Universitat Internacional de Catalunya

Artistic Management

Artistic Management
First semester
Film Creation
Dirección artística
Main language of instruction: Catalan

Teaching staff


Art Management is a 3 ECTS credit subject which is taught during the first semester of the fourth year of the degree in Audiovisual Communication.

It is both a theoretical and practical course which studies the role of the Art Director and works on the basics in order to analyse and create the aesthetics of audiovisual productions. The knowledge acquired will be applied by the students in any audiovisual project.

Pre-course requirements

No pre-course requirements are needed to enrol in this subject.


To provide the student with the essential principles and learning to be able to perform the basic tasks of an Art Director.

To acquire the ability to analyse any audiovisual production and create the necessary visual elements to develop their own aesthetic voice and to provide it with the dramatic character required to establish a dialogue with the spectator. 


  • 01 - The ability to adapt to varying circumstances
  • 02 - The ability to understand, accept criticism and correct errors
  • 04 - The ability to work in a team and autonomously
  • 05 - The ability to organise time and workspace
  • 07 - The ability to apply the deontology and respect for the audiovisual sector
  • 10 - The ability to confront difficulties and resolve problems
  • 11 - The ability to generate debate and reflection
  • 12 - The ability to meet deadlines, develop the ability to be punctual and respect for human, technical and material resources
  • 13 - The ability to create spoken and written communication
  • 14 - Knowledge and mastery of rhetoric and oratory to communicate own ideas
  • 16 - The ability to manage, analysis and reflect on content
  • 24 - The ability to plan and organize both short term and long term projects
  • 25 - The ability to maximize creative development
  • 26 - The ability to develop a sense of taste and perfection in the aesthetics and finalization of projects
  • 27 - The ability to adapt to distinct audio visual publics and markets.
  • 33 - The ability to create and direct.
  • 34 - The ability to know and respect the different roles of the artistic and technical teams
  • 42 - The ability to distinguish, analyze and dominate the distinct genres and formats of television, film and radio
  • 44 - The ability to adapt to new audiovisual formats
  • 45 - The ability to know and dominate the techniques of audiovisual narrative.
  • 50 - The ability to adapt, understand and apply the expressive possibilities of new technologies and future changes
  • 51 - Knowledge and mastery of the functioning of Corporate and Institutional Communication.
  • 52 - The ability to apply audiovisual knowledge and techniques for commercial purposes in any form
  • 53 - Lingustic ability in Catalan, Spanish and English
  • 54 - The ability to skillfully manage the literature, terminology and linguistic structures of the English language related to the field of communication.

Learning outcomes

Upon finishing the subject, the students will have acquired the necessary knowledge for the aesthetic control of audiovisual language as well as the dramatic character inherent in any production. 


The theoretical-practical program of the subject is composed of the following contents:


Introduction to Art Management:

- What is Art Management.

- Responsibilities and work process of an Art Director.

- Organisational chart of the Art Department.

- The perception of aesthetics in an audiovisual project.


Creation of the art and aesthetics of an audiovisual project:

- Translate the dramatic narrative into visual narrative.

- Creation of visual narrative using the 7 tools of visual construction.


Art and aesthetics in audiovisual productions:

- Analysis and psychology of aesthetics according to its genre.

- Art in film productions.

- Art in "small screen" productions: television and Internet.

- Art in other audiovisual genres.

- Relationship and influence between genres as a source of inspiration.

- Intertextuality between different artistic disciplines as a creative tool.


Control of the final art in an audiovisual project:

- Composition and relationship with the camera.

- Costumes and characterization.

- The influence of the post-production process on Art Management: color correction, credit titles, etc.

Teaching and learning activities

In person

Coaching. Monitoring how students learn the content of the subject, either individually or in groups. In the coaching sessions, mistakes will be corrected, queries answered, and exercises and activities to achieve the established objectives will be suggested. 0.8
Focused Praxis. Handing in occasional exercises to learn theory through practice. 0.4
Meeting Point. Meetings will be organised with notable people from the professional and scientific fields or the international field, and students. These sessions will take the form of conferences, work sessions, discussions, or interviews, etc. 0.4
Lectures. In lectures, lecturers/professors not only transmit content or knowledge, but also, and above all else, attitudes, motivation, skills and values, etc. They also ensure that participants can express their opinions and arguments to the other students. 0.6
Peer learning. The aim of this activity is to ensure that students gain the ability to analyse and be critical. One way of achieving this is by correcting their peers' exercises and results, etc. Each student will be evaluated twice: as both a recipient and a transmitter of critical knowledge. 0.4
Mentoring programme. Ensuring a review of and in-depth look at competences and knowledge, as well as the development of habits involving social commitment and responsibility, with the strongest students providing guidance for students from lower years, particularly if they have any type of disability (physical, etc). 0.4

Evaluation systems and criteria

In person

Students will be continuously assessed. During the course, students will be expected to complete assignments corresponding to each module of the subject, of which some will be realized individually and/or in groups. These will serve to develop the topics covered in class.

Students will present a final work of art management at the end of the course. This work can be related to the final degree project and can be done individually or in groups. If it is done in a group, a supplementary appendix will be requested where each student reflects on their part of the work individually.

Students' progress will be evaluated in accordance with the following criteria: attendance, attitude, skills, teamwork, meeting deadlines, etc.

Course assessment will take into account the following aspects:

35% Practical exercises.

45% Presentation of the art management project.

20% Class participation.

The second call will be passed doing a test analysing the art management of an audiovisual production that will be watched the same day of the test and answering a series of questions on the subject of the course.

* It is essential to present all the works on the established date.

* Spelling rules of the Facultat de Ciències de la Comunicació will apply. The faculty regulations in relation to misspellings and plagiarism will be strictly observed in all exercises, projects and exams, and may affect the final grade.

* Punctuality and class attendance will also be a factor to consider.

Bibliography and resources

- SÁNCHEZ-ESCALONILLA, ANTONIO. Del guion a la pantalla. Ariel, 2016.

- BARNWELL, JANE. Diseño de producción para pantalla. Parramon, 2018.

- CARROLL, HENRY. Lea este libro si desea tomar buenas fotografías. Blume, 2014.

- CARROLL, HENRY. Lea este libro si desea tomar buenas fotografías de lugares. Blume, 2017.

- EISEMAN, LEATRICE and RECKER, KEITH. Pantone: The 20th Century in Color. Chronicle Books, 2011.

- VVAA. Small Screen Aesthetics: From Television to the Internet. BFI, 2013.

- BLOCK, BRUCE. Narrativa visual. Omega, 2008.

- RIZZO, MICHAEL. Manual de dirección artística cinematográfica. Omega, 2005.

- ETTEDGUI, PETER. Diseño de producción & Dirección artística. Océano, 2001.

- PEACOCK, STEVEN and JACOBS, JASON. Television Aesthetics and Style. Bloomsbury Academic, 2013.

- DEBORAH NADOOLMAN LANDIS. Diseño de vestuario. Blume 2014

- PRÄKEL, DAVID. Composición. Blume, 2007.

- HELLER, EVA. Psicología del color. Gustavo Gili, 2004.

- RABIGER, MICHAEL. Tratado de dirección de documentales. Omega, 2007.