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Master's Degree in Management and Leadership of Cultural Projects. 60 ECTS

It has been taught for 10 years by the Alicia Alonso University Dance Institute. It offers a transformative dialectic to design, organize and manage all types of cultural projects. Leadership from a creative vision at the height of the new technological challenges of the creative and cultural industries.

Why stay where you are?

Develop new skills focused on the new role of the leader, research, communication, comprehensive management and knowledge of the latest trends within the cultural and creative industries.


Responsible Center: URJC postgraduate unit
Location: Madrid – Quintana
Director of the Master: Prof. Luis Llerena
Modality: Onsite 
Number of ECTS Credits: 60 ECTS  

Contact us

Duration of the Master: an academic year
Contact: Prof. Manuel García (Management Manager)

In the era of Information and Communication Technologies, content is what is informed and communicated. The Master's degree aims to create a bridge between university academic training and the organizations and institutions in charge of the production, marketing, management or custody of cultural property. 

Course 2020 / 21

Self-registration and self-registration dates

Second period
The 1 June to July 13 2020
Publication of admitted July 28, 2020

Third period
September 1-16, 2020
Publication of admitted October 2, 2020

Extraordinary term
From 5 to October 7 from 2020
Publication of admitted October 23, 2020

IUDAA-URJC University Master's Degrees

The responsibility of the European artist in the conservation of the traditions and history of the Performing Arts from a contemporary and universal perspective.

in Management and Leadership
of Cultural Projects

Our Master's Degree is recognized throughout the European Higher Education Area (EHEA). Official master's degrees allow access to doctoral studies and score points in competitive exams and job boards, helping to improve your work and your professional profile.


Tailored to your needs

Our Master's degree lasts one academic year and adapts to your needs, allowing you to reconcile your work life with your postgraduate studies.

One step further

Knowledge acquisition

 With all the guarantees and tools for you to take a step further in your academic training. 


Cultural Management

Develop habits of research and analysis of cultural reality. Make the appropriate decisions in the field of direction and management of cultural projects

Invest in your future



Who is the Master for?

Students who have possession of an official Spanish university degree or another issued by a higher education institution of the European Higher Education Area that authorizes access to Master's degrees in the country that issued the degree.

Is it necessary to pass an access test?

It is not necessary.

Candidate selection:

The preferred profiles for admission to the Master's Degree in Management and Leadership in Cultural Projects include: University graduates and postgraduates in Dance and Performing Arts, in Cultural Management, art and humanities, higher graduates in artistic education who meet the requirements for access to a university master's degree, university holders in social and communication sciences, and other university graduates linked academically or professionally to cultural industries or activities of production, management and promotion of culture.

The selection of applicants is carried out by the Head of the Master, who may rely on a Commission appointed for this purpose, which would include at least two professors responsible for the subjects. The procedure will consist of examining the applicant's academic record and standardized curriculum, as well as conducting an interview.

During the selection, criteria of coincidence with the profile of the degree, experience or professional connection, and motivation will be met.

In the event that the demand exceeds the offer, the following order of adaptation to the profile of the Master will be established:

University Graduates in Dance, (degrees in Visual Arts and Dance; and Pedagogy of Visual Arts and Dance)

Higher Degree in Dance
University Degrees in Cultural Management, Art and Humanities
Graduates of Artistic Education (who meet the requirements for access to a university master's degree)
University graduates in tourism, social sciences and communication
University graduates linked academically or professionally to cultural industries or activities of production, management and promotion of culture.

The weighting criteria will be as follows:

Priority according to the profile of the applicants: 50%

(The adaptation to the profiles mentioned above will grant a better or worse evaluation in this criterion.)

Academic record: 20%

(Academic career reflected in the documentation provided by the applicant, other degrees obtained, complementary training (other higher or postgraduate degrees) with interest and orientation towards the activities of production, management and promotion of culture.)

Curriculum and professional experience and its relationship with the objectives of the degree: 20%

(Relationship of the applicant's working life with the objectives of the degree. With this criterion, we seek to assess the applicant's professional or academic link to cultural industries or activities of production, management and promotion of culture. Among these, preference will be given to those applicants in leadership roles, and those linked to activities of Culture and Development and International Cooperation.)

