Stručni rad
Marketing and PR in museums, including the Croatian School Museum
Marijana Bračić
; Hrvatski školski muzej, Zagreb, Hrvatska
Sažetak
Interpretations and public presentations of museum holdings are part of museum activities, a museum being an institution open to the public and acting in service of society and its cultural and economic development. Marketing in museums popularizes their activities, raises awareness of museums as necessary and influential institutions, attracts visitors, and teaches them about the cultural heritage held by museums. By building a marketing strategy based on the general business strategy of a museum, using marketing tools in innovative and creative ways and involving all museum employees, the activities of a museum as a cultural institution available to the greater community will be successful and distinctive. Since the time it was established 120 years ago, the Croatian School Museum has presented the Croatian schooling cultural heritage. As the Museum developed, so did the need to use different approaches to the promotion of its operation and activities, including the establishment of a specialized department and recruiting experts in this field. The museum has changed its visual identity over time and adapted to the development of modern technology and communications. Its permanent exhibition, museum exhibitions, workshops and other activities accompanied by various marketing materials, good cooperation with sponsors and presence in media help the museum remain in constant contact with its audiences, which also results in new contacts and new enthusiasts. The Croatian School Museum has continued to pursue its marketing activities even in these restricting circumstances caused by the earthquake and the pandemic.
Ključne riječi
Croatian School Museum (Zagreb); museum marketing; marketing in culture
Hrčak ID:
296315
URI
Datum izdavanja:
15.6.2021.
Posjeta: 322 *