Knowledge of basic elements of marketing and cultural sector. However, the main aspects will be recalled during the course.

The course aims to provide a clear understanding of the basic concepts of Heritage Marketing, of the various benefits potentially obtainable through this strategy and of the main tools for implementing it in the best possible way, with particular reference to the corporate museum. Furthermore, the course aims to make students able to connect the concepts learned and identify their actual or potential application.

Part I - Context of reference

Postmodern context

Consumer transformation and evolution of marketing approach

Change of notions of culture, cultural heritage and museum

The enterprise as a cultural actor

Part II - Key aspects of heritage marketing

Heritage, corporate image and local production systems

Heritage management and relational approach to heritage marketing

Heritage marketing's potential 

Part III - Total relationship heritage marketing and corporate museum

(C); Balmer J.M.; "Explicating corporate heritage, corporate heritage brands and organisational heritage", «Journal of Brand Management», 2015, Vol. 22, n. 5, pp. 364-384.

(C); Balmer J.M., Burghausen M.; "Marketing, the past and corporate heritage", «Marketing Theory», 2019, Vol.19, n. 2, pp. 217-227.

(C); Misiura S; Heritage marketing; Routledge; 2006; 9780750663182.

(C); Montella M.M.; I musei d’impresa. Heritage e total relationship marketing; Minerva Bancaria; 2018; Pagine/Capitoli: capp. 1-3; 9788898854301.

(C): Simone C., Montella M.M., Laudando A., “I musei d’impresa: collegare il patrimonio, il marketing e la creazione di valore. L’esperienza italiana/Corporate museums:

Bridging heritage, marketing, and value creation. The Italian experience”, «IL CAPITALE CULTURALE», 2022, n. 26, pp. 141-168.

(C); Napolitano M.R., Riviezzo A., Garofano A.; Heritage Marketing. Come aprire lo scrigno e trovare un tesoro; Editoriale Scientifica; 2018; 9788893912488.

The teacher will provide handouts facilitating the students' learning activities.

A minimum attendance of 70% of the lessons is required.

• Multidimensional didactic approach: historical, theoretical, applicative and based on case studies.

  Frontal lessons, supported by ppt presentations, online material and audio-video materials.

  Possibility to participate in events organised online and in the local area and to host experts in the field.

  
  

  Furthermore, students are required to complete a short project work, which will be presented and discussed in class under the teacher's supervision on scheduled dates; those who cannot participate in the lesson dedicated to this activity will have to present their project work for the exam. More instructions on project work (e.g. sources, structure, etc.) will be provided at the beginning of the course.

• Oral exam in English.

  The presentation and discussion of the required project work will be assessed to verify:

  - the acquisition of knowledge of the topics covered during the course and the ability to link the concepts learned (50% of the total overall assessment);

  - the ability to apply knowledge to a case study and formulate judgments on implementing heritage marketing strategies (50% of the total overall assessment).

  
  

Teaching activities are provided in English.

English