Why this programme

The management of culture

When I chose the International Bachelor Arts and Culture Studies (IBACS) programme at Erasmus University, I was looking for a way to connect my creative background with a deeper understanding of how culture is organized and managed. Having studied at the Royal Academy of Arts and Cibap Vakschool voor Vormgeving, my focus was initially on the artistic side of the creative industry. Over the past four years, my interest shifted toward cultural management and the strategies that drive the creative industries. IBACS provided the perfect environment to explore these intersections, equipping me with valuable skills for navigating the international cultural sector.

Societal challenges

What I love most about this programme is how we explore cultural institutions from economic, sociological, communication, and policy perspectives. We discuss how these institutions shape creative expression globally and connect these ideas to broader societal challenges. This has helped me view the cultural sector as a dynamic space where strategy and creativity work together to create meaningful change.

A new cultural mindset

Transitioning from a hands-on design education to a more analytical, management-focused programme wasn’t always easy. I had to adapt and develop a new mindset, learning to critically analyze the structures that support or limit artistic production. These challenges helped me grow, teaching me to approach problems in the cultural sector from a strategic and analytical perspective.

IBACS has shown me that cultural management is not just about running institutions—it’s about creating opportunities and ensuring that art and culture remain relevant and accessible. The programme has given me the tools to combine creativity with strategic insight, preparing me for a role in the world of arts and culture. 

Changing directions 

Studying Arts and Culture was not my original plan, however, now, two years into IBACS, I couldn’t be more fulfilled. After a year studying to become an artist, I felt confused and lost. I wanted to be close to the art world, but no longer as a creator. When I discovered IBACS, it became immediately clear that this programme would be a perfect fit. 

Navigating the creative industry

I have not found any other academic programme that offers such a multi-faceted perspective on the cultural sector, integrating sociology, economics, politics and media into one cohesive experience. Studying the arts can feel daunting – there’s no easy way around that. But the IBACS programme equips students with a broad skill set, applicable to a variety of contexts, which is essential to navigate the creative industry’s inherent instability. 

Gaining new international ‘art’ perspectives

The international environment was another important selling point. If you’re studying culture, it is certainly a privilege to collaborate with and learn from people from all over the world. Beyond the engaging curriculum, it’s been extremely valuable to observe how people from different backgrounds even define ‘art’ and ‘culture.’ Studying at Erasmus University Rotterdam has broadened my perspective and expanded my worldview. It is with great confidence and pride that I state that my university years have shaped who I am today and who I will grow into in the future

Is studying Arts and Culture for everyone? No, I wouldn't say so. But if your heart races at the thought of helping bring exhibitions, films, concerts, festivals or any other creative practice to life, IBACS is the perfect programme for you.

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. 

A career in arts & culture 

Choosing a degree can be a tough decision, but what is even tougher is having your parents’ approval on that decision. Especially, when it comes to degrees related to arts and the cultural industry, there is the misconception that the only possible career after your studies is becoming an artist. This, however, is far from the truth. The reason why I choose this programme is the variety of topics and fields it covers in relation to arts and culture. When I saw the programme overview before applying, I was fascinated by the amount of opportunities it creates and by the amount of directions you can go into during and after your studies. 

Interactive environment 

What I enjoy the most in my courses is the interactive environment. Since, the programme is very closely related to sociology and philosophy, discussion is very important because they introduce many different perspectives to the course material. The best part is that there is no right or wrong, everyone is allowed to express themselves freely. 

A broadened horizon

At first, when I saw that I am going to have a Economics course, I got a bit scared, I had never had any experience with this subject and it sounded so complicated. However, the material was very manageable and there was always room for questions or additional explanation for anyone having a hard time with the assignments or material of the course. Overall, this programme has immensely broadened my horizons and the international environment of the university has made me feel more than comfortable and accepted. It has helped me have a more clear idea about what career path I want to take in the future all thanks to the variety of subjects I had the chance to tackle. 

Exploring society and the arts 

I have always been passionate about art, especially when it came to the behind-the-scenes of the art world. I wanted to find a university programme that combined my passion for art, as well as my curiosity for how society works and for how it is intertwined with all forms of art – music, film, literature, fine arts, and so on. I was certain that I wanted to study abroad, The Netherlands being one of my first choices country-wise. Therefore, in my very thorough search for a bachelor programme that would fulfil my desires, I came across the IBACS programme from Erasmus University Rotterdam. When I read the description of the programme, I completely fell in love with it and I decided that this is what I wanted to study. 

Broad approach towards the arts

Fast-forward to my second year of university, I can happily say that IBACS has met all my expectations so far. One of the things that I like the most about this programme is that it is very broad, thus giving me the opportunity to discover which area I like the most within the cultural and creative industries. This is how I discovered that I’m very interested in media, advertisement and audience studies. 

International, kind & open-hearted environment

Moreover, the environment at Erasmus University has made my experience even better. It is a very international, kind and open-hearted environment when it comes to the students, as well as the teachers, counsellors and the staff. I am very much looking forward to my next years of university! 

