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Museums develop programs, exhibitions and services - but for whom do they do it? This unit is about the 'end users' - the public who visit museums, explore exhibitions, participate in public programs and use the services and facilities which together make up the museum 'experience'. Who are they? Why do they come? Why do people value museums? How can the museum message reach them and how can we use their feedback to develop and improve museum programs? In this unit, students will address these questions and develop some of the skills to acquire the answers through the tools of exhibition evaluation, program evaluation and audience research. Components include: using audience research for decision-making and planning; identifying, creating and developing audiences; market segmentation; quantitative and qualitative methodologies; analysing barriers to participation; and marketing 'values' brands.
Essay/project (3000wds): 60%; Presentation: 15%; Development of project brief: 25%
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