Knowledge of basic elements of cultural heritage management.

Understand the basic concepts of Heritage Marketing.
Focus on the different dimensions of value potentially achievable for different stakeholders by adequately implementing this strategy.
Analysis of the multiple tools of Heritage Marketing.

The postmodern context.
Change of notions of culture, cultural heritage, landscape and museum.
The company as a cultural actor.
Relational approach to heritage marketing.
Potential and tools of heritage marketing.
The example of corporate museums.

• 1.  (C) Angelo Riviezzo, M. Rosaria Napolitano, Antonella Garofano Heritage marketing. Come aprire lo scrigno e trovare un tesoro Editoriale Scientifica, Napoli, 2018 » Pagine/Capitoli: da definire
• 2.  (C) Marta Maria Montella I musei d'impresa. Heritage e total relationship marketing Minerva Bancaria, Roma, 2018 » Pagine/Capitoli: capp. 1,2,3

Compulsory study materials will be provided by the teacher during the lessons

• Frontal lesson

• Oral examination

English