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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
Impuls

 

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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