Marketing and merchandising treasures in the museum-land
Department of Visual Studies
Fong Sum Wood Library
4:30 p.m. -- 6:00 p.m.
Mini-theatre, 2/F Fong Sum Wood Library
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.
Professor Tzeng Shin-Chieh
Associate Professor and Head of the Graduate Institute of Conservation of Cultural Relics and Museology, Tainan National University of the Arts
Prof. Tzeng Shin-Chieh obtained his Ph.D. in Museum and Gallery Studies from the University of St Andrews in Scotland. Since 2009, he has been a faculty member of the Graduate Institute of Conservation of Cultural Relics and Museology, Tainan National University of the Arts. Prof. Tzeng previously worked in several museums in Taipei, while his research interests include museum management, museum marketing, national museums, museum education and visitor studies. His publications appear in several journals, including Museology Quarterly and Technology Museum Reviews. He currently teaches postgraduate courses on Museum Marketing, Museum Organisation and Management, Museums and Cultural Tourism, Museum Educational Programming, and Exhibition Evaluation.
Tzeng, S.-C. (2019, April 1). Marketing and merchandising treasures in the museum-land [Video podcast]. Retrieved from http://commons.ln.edu.hk/videos/809