Even culture is an enterprise, above all in a country like Italy, which boasts an incomparable artistic heritage. To encourage the training of entrepreneurs of the arts, of professional figures capable of administering and making this wealth productive, the Golinelli Foundation promotes the first edition of a summer school in "Entrepreneurship in humanities”, scheduled from 9 to 20 July at the Golinelli Arts and Sciences Center in Bologna.
This is a two-week full-time course, completely free and funded by the Foundation, aimed at university students (under 35), undergraduate and master's degree graduates (for no more than 3 years), doctoral students and research doctorates (or equivalent foreign qualifications) in humanities. The 35 participants have already been identified from 182 applications, which came from 15 Italian regions.
The winners will have the privilege of embarking on a creative journey, attending courses that combine humanistic studies, sociological, economic and technological disciplines, under the scientific supervision of Andrea Bonaccorsi, full professor of Management Engineering at the University of Pisa and expert in the economics of science and 'innovation. The aim is to encourage the development of new business ideas in this sector.
Each study day is divided into two parts: a frontal lesson and a laboratory one. The first week will focus on the humanistic tradition, related innovations, contents and their potential for digital expansion. The frontal lesson will look at the main humanistic assets, from the object, to the image, to the text, to the memory, to the myth. The laboratory will instead be dedicated to group exercises, to relate the topics of the morning with digital technologies.
The second week will focus on the "recipients", identifying and analyzing potential users, also exploring their social and purchasing behavior. Much attention will therefore be dedicated to marketing and communication.
Among the speakers: Piero Boitani, from the Sapienza University of Rome, on "The text as a resource"; Alessandro Viscogliosi, again from Sapienza, on "Objects and the identity of people"; Marco Mancini, La Sapienza, on "The myths that make us live"; Carlo Olmo, Polytechnic of Turin, on "Memory and life"; Emanuele Pellegrini, IMT lucca, on "The performative power of images".
Finally, two meetings are open to the public: on 11 July with Christian Greco, director of the Egyptian Museum of Turin; on July 20 with Mauro Felicori, director of the Royal Palace of Caserta.
In the first case, Greco will explain what it means to be humanistic entrepreneurs in the public sector, starting from his experience at the top of the oldest museum in the world, entirely dedicated to the Nilotic civilization and considered, by value and quantity of the finds, the most important ever after that of the Cairo.
Felicori will bring the public closer to the “best practices in the management of Italian cultural heritage: the virtuous case of the Royal Palace of Caserta”. The Bolognese manager has been at the helm of the beautiful monument since 2015 and since then the tourist flow, perception and strategic positioning of the Palace have greatly improved, to the point that Felicori is now the best testimonial for this site. Those wishing to attend the meetings must book by writing to [email protected].
The Golinelli Arts and Sciences Center is the new pavilion designed by Mario Cucinella Architects adjacent to the Golinelli Opificio, in via Nanni Costa 14, in Bologna. The structure can be reached from the railway station with bus 35 and from the city center with bus 13 (Santa Viola stop).
