OAFP 2165 - Marketing and brand identity for cultural institutions tions

This course will cover the concept of marketing and branding adapted for cultural institutions.

A brand is the perception that people have of an organization. It embodies tangible and intangible qualities, creating value and influencing how it is perceived, both internally and externally. During this class, we will investigate how branding has become a tool for cultural institutions and how an effective brand strategy can help cultural institutions enhance awareness, develop brand-visitor relationship but also be an alternative source of revenue. We will also question the limits and risks inherent to branding and how it can damage a reputation and impact the relationship with the public.

Among the thematic that the class will tackle, we will investigate the value of the Louvre with a focus on partnership such as Louvre Abou Dhabi or Uniqlo, question the development strategy of the Guggenheim and think in terms of revenue and economic balance. We will also interrogate the French cultural brand, “Institut Français” and wonder how it can contribute to a strategy of influence.

• No-prior knowledge
• Strong interest in cultural organizations

This course will include group work, interventions from external professionals and lecture from the teacher. The first class will allow to distribute all the exercises among students.

3 grades : participation, case study and group case.

Reading of the press and preparing for case studies & group case