IBACS Alumni Experiences

Perfect combination 

My journey into the arts and culture field started somewhat accidental. I initially planned to study marketing, but I’ve always had a deep appreciation for the art world. I was searching for a programme that would allow me to combine my passion for marketing with my love for art. When I came across the International Bachelor Arts and Culture Studies in Rotterdam, it felt a perfect fit. It addressed various areas I was genuinely interested in, allowing me to explore both marketing and the arts in a way that resonated with me.

I wanted to study in a European city to immerse myself in a variety of cultures, and Rotterdam seemed like the perfect place to achieve that goal! One of the most valuable aspects of the programme was its international focus and the vibrant city of Rotterdam at its backdrop. Additionally, the chance to participate in both an internship and exchange programme felt incredibly enriching to me.

World of luxury hospitality

Throughout the IBACS programme, I realised I was more drawn to implementing art for commercial purposes, rather than working in the art world itself. I also developed a fascination for the luxury sector, as I believe that luxury can bridge art and business.  

After graduation I started my career in a marketing position at a Japanese hotel in Okinawa. Even though I loved the job and the wonderful people I worked with, I soon felt the pull for something more international. I believed that Kyoto would be an intriguing place to live, as it is one of Japan’s most popular tourist destinations. Besides, my studies in art had ignited a passion for the luxury sector, and I was eager to build my marketing experience in that field. I knew that working at a prestigious hotel would provide the perfect platform to combine these interests.

While researching opportunities, I visited the careers page of The Ritz-Carlton Kyoto and discovered the position for a Marketing and Public Relations Coordinator. It felt like the ideal role to advance my career while immersing myself in the world of luxury hospitality. Excited about the opportunity, I applied without hesitation, eager to take the next step in my professional journey. 

A day in the office

My day-to-day business varies quite a bit. I typically start the day with emails. When I’m focused on a specific event or project, my work involves a lot of internal and external communication. We also often organise photoshoots and videoshoots, for which I draft concepts and ideas and collaborate closely with the internal team.

My current project is to activate our fine dining restaurant – Chef's Table by Katsuhito Inoue – which requires extensive communication with our chefs. What I love most about this position is the opportunity to collaborate with some of the most talented individuals in the industry. Additionally, I collaborate with skilled videographers and media writers who take great pride in their work, ensuring we deliver the best quality in everything we do. 

Valuable skills

One of the most valuable skills I developed during my studies is the ability to multitask effectively. This is important in my current role, as I manage numerous projects and requests from different PR departments that need to be carried out simultaneously. In addition, the insights I gained during my exchange at LUISS University (Rome), along with the electives in my IBACS programme, have given me a solid foundation in marketing principles. The international character of the programme enabled me to work with diverse groups; something that has proved to be particularly beneficial in my current position where collaboration is essential.

Words of wisdom

To all students and fresh graduates, I would say: be open to opportunities! Your first job may not be your dream role, but gaining real-life experience is invaluable in shaping your professional career. Maintain a flexible mindset and stay receptive to new experiences; this is often how you discover your true passions. I found my passion for marketing in the Food & Beverage sector in ways I never anticipated right after graduation. That said, it’s essential to consider where you start your career, as the work environment you choose will significantly navigate your professional path. 

Finally, if you are job hunting, don’t lose heart and remember that we all have to start somewhere!

Choosing an Arts & Culture study programme

After high school and a subsequent gap year, I did not have a specific career path in mind. The only thing I knew is that I wanted to be involved in the cultural sector, as in my spare time I regularly went to the cinema, museums, concerts, and I enjoyed nightlife. I ended up studying the International Bachelor Arts & Culture Studies (IBACS) at Erasmus University Rotterdam (EUR). Why I chose this study programme? That’s what you will read below!

The main reason for me to study IBACS was the broad approach of this bachelor programme, which is unique in the Netherlands. It allows you to study culture from different theoretical perspectives, from sociology to economics. In addition, studying on campus in an international environment really appealed to me. I thought learning in a classroom with students from all over the world, who all bring their own stories to the table, is extremely valuable - especially in the context of arts and culture. In retrospect, this certainly turns out to be true. The possibility to go on exchange was another important factor for me to choose IBACS. During my studies, I gladly made use of this opportunity by studying in Tokyo for six months.

Last but not least, I found the fact that this international programme is taught in Rotterdam a big plus. It is a super-diverse city home to many creative and talented people. The cultural and creative industries are vibrant and resilient, ranging from interesting established cultural institutions and world-renowned architecture firms to impactful grassroots initiatives. 

