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20 hours






4 weeks




Bilkent University

This course will introduce marketing for visitor attractions, with a particular emphasis on museums, galleries, cultural and heritage attractions. It is designed primarily for professionals of small and independent museums and cultural attractions with limited resources to help them find, attract, and keep audiences and ensure their financial survival. By using the right marketing strategies, museums and visitor attractions can attract and keep different audiences, members and donors by engaging them without compromising their missions and professionalism. This course will also look at recent research studies on museum visitors to use marketing in the right way.

In this sense, this course is also helpful for museum marketing specialists who like to know about the new findings on visitors and incorporate them into their marketing practices.

What will you learn in this program?

After taking this course, you will be able to; understand the place of museums and visitor attractions in tourism, their unique characteristics, concepts, and principles of marketing that are fully applicable to museums and visitor attractions, recognize differences between visitors, and use market segmentation to design the right experience for the right segment, understand and formulate the product, in other words, the visitor experience, and formulate strategies and tactics to sustain museums and visitor attractions.

You can enroll and study the content for free and only pay € 49 if you want to do the assignments and receive a certificate of completion.


This course is suitable for professionals and individuals seeking to learn introductory concepts and expand their knowledge on marketing museums and visitor attractions. Whether you are a professional in a small or large museum or a visitor attraction, you can develop an understanding of marketing and how it can help you find, attract, and keep your audiences, members, and donors.


This MOOC has been designed to follow a self-paced methodology. It has been divided into 5 Modules, as follows:


Module 1- Unique Characteristics of Museums and Visitor Attractions
Module 2- The Meaning of Marketing for Museums and Visitor Attractions
Module 3- Market Segmentation, Targeting and Positioning
Module 4- Strategic Planning and Developing The Marketing Plan
Module 5- Tactical Marketing – Developing the Marketing Mix



Assistant professor

Eda is an assistant professor teaching marketing, management, and economics-related courses in the Department of Tourism and Hotel Management at Bilkent University. She has my master's in Tourism Marketing from the University of Surrey. She also has a Ph.D. in the area of marketing. Her Ph.D. thesis focuses on Public Relations in Museums. Her research interests include museums, services marketing, tourism ethics, and entrepreneurship. She has publications in the Annals of Tourism Research, European Journal of Marketing, International Journal of Arts Management, and other journals. She also has a patent from the United States Patent and Trademark Office for a system to create customized games and tours for cultural and natural heritage while optimizing the number of visitors in each space on site.

Enrollment process

Click on Enroll once and then click on checkout/view cart.

If you would like to obtain a certificate of completion, please enroll in Get Certified: MARKETING MUSEUMS AND VISITOR ATTRACTIONS  after finishing the MOOC.

Request more information

If you would like to enroll multiple users or need more information about this course, please contact us!