Cultural Heritage and Tourism Management

This course offers a comprehensive examination of artistic production and visual expression across historical periods and cultural contexts. Students will explore major artistic movements, stylistic evolutions, and key works that have shaped global visual culture from antiquity to the contemporary era. Emphasis is placed on understanding how art reflects social, political, and technological transformations, as well as how visual languages construct meaning and influence cultural identities. Through critical analysis, thematic case studies, and visual interpretation exercises, students will develop the skills to contextualize artworks, engage with diverse aesthetic traditions, and analyze the role of visual culture in shaping modern society.

This course offers a comprehensive introduction to marketing principles, strategies, and analytical tools used to understand and influence consumer behavior. Students will examine market segmentation, product positioning, branding, pricing, and distribution, alongside emerging trends in digital and global markets. Emphasis is placed on evidence-based decision-making, consumer insights, and the integration of marketing strategies within broader business objectives. Through case studies, hands-on projects, and applied research, students will gain practical skills to design effective marketing plans and evaluate their impact in competitive environments.

This course examines the spatial, cultural, and economic dimensions of tourism, focusing on how destinations are developed, managed, and sustained in a global context. Students will explore patterns of tourist mobility, destination branding, cultural landscapes, and the interplay between local communities and tourism economies. Key topics include sustainable tourism practices, strategic destination planning, regional competitiveness, and the influence of global trends on tourism flows. Through case studies and applied analyses, students will develop the capacity to evaluate destination strategies, interpret tourism dynamics, and propose solutions for sustainable and resilient destination management.

This course explores the intersection of the art world with legal frameworks and economic systems, offering an interdisciplinary understanding of how artworks circulate, acquire value, and are regulated globally. Students will examine intellectual property, cultural heritage law, provenance research, authenticity disputes, and the legal and ethical responsibilities of collectors, dealers, and institutions. The course also investigates the structure of the art market, valuation methods, auction dynamics, and the role of galleries and intermediaries. Through case studies and applied projects, students will develop the analytical tools to navigate the complexities of the art ecosystem and evaluate how law and commerce shape artistic production and exchange.

This course investigates the social forces and cultural shifts that shape emerging trends in contemporary societies. Students will analyze how technological innovation, globalization, demographic change, and digital culture influence lifestyle transformations, consumption patterns, and collective behaviors. Key topics include social innovation, youth cultures, networked communities, and the diffusion of trends across global markets. Through interdisciplinary readings and critical discussions, students will learn to identify, interpret, and forecast societal changes, equipping them with analytical tools valuable for strategic planning, marketing, and policy development.

This course provides an interdisciplinary exploration of the principles, strategies, and operational practices that guide the management of arts and cultural organizations. Students will examine organizational structures, governance models, audience development, cultural policy, and strategic planning across museums, galleries, theaters, festivals, and cultural institutions. Emphasis is placed on leadership, financial sustainability, community engagement, and the role of culture in social and economic development. Through case studies, project-based assignments, and applied analyses, students will develop the managerial competencies necessary to support and innovate within the cultural sector.

This course provides a comprehensive overview of event design, planning, and execution across corporate, cultural, and community contexts. Students will study logistical coordination, budgeting, risk assessment, stakeholder communication, and on-site management. Attention is given to venue selection, programming, supplier negotiation, and audience experience design. Through practical case analyses and simulated planning exercises, students will develop the organizational and strategic competencies needed to produce successful events from concept to completion, with an emphasis on professionalism, creativity, and operational efficiency.

This course explores the tools and methodologies required to conceive, finance, and manage cultural projects within nonprofit, public, and private sectors. Students will examine fundraising strategies, grant writing, donor engagement, sponsorship agreements, and collaborative partnerships, alongside project design frameworks such as needs assessment, logical planning, and evaluation metrics. Emphasis is placed on aligning cultural value with financial viability and community impact. Through practical workshops and case studies, students will develop the skills to design compelling project proposals, secure funding, and manage cultural initiatives from conception to delivery.

This course provides a comprehensive introduction to the management of hospitality and tourism organizations, focusing on service excellence, operational efficiency, and strategic development. Students will explore key sectors including lodging, food and beverage, destination management, and tourism services, while analyzing market dynamics, consumer expectations, and global trends. Topics include service design, quality management, branding, sustainability, and the integration of digital technologies. Through case studies and applied projects, students will gain the managerial tools needed to enhance guest experiences, optimize operations, and contribute to the competitiveness of hospitality and tourism enterprises.

