Training and empowering forward-thinking professionals in the cultural and creative sectors
The Master of Advanced Studies in Cultural Management (MAScult) offered by the Conservatorio della Svizzera italiana, is a specialised continuing education programme designed for cultural professionals who wish to deepen their expertise in specific areas to advance their careers, as well as for those seeking to enter the cultural and creative sectors, either by joining an existing organisation or by developing their own project ideas. The MAScult combines an international outlook with strong local roots, aiming to serve as a key point of reference for cultural sector stakeholders in the region and beyond. The programme promotes an in-depth understanding of Switzerland’s long-standing tradition of cooperation between the public and private sectors in the field of culture. Spanning two years, the MAScult offers a hybrid learning format, combining in-person and online classes taught in Italian and English. This enables participants to update and enhance their skills without interrupting their professional activities. Focusing on three key preconditions and drivers of growth — sustainability, innovation and participation — the MAScult fosters theoretical understanding and strengthens practical knowledge in areas such as cultural management and policy, marketing and communication, strategic fundraising and institutional development, budgeting, impact evaluation, audience engagement, and improving accessibility to cultural activities. In collaboration with Fondazione Fitzcarraldo ETS (Turin, Italy), the MAScult draws on an international faculty that will deepen participants’ knowledge of cultural management and policy, foster leadership development, and provide a comprehensive overview of current and emerging trends in the cultural sector. The MAScult programme is structured around four different Certificates of Advanced Studies (CAS), each dedicated to exploring key issues and the latest innovations, policies and practices in the sector. Candidates can tailor their educational pathway to their individual needs, benefiting from a rich and diverse learning platform.
MAScult is in dialogue with Divisione cultura città di Lugano, Kunst Halle Sankt Gallen, LAC Lugano Arte e Cultura, Locarno Film Festival, Orchestra della Svizzera italiana, Osservatorio culturale del Cantone Ticino, Service de la culture du Canton du Valais, Servizi culturali della Città di Locarno.
Applications open on 5 November 2026
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 2027-2029 includes:
Certificate of Advanced Studies (CAS)
CULTURAL MANAGEMENT AND POLICIES
February to June 2027 – 20 ECTS credits
The CAS in Management and Cultural Policies guides participants on a journey to rethink the mission and working practices of cultural professionals, and to lead organisations in the sector towards change and sustainable innovation. Starting with an analysis of contemporary scenarios and challenges, and moving on to explore cultural policy contexts at global, European, national and local levels, the programme builds a solid understanding of the key principles and practices involved in managing cultural organisations. Topics covered include economic and social sustainability, funding, new organisational models and leadership styles, impact assessment, project management, digital transformation, and new operational tools for managing innovative projects. Particular emphasis is placed on strategic planning, the ability to interpret changes in the operating environment and translate them into informed organisational decisions. The programme strengthens the skills needed to address the challenges facing the sector and foster resilient, inclusive organisations capable of generating long-term cultural and social value.
Certificate of Advanced Studies (CAS)
MARKETING AND COMMUNICATION
September to November 2027 - 12 ECTS
The CAS in Marketing and Communication provides participants with the strategic and practical skills needed to develop and manage marketing and communication activities within cultural and creative organisations. The programme explores the latest techniques and technologies in the field, from innovative marketing and audience development to strategic communication planning, from selecting the most effective channels and tools to intercultural communication, as well as press office management and social media promotion. Through an approach that combines theory and practice, participants learn to develop and implement targeted strategies, adapting messages and content to different audience segments. Particular attention is given to audience analysis and segmentation, and to the use of data to understand behaviours and preferences, personalise campaigns, and evaluate their effectiveness through concrete, measurable results.
Certificate of Advanced Studies (CAS)
STRATEGIC FUNDRAISING AND INSTITUTIONAL DEVELOPMENT
January to March 2028 - 10 ECTS
The CAS in Strategic Fundraising and Institutional Development equips cultural professionals with the tools and skills needed to strengthen the sustainability and support the long-term growth of cultural and creative sector organisations. The programme explores strategies for attracting resources, building lasting relationships with donors, companies, and public and private institutions, and developing partnerships that create new opportunities. Through an interdisciplinary approach, participants explore the role of communication, marketing and networking in relation to socio-economic trends and philanthropic priorities. The programme provides participants with practical skills to develop tailored fundraising plans, diversify funding sources, and enhance the social and cultural impacts of their institutions, while developing growth and innovation strategies aligned with their mission.
