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An Interactive 5-day CPD Masterclass for Museums Professionals Monday 12 June - Friday 16 June, 2017 University of Nottingham Ningbo Campus Backgro
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An Interactive 5-day CPD Masterclass for Museums Professionals
Monday 12 June - Friday 16 June, 2017
University of Nottingham Ningbo Campus
Background
Chinese museums are in an exciting period of flux and growth. In response to this, there is a growing need to reshape professional development for museums professionals, in order to lead change that will take these institutions into the future.
As part of our ongoing engagement with the cultural sector, Nottingham University’s International Creative Economy Leadership Academy (ICELA) will provide a space for learning and dialogue for the creative Industries. Drawing on our academic expertise in the creative industries and excellent international networks of contacts ICELA will deliver training and networking opportunities from the university’s state-of-the-art teaching and learning facilities. |
New Trajectories: Branding and Management
in Museums and Galleries
Monday, June 12-Friday, June 16, 2017
The week will offer a varied programme of lectures, workshops, and hands-on curation sessions, networking opportunities in the evenings.
There are two different “Pathways”
Pathway 1:“Building and Implementing a Brand Strategy”
“Building and Implementing a Brand Strategy” aims to help participants to invent, re-interpret or revitalize their brand and implement it across the whole organization, from management to partnerships and visitor experience.
The course will equip participants to:
• Understand what brand is and how it works in practice
• Learn how to create and articulate the four pillars of brand strategy — your vision, your offer, your values and your purpose
• Learn how to implement brand strategy systematically throughout the organization, using real life case studies
• Develop strategies for audience development and engagement both at the museum and online
• Learn how smaller institutions have managed to create strong brands with minimal resources
• Create a roadmap for their institution based on knowledge acquired in the course
Pathway 2: “Managing Your Museum in a Global Context”
“Managing Your Museum in a Global Context will present a range of approaches and tools can be used in the museum to improve governance and strategic planning in order to build vibrant and sustainable institutions.
The course will equip participants to:
• Develop an understanding of general principles of management and strategic planning
• Discover new sponsorship and retail strategies to enable financial sustainability
• Craft an institutional vision and learn how to implement a brand strategy
• Explore different models of governance
• Create a roadmap for their institution based on knowledge acquired in the course
On Thursday of the programme, the core teaching team will lead a guided visit of a local institution to offer delegates an opportunity to put into practice their learning from the week.
Venue: University of Nottingham Ningbo China Campus, Ningbo
Eligibility: Senior and mid-career museums professionals, interested in topics of branding and governance.
Fees: 6,000 RMB per delegate, including 5 days training, daily refreshments, lunch, graduation dinner, resources and certificate of completion of course. ICELA Members receive a discount
To book your place or request further information, contact
Mia Shen：15658315260, cpd@nottingham.edu.cn or
Joyee LU +86 (0)574 88 1800 00-6450, cpd@nottingham.edu.cn |
Course Content
10 Small Museums Which Do Big Things
Rebecca Catching, Independent Curator
Drawing examples around the world, Rebecca Catching presents a sampling of smaller museums which through their unique vision in terms of visitor experience, content, or story-telling have earned a reputation which vastly exceeds their size and budget.
Telling Stories Through Branding and Identity
Dr. Gabriele Neher, Nottingham University
Good branding is part of how an institution constructs and presents its identity. This lecture looks at branding as one of the elements of in institution’s identity and uses case studies to explore how branding becomes part of an institution’s storytelling.
Working With Language
Jane Wentworth—Jane Wentworth Associates
Jane Wentworth explores how language can be used to express brand values, with a particular focus on creating a consistent tone of voice. Using case studies such as the Ashmolean Museum (Oxford University) and the Philadelphia Museum of Art, she will explore the many ways in which brand stories are told.
