Knowledge of basic elements related to marketing and the cultural sector.

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 main tools of Heritage Marketing.

1.Part I - Context of reference
The postmodern context.
Consumer transformation and evolution in marketing approach.
Change of notions of culture, cultural heritage and museum.
The company as a cultural actor.
2. Part 2- Main aspects of heritage marketing.
Heritage, corporate image and local production systems.
Relational approach to heritage marketing.
Potential and tools of heritage marketing.
Total relationship heritage marketing and corporate museum.

• 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. 1-3

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

• Frontal lesson
  
  The modalities of each course's provision, as well as the related teaching methodologies, may vary based on the eventual further Ministerial or University dispositions with reference to the health emergency.

• Oral examination and presentation of project work

English