MAS in Cultural Management | Conservatorio della Svizzera italiana

Master of Advanced Studies (MAS)

Cultural Management

Training and empowering forward-thinking professionals in the cultural and creative sectors

The new edition of the Master of Advanced Studies in Cultural Management (MAScult) at the Conservatorio della Svizzera italiana, based in Lugano, is an executive programme designed for cultural professionals who wish to deepen their skills to boost their careers, or for those aspiring to enter the cultural and creative sectors, either by joining an existing organisation or by developing their own project idea.
Based in Lugano, Switzerland, MAScult combines an international perspective with strong local roots and aims to be a point of reference for key stakeholders in the region. It also promotes a deeper understanding of the well-grounded Swiss tradition of public-private private cultural co-operation.
Delivered over two years, MAScult combines in-person and online sessions, in Italian and English. The scheduling of the teaching sessions allows participants to update their skills and earn a Master’s degree while continuing with their professional activities.
Focused on three main drivers of change for the cultural and creative sectors – sustainability, innovation, and digitalisation – MAScult develops a solid theoretical grounding as well as practical skills in such areas as cultural management and policies, marketing and communication, fundraising, audience engagement, and accessibility to cultural activities.
Thanks to the scientific collaboration with Fondazione Fitzcarraldo ETS (Turin, Italy), MAScult draws on an international faculty to enhance participants' knowledge of cultural management and leadership, and to offer an in-depth exploration of both current issues and debates and of future scenarios for the cultural and creative sectors.
MAScult’s programme consists of four different Certificates of Advanced Studies (CAS), each dedicated to exploring the latest innovations, policies, and practices in the field, thus allowing candidates to customise their learning paths.

Curriculum

The Master’s degree is awarded upon the completion of four Certificates of Advanced Studies (CAS) and of a final thesis, for a total of 60 credits under the European Credit Transfer and Accumulation System (ECTS). Admission to each CAS requires a Bachelor’s degree or a minimum of three years’ work experience in the field, along with proficiency in Italian and English (knowledge of French and German is desirable but not essential). It is also possible to enrol in an individual CAS and obtain the corresponding Certificate.

The curriculum of MAScult 2025-2027 includes:

Certificate of Advanced Studies (CAS)
CULTURAL MANAGEMENT AND POLICIES
February to June 2025 – 20 ECTS credits

This CAS guides participants on a journey to rethink the missions and operational methods adopted by cultural professionals, and to lead cultural and creative sector organisations towards sustainable change and innovation. By analysing scenarios and challenges, assessing appropriate governance and long-term strategies , and exploring cultural policy contexts at global, European, national, and local levels, this CAS builds a solid understanding of key management principles and practices for the sector.
The programme addresses topics including economic and social sustainability, financing and emerging organisational models and leadership styles, as well as digital transformations and tools for managing innovative projects.

Certificate of Advanced Studies (CAS)
MARKETING AND COMMUNICATION
October to December 2025 – 12 ECTS credits

The CAS in Marketing and Communication provides practical and strategic skills to manage these functions within cultural and creative organisations. The programme offers insights into the latest marketing techniques, technologies, tools and channels, as well as into strategic communication planning, intercultural communication and the management of press offices and social media advertising.

Certificate of Advanced Studies (CAS)
FUNDRAISING AND INSTITUTIONAL DEVELOPMENT
January to March 2026 – 8 ECTS credits

The CAS in Fundraising and Institutional Development provides specialised skills to help ensure the sustainability of cultural and creative organisations. The programme offers students a comprehensive view of institutional development, of advanced fundraising techniques, of the role of patrons and foundations (with a focus on Switzerland) and of the importance of achieving a funding mix. Participants will acquire the necessary skills to diversify funding sources and build effective fundraising strategies.

Certificate of Advanced Studies (CAS)
AUDIENCE ENGAGEMENT, ACCESSIBILITY AND CULTURAL PARTICIPATION
April to July 2026 – 10 ECTS credits

This CAS explores international debates and practices in the fields of audience development and cultural participation. By analysing the most recent and innovative experiences , it provides methodologies and tools to support the creation of new audience engagement strategies within cultural and creative sector organisations. The programme includes comparisons with project experiences in Switzerland and the rest of Europe, as well as international research in areas such as cultural participation and democracy, accessibility, cultural inclusion, prototyping for diverse audiences, non-attenders, and applications of design thinking.