This course provides an analytical overview of the economic forces shaping global markets and international business environments. Students will examine trade dynamics, comparative advantage, financial systems, market integration, and the impact of political and technological change on global economic activity. Emphasis is placed on understanding how firms navigate opportunities and risks within interconnected economies. Through the study of economic models, policy debates, and real-world case analyses, students will develop the tools to interpret global trends, evaluate strategic decisions, and assess the broader implications of international economic transformations.

This course examines literary production and cultural expression from a comparative and contemporary perspective, exploring how texts, media, and cultural practices reflect and shape social, political, and historical realities. Students will analyze literary works, films, and cultural texts across different linguistic and cultural contexts, with particular attention to themes such as identity, migration, globalization, memory, and cultural exchange. Emphasis is placed on critical analysis, intercultural interpretation, and the relationship between literature and contemporary cultural debates. Through comparative analysis and critical writing, students will develop the ability to interpret cultural production within broader international and interdisciplinary frameworks.

This course explores the intersection between language, communication, and artificial intelligence, focusing on how emerging technologies are transforming linguistic practices, professional communication, and cultural production. Students will examine the role of AI in language processing, translation, content generation, discourse analysis, and digital communication environments. Emphasis is placed on the interaction between human and machine communication, ethical considerations, and the impact of artificial intelligence on professional sectors such as diplomacy, media, marketing, and legal communication. Through case studies, applied projects, and simulations, students will develop critical and practical skills to analyze, evaluate, and effectively use AI-driven communication tools in multilingual and multicultural contexts.

This course explores the evolution of contemporary artistic practices shaped by digital innovation, new media, and experimental forms of creative expression. Students will examine how emerging technologies—such as AI-generated art, virtual and augmented reality, interactive installations, and algorithmic design—challenge traditional aesthetic boundaries and redefine authorship, materiality, and audience participation. The curriculum integrates critical theory, visual culture studies, and media analysis to investigate the artistic movements that constitute today’s digital avant-garde. Through case studies, creative exercises, and critical reflections, students will develop the analytical and conceptual tools needed to interpret and engage with the rapidly transforming landscape of contemporary art.

This course examines how digital innovation and immersive technologies are transforming tourism experiences, destination engagement, and visitor behavior. Students will explore the integration of smart systems, data analytics, mobile applications, augmented and virtual reality, interactive installations, and gamification in tourism settings. Emphasis is placed on designing usercentered experiences, enhancing accessibility, and leveraging technology to support sustainable destination development. Through case studies, applied projects, and critical evaluations, students will develop the competencies to conceptualize and implement innovative, technology-driven tourism solutions that enrich visitor experiences and strengthen destination competitiveness.

This course offers a comprehensive introduction to contemporary museology and curatorship, focusing on the role of museums and cultural spaces in preserving, interpreting, and communicating heritage. Students will study exhibition design, collection management, conservation principles, audience development, and curatorial methodologies. Key topics include narrative construction, spatial storytelling, inclusivity, digital mediation, and the politics of representation. Through practical exercises, critical readings, and analysis of exemplary exhibitions, students will develop the skills to conceive curatorial projects, design meaningful visitor experiences, and engage with the evolving challenges of cultural institutions in the 21st century.

The Internship consists of a professional placement carried out at the national or international level in an institution, organization, or company selected according to the student’s curriculum concentration. The internship is designed to provide practical experience in professional environments related to forensics, fashion, humanities, diplomacy, or criminology, allowing students to apply the knowledge and skills acquired during their studies in real-world contexts. Through supervised professional activities, students will develop organizational, communication, and problem-solving skills, as well as a deeper understanding of workplace dynamics in international and multicultural settings. The internship represents an integral part of the academic program and contributes to the student’s professional development and career orientation.

The Thesis represents the culminating academic experience of the Bachelor of Arts degree and is intended to synthesize the two main components of the program: the curriculum concentration and the language specialization. Students will conduct an academic investigation within their chosen concentration — forensics, fashion, humanities, diplomacy, or criminology — developing a structured research project that demonstrates originality, novelty, and academic maturity. The thesis is evaluated by two academic readers and must reflect the student’s ability to conduct independent research, engage with scholarly literature, and present a coherent analytical argument. In addition to the research chapters, students are required to produce sections of the thesis in the languages of their specialization. The program concludes with a final defense before an academic committee, which assesses the thesis for the conferral of the degree.