Module Area 4: Management

How can heritage sites be sustainably used and managed?

This study area aims to equip students with professional skills required in the management of cultural and natural heritage sites. Topics range from strategic planning, project management, financing, administration, marketing, visitor management and public relations. The importance of facilitating partnerships between the increasing number of stakeholders and of balancing conservation and development goals, whilst upholding the authenticity and integrity of heritage sites, is particularly emphasised.

Heritage Management

Successful management is based on the sustainable use and preservation of heritage sites. This course provides students with the necessary tools to develop strategic management frameworks and plans for World Heritage sites, as well as other places of cultural and natural significance. Aspects such as sustainable use and development planning, participatory decision-making, risk preparedness and visitor management are presented in relation to heritage sites.

Cultural Management

This course provides students with the necessary tools to develop and implement projects in the broader cultural sector, as well as guidelines for best practices within cultural institutions (i.e. heritage administration, museums, foundations and organisations of fine and performing arts). Students will understand the key concepts and basic format of project management, including learning how to plan, implement, monitor and evaluate projects in the cultural sector.

Tourism

With the growth of the modern mass tourism industry and its alarming impacts on World Heritage sites, heritage managers must be aware of the trends, strategies and good practices which may minimise negative impacts, protect the integrity and authenticity of sites, and balance visitor use with heritage preservation and the needs of local communities.

Fundraising and Financing for Heritage

Students will acquire basic skills in budgeting, financial management and fundraising. They will learn how to estimate, structure and acquire budgets, and understand diverse global and regional approaches to financing. The course emphasises the budgeting and financial administration requirements of major cultural heritage donor organisations such as the EU and World Bank.

Marketing, Public Relations and Media

This course provides students with the methods, tools and skills necessary to improve the visibility of heritage sites, both locally and internationally. Students will learn how to develop and implement marketing strategies, as well as how to use new media to promote World Heritage sites. They will also acquire communication and conflict mitigation skills required for public relations with stakeholders.

Heritage Impact Assessment

Based on the approaches established for environmental impact assessment, the course describes the phases required for assessing the type, scale and severity of impact that a proposed development project may have on heritage values. Students will understand the theories and practices required for informed impact assessment, mitigation and adaption proposals, as well as development management and watch-briefs required for project implementation.

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