Job hunt

After completing my master programme Cultural Economics and Entrepreneurship at EUR, I was ready to enter the labour market. I started looking for vacancies and applied to various cultural and government organisations in the Netherlands. In my search, I visited several places, such as museums, to discover whether I could envision myself working there. Besides that, I told my network – friends, family and acquaintances – that I was looking for a job. 

At some point the vacancy of Assistant to the Board of Directors at International Film Festival Rotterdam (IFFR) caught my attention. The position matched my interest in the film industry, as well as my work experience, as I had previously completed an internship at a film production and distribution company. Since I was not exactly sure what specific direction would suit me when job hunting, I thought it would be a perfect starting position to get to know the insights of an organisation and develop myself professionally. Now I am working as Coordinator Funding and Private Partners at International Film Festival Rotterdam.  

Theory put into practice at IFFR

Together with three colleagues, I work in the Funding and Business Growth department at International Film Festival Rotterdam. I find it very valuable to work in a small team, as we exchange ideas and learn from each other's expertise and jointly contribute to improving the financial position of the organisation. The focus in my role is mainly on identifying funding opportunities, writing funding applications and relationship management. My role requires staying up-to-date on the (inter)national cultural funding landscape, creating and executing communication plans, and doing research.

My studies at the Erasmus School of History, Culture and Communication have backed me up with knowledge on the value of culture from different academic perspectives and deepened my understanding of the developments and mechanisms driving the cultural and creative industries. I literally put the academic theory I learned during my studies into daily practice when writing and brainstorming. The various group assignments during my studies have contributed to my ability to collaborate on projects at work. Different concepts covered during the courses, for example social impact and cultural participation, are important when thinking about organising and financing our activities. Here, the analytical and critical thinking skills I learned at the university, come in handy. 

Golden tip(s)

My first tip is to gain experience and practical skills outside your studies, by volunteering, working and/or joining an association. Most cultural events in Rotterdam simply cannot exist without their volunteers. The film festival, for example, would not take place without its 600 volunteers, many of which are – international – students. Through volunteering you get a behind the scenes experience and connect with fellow Rotterdam residents over a shared passion.

Secondly, the mandatory internship in IBACS is a great opportunity to find out where your qualities lie and to gain confidence in the professional field. This period helps to reflect and ask yourself questions to figure out in what field you want to enter the labour market. The internship also allows you to think about the kind of working environment that makes you thrive: a small or large organisation, hierarchical or more horizontal, and so on. 

Finally, and perhaps the most important tip: explore and enjoy all that the city of Rotterdam has to offer. The Rotterdam mentality is contagious. Try to look around and see what is happening in the city. Visit places that give you energy and inspiration. You never know who you will meet and what it can bring you. 

Throughout the International Bachelor of Arts and Culture Studies, your panoramic understanding of the arts and culture will expand in various dimensions. In this voyage, you will venture into different areas from a critical standpoint.

A healthy balance

“In the first year, you get a taste of the whole spectrum. In the second and third year, you are able to focus on your own area of interest. I deliberately oriented my elective courses in two directions: cultural marketing and sociology of arts and culture. The course ‘Cultural Marketing’ equipped me with tangible skills for the labour market, while courses about the sociology of arts and culture fulfilled my personal interests. This was not just a healthy balance, but also a convenient path to keep me motivated and overlap diverse realms of my academic interests.”

Critical thinking

“In retrospect, all the courses from this bachelor's degree nurture one skill in particular, probably the most valuable asset that I still put into practice on a daily basis at my work: critical thinking. The curriculum of this programme involves a lot of theory. Nevertheless, in every course, you are required to dissect the theories in various ways. Therefore, you might say that in Erasmus more than learning what to think, you master the skill of how to think – that being critical thinking.”

Experiment

“The journey to become Head of Digital Marketing at the Cobra Museum began the first day as a student. During my studies, I worked in two galleries in Rotterdam and volunteered in Amnesty International. Erasmus University is located in one of the most dynamic melting pots of culture in the Netherlands. This offers plenty of grounds to experiment, learn what you want and tackle the cultural challenges you learned in the classroom while working.”

Cobra Museum voor Moderne Kunst

“In my current position at the Cobra Museum my responsibilities include the development of the digital marketing plans and social media strategies of the museum’s brand, exhibitions and other services. To set up a marketing plan one must put together a refined combination of skills from diverse areas of knowledge, including analytics, market research, historical research, copyrighting, copyright law, design and – my favourite – production. The production phase of a campaign, for instance the creation of a video campaign, is where creativity bridges theory and art direction.

