What is cultural management?

It is one of the most innovative disciplines today and offers interesting career opportunities for those who want to develop their professional path in the field of cultural management. Do you want to know exactly what the so-called ‘cultural management’ is and what its key qualities are, both for companies and professionals?

The world of culture is an important source of job opportunities. A clear example is that, in Spain, the sector employed more than 723,000 people in 2023, representing 3.4% of the total active workforce in the country (data from the Ministry of Culture via INE). This sector is a vital intangible asset for the Spanish economy, and the same applies to other countries in Europe and across the world. As a result, there is a growing demand for professionals trained and experienced in the management of this asset, which is where the concept of ‘cultural management’ comes into play. 

This cultural management is a cornerstone, as it is essential to know how to optimize resources and make the most of them. How is this achieved? What exactly does cultural management work involve, and what are the professionals who dedicate themselves to it like? More details below. 

What is cultural management and how does it influence the sector?

The main question is what cultural management is, what it involves, and what is meant by the term also known by its English equivalent, ‘cultural management’. Several aspects define this concept: 

• Processes for carrying out projects related to companies, initiatives, or brands—both products and services—within the cultural sector. 
• Cultural management ranges from the development of new concepts to the administration and direction of existing initiatives. 
• This discipline focuses on maximizing the value of assets—both tangible and intangible—by outlining, among other aspects, an action plan, a strategy, and implementing the necessary measures to achieve its objectives. 

Cultural management is not entirely new. Sociocultural animation and activities aimed at promoting culture are the foundations of what is now a promising discipline. And how is it benefiting professionals and companies operating in the sector? 

1. Reaching a wider audience.
2. Building loyalty among existing customers. 
3. Improving the offering through opportunity analysis and a detailed review of the current product-service portfolio.
4. Positioning companies, individuals, and/or destinations within this market segment. 
5. Creating greater opportunities for all stakeholders involved. 

Characteristics of cultural management: key elements

This field is broad, diverse, and multidisciplinary, requiring both human and material resources. To better understand the characteristics that define ‘cultural management’, the following key points can be highlighted: 

• Situation analysis. 
• Campaign objectives. 
• Available financial resources. 
• Professionals and tools required to implement the planned actions. 
• Execution of the proposed plan.
• Communication: making it known. Promotion is key in the field of cultural management.
• Evaluation of the results being achieved. 

For effective cultural management, certain factors are essential: 

1. In-depth knowledge of the sector. 
2. Teamwork, as it is a field that requires multidisciplinary collaboration. 
3. The ability to plan long term and maintain a critical mindset to assess whether objectives are being met.

Imagen

What is cultural management for? Benefits in the cultural industry

Professionals who choose to build their careers in this field can find opportunities in different areas. Some examples of profiles in demand in the industry include: 

• Managers and executives in creative and cultural-based companies and organizations.
• Brand managers for institutions and/or cities or countries, depending on the initiative. 
• Sociocultural animation and engagement technicians. 
• Consulting specialists for organizations and brands in the sector. 
• Marketing and communication managers. 
• Human resources managers. 
• Media professionals.

These are just a few examples, but there are countless job opportunities for those specializing in cultural management. This is largely due to the growing recognition of the benefits of the cultural industry: 

• Enhancing the value and cohesion of cultural products and services.
• Promoting them by structuring projects that drive and/or consolidate their development. 
• Creating actions for the communication and dissemination of specific values and qualities. 

These are just some of the advantages. Essentially, it is about understanding how to promote a product from a book or museum to a destination as a cultural asset, and improve its positioning. This is explored in depth in one of the programs at EAE Business School Barcelona, the Master’s in Sustainable Tourism Management of Resources and Destinations, which focuses on enhancing the sustainability of tourist destinations while taking their cultural aspects into account.

Examples of cultural management: cases and practical applications

Cultural management includes both projects aimed at promoting cultural products such as books, documentaries, or films. As well as strategies to enhance museums, galleries, theaters, cinemas, and, of course, tourist destinations, as mentioned earlier. To better understand its applications, it is useful to look at real cases that are currently successful and serve as strong examples of cultural management in the 21st century. 

1. Objective: securing patronage
   This approach is used by entities and organizations seeking to position themselves in the sector and requiring financial support. In other words, they seek sponsorship. Potential patrons are analyzed, as well as the value proposition of the product or service, in order to generate support. 
2. Boosting the economic development of a region
   This is the essence of initiatives led by towns, cities, or even entire countries and regions that aim to use culture as a driver of profitability and, consequently, improve the population’s socioeconomic level, generating employment, resources, and more. 
3. Positioning against competitors
   Today, there are countless players in the cultural sector. That is why marketing and communication are key pillars for standing out and gaining market share. 

These are three examples of how cultural management has a positive impact and highlight the potential of a growing profession that is increasingly valued and recognized.