Certificate of Advanced Studies (CAS)
AUDIENCE ENGAGEMENT, ACCESSIBILITY AND CULTURAL PARTICIPATION
April to June 2028 - 10 ECTS
The CAS in Audience Engagement, Accessibility and Cultural Participation explores international debates surrounding the challenges and opportunities of cultural participation, with a particular focus on the inequalities that continue to limit access to culture. The programme encourages participants to rethink the relationship between cultural institutions and their audiences, considering audience engagement and accessibility not merely as tools for participation, but as strategic elements that shape organisations’ missions, governance and social roles. Drawing on cultural policies, research and innovative practices in Switzerland and across Europe, the CAS explores topics such as cultural democracy, inclusion, universal design, co-creation with artists and communities, and the links between culture, well-being and social cohesion.
FINAL THESIS
October 2026 to February 2029 – 10 ECTS credits
To complete the MAScult, candidates must develop and present to, and discuss with, an assessment committee a written thesis, based on a research project tailored to their professional interests and ambitions, with the support of the faculty. Candidates may choose a topic related to their current organisation or to the sector in which they aspire to work. The final thesis typically includes a clearly defined methodology, an assessment of the initial context, case studies, the strategic and operational processes required to achieve the stated objectives, and final conclusions. The MAS in Cultural Management thesis must consist of an individual written paper of 40–60 pages, or approximately 70,000–100,000 characters (including spaces), excluding the bibliography, webography, and appendices.
The CAS courses are offered through a combination of in-person and online sessions, with classes held on alternate weeks.
In-person sessions’ schedule:
Online sessions’ schedule:
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).
Applications will open on 5 November 2026.
Deadline applications 11 January 2027
1) Application
(a) Write a report of interest to mascult@conservatorio.ch
(b) Attach the following documents:
1) Scan of ID;
2) Scan of academic qualifications;
3) Curriculum vitae;
4) Motivation letter;
Incomplete dossiers will not be considered. Applications outside the deadline may be exceptionally accepted only if there is availability of places. The University School of Music reserves the right to request additional documents, such as translations or certificates.
2) Enrollment
Once the application dossier has been reviewed, successful candidates will receive an enrolment confirmation letter and an invoice by email, covering the registration fee and tuition fees for the first CAS. A personalised instalment plan may be requested.
The signed letter and proof of bank transfer must be sent to the Academic Office by both email (servizi.accademici@conservatorio.ch) and postal mail, by the deadline indicated in the letter.
Upon receipt of these documents, the candidate will be officially enrolled as a student in the School of Music of the Conservatorio della Svizzera italiana.
3) Registration
Enrolled students are required to complete the registration process in person at the Academic Office, presenting their original educational qualification or, if transferring from another Swiss university, a certificate of previous enrolment..
The student is awarded the degree provided that:
The University of Music of the Conservatorio della Svizzera italiana is a university school recognized by the state and is affiliated with the University of Applied Sciences of Southern Switzerland (SUPSI) and the degrees it awards are recognized by the Swiss Confederation according to the Federal Law on the Promotion and Coordination of the Swiss University Sector (UGC) of 30 September 2011.
The course is subject to the Regulations of Studies of the University School of Music currently in effect.
The University of Music reserves the right not to activate the course if there are not the necessary conditions.
Andrea Mascetti, head of Continuing Education (Conservatorio della Svizzera Italiana)
andrea.mascetti@conservatorio.ch
Alberto Gulli, MAScult programme director (Fondazione Fitzcarraldo ETS)
alberto.gulli@fitzcarraldo.it
Franco Bianchini, MAScult scientific director (Fondazione Fitzcarraldo ETS)
franco.bianchini@fitzcarraldo.it
Angela Mognol, MAScult program coordinator (Fondazione Fitzcarraldo ETS)
angela.mognol@fitzcarraldo.it
mascult@conservatorio.ch
Conservatorio della Svizzera Italiana
via Soldino 9
CH-6900 Lugano
