Marketing Management and Cultural Learning Center: The Case Study of Arts and Cultural Office, Suansunandha Rajabhat University

Authors: Pirada Techaratpong

Abstract:

This qualitative research has 2 objectives: to study marketing management of the cultural learning center in Suansunandha Rajabhat University and to suggest guidelines to improve its marketing management. This research is based on a case study of the Arts and Culture Office in Suansunandha Rajabhat University, Bangkok. This research found the Art and Culture Office has no formal marketing management. However, the marketing management is partly covered in the overall business plan, strategic plan, and action plan. The process can be divided into 5 stages. The marketing concept has long been introduced to its policy but not apparently put into action due to inflexible system. Some gaps are found in the process. The research suggests the Art and Culture Office implement the concept of marketing orientation, meeting the needs and wants of its target customers and adapt to the changing situation. Minor guidelines for improvement are provided.

Keywords: Marketing, management, museum, cultural learning center.

Digital Object Identifier (DOI): doi.org/10.5281/zenodo.1092786

References:

[1] P. Kotler, Marketing Management. San Francisco: Jossey-Bass Inc., 2003
[2] P. Mork, "Marketing”, Running a Museum: A Practical Handbook (Book style). Paris: ICOM International Council of Museums, 2004, pp. 161-180.
[3] The Art and Culture Office, Suansunandha Rajabhat University Retrieved from www.culture.ssru.ac.th
[4] N. G. Kotler, P. Kotler and W.I. Kotler, Museum Marketing and Strategy: Designing Missions, Building Audiences, Generating Revenue and Resources. San Francisco, CA: Jossey-Bass, 2008.
[5] The Art and Culture Office, Suansunandha Rajabhat University.
[6] G. Lancaster and P. Reynolds, Marketing Made Simple. Oxford: Elsevier Science, 2002.