Download marketing the museum (mstd6601.20)

Instructor: J Michael Fetters
[email protected]
Phone: 571-262-1188
GEORGE WASHINGTON UNIVERSITY
DEPARTMENT OF MUSEUM STUDIES
MARKETING THE MUSEUM (MSTD6601.20)
SCHEDULE: Mondays/Wednesdays 6:10-8:00pm (07/06/15-08/12/15) (2nd Session)
LOCATION: 1310 G Street, NW
CRN: 10521
COURSE DESCRIPTION
What is “museum marketing?” The answers to that question can be as varied as the types of
museums responding. Over the last twenty years, in particular, the variety and number of activities
that can be considered part of marketing have grown dramatically. Lines between media relations,
public affairs, events, sales, branding, development and retail blur, while the media and
technologies available for reaching targeted audiences expand.
This course will explore the diversity of opportunities — and responsibilities — represented today
under the museum marketing umbrella. The course will cover the development of a marketing plan
including situational analysis and market research; segmentation and targeting; positioning and
intent; identification of business, marketing and social objectives; strategies and key performance
metrics. Course participants will research and develop a museum marketing plan, gaining a deeper
understanding of the research and planning that goes into a museum marketing campaign.
The course will also examine issues related to the role of marketing within a museum and how
marketing efforts can be effective without being at odds with the mission of a museum. The overall
goal of the course will be to provide participants with an understanding of available marketing
tools and a disciplined approach to assessing what tools/techniques are needed and appropriate
for an individual museum to optimize its awareness- and audience-building efforts.
TIME/LOCATION
The course will meet for six weeks [July 6 through August 12, 2015], two hours each on Monday
and Wednesday (6:10 PM – 8:00 PM) at the MSTD office (1310 G Street, N.W.)
COURSE REQUIREMENTS AND GRADING
1. Course attendance and participation are important factors in evaluating a student and they
are expected to participate in classes (20% of the grade).
2. Three written briefs related to Museum Marketing and Strategic Planning including an
position description project (10%); a museum 5C marketing audit and SWOT analysis
(10%); and a museum audience segmentation table and positioning exercise (10%). These
assignments may involve (as appropriate): a visit to a museum, field research, and
interviews with museum staff and/or visitors. Students are asked to examine in their
papers the strengths and weaknesses of museum’s current offerings, services and
amenities, brand positioning, and marketing efforts to prove an audit assessment of their
findings with recommendations. These analyses will form the basic information for
completing the creation of a Strategic Marketing Plan for the term project. The museum to
be studied and the hypothesis for the analysis will be presented to and approved by the
instructor prior to the actual project analysis (30% of the grade)
3. The development of a detailed and researched, strategic marketing plan for a museum of
the student’s choice. The plan will be developed over the term of the semester by section as
it coincides with each class topic. The student will analyze the current marketing activities
of the selected museum and develop a plan to improve the effectiveness of an aspect of the
Museum’s marketing efforts in their strategic marketing analysis. At the completion of the
semester the student will have a fully documented strategic marketing plan for submission.
(40% of the grade)
4. A presentation of the student’s strategic marketing plan, to the class, with justification as to
why the new plan should be adopted by the subject museum. (10% of the grade)
COURSE GOALS
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Introduce participants to the diversity of roles and responsibilities that can fall beneath the
marketing umbrella in today’s museums.
Provide an understanding of available marketing tools and a disciplined approach to
assessing what tools/techniques are needed and appropriate for an individual museum to
optimize its awareness- and audience-building efforts.
Provide a practical analytical skill for museum professionals to conduct a marketing audit
and identify the appropriate course of action to improve their institution’s marketing
effectiveness.
Provide museum professionals with the skills to develop an actionable strategic marketing
plan.
Examine ways that marketing can assist museums in building awareness, enhancing the
visitor experience, development and earned revenue generation.
BIBLIOGRAPHY
Reading:
Lecture notes and reading materials will be provided to students for each class.
