3.0

credits

Average Course Rating

Major changes in technology have dramatically shifted how people consume information. It is critical for museum professionals to understand this and to adapt their marketing and communications strategies in order to compete for attention in an increasingly busy and competitive world. Looking through the lens of audience development, the course explores how museum marketing and communications professionals are empowered to target and engage audiences and the strategies they employ to do this work. From understanding the basics of the marketing mix and the science of public relations to surveying advances in digital advertising and exploring case studies highlighting innovative practices within and beyond the field, this course is a comprehensive primer for museum marketing and communications today.