07/2016 - Summer School: Cultural Heritage Marketing for Sustainable Marketing (Athens)

This course is a collaboration of Excelixi S.A. – Centre of Sustainable Entrepreneurship and the Athens University of Economics and Business (AUEB) in Greece, a partnership that ensures world-class tuition and an interdisciplinary learning environment. A critical element in the local dynamism and global relevance of the programme is provided by Piraeus Bank Group Cultural Foundation (PIOP) that supports the preservation and showcasing of Greece’s cultural heritage, with an emphasis on its artisanal and industrial technology, and promotes the connection of Culture with the Environment.

The course introduces trainees to the basic concepts of marketing in the cultural heritage sector by paying particular attention to the environment in which an organization operates. The environmental factors that have an influence on the formulation of the marketing strategy are examined with particular emphasis being placed on the history of a place-destination along with the existence of monuments, museums and cultural activities in this destination.

The course welcomes applications from upper-year undergraduates, master’s degree students and all other faculties, including art history, tourism marketing, cultural heritage management, archaeology and anthropology. Professionals and non-specialists may also apply.

The program will help trainees to:
- Understand the factors that are related to the internal and external environment of an organization that operates in the cultural heritage industry and have an influence on its operations and long-term survival in the market.
- Acknowledge the significance and contribution of the marketing function for such an organization and its relationship with the overall business strategy.
- Develop an integrated marketing plan.
- Comprehend how cultural heritage marketing can lead to sustainability in tourism.

The application’s deadline is May 31, 2016.

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“Summer School: Cultural Heritage Marketing for Sustainable Marketing”