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dc.contributor.author
Bati, Anna-Aikaterini
el
dc.date.accessioned
2022-10-11T08:54:00Z
dc.date.available
2022-10-11T08:54:00Z
dc.date.issued
2022-10-11
dc.identifier.uri
https://repository.ihu.edu.gr//xmlui/handle/11544/30075
dc.rights
Default License
dc.subject
Arts Management
en
dc.subject
Audience engagement
en
dc.subject
Cultural Institutions
en
dc.subject
Social Media
en
dc.subject
Marketing Mix
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dc.subject
B&E Goulandris Foundation
en
dc.title
Engaging audiences in cultural institutions with digital marketing tools
el
heal.type
masterThesis
en_US
heal.generalDescription
The last two years of the pandemic have been a remarkable experience for all of us. We isolated ourselves and moved away from what we love, people and activities. Most time of the continuous lockdowns, the cultural places remained closed, and the physical access to them was a mission impossible. During this dark period, our only channel of contact and communication was social media and the official institutions' web pages. The pandemic has been a strong awareness of how important is the use of Social Networking Services by all professional sectors, including the cultural one. This realization has been the key stimulus for choosing to deal with the digital marketing tool in the audience engagement process. The purpose of my dissertation is to identify how cultural spaces and especially museums take advantage of these new digital possibilities to promote their work and interact with their consumers.
el
heal.dateAvailable
2022-08-28
heal.language
en
en_US
heal.access
free
en_US
heal.license
http://creativecommons.org/licenses/by-nc/4.0
en_US
heal.recordProvider
School of Economics, Business Administration and Legal Studies, MA in Art Law and Arts Management
en_US
heal.publicationDate
2021-12-27
heal.bibliographicCitation
Bati, Anna-Aikaterini, "Engaging audiences in cultural institutions with digital marketing tools", School of Humanities, Social Sciences and Economics, Master of Arts (MA) in Art, Law and Arts Management, International Hellenic University, 2022.
en
heal.abstract
The technological development of the last years has led to increased business competition. As a result, the application of strategic marketing techniques by all organizations, regardless of industry and capacity, has become a contemporary necessity. Cultural institutions, just like any other business entity, have to follow this new reality. It is a matter of fact that cultural managers did not welcome this change but very soon, they realized that contemporizing their institutions was the only solution to meet the market needs and ensure its survival. Gradually the field of interest has shifted from the product as such to the consumer and the expansion of the institution's "family", trying to develop a strong and isometric relationship with them with deep foundations. Throughout the 21st century, the growing use of the Internet and smart devices has brought a new dynamic to the spotlight. Nowadays in the development of the foundation's relationships with its consumers, marketers could use the available digital tools and social media to achieve better and more immediate results. Social Network Services, changing the business landscape, as they not only act as a channel of communication and interaction between institutions and a global community but also, offer low cost or negligible cost promotion solutions. Over the last fifteen years, there have been many representatives underling the importance of digital presence. The covid-19 pandemic came just to confirm the need for these digital tools. Through this assignment, an attempt is made to identify and determine the use of these tools by cultural institutions. For this reason, it is analyzed, as a case study, the marketing mix of the new Goulandris Museum in Athens in order to identify how the museum uses the available digital tools, in networking, building awareness, and engaging with the community process.
en
heal.tableOfContents
Contents ABSTRACT III PREFACE I INTRODUCTION 1 1. RELATIONSHIPS BETWEEN CULTURE AND MARKETING 3 1.1 CULTURE AND ITS INTERPRETATIONS 3 1.2 THE CONCEPT OF CULTURAL INDUSTRIES: FROM STIGMATIZATION TO INSTITUTIONALIZATION 4 1.3 CONDITIONS FOR THE DEVELOPMENT OF MARKETING PRACTICES IN CULTURAL INSTITUTIONS 6 2 MARKETING STRATEGIES IN CULTURAL INSTITUTIONS 6 2.1 MARKETING OBJECTIVES IN THE CULTURAL SECTOR 7 2.2 CONTEMPORARY MARKETING PRACTICES 8 3 NEW MEDIA STRATEGIC ACTIVITIES OF CULTURAL INSTITUTIONS 9 3.1 THE GOALS OF USING SOCIAL MEDIA IN THE MARKETING COMMUNICATION 9 3.2 SEGMENTATION OF SOCIAL MEDIA USERS CONCERNING CULTURAL INSTITUTIONS 10 3.3 CULTIVATING RELATIONSHIPS 11 4. CASE STUDY: THE BASILIS AND ELIZA GOULANDRIS MUSEUM IN ATHENS 11 4.1 ABOUT THE B&E GOULANDRIS FOUNDATION 11 4.2 METHODOLOGY 12 4.3 THE MARKETING MIX OF THE NEW GOULANDRIS MUSEUM 13 5. CONCLUSIONS AND SUGGESTIONS 23 BIBLIOGRAPHY 37
el
heal.advisorName
Mavragani, Eleni
el
heal.committeeMemberName
Mavragani, Eleni
el
heal.committeeMemberName
Chrysochoidou, Anna
el
heal.committeeMemberName
Papathanasiou, Fotios
el
heal.academicPublisher
School of Humanities, Social Sciences and Economics, Master of Arts (MA) in Art, Law and Arts Management
en
heal.academicPublisherID
ihu
en_US
heal.numberOfPages
38
en_US


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