This study will not teach you “to sell” what artists and creative people of all sorts produce. This study is about the active participation in the creation of social values. But in order for you to do that, you need solid theoretical and practical tools. You will see that cultural stereotypes can be both good and bad. You will understand that the museum heritage is as interesting as the contemporary media. You will use that and other knowledge to direct the business of non-profit-making organisations, provide creative ideas and conceive new creative projects in culture, tourism and activism.