Management and Marketing of Cultural Heritage

Upon completion of the Course, students should be able to:
Demonstrate knowledge of key concepts in cultural heritage management and marketing. Apply strategic management approaches to preserve and promote cultural heritage assets. Analyze the socio-economic impact of cultural heritage on local communities.
Develop marketing strategies to enhance the visibility and sustainability of heritage sites.

1. Introduction to Cultural Heritage Management and Marketing
2. Sustainable Heritage Management
3. Interpretation and Visitor Engagement in Cultural Heritage
4. Marketing Strategies for Cultural Heritage
5. Digital Technologies in Cultural Heritage Marketing
6. Cultural Heritage Branding and Identity
7. E-Marketing Strategies for Cultural Heritage Sites
8. Heritage Events and Experiential Marketing
9. Social Media Marketing in Cultural Heritage
10. Cultural Heritage Tourism Development
11. Cultural Heritage Preservation and Economic Development
12. Cultural Heritage Management Ethics and Dilemmas

Required Readings:

1. Smith, Laurajane. Cultural Heritage Management: A Global Perspective. Routledge, 2019.
2. Leask, Anna. Marketing Heritage: Archaeology and the Consumption of the Past. Routledge, 2020.
3. Timmers, Torsten. Cultural Heritage Marketing: A Relationship Marketing Approach. Routledge, 2015.
4. Bregoli, Ilenia. Sustainable Heritage Management: Marketing Strategies for Cultural Heritage Sites. IGI Global, 2019.

Further Readings:

1. Salazar, Noel B. Envisioning Eden: Mobilizing Imaginaries in Tourism and Beyond. Berghahn Books, 2017.
2. Richards, Greg, and Alison M. Breakey. Cultural Tourism: Global and Local Perspectives. Routledge, 2019.
3. Ryan, Chris, and Michael Moles. Managing Cultural Heritage: An International Research Perspective. Routledge, 2018

Journals:

1. International Journal of Heritage Studies
2. Journal of Cultural Heritage Management and Sustainable Development
3. Museum Management and Curatorship
4. Cultural Trends
5. Journal of Heritage Tourism
6. International Journal of Arts Management
7. Journal of Destination Marketing & Management
8. Journal of Place Management and Development
9. Journal of Cultural Heritage
10. Heritage & Society

Notes and slides in electronic form via the electronic platform
Discussions via an online platform
Weblinks

The overall academic performance of students is based on the assessment of a written assignment, on a formative assessment and their performance in the final exams. A passing mark in the mid-term assignment is not a prerequisite for his/her participation in the final exams. The final grade awarded to each student is the sum of the grades awarded for the assignment and the final exams. Both the assignments and the final exams are marked in the scale 0 (complete failure) to 100 (absolute success). In order to get a passing mark in the Course, a student must receive a passing mark in the final exams. In a nutshell:

• The grade awarded for the assignment represents the 20% of the Course’s final grade.
• The grade awarded for the formative assessment activities represents the 20% of the Course’s final grade
• The grade awarded for the final exams represents the 60% of the Course’s final grade.
• In order to get an overall passing mark, a student must be graded with at least 50/100 in the final exams.