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
• 3.  (A) Balmer J.M.T. EXPLICATING CORPORATE HERITAGE, CORPORATE HERITAGE BRANDS, AND ORGANISATIONAL HERITAGE The Journal of Brand Management , -, 2015 » Pagine/Capitoli: Vol.22, N. 5/6, pp. 364-384
• 4.  (A) Balmer J.M.T., Burghausen M. Marketing, the past and corporate heritage Marketing Theory, -, 2019 » Pagine/Capitoli: Vol.19, N. 2, pp. 217-227

Handouts and other study materials will be provided by the teacher during the lessons.

• The course will be delivered through lectures, group discussions, homework and classwork.
  Initially, theoretical arguments will be illustrated and discussed and later empirical cases will be presented. In the final part of the course, attending students will be required to present in the classroom case studies The course will be delivered through lectures, group discussions, homework and classwork.
  Initially, theoretical arguments will be illustrated and discussed and later empirical cases will be presented. In the final part of the course, attending students will be required to present in the classroom case studies (corporate museums or companies) they have analyzed to verify the implementation of heritage marketing strategies and identify possible improvement actions.
  
  

• oral exam on the topics covered during the course and on the project work conducted by the student relating to the analysis of a case (company museum or company), to verify the implementation of heritage marketing strategies and identify possible improvement actions.

English

English