This document outlines an assignment for a heritage management course to analyze a specific territory. Students will map the territory and identify its heritage, stakeholders, licenses, services, target groups, and messages. They will analyze existing gaps and produce a strengths, weaknesses, opportunities, threats analysis. The final deliverable will be a 7,500-word research report with slides and an Excel budget proposing new heritage services for the territory.

1. Concepts and As-is analysis
Critical analysis
Proposal
1.The Concept of Heritage
2. Stakeholders
3. Copyleft and Wikipedia
4. Interpretations and Services
5.Target Groups
6. Implications of Heritage
7.Authenticity
8. Structure of a Proposal
9. Strengths / Weaknesses
10.Threats / Opportunities
Map a territory
Identify Heritage/Stakeholders
Identify Licenses/Sources
Identify Services
Analyze Target groups involved
Analyse Message(s) promoted
Identify Existing Gaps
Show Concept/Message/Target
Produce a SWOT
Describe Services
Lessons Assignment Competence
Iolanda Pensa, Heritage Management, Università di Bergamo, 2017.
iolanda.pensa@supsi.ch - http://iopensa.it

2. 13/11 M Introduction to the course and description of the assignment.
The concept of heritage and mapping a territory.
16/11 T The stakeholders.
The Cross-national institutions (UNESCO, ICOMOS, European Commission), the role of the
public administrations and the institutions (associations, trusts, commissions) responsible for
promoting and managing "heritage (tourism) activities”.
20/11 M Copyleft and Wikipedia.
The role of legislations in cultural heritage management: copyright and copyleft, freedom of
panorama and Wikipedia.
23/11 T Interpretations and Services.
Research, information, the relationship with visitors, the role of interpretation and programs.
27/11 M Target groups.
Critical analysis of case studies.
30/11 T The political and ideological implications of heritage.
Critical analysis of case studies.
11/12 M Authenticity.
The concepts of authenticity, staged authenticity, as presented in artistic and creative practice.
14/12 T Structure of a proposal.
The project system: keywords, objectives, activities, expected results, budget and calendar.
18/12 M Strengths and Weaknesses. Critical assessment of the as-is analysis.
21/12 T Threats and Opportunities. Strategic use of resources and new strategies.
Lessons

3. Bibliography
D.J.Timothy, S.Boyd, HeritageTourism, Prentice Hall, 2003, pp. 286.
One book at choice:
• F.Tilden, Interpreting Our Heritage,The University of South Carolina Press, 1972.
• Engaging Heritage, Engaging Communities, Edited by Bryony Onciul, Michelle L.
Stefano, Stephanie Hawke, Boydell Press, 2017.

4. Assignment: Identify the territory you want to focus on
A place you care about
A place you want to visit
A place you already know well
A place where you want to work
A village, a city, a region, an existing administrative unit, a transnational area…
Map a territory

5. Concepts and As-is analysis
Critical analysis
Proposal
Estimated time 20 hours
1.The Concept of Heritage
2. Stakeholders
3. Copyleft and Wikipedia
4. Interpretations and Services
5.Target Groups
6. Implications of Heritage
7.Authenticity
8. Structure of a Proposal
9. Strengths / Weaknesses
10.Threats / Opportunities
Map a territory
Identify Heritage/Stakeholders
Identify Licenses/Sources
Identify Services
Analyze Target groups involved
Analyse Message(s) promoted
Identify Existing Gaps
Show Concept/Message/Target
Produce a SWOT
Describe Services
Lessons Assignment Competence

6. Assignment
Map a territory
Identify Heritage/Stakeholders
Identify Licenses/Sources
Identify Services
Analyze Target groups involved
Analyse Message(s) promoted
Identify Existing Gaps
Show Concept/Message/Target
Produce a SWOT
Describe Services
A personal research focusing on a specific territory. The research includes cultural mapping and as-is
analysis, critical analysis and personal proposal. 7500 words with slides.
Concepts and As-is analysis
Critical analysis
Proposal
AssignmentCompetence Expected Outcomes (format)
Area
Heritage
Services
Wikipedia
Legislation
Stakeholders
Target Groups
Message(s)
Gaps
Concept
SWOT
Heritage
New Services
Budget (excel)

7. Assignment: Register on OpenStreetMap
https://www.openstreetmap.org
Map a territory

8. http://umap.openstreetmap.fr/en/
Assignment: Register on umap and create a mapMap a territory