Cultural Heritage Marketing and Tourism in Digital Society
July 7 – 18
In-person
Language: English
This course offers participants a unique opportunity to enhance their knowledge in the field involved in the realm of cultural heritage and tourism marketing.
The preservation of cultural heritage is vital for the growth of the tourism industry, as well as for fostering a deeper understanding of both the past and our own identity. Engaging with cultural heritage involves exploring our identity, showcasing our culture, and generating interest among a wider audience
It is very important not only to preserve cultural heritage sites, but also to be able to build financially sustainable projects for their management and promotion!
Course Description
The programme will encompass an exploration of contemporary approaches to the definition of cultural heritage, its preservation, and the promotion of cultural heritage sites and related projects in the modern digital society.
Particular attention will be paid to the practical aspects of managing cultural heritage sites, including the development of strategies for promotion at the international level.
A significant portion of the course will be dedicated to the exploration of contemporary strategies for verbal and audiovisual promotion. The course will provide the essential skills for effective design and storytelling, allowing to create PR strategies for popularization and promoting cultural heritage sites.
The entirety of the course material will be approached through the lens of leveraging digital technologies to promote and preserve cultural heritage, with a particular emphasis on the potential of contemporary online tools to attract new visitors, notably tourists, augment the recognition of historical sites, and safeguard unique cultural heritage.
Why Choose This Course?
This course is essential to comprehend mechanisms of effective promotion of cultural heritage and tourism in a modern world in which digital technologies play a key role. It will allow participants to master the relevant methods and tools that will help attract the attention of a wide audience to historical sites and cultural attractions. The course will assist participants in developing their digital skills in working with a variety of audiovisual and verbal PR tools.
Content
The course will cover three main topics:
- Marketing and promotion of cultural heritage by tourism
- Verbal and audiovisual tools for cultural heritage PR
- Digital technologies for promoting projects related to cultural heritage
Classes will be held in the format of lectures and seminars, as well as visits to important cultural sites of St. Petersburg
Skills and Competence
Upon completion of the course, students will have attained mastery of contemporary methods and strategies of marketing support, alongside the audiovisual and verbal PR tools for both tangible and intangible cultural heritage. Additionally, students will have cultivated a comprehensive understanding of the manifold prospects for engagement with cultural heritage in the digital society.
Teaching Methods
Class format: lectures/seminars/individual projects/site visits.
Prerequisites
No special skills required.
Final Assessment
Individual project work.
Final Grade Background
Attendance, involvement and active participation in class discussions, preparation of an individual project and its presentation
Course is taught by
Ekaterina Baskakova, Research fellow;
Alexandra Pakhomova, Senior lecturer;
Alena Suvorova, Associate professor, programme academic supervisor.
Aleksandra Pakhomova
Senior lecturer: HSE Campus in St. Petersburg / School of Arts and Humanities / Department of Philology