Course Description

460.655 - Expanding Roles of Museum Marketing and Communications

Through guest presenters and a variety of media and platforms-including video, Voice Thread, PowerPoint, social media, and various Blackboard tools -for presentations and participation, and drawing from current and worldwide practices and examples, students will learn about what makes an idea go viral; internal and external audits; audience analysis; owned, earned, paid, and converged media; how to develop and evaluate a marketing strategy; brand identity; cultural tourism and collaborations; crisis communications and core values; stakeholder relations; and a new paradigm for museum marketing and communications operations. Starting in the first class, each student will select a museum and a target audience for which they will develop a marketing strategy that will be their final project.