Required Text:
Fetters will be lecturing on topics covered in: Kotler, Kotler and Kotler, Museum Marketing and
Strategy: Designing Missions, Building Audiences, Generating Revenue and Resources, Jossey-Bass,
2008
A few copies will be placed on reserve in the Gelman Library and on reserve in the Department or
you can buy a copy on at the GWU bookstore or on Amazon.com
Other Suggested Reading:
John H. Falk & Lynn D. Dierking, The Museum Experience Revisited, Left Coast Press, Inc., 2012
Marty Neumeier, The Brand Gap, New Riders, 2nd Edition, 2005
We will also examine and discuss current events that relate to museum marketing issues that are
covered in the media during the semester. Students are encouraged to bring in articles, advertising
materials, etc. during the semester to discuss in class.
All other articles and materials will be placed on Blackboard or distributed as handouts in class.
CODE OF ACADEMIC INTEGRITY
The George Washington University has implemented a Code of Academic Integrity since 1996.
Academic dishonesty is defined as “cheating of any kind, including misrepresenting one’s own
work, taking credit for the work of others without crediting them and without appropriate
authorization, and the fabrication of information.” The code includes penalties against the violation
of examination rules, inappropriate course behavior, and submitting the same paper for two
separate courses without advance instructor approval. I trust students will abide by the Code. Any
questions regarding the Code should be brought to me as early as possible.
Course Syllabus
SESSION #1 (Monday, July 6)
Lecture/Class Discussion:
 Overview of the course
 Know, Want to Know, Learned (KWL) worksheet
 Definitions: Marketing, Museums
 The Marketing Planning Process
 We will discuss the major course project: development and presentation of museum marketing plan.
Assignments:
 Assignment 1: Find at least three (but no more than five) position descriptions for marketing positions in
museums. Identify the core areas of responsibility for each position. Write a brief comparison of the
position descriptions, identifying shared/unique areas of responsibility for selections. Due: July 8
 Reading assignments (for Session #2):
o “Museum Marketing & Strategy” chapters 1-3 (pages 1-82) and
o “Marketing the V&A” (Blackboard)
SESSION #2 (Wednesday, July 8)
Lecture/Class Discussion:
 Review of Assignment 1 results
 Moving to Strategic Planning
 Situational Analysis
o The 5 Cs – Company, Context, Customers, Competitors, Collaborators
o Conducting a SWOT analysis
Assignments:
 Assignment 2: Visit a Washington-area museum and conduct a 5C marketing audit and a SWOT analysis.
Write one 3-5 page paper that includes a 5 Cs review and SWOT diagram of the observed
strengths/weaknesses and opportunities/threats of the museum. Highlight the key issues of the SWOT
analysis. Due: July 15 (Note: students should use the museum visit as an opportunity to collect museum
collateral – brochures, maps – and take photographs of banners emphasizing museum themes or taglines.
This research will be helpful for Assignment 3.)
 Reading assignment (for Session #3): “Museum Marketing & Strategy” chapters 4-5 (pages 83-150)
SESSION #3 (Monday, July 13)
Lecture/Class Discussion:
 Mission, Vision, and Value Statements
 Developing the Core Strategy
 Applying Segmentation, Targeting, Positioning and Branding
o Market segmentation...why does it matter
o The 5 Ws – Who, What, Where, When, Why
 Position and Branding…standing out from the crowd.
Assignment:
 Reading assignment (for Session #4): “Museum Marketing & Strategy” chapter 6 (pages 153-187)
SESSION #4 (Wednesday, July 15)
Lecture/Class Discussion:
 Feedback on Assignment 2
 Strategic Intent
 Business, Marketing and Social Objectives
 Defining Key Performance Indicators
 Building Audiences
o Characteristics of visitors
o What do consumers look for in their decision to visit
o Attracting and keeping visitors
Assignments:
 Assignment 3: Using the museum visited for Assignment 2, create a segmentation table that identifies at
least three categories of audience/visitors using the 5 Ws. Then, prioritize the segments and develop a
positioning statement for each of the top three target segments. Use points of differentiation to identify a
“unique selling proposition” (USP) for the museum. Review the selected museum’s current print or online
advertising and compare current museum positioning statements with the “unique selling proposition”
you’ve identified. Due: July 22
 Reading assignments (for Session #5): “Museum Marketing & Strategy” chapter 8 (pages 249-286)
SESSION #5 (Monday, July 20)
Lecture/Class Discussion:
 Understanding consumer behavior through marketing research
o Research tools available
o Applying appropriate research tools
o Additional research techniques available
o Cost/Benefit of various research techniques
Review of Final “Museum Marketing” Assignment (Assignment 4): Strategic Marketing Plan Project.
