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AIM725 - Heritage and Museum Strategy and Marketing

Enrolment modes:Trimester 3: Cloud (online)
Credit point(s):1
EFTSL value: 0.125
Unit chair:S Cooke




Incompatible with:

SQM612, SQM615

Note: You will need to access substantial learning resources and experiences in CloudDeakin (Deakin’s online learning environment). Compliance with the Standards in computing, connectivity and student capability are a condition on your enrolment.


Module 1: Marketing Museums

  • Overview of marketing context within which museums and galleries operate today

  • Identification and analysis of relevant competitors with respect to the 'products' they are offering
Module 2: Strategic Planning for Museums
  • Developing mission and vision statements

  • Processes for establishing goals and objectives

  • Examination of appropriate performance measurement systems
Module 3: From Plans to Actions in Museums
  • Preparing institutional policy documents

  • Project management in museums

  • Operational strategies for media liaison and for successful promotion and public relations of museums and galleries


Three assignments: 2x1500 words each, 30% each and x1 2000 words, 40%

Unit Fee Information

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8th June 2007