K2SP 2085 - Branding and marketing for cultural organizations

Mainly focused on case studies from many countries, this course addresses issues related to branding and marketing in the cultural sector, especially cultural heritage and museums. The course deals with questions such as: cultural programming, audience development, targeting, digital media strategy, issues of positioning and advertising, co-branding, retail and a range of subjects related to business development of the cultural sector. The course's objective is to offer students a method to build quickly a branding strategy and a marketing plan adapted to the stakes of a cultural organization. Several cultural institutions will be invited to present their branding and marketing strategies and to open up a debate with the students. Among the past and future guests: Musée du Louvre, château de Versailles, Opéra de Paris, Centre Pompidou, Palais de Tokyo, Van Gogh Museum, The Brooklyn Museum (NY), The Kitchen (NY), The National Museum of History (Taipei)… A consultancy firm for Museum Branding may also be one of the guest speakers.

Emmanuel DELBOUIS

Cours magistral seul

English

Students are asked to read some articles, to work on their oral presentation and final paper.

None

Autumn 2022-2023

There will be one oral presentation on current topic during the semester and a final paper, consisting in the elaboration of a branding strategy and a marketing plan for a cultural organization.

Each session will be structured around case studies that will illustrate the different aspects of branding and marketing applied to cultural organizations.