Branding Lessons from the Performing Arts
Jane Wentworth—Jane Wentworth Associates
Using case studies such as the Welsh National Opera, Scottish Opera, and the Royal Court Theatre Jane Wentworth explores how institutions can reach new socioeconomic demographics beyond geographical locations. This course lecture will also explore the possibilities of branding multidisciplinary arts destinations such as the new City of London Cultural Hub which features performing arts, visual arts and museums working in cooperation to create a strong “sense of place” and drive visitor numbers.
Ask the Trainers:
Jane Wentworth—Jane Wentworth Associates
Dr. Gabriele Neher, Nottingham University
Delegates have the opportunity to share their individual challenges and receive feedback from the trainers.
The Big Picture, New Trends in Branding
Jane Wentworth—Jane Wentworth Associates
This session will explore the rise of social media and the implications of audiences being part of the museum dialogue, audience participation in the curation process, questions about the necessity of having a collection and the concept of “virtual museums”, the need to reactivate the existing permanent collections in the face of mounting costs of touring exhibitions, public/private partnerships and lessons from the commercial sector.
What is Brand and Why Does it Matter?
Jane Wentworth, Jane Wentworth Associates
Using examples from around the world and case studies including the Royal Academy of Arts, Philadelphia Museum of Art and National Museum of Scotland Jane Wentworth explains the what why and how of branding. Key concepts: Brands are built through the whole experience managed at every touch point, from the exhibitions to the restrooms. Brand starts from inside the organization asking fundamental questions of the institution in terms of offer, core values and impact on society. |
Key Principles of Good Project Management. Case Study: The Exhibition Cycle at the V&A
Alexandra Willett–V&A
The module will start with an outline of the key principles of good project management. These principles are crucial to the success of any projects museums are embarking on. Alexandra Willett will then focus on the exhibition cycle demonstrating how the success of an exhibition lies on the development of good project management and planning.
General Principles of Management and Strategic Planning
Dr. Sathyaprakash Balaji Makam
Nottingham University Business School China
At the heart of effective strategic planning lies the ability to assess the truly important issues and to make good choices. This session provides participants an introduction to the management process and strategic planning process from a manager’s perspective, with particular emphasis on the skills, competencies, and techniques required to develop effective strategies and manage an organization.
Global Brands that Have Succeeded in China
Dr. Sathyaprakash Balaji Makam
Nottingham University Business School China
In today’s competitive world, understanding what consumers want makes could make the difference between successful and non-successful firms. Brand management is central to successful implementation of marketing strategies. The global objective of this session is to provide participants with a good grasp of brand management in China; specifically, the session aims to strengthen the participants’ understanding of building brands in China.
Licensing Trends
Jane Wentworth Associates Jane Wentworth
This session will explore how museums have learned to create compelling retail offers, optimize their content to generate income and use licensing as a means of extending the brand. It will also explore how to franchise the brand internationally—e.g. museum shops in airports, and forge creative partnerships with retailers.
Managing Your International Collaboration
Alex Willet—V&A
This module will provide the participants with examples drawn from the project management of international touring exhibition and will explore that dos and donts of international partnerships. |
Jane Wentworth
Director and Principal Consultant
Jane Wentworth and Associates
Jane is a strategic branding consultant with over 30 years’ experience of working on a wide range of international projects. In 2003, she set up Jane Wentworth Associates to provide specialist brand consultancy to the cultural sector. Jane Wentworth associates has developed brand strategies, communications and identity programmes for clients including the V&A, Philadelphia Museum of Art the Smithsonian’s Freer|Sackler Museum and the City of London. Jane is a graduate of the Royal College of Art and Central St Martins School of Art. She is a governor of the University of the Creative Arts and a regular advisor to the Clore Leadership Programme. She writes and comments regularly about brand related issues at conferences and in the media. |
Anaïs Aguerre
V&A Museum
Anaïs was appointed as Head of National and International at the V&A in August 2012. Since May 2013, Anaïs is Head of International Initiatives contributing to providing strategic focus to the Museum’s international activity and is responsible for major international partnerships with a business development focus. Anaïs worked on the contract negotiation and set-up of a new dedicated core project team for the Shekou project for which she is project director overseeing the delivery phase. Prior to joining the V&A, Anaïs worked for six years at the British Museum on income generating and international activities. She was previously a consultant at Ernst & Young in Paris and worked at the Lincoln Center in New York. Since 2009, Anaïs is also the general secretary of the Bizot Group.
