Knowledge of the basic elements of marketing and cultural sector that will be recalled during the course.

Understand the basic concepts of Heritage Marketing, the different benefits potentially achievable through this strategy and the main tools to better implement it, with particular reference to the corporate museum.
Link together the concepts learned and identify their actual or potential application.

Part I - Context of reference
Postmodern context
Consumer transformation and evolution in marketing approach
Change of notions of culture, cultural heritage and museum
The company as a cultural actor

Part II- Main aspects of heritage marketing
Heritage, corporate image and local production systems
The relational approach to heritage marketing
Heritage marketing potential and tools

Part III - 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, classwork and homework.
  Theoretical arguments will be illustrated and discussed and empirical cases will be presented.
  In the final part of the course, attending students will be required to present in the classroom case studies to experiment with the contents learned, analyzing heritage marketing strategies implemented by an organization (corporate museum or company) and identifying 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.

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