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Culture and Heritage Marketing and Strategy

Course Code CHSM-703
Lecture hours per week
Lab hours per week
Course Availability: Open
Description: This course involves the scaffolding of marketing principles and practices and developing strategic objectives in relation to a site or facility’s – museum, gallery, National Historic Site (NHS), heritage/historic site/structure, model restoration – mission, resources, opportunities and challenges. Designing missions, building audiences/clientele and generating revenue and resources are explored in Culture and Heritage Marketing and Strategy. Tapping the potential of Cultural and Heritage Tourism as a lucrative market segment will be addressed. Learners will be introduced to the singular marketing challenges encountered by not-for profit and public sector culture and heritage organization(s) and explore mitigating strategies. Spectrum marketing techniques for sector establishments using the most current intelligence on positioning, branding and e-marketing will illuminate marketing solutions through case studies.