Short Term Certification Course
Course Registration
Practical Perspectives On Cultural Marketing
Premise
- In a world where physical distancing is becoming the new norm what will cultural marketing look like?
- How will museums and cultural organisations connect to audiences keeping true to their mission and vision of celebrating our collective past, history, art, music etc.?
- How should we design and curate an online programming strategy to connect with audiences online?
Course Details
- 6 weeks
- Duration Timing – 4-6 PM (Saturdays and Sundays)
- Format – Online
- Detailed Structure
- Online classes with course leader
- Guest lectures with industry practitioners
- Project work for certification
Course Coverage
Week | Time | Focus |
Week 1 Sat | 4-5 PM | DEFINING PURPOSE AND ARTICULATING RELVANCE OF THE ORGANISATION |
Week 1 Sat | 5-6 PM | Who are we? What is our purpose as an organisation? |
Week 1 Sun | 4-5 PM | How is the world changing due to corona crisis and what can we do? |
Week 1 Sun | 5-6 PM | How does a cultural organisation / museum stay relevant crisis time? |
Week 2 Sat | 4-5 PM | DEFINING TARGET GROUP, BENEFICIARIES OF OUR EFFORTS |
Week 2 Sat | 5-6 PM | Who are we for? Who are the people we are talking to? |
Week 2 Sun | 4-5 PM | What do they think about us? Why should they come to us? |
Week 2 Sun | 5-6 PM | Who is our competition?
Guest Lecture |
Week 3 Sat | 4-5 PM | CREATING A ROADMAP CONNECTING OUR INSTITUTIONAL PURPOSE TO NEEDS OF TARGET GROUPS |
Week 3 Sat | 5-6 PM | Mining audience needs – rational, emotional, top of mind, latent etc. |
Week 3Sun | 4-5 PM | Triangulating – Purpose, People and Potential Needs. |
Week 3Sun | 5-6 PM | Guest Lecture |
PRELIMINARY PROJECT IDEAS
Defining the purpose of a selected cultural organisation, defining the target audience, mapping the competition. OR Identifying and amplifying audience needs for specific types of cultural organisations |
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Week 4 Sat | 4-5 PM | ACTIVATING AN ONLINE PROGRAMMING STRATEGY FOR YOUR ORGANISATION |
Week 4 Sat | 5-6 PM | |
Week 4 Sun | 4-5 PM | Create an online programming strategy for a museum, organisation, |
Week 4 Sun | 5-6 PM | Exploring programming types and formats |
PRELIMINARY PROJECT IDEAS
Identifying and amplifying audience needs for specific types of cultural organisations Creating and executing an online strategy for a cultural organisation/museum during lockdown. |
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Week 5 Sat | 4-5 PM | EXPLORING BEST PRACTICES AND FINDING POTENTIAL SYNERGIES WITH FUTURE COLLABORATORS/ FUNDERS |
Week 5 Sat | 5-6 PM | Analysis of sectoral examples |
Week 5 Sun | 4-5 PM | Decoding cross sector examples |
Week 5 Sun | 5-6 PM | Guest Lecture |
PRELIMINARY PROJECT IDEAS
Creating 3 collaborative project ideas between museums, cultural organisations, individuals, brands and other organisations. |
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Week 6 Sat | 4-5 PM | PRESENTATION OF STUDENT PROJECTS |
Week 6 Sat | 5-6 PM | Reviews of presentation |
Week 6 Sun | 4-5 PM | Conclusions and Takeaways |
Week 6 Sun | 5-6 PM | Guest Lecture |
Course Leader: Shreyanka Basu