Strategische Planung und Managementpläne für Kulturerbestätten

• Understand the benefit of strategic planning for heritage sites
• Develop visions, missions and value statements for heritage site management processes …
• Design strategic objectives for site management and develop these into strategies and action plan
• Develop monitoring indicators and frameworks to allow for quality assurance of site management plans
• Assess the contents of site management plans and judge their capacity to provide for effective management mechanisms
• Draft management plans for archaeological heritage sites

1) Strategic Planning (50 %) Strategy Analysis – Oral presentation of topic and analysis method in class during the semester followed by a Seminar paper (4000 – 5000 words) 2) Site Management Plans (50 %) Oral group presentation of 45 minutes (corresponding to 15 minutes per person)

Teaching Materials and Literature Although there is an abundance of good textbooks in marketing, there is comparatively little literature on marketing of cultural heritage or non-profit organisations. The following list is therefore a suggestion from which students should choose those which they find most helpful for their taste. 1. Strategic Planning - Andreasen, Alan R/Kotler, Philip., Strategic Marketing for nonprofit organizations, 7 th ed., Harlow/Pearson/2015.- Clegg, Stewart/Schweitzer, Jochen/Whittle, Andrea/Pitelis, Christos, Strategy, Theory and Practice, 2 nd edition, Los Angeles/Sage/2017. - Freedman, Lawrence, Strategy – A History, Oxford/Oxford University Press/2015. - Salaman, Graeme/Asch, David, Strategy and Capability. Sustraining Organizational Change, Malden, Ma./Blackwell/2003. 2 . Site Management - Feilden, Bernhard M., and Jukka Jokilehto. Management Guidelines for Cultural World Heritage Sites. Rome: ICCROM, 1998. - HerO (Scheffler, Nils). Cultural Heritage Integrated Management Plans: Thematic Report 4. Brussels: European Union, 2010. - Ringbeck, Birgitta. Management Plans for World Heritage Sites. A Practical Guide. Bonn: German UNESCO Commission, 2008. - Fitzroy, Peter, James M. Hulbert, and Abby Ghobadian. “Creating Future Direction”. In Strategic Management: the Challenge of Creating Value, 252-291. Oxon: Routledge, 2012. - Karpati, Thomas. Management of World Heritage Sites. The Management Plan as an Effective Tool for the Safeguarding of Heritage. Saarbrücken: VDM Verlag, 2008.

In the event that the module cannot be taught or tested according to the present description (e.g. for reasons of infection protection), the alternatives communicated on relevant platforms (e.g. homepage or Moodle) apply

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