The perfect combination 

When looking for universities to apply to, I only knew two things: I want to study art but I do not want to be an artist myself. So when I found IBACS, it felt like a perfect programme to me. Broad theoretical background, insight into the art market from the other side of things, and, perhaps my favourite, multiple sociology-focused courses indulging into how art is produced and consumed. Adding to that studying based on academic literature poses a great academic potential of given education, which opens many possibilities for a person like me, who wants to work in academics.

Adjusting to a new lifestyle 

Nonetheless, switching to an English-based lifestyle, when it is not my first language, created some difficulties and frustrations, especially in the beginning, when course literature still seemed like some foreign magical spells. With time, however, reading them started feeling like any other daily task, all it needed was practice, repetition, and not being afraid to use a dictionary for every tenth word within the first few weeks. 

International character 

The thing I found most exciting about studying IBACS is the international character of the course. Taking aside any statistics the university websites can tell you, you can really see the diversity of students by simply going to class. And studying a course that is all about culture could not be better than when you are able to compare traditions and ways of life. It is a great opportunity to open your mind for new mindsets and perspectives and gain not only a broad background to work in the artistic world, but also learn how to communicate and work with people of different cultures.

The International Bachelor Arts and Culture Studies is a very broad course that gives you a general view of all aspects of arts and culture from sociology to economics, art history and even philosophy.

Fun, engaging and open-minded

As a Romanian student, coming from a very rigid, maths and science-based education, I was very positively surprised by the fun, engaging and open-minded manner of teaching at Erasmus University Rotterdam. I particularly enjoy the courses on sociology, which have changed the way I look at the world and the interesting discussions that such courses bring up during tutorials. While the courses are definitely relevant and thought-provoking, they are explained in an easy-going, exciting way, often with examples from popular culture which bring a fresh feeling to any lecture.

Dual Degree in Arts and Sciences

I first applied to do a bachelor in Product Design at Willem de Kooning Academy and later discovered the possibility of doing a dual degree with IBACS. This option seemed a great addition to my art bachelor as way to expand my knowledge in the field and not completely loose the theoretical aspect of my education, while still studying something I cared about. However, after 2 years I have come to consider IBACS as my main bachelor and to strive for a career in the “backstage” of art creation, and not at the core of it, making me realise how important such roles are within the cultural and creative industries.

Safe environment

The students and teachers are very open-minded and friendly and manage to create a safe environment for learning and developing a critical perspective on the world. I love everything about this course and highly recommend it.

I found the International Bachelor Arts and Culture Studies by coincidence. I was about to start a different bachelor here at Erasmus University Rotterdam, but when I read through the IBACS study schedule I was hooked.

I always wanted to study something connected to the arts, but I never felt talented enough to go to arts academy. This bachelor offered me the opportunity to find my way into the arts world through the theoretical and academic route. Finally, I was about to start studying what I’m really interested in and what I believe to be one of the most meaningful and fascinating fields.

Career perspectives

I put aside the purely practical considerations which had earlier led me to study Business Administration. Sometimes it is questioned whether an Arts and Culture bachelor will land you a good job. However, there are many talented, intelligent, and enthusiastic students in my year, who will certainly be valued on the job market.

As a society we are moving away from seeing success solely measured by economic parameters. If you go into the creative fields because that is where your intrinsic motivation and interest lie and you’re in it with your heart, you’ll inevitably be successful. That is not to say that it is not possible to also just earn good salaries in these areas.

Great fundament

Studying IBACS also inspires you to get into practicing art. You can go with the Dual Degree in Arts and Sciences (RASL), but in the era of the internet you can also just teach yourself.
Lastly, I believe this bachelor to be a great fundament. You can go many different routes after obtaining your bachelor. You can become entrepreneurial, jump right into the job market, do a specialising master, or even try your luck as a practicing artist with broad background knowledge of the world of arts and culture.

Why did you decide to study IBACS?

I have always been interested in making art and looking at art, but never thought about studying anything related to it until I found out about IBACS. I knew I wanted to study in Rotterdam, because of thevibrant cultural scene in the city. I first started out as a RASL Dual Degree student, combining my studies at Erasmus with an arts degree at Willem De Kooning Academy. However, during my second year, I realised that I am more interested in cultural management and policy, and that I wanted to devote my time to IBACS entirely.

What do you find most interesting about IBACS?

The most interesting about IBACS to me is the diversity in both the curriculum and the students. What I really enjoy is looking at the cultural and creative industries from different perspectives. Although I chose my focus to be Culture and Economics in my second year, I enjoyed the courses on sociology, media, policy, and philosophy just as much. Working together with people from different backgrounds has taught me valuable skills that I will certainly use in my future career. I think the study programme is a great basis if you would like to pursue a future in the cultural and creative industries.

What kind of struggles did you encounter and how did you dealt with them?

Personally, I don’t think I have had any study-related struggles. The learning environment at Erasmus is very pleasant, and there is always room to ask questions to your lecturers or tutors. Most students are also curious and eager to learn new things, which is very motivating and a guarantee for an amazing time as an IBACS student at Erasmus!