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KAFP 3760 - Marketing for Cultural Organizations

Type d'enseignement : Seminar

Semester : Autumn 2018-2019

Number of hours : 24

Language of tuition : English



Course Description

Mainly focused on case studies, this course addresses issues related to marketing in the cultural sector, especially cultural heritage and museums (in France and abroad). The course deals with questions such as: audience development, digital media strategy, issues of positioning and advertising, branding, targeting, and a range of subjects related to business development of the cultural sector. The course's objective is to offer students a method to build quickly a marketing plan adapted to the stakes of a cultural organization.


  • DE KERMEL, Alexis (Directeur du développement et de la communication, Château de Fontainebleau)
  • DE SAINT VENANT, Cecilie (Directrice de la communication de la marque et du mécénat - Domaine National de Chambord)

Pedagogical format

Each session will be structured around case studies that will illustrate the different aspects of marketing applied to cultural organizations.

Course validation

There will be one oral presentation on practical cases during the semester and a final general sitting examination, consisting in the elaboration of a marketing plan for a cultural organization.


Students are asked to work on the cultural organization (s) in which they expect to develop their career (institutional, development and marketing environment)

Required reading

  • COLBERT(François), Marketing culture and the arts, Gaëtan Morin éditeur, Montréal, 2012
  • FRENCH (Ylva) and RUNYARD (Sue), Marketing and public relations for museums, galleries, cultural and heritage attractions, Routledge, Abingdon, 2011
  • COLB (Bonita M.), Marketing for Cultural Organizations: New Strategies for Attracting and Engaging Audiences, Routledge, New-York, 2013