Interview with applicants (motivation): 10%

(The interview has the objective of elucidating as much as possible the motivation of the student to carry out the master's degree. The applicant's reasons for taking the degree, activities where he intends to apply the knowledge and skills offered by the degree, study or professional plans will be assessed. futures etc

The person in charge of the Master has contact with each and every one of the applicants at the time of receiving and reviewing the required documentation, at which time they will interview the applicant. The interview can also be conducted by email.)

The results and evaluation of each student during the selection process will be filed in their file.

Offer of places: 66 seats. If the minimum number of students envisaged is not reached in a course, the University may choose not to open the teaching group.


The Master seeks to expand the academic training of participants through a greater degree of specialization and introduction to scientific research. The study of the dynamics of creation, transformation, change and management of the different specific activities of culture is proposed from the application of tools and techniques for the creation and leadership of projects. The study plan for this degree aims to:

– Introduce a new dialectical and transformative way of designing, organizing and managing cultural projects as well as the ability to critically evaluate them. 
-Provide useful research tools and methods to identify a cultural project from the analysis of the internal characteristics of the organizations and their external context. 
-Provide research habits and analysis of cultural reality in order to extract relevant information for decision-making and the generation of knowledge in the field of direction and management of cultural projects. 
-Train in the management of the organizational skills and techniques necessary to generate a project or an organizational structure around an artistic or cultural event. 
-The study and evaluation of leadership and management methods used for the creation and production of projects in private and public cultural companies or organizations. 
-Inform on the policies and dynamics of international cooperation related to culture and development issues, from the point of view of culture and cooperation projects. 
-Encourage debate on ethical dilemmas related to cultural management; the production, marketing and consumption of cultural products and services; and the conservation of the tangible and intangible values ​​of culture.

Career Opportunities

The broad field of cultural management needs professionals capable of adapting to an always multiform and changing environment, closely linked to the dynamics of art, new technologies, the economy and global society. This challenge is at the same time an opportunity, since there are multiple possibilities for specialization in very diverse professional sectors, which include the art market and its exhibition and conservation circuits; teaching; social, environmental or development cooperation projects; the publishing and audiovisual sector; marketing and public relations; music, performing arts and entertainment; tourism and hospitality.

Cultural manager or technician in public administrations
Cultural manager in private companies dedicated to the world of culture
Cultural consultant
Sponsorship and patronage management professional
Exhibition manager in art galleries, museums, cultural houses, foundations, etc.
Mediator between art collectors and art galleries, museums, cultural houses, foundations, etc.
Editorial management professional
Professional in the recording industry and music production companies
Professional in film, radio and television production companies
Producer of music and performing arts shows
Communication manager for organizations dedicated to the performing arts
Professor of disciplines related to cultural management
Sociocultural animator in public or private centers
Intercultural mediator
Worker in development cooperation organizations and NGOs
Consultant/organizer of sustainable cultural events
Organizer of corporate and recreational events
Events manager in private companies
Cultural tourism professional


Custom code




Number of ECTS


Investigation methodology

1 º




Cultural Industries

1 º




Creation of the cultural project

1 º




Cultural marketing

1 º




Management of the cultural project

2 º




Economic-financial management of the cultural project

2 º




The leadership of the cultural project

2 º




Monitoring, evaluation and improvement of the cultural project

2 º




Final work of master





Management and Leadership

Cultural projects

These studies address all the phases that must be taken into account when planning a cultural project: legislative, sociocultural (habits, fashion, etc.), demographic, economic, political and technological aspects, with special emphasis on the study of organizational models. and practical cases that enable the student to formulate designs for organizations linked to resource management.

Communication tools

The work methodology emphasizes two fundamental aspects: work with the roles of leader, manager and expert within a project; and knowledge of communication tools (analysis of situations, speeches, dialogues and debates). The entire academic itinerary is built around the design of a cultural project that the student will present as the Master's Thesis.

International projection

The Master's Degree in Management and Leadership in Cultural Projects at the URJC was designed by the “Alicia Alonso” University Institute of Dance, the center that coordinates its teaching. The creation of this master's degree has allowed hundreds of artists and cultural managers to access postgraduate and doctoral levels and launch artistic and sociocultural projects throughout Spain, Latin America and China.


The university master's degrees complete the undergraduate studies and have a dual orientation. On the one hand, they are focused on research and teaching, while others are more professional in nature and are aimed at acquiring skills for working life.

Find out

Contact us and we will give you expanded information about the Master's Degree, scholarships, admission, academic calendar and schedules.

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