The Role of Museum Marketing Departments During the Exhibition Development Process

Abstract

This research study explores the role of museum marketing departments during the exhibition development process. Literature suggests a trend of museum marketing departments becoming increasingly involved in the exhibition development process. For-profit internal marketing strategies provide strategic comparison to the best practices and benefits attributed to the increased involvement of the marketing department during the exhibition development process. The Museum of History & Industry, Pacific Science Center, Henry Art Gallery, and Museum of Flight serve as case studies for the role of museum marketing departments during the exhibition development process. Interviews with museum marketing professionals at each institution shed light on how marketing is involved with the exhibition development process, the best practices of that role, steps to achieve the best practices, and the benefits of achieving the best practices stated. Analysis and discussion reveal increased marketing involvement during the exhibition development process. Emerging trends include; involvement of the marketing department from concept to launch, recognition of benefits to good communication throughout the exhibit development process, and an alignment of the interviewed museums' best practices of marketing departments during the exhibit development process.