I can recommend all students interested in marketing to pay well attention to the course ‘Marketing Arts and Culture’. It will teach you how to navigate the marketing ocean of terms and concepts by effectuating a marketing plan of your own. At the end of this course, you will know how to structure, prioritise and reach the marketing goals of a given cultural or creative organisation.”

Theory as a compass

“In Erasmus University you will gain a profound and critical understanding of the cultural arena. This will be your compass. To make sense of it, you have to envision how this theory (the compass) could be applied to a real context. That is why I would recommend looking for an internship or volunteer job in a place where you can directly apply the knowledge learned in your studies to real life, while also polishing soft and practical skills. That way you will nurture a full package of skills you will need to succeed in the creative industries.”

The cultural omnivore

"After my HBO Communication & Multimedia Design I didn’t want a 9 to 5 job, I felt the urge to continue learning. But I wondered, what? After attending an introductory lecture of Arts and Culture Studies at the Open Day of Erasmus University, I immediately knew the answer to my question. Professor Koen van Eijck lectured about the “cultural omnivore” and from that moment I was convinced that Arts and Culture studies would be the programme for me. The choice was then quickly made.

Luckily this inspiring lecture was not an exception. The professors really know what they are talking about, because they are still active in the field and all have their own unique way to convey the materials in a fascinating and interactive way. Although I was not looking forward to the economic classes too much, they turned out to be a valuable addition from which I still benefit today.”

Up to date with the developments in the cultural sector

"After my bachelor Arts and Culture Studies, I started my first job at the Koninklijke Schouwburg in The Hague. In my role I was responsible for the online marketing: this included maintaining the website, mailings, different social media channels, Google Analytics and Google AdWords. Additionally, I helped with guided tours, brainstormed about offline marketing strategies and supported the Education department. The fact that I studied arts and culture studies gave me a huge advantage during the application process for this job. As the study works with current research and pays attention to developments in professional practice, I was up to speed with all the different occurrences in the cultural sector (for example, the emergence of social media as a permanent part of the marketing mix and the emerging cultural entrepreneurship in times of budget cuts)."

Working for one of the most well-known theatres in the Netherlands

"After 1.5 year I spotted a vacancy on LinkedIn at the marketing department of the Koninklijk Theater Carré in Amsterdam. After a few phone calls I found myself in the office of the director and before I knew I had the unique opportunity to continue my work at one of the most famous and beautiful theatres of the Netherlands. At Carré I also often used my knowledge gained during my bachelor Arts and Culture Studies in my day-to-day business.  During my minor, for example, I learned a lot about the influence that different media can have on our society. I used the theories learned in this course daily to address the right target group, through the right channel, and with the right message. Additionally, learning about economics also helps when working for an unsubsidised theatre."

A trip into the 'big bad' commercial world

“My next job was one outside the cultural sector. I was curious to know what was happening in the commercial world, often seen from the cultural sector as the 'big bad' commercial world. I joined international service/retail concept 2theloo as Marketing Communication Manager. For the first time, I was allowed to write my own marketing plan, I managed a team and I collaborated with colleagues from the other offices in Paris and Barcelona. Here I literally learned to work with different cultures. After 2theloo I again decided to do something completely different and started working for the professional association for dentists. It may surprise you, but my bachelor Arts and Culture Studies also benefitted me in this position, since I had to work with various political stakeholders such as ministries. The fact that the political field is very complex and that there are many different interests at play was something I had already learned during my lectures at Erasmus University.”

Full circle

“Then the cultural sector got me excited again. Especially since due to the corona crisis, I could barely be involved in arts and culture in my leisure time. I realised that the cultural sector is where my heart is and found my current job as Senior Marketing Communication Manager at CJP, the culture pass for youngsters. That felt, and still feels, like a full circle moment. As a youngster, I also used the CJP-pass myself. It sparked my passion for arts and culture at a young age, which is why I decided to study Arts and Culture after my Communication study. That I can now enthuse the new generation of youngsters for my own great passion feels magical. I would probably have never been where I am today without my bachelor in Arts and Culture Studies.”

My advice

"Orient yourself as broadly as possible during your studies to discover everything the study has to offer and do not shy away from subjects that you may think will suit you less (for example economics courses). You will see that in the end, you will use your knowledge and skills learned during your studies at some point in your career.”