The webpage for cultural marketing & cultural sponsoring

Topic I. Cultural Marketing Strategies

"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

10:00 - 10:45 Uhr


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

10:45 - 11:00 Uhr



Coffee break and networking


11:00 - 11:30 Uhr



Title is not fixed yet (engl.)

Jack Lang
President Institut du monde arabe (requested)

11:30 - 12:00 Uhr


Does Europe need cultural marketing?
Braucht Europa Kulturmarketing?

Dr. Gabriele Minz, 
Managing Director Young Euro Classic


12:00 - 13:00 Uhr



Lunch break in hall 5

13:00 - 13:30 Uhr


100 jahre bauhaus – Zur Architektur einer Jubiläums-Kommunikation
100 years bauhaus - On the architecture of a jubilee communication 

Andrea Brandis, 
bauhaus100, Communication

13:30 - 14:00 Uhr


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

14:00 - 14:15 Uhr



Coffee break and networking


14:15 - 14:45 Uhr

  © Horst Müller


BTHVN2020 - die vielfältigtigste Kulturmarke Europas
BTHVN2020 - the most diverse cultural brand in Europe 

Malte Boecker, 
Director Beethoven-Haus Bonn

14:45 - 15:15 Uhr

 © Björn Behrens


The Price is Right! Strategische Preisgestaltung im Kulturmarketing
Strategic pricing in cultural marketing 

Dr. Tom Schößler,
cultural manager and cultural marketing expert

15:15 - 15:30 Uhr



Coffee break and networking


15:30 - 17:00 Uhr



FINAL DEBATE in Halle 12
"Transform the European Cultural Market"

Subject to change without notice.

A change in tracks is possible during the breaks. 
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