FINAL THESIS
October 2026 to February 2027 – 10 ECTS

To complete MAScult, candidates must write and present a research project based on their own professional interests and ambitions, with support from the faculty. Candidates may choose a topic related to their organisation and/or the sector they wish to work in. The final thesis typically includes the specification of a methodology, an initial context evaluation, case studies, strategic and operational processes to achieve the stated goals, and conclusions. Candidates must attend an oral exam where they will present and discuss their work with an evaluation panel.

SCHEDULE
The CAS courses are offered through a combination of in-person and online sessions, with classes held on alternate weeks.

In-person sessions’ schedule:

Friday, 16:00-19:00
Saturday, 09:00-18:00
Sunday, 09:00-13:00

Online sessions’ schedule:

Thursday and Friday, 15:30-19:00
Saturday, 09:30-13:00

DIPLOMA
The Master of Advanced Studies in Cultural Management is awarded by the University of Music of the Conservatorio della Svizzera italiana, a State-recognized university school affiliated with the University of Applied Sciences and Arts of Southern Switzerland (SUPSI).

1) Admission procedure

a) Send an expression of interest to mascult@conservatorio.ch

b) You will be asked to provide the following:

1) Copy of ID or passport;
2) Copy of study qualifications;
3) Curriculum vitae;
4) Motivation letter.

Late applications can only be exceptionally accepted if places are available. Incomplete dossiers will not be taken into consideration. The University of Music may ask for further documents (e.g. translations or certificates), should it find any of the documents in the application dossier to be lacking in clarity or comprehensibility, with particular attention to the diplomas.

2) Enrolment

Candidates who are considered eligible will receive an email with a letter of admission, a registration confirmation form and the first fee of CHF 2'750.
This form must be signed and returned together with the proof of payment both by email (to servizi.accademici@conservatorio.ch) and by post to the Segreteria didattica, as instructed in the letter of admission.
Once received, the candidate is officially enrolled at the University of Music of the Conservatorio della Svizzera italiana.

3) Matriculation

Enroled students are requested to come to the Conservatorio della Svizzera italiana for completing the Matriculation, by bringing to the Segreteria didattica the original of their access diploma (or their ex-matriculation certificate, if they have studied at another Swiss University).
At the end of their studies, participants will obtain the title on condition that they:

have acquired all required ECTS credits;

have successfully taken the final project;

have paid the fees.

The University of Music of the Conservatorio della Svizzera italiana is a state-recognised university school and is affiliated to the University of Applied Sciences and Arts of Southern Switzerland (SUPSI). The titles that it awards are recognised by the Federal Government according to the law (HEdA - September 30, 2011).
The course is subject to the current Regulations of Studies of the University of Music. The University of Music reserves the right not to activate the course if the necessary conditions are not met.

Extension of the duration of studies: students can submit to the Head of Continuing Education a request of extension of the duration of studies for a maximum of 2 semesters (no semester splits are allowed). If the request is accepted, the University of music will invoice students a fees of CHF 250 for semester.

Repetition of the final exam: if students do not sit the final exam, or do not pass it successfully, they can ask to repeat it in a later session. Exam sessions are normally scheduled every six months. Students can request to postpone the final exam for one or a maximum of two consecutive semesters. For each postponed semester the University of Music will invoice students only the administrative fee of CHF 250.

Suspension of studies: in exceptional cases, and with the authorization of the Head of Continuing Education, students may request to temporarily suspend their studies for one or a maximum of two consecutive semesters. For each semester of suspension, the University of Music will invoice students only the administrative fee of CHF 250.

Withdrawal of studies: if students decide to withdraw from their studies, their request must be sent (by certified mail) the Segreteria didattica by the end of November 2023. If the deadline is not respected, students will be invoiced for all fees.