B-4-4.
Master’s Thesis
The Master’s Thesis in Cultural Management is a 10-credit module that puts into practice the knowledge of cultural management acquired after the first year of the Master’s course.
It can adopt three profiles: empirical research, professional projects and case analysis.
Collaborating companies and more
Cultural organizations
- Cuauhtémoc Association, Mexicans in Valencia
- Bostezo Cultural Association
- MIDRASHIG Intercultural Association
- Intramurs Association
- Fallers Studies Association
- Islamic Cultural Center
- Círculo Alcireño SCR “La Gallera”.
- Vernissa Valley Collective
- 10 Senses Festival
- Frescultura
- Bancaja Foundation
- Luis Adelantado Gallery
- Fallers Artists Guild
- ImagiArte
- Municipal Institute of Culture of Meliana
- La Alqueria de los Artistas
- Makma. Magazine of Visual Arts and Contemporary Culture
- October Hall. Acció Cultural del País Valencià
- Parpalló Hall. Provincial Council of Valencia
- Som Patrimoni
- Tornaveu
Museums
- Centre del Carme Contemporary Culture
- Consorci de Museus de la Comunitat Valenciana (Consortium of Museums of the Valencian Community)
- Matra Museography
- Archaeological Museum of Sagunto (Generalitat Valenciana)
- Regional Museum of l’Horta Sud
- Museum of the Cantereria d’Agost
- Museum of Fine Arts of Valencia (Generalitat Valenciana)
- Printing and Graphic Arts Museum (Generalitat Valenciana)
- La Valltorta Museum (Generalitat Valenciana)
- Museum of the History of Medicine and Science
- Faller Museum of Valencia
- National Museum of Ceramics
- Museum of Paleontology (Valencia)
- Museu Valencià d’Etnologia (Valencia Provincial Council)
- MUVIM (Valencia Provincial Council)
Performing arts
- Arden Producciones – Sala Russafa
- Associació de Professionals de la Dansa de la Comunitat Valenciana (Association of Dance Professionals of the Valencian Community)
- Valencian Circus Association
- Bramante Teatre
- Bulevar Art and Culture SA. Rambleta
- La Ferroviaria Company
- Contaria Productions
- Federation of Independent Theatrical Spaces of the Valencian Community (FETI)
- L’Horta Teatre SL
- Lluerna Teatre
- Metropolitan Olympia
- Ultramarine Room
- Palau de les Arts of Valencia
- Pavana Productions
- Teatre de l’Home Dibuixat
- Theatres of the Generalitat Valenciana
- Caroig Theater
- Theater of the Unstable
Audiovisual sector
- Cinema Jove
- DOCS València
- Escriptors de l’Audiovisual Valencià (EDAV)
- International Medium-length Film Festival “La Cabina”.
Musical organizations
- Amores Percussion Group
- Federació de Societats Musicals de la Comunitat Valenciana (Federation of Musical Societies of the Valencian Community)
- Valencian Institute of Music (Generalitat Valenciana)
- Institut Valencià de la Cultura (Youth Orchestra)
- Institut Valencià de la Cultura (Festival Ensems)
- Institut Valencià de la Cultura (Fira de Tardor)
- Palau de la Música (City Hall of Valencia)
- Sedajazz
- Som BIC
- The Basement Discos
Public, private and not-for-profit entities
- 5 Barrels
- Alberic City Council
- Alboraia City Council
- La Llosa de Ranes Town Hall
- Sagunt City Council
- Toràs Town Hall
- Vilamarxant Town Hall
- Association of Advanced Tertiary Consulting Firms
- La Torre Operational Center
- Brotherhood Santa Llúcia de València
- Comunitat Valenciana – AECTA
- Valencian Association for Refugee Aid (AVAR)
- FEETS Project Management
- Fil-per-Randa Viatges
- López Piñero Institute for the History of Medicine and Science
- Instituto Cervantes, London
- Instituto Cervantes, Manchester
- Valencian Institute of Culture
- Jarit Civil Association
- Junta Central Fallera
- The Visible
- Levante U.D.
- Proava-Celler del S. XIII
- SGAE
- Valencia Welcomes
University environment
- International Center of Gandia (University of Valencia)
- Cultural Activities Committee (Faculty of Social Sciences, Universitat de València)
- Forum UNESCO – University and Heritage
- Vicerectorat de Cultura, Igualtat i Planificació (Universitat de València)
- Vicerectorat d’Alumnat i Cultura (Universitat Politècnica de València)
