Aplicações do marketing na cultura: estratégias de captação e fidelização de públicos: o caso do cinema-Teatro Joaquim d'Almeida (Montijo)

RESUMO: O presente trabalho salienta a importância da aplicação do Marketing às instituições culturais, nomeadamente como veículo de captação e fidelização de públicos. Nesse sentido, foi estudado o Cinema-Teatro Joaquim d’Almeida, no Montijo, tendo sido realizada uma análise mais geral da programação, comunicação e públicos desde a sua reabertura em 2005 como equipamento cultural municipal e uma análise mais aprofundada da última temporada do mesmo, correspondente ao ano de 2009-2010. Pretende-se assim com este trabalho salientar a importância da aplicação do marketing à cultura através da investigação do objecto de estudo supracitado e consequente análise e sugestão de estratégias para melhoria da relação entre a referida instituição e os seus públicos. O marketing revela-se assim essencial para a construção desse relacionamento, satisfazendo cada vez mais os consumidores e simultaneamente beneficiando a instituição. ABSTRACT: This thesis intends to point out the importance of the use of marketing in cultural institutions, particularly as a medium of audiences’ attraction and loyalty building. In that sense, we studied Cinema-Teatro Joaquim d’Almeida, in Montijo. We proceeded at a general analysis of the programming, communication and audiences since it opened to public as a municipal cultural infrastructure. We proceeded at a more detailed analysis of the last season, in the year 2009-2010. Then it was elaborated a theoretical investigation about Portugal’s cultural environment and the general applications of marketing at culture and services. Later we continued the analysis of the case study, regarding the documentation supplied by this cultural institution. It was also developed a marketing research about the audiences of the Theater in order to understand their general opinion about its offers and services. With this procedure, we intended to suggest a set of marketing strategies to improve the relationship between the institution and its audiences, in order to delight even more the consumers and simultaneously to benefit the institution.

Training for museums and the National Charter for museum professions in Italy: a new prospective for development

Traditionally Italian universities have trained researchers and professionals in conservation: archaeologists, art historians and architects. It is only with the reform of the universities, from 1999, that the teaching of museology and museography have also been expanded.Italian museums are for the most part public museums, depending on local bodies or the national ministry; they lack autonomy and do not possess specific professional figures. The task of conservation has predominated over the other roles of museums, but with the reform of the conservation law in 2004 the definition of „museum‟ has been introduced in Italy as well, and regulations regarding the development of heritage have been issued; in addition the Regions have also taken on a more active role for museums belonging to local bodies and for the development of their territory.Museum professions are not officially recognised, but the museum community, through the various associations and ICOM Italia, has put together a document to act as a general reference, the National Charter of Museum Professions, which has been followed by the Manual of Museum Professions in Europe. Now there is a need to plan the content and outlines ofvocational training courses for museum professionals, together withthe universities, the regions and the museums themselves, alongwith the associations and ICOM – ICTOP, utilising the mostinnovative Master‟s courses which offer an interdisciplinaryapproach, a methodology which combines theory and practice, andan element of hands-on experimentation in museums, or withmuseums.