Three Thousand Six Hundred Happy Birthdays, CLEACC!
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Three Thousand Six Hundred Happy Birthdays, CLEACC!

BOCCONI'S PROGRAM IN ARTS AND CULTURE MANAGEMENT IS ALL GROWN UP, WITH THOUSANDS OF ALUMNI WELL WISHERS TO SHOW FOR IT

For any young person, 18 years of age is the stage that most of all deserves a great party. That is also true for CLEACC, Bocconi's Degree in Economics and Management for Art, Culture and Communication, which celebrates the event on November 10 with a student and alumni gathering. Eighteen years and 3,600 graduates since 1999 when, under Roberto Ruozi's rectorate, the program was born.

"Several factors contributed to the foundation of CLEACC," explains Severino Salvemini, director from 1999 to 2011. "On the one hand, there was the personal involvement of some professors in various cultural institutions, such as Claudio Dematté at RAI. On the other hand, SDA Bocconi was considering the fact that traditional management could be transferred to the field of culture and art. Lastly, it was championed by a Rector like Ruozi, who was a real innovator." Those are the elements that contributed to the critical mass needed for the new creation. "In the beginning," said Salvemini, "the course was looked at with distrust, but people soon became aware of the potential for developing the study of economics and management applied to these sectors."

The new program transformed the University, and also transformed the city. "So the years of my leadership," says Paola Dubini, director from 2011 to 2016, "were those of Milan's awareness of the importance of investing in cultural and retraining projects, such as those related to Expo, the Foundation Prada or Citylife.” All of them were topics “into which CLEACC went deeply," adds Dubini. And she remembers another aspect of that period: "The program was started in English, a big step towards internationality".

The program inherited by Francesca Beccacece, who took over in 2016, is a course that has evolved over time: "Today, at the age of 18 years, just like a person, CLEACC is adult. It is a program that has developed with a very precise physiognomy." And just like a young person, now "it's time to get a new perspective and that's my goal," she concludes.

But if the directors, in guiding CLEACC, have tasted the evolution over time, it is through alumni that we can trace the peculiar university experience that is CLEACC.
Gaia Ceccaroli, a communication and event manager in the non-profit sector, graduated in 2008: "I like to think I was born for the CLEACC," she says. "It was a passionate path of knowledge where I learned how to create a dialogue between the souls of creativity and economics." And she reminds us "I learned a propensity to sail on international waters and I enjoy continuity with the professors, who are still my mentors."

Sensations similar to those of Maria Luigia Vinciguerra (CLEACC 2012), tv format developer for Magnolia TV: "I wanted to work in managing cultural products. During the program, thanks to my activity at Bocconi TV, I became passionate about the television world. Today my career path fully reflects my study path: I use managerial skills with a sensitivity to the content that CLEACC brought out of me."

Tommaso Tagliabue (2016), thanks to CLEACC, addressed his interest in things digital: "In the program, which I chose to combine scientific and humanistic studies, I liked the interaction between disciplines and the possibility of exchange among students, each with very different interests. Today I’m continuing my journey with the ACME Master ».
Three thousand six hundred faces and experiences. They were all born, figuratively, that morning of 18 years ago.
 

by Andrea Celauro
Translated by Richard Greenslade


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