Beatriz Merino

Beatriz Merino graduated from the Master Cultural Economics and Entrepreneurship at the Erasmus School of History, Culture and Communication (ESHCC) in 2020. She works in a creative, international environment as Senior Marketing Coordinator at Berklee College of Music. In a short interview, we asked her to reflect on the master programme and how it has helped her shape her professional path to this day. In Beatriz’ words: “Use your studies not just to absorb knowledge, but to experiment, collaborate, and find your own voice within the cultural field.”

What makes the Cultural Economics and Entrepreneurship (CEE) master programme unique in your opinion?

I was looking for an international master’s programme that could bridge my previous education in business with my passion for culture, especially music, music performance, and the performing arts. The Cultural Economics and Entrepreneurship master at Erasmus University Rotterdam offered exactly that blend. Both the academic quality, as well as the reputation of the programme and its scholars is what attracted me most about studying this master. 

The courses and electives encouraged me to explore topics I was interested in, while also exposing me to a wide range of perspectives from classmates passionate about other areas like visual arts, cultural policy, cinema, sustainability, fashion, architecture, and more. What I valued the most was the freedom to develop my own interests. Through research, I created my own ideas, thought critically about the cultural sector, and understood how economics, creativity, and entrepreneurship intersect. That mindset has stayed with me throughout my career.

Can you tell us a bit more about your career?

Currently, I work as a Senior Marketing Coordinator at Berklee Valencia, the international campus of the prestigious Berklee College of Music. My work involves developing and executing digital marketing campaigns, conducting market research, and defining and coordinating content to increase audience awareness and engagement. What I enjoy most is the challenge of communicating the value of a world-class music education through both creativity and data-informed strategies.

What skills that you learned during the Cultural Economics and Entrepreneurship master turn out to be of most value in your current position? 

The master’s degree strengthened my research and analytical thinking. It taught me, for instance, to understand how cultural and creative industries evolve and how audiences engage with them. This knowledge helps me today to connect broader cultural and music industry trends with what we offer at Berklee Valencia, making our communication and marketing more relevant and meaningful.

How did you get this job? 

After graduation, I explored multiple opportunities across Europe. When I discovered the position at Berklee Valencia - a creative, international environment which is also closer to home - it immediately felt like the perfect match. I feel very fortunate to have joined the team. I believe that my unique combination of skills and perspectives developed during the CEE programme helped me stand out among other applicants.

Which elements and/or (extracurricular) activities of the study programme have helped you prepare yourself for your career?

Besides my thesis, I particularly valued the courses ‘Cultural Organizations’ and ‘Applied Cultural Entrepreneurship’. In Cultural Organizations, we worked on case studies that developed our strategic thinking and problem-solving skills. Applied Cultural Entrepreneurship allowed us to work to launch our own artistic productions. We also worked on consultancy projects with real companies and institutions from the cultural sector, acting as junior agents in roles like programmers, managers, marketers, and fundraisers. 

Studying at Erasmus University also offers access to student clubs and associations, where you can learn while meeting like-minded people. In my case, I joined the Stukafest festival as PR and Marketing Coordinator, collaborating with fellow master students and other cultural enthusiasts from the Rotterdam community.

What would be your advice for arts and culture students or future graduates?

Stay curious and open-minded. Learn not only from the theory and classes, but also from your peers, their perspectives, interests, and experiences. Rotterdam has a lot to offer: a vibrant cultural scene, museums, performances... And while studying, stay true to your passions and explore them through research. Use your studies not just to absorb knowledge, but to experiment, collaborate, and find your own voice within the cultural field.