This MSc represents a unique specialization opportunity; its simultaneously theoretical and practical nature corresponds to the needs of this multi-faceted professional area and its growing value. According to the most recent studies, the cultural and creative sector represents 2.8% of the Portuguese GDP and shows growth and employment rates greater than most sectors of the economy. However, this sector currently faces an important challenge: expanding the synergies between creative activities and other economic sectors. Thus, the primary goal of this course is to develop tools and strategies that may maximize that interaction. In the broadest sense, the organizations that belong to the cultural and creative sections include those active in the domains of culture, heritage, museology, the visual arts and the performing arts, as well as the industries of communication, publishing, audiovisual media and content production for cultural and entertainment purposes.