IZAZOVI I POTENCIJALI STUDIJSKOG PROGRAMA MENADŽMENT U KULTURI U OSIJEKU
CHALLENGES AND OPPORTUNITIES OF STUDY PROGRAMME CULTURAL MANAGEMENT IN OSIJEK

Summary/Abstract: The modern era is marked by the general commodification of knowledge and culture. Culture and knowledge are interpreted as "products"on market. University of Josip Juraj Strossmayer in Osijek is the only higher education institution in Croatia with a study program initially designed to educate experts in a broad spectrum of Cultural Management activities. Before this program, the acquisition of knowledge and skills in project management and institutions in the cultural sector, has been reduced or too widely set up by the common name of the nonprofit organizations or limited by the professional development in the explicitly defined area of the cultural industry - theater and film production. Cultural Management at the University of Osijek in the scientific discourse introduces a unique and heterogeneous research methodology - undergraduate and graduate studies here are strategized as interdisciplinary knowledge cluster. Students are attending courses in the field of cultural studies, anthropology, sociology, multimedia and art, as well as management, economic culture and public relations. Furthermore, the volunteering study program encourages the acquisition of practical experience. By analyzing the study program's strategy, factors that influence the performance direction and perception of this study in their environment are identified.

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