Post Graduate Diploma In Cultural Management (PGDCM)
The one-year Post Graduate Diploma in Cultural Management aims to provide consultants, managers, entrepreneurs, officials and researchers with an advanced knowledge and competencies to understand, design and manage cultural programmes and projects in Government and private organisations. In synthesis with the mandate of IGNCA, this course focuses on a holistic and strategic vision to manage projects with practical perspectives applied by organisations and institutes on local, regional and national levels. It also aims at contributing to the qualification of professionals involved in the administration and management of cultural organisations. The main objective of this course is to address the need of skills and techniques to help professionals and managers in running art and cultural institutions, to connect artists with audiences, vision with reality, and money with a mission.
Competencies
- Sound knowledge on all aspects of Indian art and culture.
- Manage human resource according to the organisational structure and dynamics.
- Holistic management of cultural programmes and projects.
- Design and conduct public programmes and outreach activities.
- Expertise in curatorial practices for both performing arts and visual arts.
- Equip with latest technologies in the field of art and cultural management.
- Understanding of laws and legal concepts in the field of art and culture.
Evaluation Pattern
50% Marks on Internal Assignments, Tests, Practical Work and Project Work
50% Marks on End Semester Examination
100% Marks on Project Work
Fees Structure
Rs.40,000/- to be paid in two installments of Rs.20,000/-each at the beginning of each semester.
SYLLABUS
SEMESTER ONE – AUGUST TO DECEMBER – (CREDITS-20) (TOTAL-400 MARKS)
I. TOTAL 100 MARKS – (CREDITS-4)
A. INTRODUCTION (50 Marks)
a. Understanding Components of Art and Culture
Fine Arts
Craft Traditions
Architecture
Performances – Classical and Folk
Theatre
b. Cultural Institutions – Government & Private
Museums & Art Galleries
Archives
Theatre & Performing Arts Institutions
c. Patrons of Cultural Spaces
Private
Autonomous
Government Bodies
B. DOCUMENTATION AND ARCHIVING (50 Marks)
II. TOTAL 100 MARKS – (CREDITS-4)
A. HUMAN RESOURCES MANAGEMENT (50 Marks)
a. ICOM Code of Ethics
b. Talent Acquisition
c. Talent Management
d. Talent Development
e. Talent Compensation
B. ORGANISATIONAL DYNAMICS (50 Marks)
1. Organisational Behaviour 1 (Self)
a. Diversity in Organisations
b. Attitudes and Job Satisfaction and Engagement
c. Emotions and Moods
d. Personality and Learning
e. Perception and Decision Making
f. Motivation – Concepts and Application
2. Organisational Behaviour 2 (Group)
a. Basics of Group Behaviour
b. Work Teams
c. Leadership – Concepts and Application
d. Conflict and Negotiation
e. Organisation Culture and Structures
3. Policies, Procedures, Norms and Practices
a. The Organisation Cultural Context
b. Designing the Policy Framework
c. Policy Implementation
d. Policy Evaluation
III. TOTAL 150 MARKS – (CREDITS-6)
A. LEGAL ASPECTS (50 Marks)
Laws Governing Cultural Property in India
a. The Indian Treasure Trove Act, 1878
b. The Ancient Monuments and Archaeological Sites and Remains Act, 1958, 59
c. The Antiquities and Art Treasure Act 1972
Legal Terminology, Concepts and Practices
a. Cultural Policy Matters
b. Copyright – laws, rules, registration, agreements
c. Contracts, MoU, Agreements, Certificates
d. Licensing, Proforma and Requirements
e. Intellectual Property Rights
f. Laws related to Performing Arts ‘
g. Cultural Institutions and Policies
B. FINANCE MANAGEMENT (50 Marks)
a. Basic Accounting Concepts and Systems
b. Financial Statement Preparation and Analysis
c. Budgeting and Programming
d. Cash and Resource Management
e. Balancing the Risk
f. Tax Related Issues
g. Reading and Interpreting Financial Information
h. Tendering
i. Loans, Exchanges and Waivers
j. Taxation policy, categories of tax and art, logistics, estimates, tender requirements and inviting quotation
k. Insurance
C. FUNDRAISING AND PHILANTHROPY (50 Marks)
a. Vision Statement and Policy Making
b. Profit and Loss Statement and Balance Sheet
c. Understanding Economic limitations of Organisations
d. Main Source of Financing and their motivations for funding Cultural Projects
e. Relation of Funds to accomplishments of Organisational Goals
f. Financial composition of different cultural organization according to their mission
g. Strategies to obtain funding
h. Fundraising in Government Organisations
i. Corporate Sponsorship and Corporate Social Responsibility
j. Philanthrophy and Donors
k. Cultural Entrepreneurship
IV – PRACTICAL & PERSONAL APPROACH TO THE COURSE – PROJECT WORK-(Credits-6) (50 Marks)
SEMESTER TWO – JANUARY TO JUNE – (CREDITS-20) (TOTAL 400 MARKS)
V. TOTAL 150 MARKS – (CREDITS-6)
A. COMMUNICATION (50 Marks)
a. Channels of communication
b. Development of mission and vision statement
c. External communication of organization’s vision – branding
d. Informative education communication – creative writing and editing
e. Strategizing Outreach
f. Public Relation
B. EDUCATION AND OUTREACH (50 Marks)
a. Engage communities in meaningful and long-term ways
b. Expand community outreach to reach and serve new audience
c. Promotion and public liaison
d. Visitor research and evaluation
e. Create memorable learning experience for visitors
C. MARKETING & SOCIAL MEDIA (50 Marks)
a. Marketing Research Methodology – Quantitative and Qualitative
b. Public Relation/Visitor Research and Evaluation
c. Cultural Promotion and Public Liaison
d. Role and scope of Advertising
e. Strategies for Social Media
f. Print media
g. Internet webcasting and virtual reality
VI. TOTAL 150 MARKS – (CREDITS-6)
A. VISUAL ART CURATION (50 Marks)
a. Curatorial practices and role and responsibility of a curator
b. Academic research and arriving at a theme
c. Different stages of curation with expected challenges in management
d. Target audience
e. Budget allocation
f. Collaborations and sponsorship
g. Defining interpretative material
h. Evaluation
B. PROGRAMMES CURATION- MUSIC AND DANCE PERFORMANCES (50 Marks)
a. Theoretical Framework of Performance Art
b. Various Approaches to Curation
c. Influence of culture, society, politics
d. Tools and Methodologies for Curating Performances
e. Collaboration and Sponsorship
f. Anchoring
g. Artists Management
C. THEATRE CURATION (50 Marks)
a. Meaning & Approaches
b. Theories of Performances
c. Practices & Plurality
d. New Trends
e. Indian case Studies
VII.PRESENTATION & EXHIBITION DESIGN – (CREDITS-2) (50 Marks)
a. Content Development and curation
b. Integration of Architecture, landscape, graphics, audio-visual engineering, digital media, lighting, interior design.
c. Stages of exhibition design
d. Exhibition team
e. Conservation
f. Display – fabrication, installation, mounting etc.
g. AV-Interactivity and graphics
h. Publications, workshops, outreach
i. Influence of local culture and availability of material
VIII – PRACTICAL & PERSONAL APPROACH TO THE COURSE – PROJECT WORK-(Credits-6) (50 Marks)
Students may put forward their project proposals according to the project area they are interested in, which may culminate into a team work presentation covering all subjects being taught.
*The course outlines are tentative and subject to actual on availability of scholars and faculty.