Anaïs graduated from the Institute d’EtudesPolitiques de Paris (SciencesPo). She was awarded a graduate certificate in History of Art at Birkbeck College, University of London in 2011 and completed her MA in History of Art in 2013. |
Dr. Gaby Neher
The University of Nottingham
Dr. Gaby Neher is a nationally-recognised expert teacher in Higher Education and has won a number of awards for her work, including a National Teaching Fellowship from the UK’s Higher Education Academy and three University of Nottingham Lord Dearing Awards. Gaby has been an Assistant Professor in the History of Art Department at Nottingham since 1997, where, as Director of Teaching, she is responsible for the development and delivery of the Undergraduate programme. She holds degrees from the University of Aberdeen and the University of Nottingham and was awarded her doctorate from the University of Warwick in 2000. Gaby’s academic expertise focuses on the Renaissance, especially in Venice and Tudor England, and especially issues of how objects contribute to the identity of a Renaissance elite. This interest has led to work on display in institutions. The History of Art Department collectively works on these issues with its Postgraduate and Doctoral community, with a primary focus on critical curating and display. The material showcased in the masterclass, draws on the expertise of the Department more broadly. |
Rebecca Catching
Programme Director and Independent Curator
Rebecca Catching is the Executive Director of the contemporary art platform Assembly Line Project and Director of the Foreign Bodies Project. She is also the co-founder of the on-line Chinese art magazine Ran Dian. During the past 17 years in China, she has worked as a magazine editor, director of the experimental commercial space, OV Gallery and curator at the Shanghai Minsheng 21st Century Museum. Recent Projects Include: “Foreign Bodies” Goethe Open Space, “Genesis: Sebastiao Salgado” Shanghai Natural History Museum, and “Prototypes, Duplicates, Cast-offs” at V-Art Center. Rebecca’s research and curatorial interests include: the continuing dialogue between Buddhist/Taoist concepts in contemporary Chinese art, social practice in Chinese art and the posthumanism in East Asian new media art practice through her Foreign Bodies Project. |
Alexandra Willett
V&A Museum
Alex is the project manager for the Shekou Project at the Victoria and Albert Museum where she is charged with coordinating the V&A Gallery at Shekou delivery, alongside the overall museum consultancy and touring exhibitions, and ensuring all aspects of time, quality and budget are met. Prior to this Alex has worked in several major national museums in UK, including Imperial War Museums and National Portrait Gallery delivering their temporary exhibitions and touring programmes. Additionaly she has provided consultancy on major new museum builds including the Saudi Aramco King Abdulaziz Centre for World Culture in Dhahran and the Museum of Liverpool for National Museums Liverpool. |
Dr. Sathyaprakash Balaji Makam
Nottingham University Business School China
Dr. Sathyaprakash Balaji Makam (M S Balaji) is an Assistant Professor in Marketing at Nottingham University Business School China. (NUBS). Prior to joining NUBS on September 2015, he held a Lecturer (research) position at Taylor’s Business School, Taylor’s University, Malaysia. He was a visiting research scholar at Whitman School of Management, Syracuse University, USA between August 2007 and July 2008. Dr. Balaji has published his research in leading marketing and business management journals including Journal of Business Research, European Journal of Marketing, Information and Management, International Journal of Hospitality Management, Journal of Services Marketing, Service Industries Journal and others. He has taught on Consumers and Markets, Managing the Marketing Mix and Consumer Psychology of Brands. |
Programme Contacts
To book your place or request further information, contact
Mia Shen：15658315260, cpd@nottingham.edu.cn or
Joyee LU +86 (0)574 88 1800 00-6450, cpd@nottingham.edu.cn |
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