Cultural Heritage Marketing for Sustainable Marketing

Introduction

Innovative collaboration

This course is a collaboration of Excelixi S.A. – Centre of Sustainable Entrepreneurship and the Athens University of Economics and Business (AUEB) in Greece, a partnership that ensures world-class tuition and an interdisciplinary learning environment. A critical element in the local dynamism and global relevance of the programme is provided by Piraeus Bank Group Cultural Foundation (PIOP) that supports the preservation and showcasing of Greece’s cultural heritage, with an emphasis on its artisanal and industrial technology, and promotes the connection of Culture with the Environment.

About Summer School

Description

The course introduces trainees to the basic concepts of marketing in the cultural heritage sector by paying particular attention to the environment in which an organization operates. The environmental factors that have an influence on the formulation of the marketing strategy are examined with particular emphasis being placed on the history of a place-destination along with the existence of monuments, museums and cultural activities in this destination.

Whom it may concern

The course welcomes applications from upper-year undergraduates, master’s degree students and all other faculties, including art history, tourism marketing, cultural heritage management, archaeology and anthropology. Professionals and non-specialists may also apply.

Aim

The fundamental aim is to help participants extend their ability to think systemically and approach the principles of marketing in the aforementioned sectors through a holistic manner.

Learning outcomes

The program will help trainees to:

Understand the factors that are related to the internal and external environment of an organization that operates in the cultural heritage industry and have an influence on its operations and long-term survival in the market.
Acknowledge the significance and contribution of the marketing function for such an organization and its relationship with the overall business strategy.
Develop an integrated marketing plan.
Comprehend how cultural heritage marketing can lead to sustainability in tourism.

Educational methods

Training is delivered with diverse instructional methods. On the one hand, it is based on lectures, case studies, individual and group works and videos, while on the other hand, field trips and workshops with experts in selected geographical areas of cultural heritage interest are part of the main program. During the study period, the trainees will prepare an actual marketing plan for a cultural heritage organization that will be presented during the last day of the lectures. Time for study and teamwork are also included in the program.

Academic team

Kostis Indounas – AUEB

Kostas Stavropoulos – Piraeus Bank

Guest Speakers

Efi Lazaridou

Dimitris Serifis

Further information: kek.aueb.gr