COURSE UNIT TITLE

: MUSEUM MANAGEMENT II

Description of Individual Course Units

Course Unit Code Course Unit Title Type Of Course D U L ECTS
MZC 3018 MUSEUM MANAGEMENT II COMPULSORY 3 0 0 3

Offered By

Museology

Level of Course Unit

First Cycle Programmes (Bachelor's Degree)

Course Coordinator

ASSOCIATE PROFESSOR GÜRHAN AKTAŞ

Offered to

Museology

Course Objective

This course is designed to examine the nature, composition, and development of museums
as visitor attractions, and to provide a broad understanding of the marketing of
museums.

Learning Outcomes of the Course Unit

1   Apply knowledge of visitor typologies and motivations to museums
2   Assess the collections of museums as visitor products, and understand their
3   Analyze the role of the marketing process in museum development and
4   Understand contemporary marketing applications and techniques and apply their

Mode of Delivery

Face -to- Face

Prerequisites and Co-requisites

None

Recomended Optional Programme Components

None

Course Contents

Week Subject Description
1 Museums: Authentic Product
2 Museums: Visitor Typologies and Target Markets
3 Museums: Visitor Motivation and Expectations
4 Strategic Marketing Plans for Museums
5 Marketing Tools for Museums
6 Branding and Museums
7 Experiential Marketing and Museums
8 midterm exam
9 Experiential Marketing and Museums
10 E-Marketing and Museums
11 E-Marketing and Museums
12 Contemporary Marketing Issues and Museums
13 Group Presentations
14 Group Presentations
15 Group Presentations
16 final exam

Recomended or Required Reading

Moore, Kevin (ed) (2004) Museum Management Routledge: London and New York.
Lord, Gail Dexter (2001) The Manual of Museum Management AltaMira Press: USA

Planned Learning Activities and Teaching Methods

Lectures: The course consists of a series of lectures on museum management. The
lecture topics are selected according to the course objectives.
2. Each week, students will be given assignments on lecture topics to be prepared
individually, which will help them get prepared for lectures, and gain theoretical and
practical insights on the concerned topics.
3. Students will also have one group assignment. The assignment will be on the analysis
of an existing museum according to the theoretical concepts learned in the class. For
the assignment, student teams will select a museum to study, will collect data for its
analysis, and will present their findings in the class.

Assessment Methods

SORTING NUMBER SHORT CODE LONG CODE FORMULA
1 MTE MIDTERM EXAM
2 ASG ASSIGNMENT
3 FIN FINAL EXAM
4 FCGR FINAL COURSE GRADE (RESIT) MTE * 0.35 +ASG * 0.30 + FIN * 0.35
5 RST RESIT
6 FCGR FINAL COURSE GRADE (RESIT) MTE * 0.35 + ASG * 0.30 + RST * 0.35

Further Notes About Assessment Methods

None

Assessment Criteria

For thegroup assignments, the context of the assignments, the preparation of students
as a team, their presentation skills and their data collection methods will be
assessed. The study findings should also be submitted as written reports. Each report
should cover the aspects of museum management discussed in the class.

Language of Instruction

Turkish

Course Policies and Rules

To be announced.

Contact Details for the Lecturer(s)

Asst.Prof.Dr.Gurhan Aktas
Faculty of Business
Office: 3018238

Office Hours

Wednesday: 13.30-15.00

Work Placement(s)

None

Workload Calculation

Activities Number Time (hours) Total Work Load (hours)
Lectures 15 2 30
Preparations before/after weekly lectures 1 3 3
Preparation for midterm exam 1 5 5
Preparation for final exam 1 5 5
Preparing assignments 1 15 15
Preparing presentations 1 15 15
Final 1 1 1
Midterm 1 1 1
TOTAL WORKLOAD (hours) 75

Contribution of Learning Outcomes to Programme Outcomes

PO/LOPO.1PO.2PO.3PO.4PO.5PO.6PO.7PO.8PO.9PO.10PO.11PO.12PO.13PO.14
LO.15
LO.25555
LO.35
LO.4