PROGRAM and Speakers
DAY 1
DAY 2
Monday 14 April (Day 1)
09:00 Registration
10:00
Introduction
Mario Bucolo, ABIS MultiCom & Museumland CEO
Chairman Introduction and Conference Keypoints
Neil Kotler, Co-Author: Museum Strategy and Marketing, 1998
Cultural Heritage in Catania
Umberto Scapagnini, Mayor of Catania
Cultural Tourism in Catania
Gaetano Sardo, Councillor (Assessore) for Tourism in Catania
Museums and Cultural Heritage in the Province of Catania
Attilio Bruno, Chief of the staff, Catania Province President
10:45
Museums and Cultural Heritage Marketing, General overview
Neil Kotler
Museumland.com, The World Wide Portal to Museums and Cultural Heritage
Mario Bucolo
Cultural Marketing
Alessandro Bollo, Fondazione Fitzcarraldo
Marketing research, to better understand this sector
Nicola Piepoli, Nicola Piepoli & Associati
12:10-12:30 Coffe Break
12:30
Cultural marketing in Italy, overviewi
Alessandra Gambadoro, ABIS MultiCom
Marketing management for local tourist system
Nicolò Costa – Milan Bicocca University
Case History: Calatino area, Multimedia Tourist Guide
13:10-14:30 Pause
14:30
Visitors and membership marketing
Neil Kotler
Marketing and merchandising, the French experience
Sandrine Mini, Simona Politini, Réunion des Musées Nationaux
Marketing and merchandising, how to produce and sell quality products
Lisa Lowenstein, Made in Museum
Marketing tools
Mario Bucolo, Museumland
15:40
Communication strategy for culture, museums and cultural heritage
Neil Kotler
Public relation, Museums and community
Romina Mancuso, Sociologa, consulente ABIS MultiCom
Case History: “Cappella Bonaiuto”
Salvatore Bonaiuto
16:45-17:15 Coffe Break
17:15
Archaeology Museums and 3D Technologies – International Markets and Marketing
James Hemsley, National Museum of Scotland, Vasari
Cultural Heritage Multimedia Data Protection for E-commerce
Vito Cappellini, Alessandro Piva, Florence University
Multimedia access to Cultural Heritage and Museums
Mario Bucolo, ABIS MultiCom
17:50
Cultural tourism
Neil Kotler
Art shows marketing in Italy
Alessandra Gambadoro, ABIS MultiCom
Day 1 conclusion, Q & A
Mario Bucolo, Neil Kotler
19:00
Book sign
Neil Kotler (Marketing dei musei), Nicola Piepoli (Essere creativi),
Alessandro Bollo (Musei ed Impresa)
Tuesday 15 April (Day 2)
09:00 Registration
09:30
Day 2, introductioni
Neil Kotler, Mario Bucolo
Situation of Iraq Cultural Heritage
Hulya Inaner, Dokuz Eylul University, Turkey
Build successful museums and cultural heritage sites
Neil Kotler
Partnership between the private and public sectors
Mario Bucolo, ABIS MultiCom
Audimuse, a marketing auditing methodology extended to a museum system
Rita Bonucchi, Bonucchi e Associati
A new marketing research product, dedicated to Museums, C.H. and art show
Nicola Piepoli, Alessandra Gambadoro
Museums and companies. Survey on visitors services in the italian state museums
Alessandro Bollo, Fondazione Fitzcarraldo
11:20-11:45 Coffe Break
11:45
The role of creative communication for museumsi
Patrizia Boglione, ADCI Art Director Club Italia, Vice President
Case History: Tourism and interactive TV
Daniel Fishman, Dorland
Children museums: example and communications strategy
Patrizia Boglione, ADCI Vicepresident
13:00-14:30 Pause
14:30
Cooperation and Networking in Mediterranean area
Neil Kotler
International co-operation for heritage conservation: a Euro-Mediterranean perspective
Anna Mignosa Erasmus University Rotterdam,
Calogero Guccio, Catania University
Regional Cultural Heritage, Marketing and valorization
Neil Kotler
Local cultural production, a marketing tool
Enzo Zappulla, Istituto per la storia dello spettacolo siciliano
DEDALO – Project of valorization of archeologiacal heritgae in the “Jonico-salentina” Area
Paolo Cavaliere, Pastis CNRSM - Parco tecnologico jonico-salentino, Centro Nazionale Ricerca e Sviluppo Materiali
Case History: “Atelier sul Mare”, Museum-Hotel
Antonio Presti, Fiumara D'arte
16:15
Concrete proposals for the market
Neil Kotler, Mario Bucolo, Nicola Piepoli, Alessandra Gambadoro
Cooperation and Networking in Mediterranean area
Mario Bucolo
17:00-17:20 Coffe Break
17:20
Creative roundtable: speakers meet delegates
18:30
Result from roundtable and conclusioni
Neil Kotler, Mario Bucolo
