We are pleased to introduce this new course to the Cultural Resource
Management Program at the University of Victoria.

Please visit our Program website or contact us for further information and
registration information.

AUDIENCE DEVELOPMENT

Engaging audiences and building sustained relationships requires a
thoughtful mix of programming, marketing, and public relations, grounded on
a firm understanding of audience needs and expectations.
This course focuses on the complex factors that shape visitors' experiences
by exploring
demographic characteristics, behaviours, and learning needs. Building on
case studies at the Royal British Columbia Museum, you strengthen your
ability to:
o       identify current and potential audiences
o       research visitors' reasons for attending and their needs and
expectations
o       recognize barriers to attendance
o       anticipate individuals' learning preferences and characteristics
o       understand ways in which visitors construct meaning
o       recognize how communication, marketing, and tourism influence
audiences
o       design responsive exhibitions, programs, Web sites, services, and
marketing strategies

Instructors: Barbara Soren, Ph.D., is a Toronto-based consultant
specializing in museum audience research, and has conducted and published
audience research studies across a variety of museums (e.g., the Tate
Gallery in Millbank, National Gallery in London, Art Institute of Chicago,
Art Gallery of Ontario, Ontario Science Centre, and Art Gallery of Nova
Scotia). Bill Barkley is Chief Executive Officer of the Royal British
Columbia Museum. Pauline Rafferty, Director of Customer and Corporate
Services, Royal British Columbia Museum, joins the instructors as a resource
person.

Dates: February 5-10, plus preparatory assignment
Please register by: January 10
Fee: $589 Cdn funds (approx. $389 USD, credit and non-credit options)
Travel: Victoria is easily accessible from Seattle and Vancouver
Accommodation: Program staff are pleased to provide information on local
B&B, hotel, and on-campus options  -- some options as low as $25 CAD/night!

--------------------

For more information:

Joy Davis, Program Director
Brenda Weatherston, Program Coordinator
Cultural Resource Management Program
Continuing Studies, University of Victoria
PO Box 3030 STN CSC
Victoria, BC Canada V8W 3N6
Tel: 250 721-8462
Fax: 250 721-8774
Email: [log in to unmask]
Visit our Website! http://www.uvcs.uvic.ca/crmp
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