Workshop: Marketing for Museums and C.H.
April 7, Prof. Neil Kotler, one of the most important experts of cultural marketing in the world (co-Author of the international bestseller “Museum Strategy and Marketing”) will hold a workshop about the main topics of marketing for museums and cultural heritage. The purpose of the workshop is giving a general framework of marketing and communication principle and strategies in order to add value to museums and to the cultural heritage.
Other 4 conferences speaker will be enrich the workshop contents: Mario Bucolo, James Hemsley, Romina Mancuso, Mieke Renders
Duration: 2 hours (in the morning), workshop cost: Euro 130, language: english
Reistration deadline for the workshop: friday April 2
In interested in the workshop, please use the Partecipation form writing "contact for workshop" in the "comments" field, thanks.
Conference theme:
Communicating Museums, Cultural Heritage and the Arts
Subtopic:
Communication and new management models
Official conference languages: English and Italian
(realtime translation)
Conference program
Monday, April, 5, 2004
9: 00
Registration
10: 00
Openings
Kotler, Prato, Bucolo
Institutional greetings:
Salvo Fleres, Vice President of Sicilian Regional Assembly
Raffaele Lombardo, President of Regional Province of Catania
Stefano Ridolfo: President of Catania Chamber of Commerce
Gaetano Sardo: Councillor for Cultural Heritage of the city of Catania
Neil Kotler
CulturMed 2004, introduction and main topics
Mario Bucolo
Museumland, the WorldWide Portal to Museums and Cultural Heritage
11:15 Coffee Break
Ledo Prato
Communication and new management models for museums and C.H.
Emilio Cabasino
ECCOM, European Centre for Cultural Organisation and Management, Rome
Professionalism and training
Gesualdo Campo
Councillor for C.H. of Province of Catania and Director of Catania Museums Pole
Which management model for the Catania Museums Pole?
Andrea Marmori
Director of Lia Museum, La Spezia
The management of a private donation museum
Alberto Garlandini
Director of museums sector, Lombardy Region
Museums in Lombardy: quality of services and management models
Interventions of the audience and debate
13:15 break for lunch
14:30
Neil Kotler
Management models in USA
Mieke Renders
Stedelijke Musea, Brugge
Communication and management models in Benelux
Antoinette Caruana
Heritage Malta, CEO
Management models of Maltese museums
Ledo Prato
Conclusive report of this work session
Interventions of the audience and debate
Marco Marandola
Expert of copyright and electronic license
The copyright in the museum management and communication
Daniele Jalla
President of Icom Italian Committee, Coordinator of museums services - Cuty of Turin
Communication fo C.H., Echo museums
Icom in Italy
Luigi Falco
Mayor of the City of Caserta
Marketing and Communication, not only the Caserta Reggia
Fabio Severino
La Sapienza Universiy, Roma
Sponsorship: Istitution and local development
16:45 Coffee Break
Mirella Cisotto
Director of Exhibition and cultural activities, city of Padova
Scrovegni's Chapel, multimedia systems for the visit
Giovanna Barni
President of Pierreci Communication, Rome, management of Museums poles of Rome and Naples
New models for cultural communication in order to involve the community
Ippolito Calvi di Bergolo
Italian Historic Houses Association, Vicepresident
UEHHA Union of European Historic Houses Association, Governor
Historic houses, European marketing & communication models
Alessandro Bollo
Area research coordinator of Fitzcarraldo Foundation, Turin
Modalities and forms of the museum fruition
Antoinette Caruana
Heritage Malta, CEO
Communication for Maltese C.H.
Chédlia Annabi
Musée National de Carthage, Curator - AFRICOM vicepresident, ICOM Arab general secretariat
African Museums and C.H., Management and Communication models
Cultnat, Center for Documentation of Cultural & Natural Heritage, Cairo, Egitto
Egyptian Cultural Heritage in the digital age
Interventions of the audience and debate
Kotler, Prato, Bollo, Bucolo
Conclusion about the first day of work
19:30 Cultural Visit Castello Ursino, civic museum. Exhibition "Dei ed eroi del barocco veneziano", Fondazione Queini Stampalia
Tuesday, April, 6 2004
9: 00
Registration
9:30
Kotler, Prato, Bucolo
Summary of the first day of work
James Hemsley
EVA Conference co-chair and researcher, London
International trends in Museums an IT - From 1980 to the 2010s'
Francesco Antinucci
CNR, National Council of Research
The use of technologies in the communication for museums and C.H.
Alessandro Bollo
Area research coordinator of Fitzcarraldo Foundation, Turin
Visitors studies: innovative research approaches
Noemi Satta
Director of the cultural projects of Bonucchi associated company
Understand visitors behaviour in order to communicate. Visitors studies, the case history of National Museum of Science and Technology in Milan.
Nicola Piepoli
Istituto Piepoli, marketing research, Milan
Market research and visitors studies for museums marketing
Neil Kotler
The communication of museums and C.H. in USA
Nicola Spinosa
Superintendence of Naples museums Pole
Communication, museums and art exhibition: the case of Naples.
Raffaella Bianchi, Lorena Bari
NonSoloModa, Canale 5 - Mediaset, Milan
When television narrates museums: viewed by Nonsolomoda
Patrizia Boglione
Vice President Art Director Club Italy, Rome
The role of Art Director in the cultural communication
Case History: Tate Britain, Brand Toolkit
Interventions of the audience and debate
13:00 break for lunch
14:30
Neil Kotler
Museums marketing
Paal Mork
Norsk Folkemuseum, Head of Communications, Oslo
ICOM, International Committee for Marketing and Public Relations, Chairman
Marketing and PR, The activities of the ICOM/MPR international committee
Romina Mancuso
Expert of public relations for museums, Palermo
Public relations for museums
Debate and propose for the institution of the ICOM/MPR Italian committee
Neil Kotler
Stories, Culture, Images and Marketing
Mario Bucolo
The BroadVisibility concept, to give visibility to museums and C.H.
Round table between Councillors for C.H. of Lombardy and Sicily Region
Prato, Bucolo
Introduction
Alberto Garlandini
Director of museums sector, Lombardy Region
Fabio Granata
Councillor for Cultural Heritage, Sicily Region
Interventions of the audience and debate
Kotler, Prato, Bucolo
Final conclusion
Who should attend:
The conference will be of particular use to: a) cultural leaders; b) hospitality and tourism industry leaders; c) government leaders; d) public administration leaders; e) business leaders; f) University and education leaders; g) media and communications technology leaders. Raising the level of tourism will stimulate economic growth in most other sectors of the economy. The conference also will provide a timely set of exchanges between leaders in the hospitality and tourism industry, on the one hand, and leader of cultural institutions (museums, archaeological areas, performing arts), on the other. The conference is open to leaders from Sicily and Italy, other Mediterranean and European nations, and from the Middle East.
