Lesson 4. Application of theory to a real world case study scenario

Introduction

Theories of marketing and promotion gain real value when they are applied in practice. Intangible cultural heritage (ICH) cannot be preserved or transmitted only through abstract frameworks. Communities, policymakers, and students need to translate theory into practical actions that support safeguarding, participation, and sustainable development. Case studies show how marketing concepts – such as the 5 Ps, digital tools, and ethical protocols – can be combined to promote ICH responsibly and effectively.

Theory in practice

The application of marketing theory to ICH involves several steps:

1. Identifying the heritage element – defining what is being promoted (ritual, craft, music, festival, etc.).
2. Mapping stakeholders – understanding which communities, practitioners, and audiences are involved.
3. Choosing promotion channels – selecting between traditional, digital, or hybrid media.
4. Designing strategies – balancing visibility, sustainability, and ethical considerations.
5. Evaluating outcomes – measuring impact on community participation, awareness, and respect for diversity.

Through this approach, case studies provide evidence of what works and what should be avoided in promoting heritage.

Examples / Case Studies

• Local-level initiatives – community festivals promoted with digital campaigns while retaining authentic rituals (e.g., fire-dancing rites, regional music events).
• National-level programs – heritage advertorials linking regions with national tourism campaigns.
• Digital innovation – AR/VR exhibitions of crafts and music, allowing broader audiences to engage without displacing communities.
• Ethical promotion – application of Australia’s indigenous protocols to ensure consent and respect for cultural ownership in marketing campaigns.

Each example demonstrates how theories of marketing, digital innovation, and ethics intersect when applied to concrete heritage practices.

Application

Task for students:

• Select one case study (local, national, or international) of ICH promotion.
• Analyze it using the following framework:
  1. What was the product (ICH element)?
  2. What channels (traditional/digital) were used for promotion?
  3. Were ethical principles respected (data sovereignty, inclusivity, cultural sensitivity)?
  4. How were digital tools (AR/VR, AI, games, social media) applied?
  5. What was the impact on communities and audiences?

Present the findings in a group discussion or short report, highlighting both successes and areas for improvement.

Reflection questions

• Which case studies show the most successful integration of theory and practice? Why?
• What risks appear when marketing strategies prioritize visibility over authenticity?
• How can students and communities collaborate to design promotion strategies that are both effective and ethical?
• Can the use of digital tools compensate for limited physical participation in heritage practices?