When Giulia Cannavale noticed a lack of business structure and organization in the creative industries, she saw an opportunity. Here’s how the Master in Marketing & Sales Management at EAE Business School Barcelona has given her the business skills she needs to forge a career in the creative industries.
Finding the right balance between business and creativity has always been a challenge. This is especially problematic for those that want a creative career.
The creative industries have a high proportion of self-employed workers. In the UK for example, it is the industry with the third-highest number of freelancers. This means many creatives are responsible for managing their finances, marketing, and everything else that comes with running a business.
And that dynamic is compounded by a lack of business know-how in the industry. After a few years in the creative industries, Giulia Cannavale realized that this lack of business acumen was holding companies back.
“There is a lack, unfortunately, of skilled labor in the arts and cultural industry,” says Giulia. “Now it’s building up because there are more preparation courses that are available now. When it comes to my own experiences in the field, there is a lack of organization, a lack of structure, especially in the systems and in the work environment.” (08:39)
Providing creative companies with the right business structures is a tough task, but it’s one that Giulia is willing to take on. She studied a Bachelor’s in Economics and Management for the Arts in her native Italy, before studying a Master’s in Arts and Cultural Management in Barcelona.
However, Giulia soon found that these arts-centered degrees didn’t give her the business knowledge she was looking for. So instead of learning on the job, she decided to study the Master in Marketing & Sales Management at EAE Business School Barcelona.
Deciding to study a business master’s for a career in the arts is a novel approach. But as Giulia touched upon, many companies in creative industries lack the organization and structure of modern businesses. By studying the marketing and sales program at EAE Barcelona, she felt she could bring solid business fundamentals into the arts.
She also found that the program gave her the confidence to feel like she belonged in the workplace. “EAE really helped me with building up that confidence that I really needed in the workplace,” she says. “To come into the workplace and not feel like I’m the very last piece of the chain but I’m actually someone who can contribute a lot. This master’s gave me that.” (07:06)
Giulia is planning to use her master’s to “make the art world really flourish” thanks to the knowledge she’s gained. (08:03)
Transitioning from the arts to a business degree was challenging for Giulia, especially given the different program format she encountered. In Italy she was accustomed to working on projects alone rather than in groups. But at EAE Barcelona, in Spain, there was a greater focus on group work and collaboration with classmates.
The culmination of that group work came about during her end-of-program thesis. Always looking to step out of her comfort zone, she and her group-mates chose to conduct a feasibility study for an industry that was new to her.
“The thesis that we decided to develop, eventually it came to be a project for Mandarin Oriental, which is a chain of hotel management in the luxury hospitality industry,” she explains. The project was to open up a new location in the United States. (03:14)
The desire to push your boundaries and work on unfamiliar concepts is vital if you want to advance in your career. Although Giulia’s comfort zone was in the arts, this choice of thesis allowed her to learn about a new industry and start looking at problems from new perspectives. What’s more, she’s hoping her thesis could even lead to future opportunities.
“All three of us agreed that it would be interesting to work with an existing company and hopefully to one day get in touch with them, maybe present them the project. We’re still working on that, but so far that was the idea.” (04:22)
When Giulia reflects on her time at EAE Business School Barcelona, one word comes to mind: confidence. Although she entered the program hoping to develop her business acumen, it gave her so much more than that. It wasn’t just about learning new skills, it was also about believing in herself and her own capabilities.
“One takeaway for sure that I’ve got from this master’s is you’ve really got to put yourself out there and talk to people and try to assert your presence,” she says. “Because it’s all about the confidence and it’s all about the belief that you have in your own knowledge and your own competence.” (10:46)
As for her advice for anyone considering a master’s, Giulia keeps it simple. “Use what is being given to you, because there’s really a lot of value that is being given to you. It’s just your turn to capture the most of it and make the most out of it.” (13:00)
Though starting a creative career with a business degree isn’t the typical route, Giulia’s open-mindedness has provided her a competitive edge. And really, that’s what a master’s is all about. Finding a program that will help you achieve your goals in your career (and life).
If you can find a program like that, your search for a master’s will have been successful.
If you want to learn more about studying a master’s at EAE Business School Barcelona, reach out to a student ambassador. They would be happy to answer any questions you have about studying there.
