| MODULE 7. Marketing and methods of promoting ICH | ||
|---|---|---|
| Description | Module 7 emphasises the importance of marketing concepts in promoting intangible values. Cultural management applies marketing principles based on the four Ps: product, place, promotion, and price. It also highlights digital tools that can be utilised for recognising and preserving the ICH. The module further stresses essential ethical considerations related to people’s cultural artefacts, especially within the context of AI technologies. Risks include data misuse, cultural biases, and potential exclusion from digital advancement. Main marketing concerns should centre on respecting inclusivity and the rights and cultures of indigenous peoples and knowledge systems. | |
| Learning objectives | By the end of this module, learners will be able to: 1. Identify the importance of promoting, preserving and protecting the intangible heritage of diverse cultures and settings2. Apply the marketing methodologies that refer to the four Ps (product, place, promotion, price) on various ICH settings and cases3. Analyse how technology and digital tools can become an asset or a risk with regards to the protection and preservation of ICH4. Propose a synthesis of technological tools, knowledge and methodologies to be applied on a scenario in which testimonials of ICH need to be safeguarded, protected and transmitted to future generations | |
| No. hours | [180 minutes] | |
| Lessons | Lesson Title | Duration |
| Lesson 1. Marketing Theory concepts | [45 minutes] | |
| Lesson 2. Digital Tools | [45 minutes] | |
| Lesson 3. Ethical considerations | [45 minutes] | |
| Lesson 4. Application of theory to a real-world case study scenario | [45 minutes] | |
- 📖 Read Chapter 7 of Handbook on Intangible Heritage
- 🗂️ Review the chapter 7 case studies from the Manual
ℹ️ These materials provide the foundations you’ll need to get the most out of this module.
And before diving into the lessons, here’s an overview video of the module: