{"id":1736,"date":"2025-10-03T02:37:47","date_gmt":"2025-10-02T23:37:47","guid":{"rendered":"https:\/\/inthrace.unitbv.ro\/?post_type=lesson&p=1736"},"modified":"2025-10-03T02:37:48","modified_gmt":"2025-10-02T23:37:48","slug":"lesson-4-application-of-theory-to-a-real-world-case-study-scenario","status":"publish","type":"lesson","link":"https:\/\/inthrace.unitbv.ro\/index.php\/lesson\/lesson-4-application-of-theory-to-a-real-world-case-study-scenario\/","title":{"rendered":"Lesson 4. Application of theory to a real world case study scenario"},"content":{"rendered":"\n

Introduction<\/strong><\/h3>\n\n\n\n

Theories of marketing and promotion gain real value when they are applied in practice<\/strong>. Intangible cultural heritage (ICH) cannot be preserved or transmitted only through abstract frameworks. Communities, policymakers, and students need to translate theory into practical actions<\/strong> that support safeguarding, participation, and sustainable development. Case studies show how marketing concepts \u2013 such as the 5 Ps<\/strong>, digital tools, and ethical protocols \u2013 can be combined to promote ICH responsibly and effectively.<\/p>\n\n\n\n

Theory in practice<\/strong><\/h3>\n\n\n\n

The application of marketing theory to ICH involves several steps:<\/p>\n\n\n\n

    \n
  1. Identifying the heritage element<\/strong>\u00a0\u2013 defining what is being promoted (ritual, craft, music, festival, etc.).<\/li>\n\n\n\n
  2. Mapping stakeholders<\/strong>\u00a0\u2013 understanding which communities, practitioners, and audiences are involved.<\/li>\n\n\n\n
  3. Choosing promotion channels<\/strong>\u00a0\u2013 selecting between traditional, digital, or hybrid media.<\/li>\n\n\n\n
  4. Designing strategies<\/strong>\u00a0\u2013 balancing visibility, sustainability, and ethical considerations.<\/li>\n\n\n\n
  5. Evaluating outcomes<\/strong>\u00a0\u2013 measuring impact on community participation, awareness, and respect for diversity.<\/li>\n<\/ol>\n\n\n\n

    Through this approach, case studies provide evidence of what works and what should be avoided in promoting heritage.<\/p>\n\n\n\n

    Examples \/ Case Studies<\/strong><\/h3>\n\n\n\n
      \n
    • Local-level initiatives<\/strong>\u00a0\u2013 community festivals promoted with digital campaigns while retaining authentic rituals (e.g., fire-dancing rites, regional music events).<\/li>\n\n\n\n
    • National-level programs<\/strong>\u00a0\u2013 heritage advertorials linking regions with national tourism campaigns.<\/li>\n\n\n\n
    • Digital innovation<\/strong>\u00a0\u2013 AR\/VR exhibitions of crafts and music, allowing broader audiences to engage without displacing communities.<\/li>\n\n\n\n
    • Ethical promotion<\/strong>\u00a0\u2013 application of Australia\u2019s indigenous protocols to ensure consent and respect for cultural ownership in marketing campaigns.<\/li>\n<\/ul>\n\n\n\n

      Each example demonstrates how theories of marketing, digital innovation, and ethics<\/strong> intersect when applied to concrete heritage practices.<\/p>\n\n\n\n

      Application<\/strong><\/h3>\n\n\n\n

      Task for students:<\/strong><\/p>\n\n\n\n

        \n
      • Select one\u00a0case study<\/strong>\u00a0(local, national, or international) of ICH promotion.<\/li>\n\n\n\n
      • Analyze it using the following framework:\n
          \n
        1. What was the\u00a0product<\/strong>\u00a0(ICH element)?<\/li>\n\n\n\n
        2. What\u00a0channels<\/strong>\u00a0(traditional\/digital) were used for promotion?<\/li>\n\n\n\n
        3. Were\u00a0ethical principles<\/strong>\u00a0respected (data sovereignty, inclusivity, cultural sensitivity)?<\/li>\n\n\n\n
        4. How were\u00a0digital tools<\/strong>\u00a0(AR\/VR, AI, games, social media) applied?<\/li>\n\n\n\n
        5. What was the\u00a0impact<\/strong>\u00a0on communities and audiences?<\/li>\n<\/ol>\n<\/li>\n<\/ul>\n\n\n\n

          Present the findings in a group discussion or short report, highlighting both successes and areas for improvement.<\/p>\n\n\n\n

          Reflection questions<\/strong><\/h3>\n\n\n\n
            \n
          • Which case studies show the most successful integration of theory and practice? Why?<\/li>\n\n\n\n
          • What risks appear when marketing strategies prioritize visibility over authenticity?<\/li>\n\n\n\n
          • How can students and communities collaborate to design promotion strategies that are both effective and ethical?<\/li>\n\n\n\n
          • Can the use of digital tools compensate for limited physical participation in heritage practices?<\/li>\n<\/ul>\n\n\n\n

            <\/h3><\/p>\n\n\n
            \n
            \n\n\n\n\n\n<\/div><\/div>\n<\/div>","protected":false},"excerpt":{"rendered":"","protected":false},"featured_media":0,"comment_status":"open","ping_status":"closed","template":"","meta":{"_angie_page":false,"_initial_content":"","_new_post":false,"_quiz_has_questions":false,"_lesson_complexity":"easy","_lesson_length":10,"_lesson_course":1307,"_lesson_preview":""},"lesson-tag":[],"class_list":["post-1736","lesson","type-lesson","status-publish","hentry","module-marketing-and-methods-of-promoting-ich","post"],"lang":"en","translations":{"en":1736},"is_coteacher":false,"pll_sync_post":{},"_links":{"self":[{"href":"https:\/\/inthrace.unitbv.ro\/index.php\/wp-json\/wp\/v2\/lessons\/1736","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/inthrace.unitbv.ro\/index.php\/wp-json\/wp\/v2\/lessons"}],"about":[{"href":"https:\/\/inthrace.unitbv.ro\/index.php\/wp-json\/wp\/v2\/types\/lesson"}],"replies":[{"embeddable":true,"href":"https:\/\/inthrace.unitbv.ro\/index.php\/wp-json\/wp\/v2\/comments?post=1736"}],"version-history":[{"count":2,"href":"https:\/\/inthrace.unitbv.ro\/index.php\/wp-json\/wp\/v2\/lessons\/1736\/revisions"}],"predecessor-version":[{"id":2074,"href":"https:\/\/inthrace.unitbv.ro\/index.php\/wp-json\/wp\/v2\/lessons\/1736\/revisions\/2074"}],"wp:attachment":[{"href":"https:\/\/inthrace.unitbv.ro\/index.php\/wp-json\/wp\/v2\/media?parent=1736"}],"wp:term":[{"taxonomy":"lesson-tag","embeddable":true,"href":"https:\/\/inthrace.unitbv.ro\/index.php\/wp-json\/wp\/v2\/lesson-tag?post=1736"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}