After years of courting public audiences, academic art museums have shifted their focus back to their campus constituents. These changes have meant putting a premium on attracting and engaging university students. Museums have been successful in doing so through classes. Yet, what about students as active constituents outside of class? Students' limited free time is one hurdle in engaging students outside of class, but students must know about their campus art museum and its programs before they can decide whether to attend or not. Therefore a study of the challenges, and successes, in marketing these museums and their programming to students was undertaken. Specifically, 29 campus art museums in the United States were surveyed on their relationship with students, current marketing strategies, what types of media are used, and how these forms of media are evaluated. Survey results revealed challenges of limited staff time and the lack of an analytical framework for some marketing materials. Successes in marketing to students were limited, but positive comments and feedback from respondents exhibit several best practices for marketing to students. These include enlisting the help of trusted resources around campus, creating positive word of mouth among the student body, and engaging students in both the creation and marketing of programs. Additionally, best practices from civic museums, and reports on marketing to student-aged individuals, were drawn on in order to offer prescriptive advice.
|School Location:||United States -- Massachusetts|
|Source:||MAI 55/02M(E), Masters Abstracts International|
|Subjects:||Marketing, Higher Education Administration, Museum studies|
|Keywords:||Academic art museum, Art museum, Marketing, Museum studies, Social media, Students|
Copyright in each Dissertation and Thesis is retained by the author. All Rights Reserved
The supplemental file or files you are about to download were provided to ProQuest by the author as part of a
dissertation or thesis. The supplemental files are provided "AS IS" without warranty. ProQuest is not responsible for the
content, format or impact on the supplemental file(s) on our system. in some cases, the file type may be unknown or
may be a .exe file. We recommend caution as you open such files.
Copyright of the original materials contained in the supplemental file is retained by the author and your access to the
supplemental files is subject to the ProQuest Terms and Conditions of use.
Depending on the size of the file(s) you are downloading, the system may take some time to download them. Please be