MARKETING MUSEUMS AND VISITOR ATTRACTIONS
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MARKETING MUSEUMS AND VISITOR ATTRACTIONS

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Format

100% Online

Schedule

20 hours

Language

English

Duration

4 weeks

Price

€0

Institution

Bilkent University
Description

This course will introduce you to marketing for visitor attractions, focusing on museums, galleries, and cultural and heritage attractions. By using the right marketing strategies, museums and visitor attractions can attract and retain different audiences, members, and donors without compromising their mission and professionalism—and this course will give you the insights and skills to implement these strategies. The course will also examine recent research studies on museum visitors, in order to further understand best practices in marketing.

Important Information:

  • Applications open: Anytime
  • Priority deadline: Anytime

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

toa@ie.edu
What you'll learn
  • ✔ Understand the role of museums and visitor attractions in tourism and their unique characteristics.
  • ✔ Examine concepts and principles of marketing applicable to museums and visitor attractions.
  • ✔ Learn to categorize visitors and use market segmentation to design effective visitor experiences.
  • ✔ Formulate the visitor experience and create strategies to sustain museums and visitor attractions.
Course content
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

WHO IS THIS PROGRAM DESIGNED FOR?

This self-paced, 100% online course is suitable for professionals and individuals seeking to learn introductory concepts and expand their knowledge on marketing for museums and visitor attractions. It is designed primarily for professionals of small and independent museums and cultural attractions with limited resources, to help you find, attract, and retain audiences to ensure financial survival. Through engaging multimedia content, readings, and short videos with professors, the course will give you the skills and insights you need to make a positive impact in your work and help ensure the success of your museum or visitor attraction.

Meet our instructors
EDA GÜREL

EDA GÜREL

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.