"To create a culture, it's not enough to rap the ruler on the knuckles!" Albert Camus, Writer
Looking at the current political developments in Europe, an expanded cultural marketing interpretation means strengthening our European community of values and culture through identity-based marketing. First of all, this diverse culture comes to life in theatres, orchestras, museums, clubs and festivals that position themselves as flagships, lighthouses or experimental laboratories, as well as social and economic generators of inspiration with their trend-setting individual marketing strategies. In this way, cultural providers play a creative role in the European development process. But how do these cultural providers become a brand - an authentic cultural brand - in order to survive in the long term within the economy of attention? The innovative track presents contemporary cultural management techniques, new cultural marketing strategies and case studies for the strategic development of cultural brands and cultural communication.
November 8, 2019, 10:00 am – 3:15 pm, hall 12
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10:00 - 10:45 Uhr
Impuls
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Haltung statt Image. Kulturorientierte Kommunikation als identitätsstiftende Schlüsselkompetenz für Institutionen und Marken
Attitude instead of image. Culture-oriented communication as an identity-creating key competence for institutions and brands
Prof. Dr. Julia Frohne,
Westphalian University, Professor for Communcation Management
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10:45 - 11:00 Uhr
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Coffee break and networking
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| 11:00 - 11:30 Uhr |
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Title is not fixed yet (engl.)
Jack Lang
President Institut du monde arabe (requested)
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| 11:30 - 12:00 Uhr |
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Does Europe need cultural marketing?
Braucht Europa Kulturmarketing?
Dr. Gabriele Minz,
Managing Director Young Euro Classic
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12:00 - 13:00 Uhr
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Lunch break in hall 5
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| 13:00 - 13:30 Uhr |
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100 jahre bauhaus – Zur Architektur einer Jubiläums-Kommunikation
100 years bauhaus - On the architecture of a jubilee communication
Andrea Brandis,
bauhaus100, Communication
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| 13:30 - 14:00 Uhr |
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Kulturförderung lohnt sich! So bereichern Sie Ihre Umwegrentabilität.
Cultural Founding is worth it! This is how you boot your detour profitability.
Dr. Sigrid Schmid, Senior Consulting Management
Sebastian Klein, Research Director
GIM, Innovative Market Research
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14:00 - 14:15 Uhr
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Coffee break and networking
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| 14:15 - 14:45 Uhr |
© Horst Müller
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BTHVN2020 - die vielfältigtigste Kulturmarke Europas
BTHVN2020 - the most diverse cultural brand in Europe
Malte Boecker,
Director Beethoven-Haus Bonn
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| 14:45 - 15:15 Uhr |
© Björn Behrens
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The Price is Right! Strategische Preisgestaltung im Kulturmarketing
Strategic pricing in cultural marketing
Dr. Tom Schößler,
cultural manager and cultural marketing expert
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15:15 - 15:30 Uhr
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Coffee break and networking
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| 15:30 - 17:00 Uhr |
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FINAL DEBATE in Halle 12
"Transform the European Cultural Market"
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Subject to change without notice.
A change in tracks is possible during the breaks.
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