Cursiva, the Penguin Random House Publishing Group’s teaching platform, and the Hay Festival, winner of the 2020 Princess of Asturias Award for Communication and the Humanities, are working together on the diploma in Cultural Management, a digital course for learning about all the facets of creating a festival and running one’s own cultural management projects. Cristina Fuentes La Roche (Spain), International Director of the Hay Festival; Pilar Reyes Colombia), Editorial Director of Alfaguara and Penguin Randome House España; and Lina Rodríguez (Colombia), General Manager of the Cartagena de Indias International Film Festival, will talk to David Lara about this course and the reasons why cultural management is a field that is on the rise, and its importance for the arts.