 Using the museum visited for Assignments 2 & 3 and the Museum Studies standards for successful papers
and presentations (also posted on Blackboard), create a detailed and researched strategic marketing plan
(approximately 12-16 pages) for the museum or a museum offering. The plan should include:
o Executive Summary
o Key Issues (expand upon the 5C marketing audit and SWOT analysis from Assignment 2)
o Strategy Definition (use the audience segmentation table, positioning statement and USP from
Assignment 3)
o Strategic Intent
o Objectives (business, marketing and social, if appropriate)
o Strategies
o Action Plans
o Key Performance Metrics
 By the end of Session #6, each student will have informed the instructor of the museum they choose to
examine in their strategic marketing plan project.
Assignment:
 Reading assignment (for Session #6): “Museum Marketing & Strategy” chapters 9-10 (pages 287-346)
SESSION #6 (Wednesday, July 22)
Lecture/Class Discussion:
 Feedback on Assignment 3
 Developing and Distributing Museum “Products”
o Tactical Marketing – The 5 Ps: Product, Place Promotion, Price, People
 Products: Collections & exhibitions; programs; experiences, museum services
 Place: Distribution channels, branches, traveling exhibit programs, online, retail,
publications
Assignment:
 Reading assignment (for Session #7): “Museum Marketing & Strategy” chapter 11 (pages 347-408)
SESSION #7 (Monday, July 27)
Lecture/Class Discussion:
 Managing Marketing Communications
 Communicating and Promoting Image-Building and Brand Identity
o Advertising
o Public Relations
o Promotions
Assignment:
 Reading assignment (for Session #8): “Museum Marketing & Strategy” chapter 12 (pages 409-430)
SESSION #8 (Wednesday, July 29)
Lecture/Class Discussion:
 Pricing Strategies
 Bringing all the elements together
o Communicating marketing efforts internally
o Staff training
o Monitoring and tracking results against your Strategic Marketing Plan
o Making course corrections
o Documenting the plan performance and conducting a Post-Mortem for future planning
SESSION #9 (Monday, August 3)
Lecture/Class Discussion:
 Museums and Social Media (Guest lecturer )
Note: On Monday, August 3, we will determine which students are scheduled to make their marketing
plan presentations on Monday, August 10, and which will present on Wednesday, August 12.
ALL students should be prepared to present their plan (10-15 minutes) and take questions from the class
on Monday, August 10. Final marketing plans must be turned in on Wednesday, August 12.
SESSION #10 (Wednesday, August 5)
Lecture/Class Discussion:
 Guest lecturer: Erika Ferrin, Brand Marketing Manager for the Smithsonian Institution, will talk about the
responsibilities of day-to-day management of the Smithsonian’s “Seriously Amazing” branding campaign
as well as her role in producing new marketing creative assets, expanding social media/web presence
and building partnerships.
SESSIONS #11-#12 (Monday, August 10 & Wednesday, August 12)
Student Presentations:
 In-class presentations of student Marketing Plans
o Each student should come to the Monday, August 10, session prepared to present a 10-15 minute
overview of their Strategic Marketing Plan. This presentation accounts for 10% of the overall
course grade and will be graded on both the oral presentation and the visual (PowerPoint)
presentation. A successful presentation will include an overview of the selected museum’s 5C
marketing audit and SWOT analysis, target audiences identified by the student, positioning and
objectives as well as the recommended strategies, metrics and research.
o At the conclusion of the August 12 session, all students will turn in an electronic version of their
marketing plan as well as the PowerPoint presentation.
o Also at the end of the August 132 session, students will be asked to complete the third column of
the KWL worksheet they began in Session #1 and complete the GWU MSTD course evaluation.