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Title
Art History and Curating Seminar Series 2019 — Marketing and Merchandising Treasures in the Museum-land
Speaker(s)
Prof. Shin-Chieh TZENG, Associate Professor and Head of the Graduate Institute of Conservation of Cultural Relics and Museology, Tainan National University of the Arts
Organiser(s)
Department of Visual Studies
Library
Date/Time
1 April 2019
4:30 p.m.
-
1 April 2019
6:00 p.m.
Venue
2/F, Mini Theatre
Medium
English
Target Audience
Staff
Postgraduates
Undergraduates
Public

In the twenty-first century, several museums have found a new territory in creative industries to combine their services with cultural tourism, branding and merchandising. This seminar introduces concepts of museum marketing, branding, merchandising and creative industries. It investigates the phenomenon of re-creating new images and products of museum’s old collections. It draws examples from such institutions as the National Palace Museum in Taipei, Tate in London, and the Rijksmuseum in Amsterdam in order to understand how museums choose their star collections and turn them into best-selling products in their shops, both on-site and on-line. The research proposes a “successful formula”—a MENU mode—in museum merchandising.