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

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.

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.

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