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Please use this identifier to cite or link to this item: https://hdl.handle.net/2445/184909
Definició d’un pla de màrqueting per al Museu de Mataró
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[cat] A l’Àrea Metropolitana de Barcelona trobem molts museus locals que tenen una
escassa afluència de visitants i una baixa significativitat per les seves comunitats. El
Museu de Mataró és una entitat patrimonial centenària que gestiona un conjunt
d’equipaments amb col·leccions de temàtica molt diferent, en una de les ciutats de
la rodalia de Barcelona més afeblides per les darreres crisis econòmiques. La
transformació demogràfica dels últims 60 anys i la irrupció dels nous hàbits de
consum cultural fora de l’esfera pública situa el Museu en la necessitat d’actualitzarse.
Aquest treball pretén explotar el potencial cultural de la institució a partir de la
planificació d’unes estratègies i accions de màrqueting que la posicionin com un
espai de diàleg i escolta al servei de la seva comunitat.
[eng] In the Barcelona Metropolitan Area we find many local museums that have a low influx of admissions and a low significance for their communities. The Museu de Mataró is a century-old heritage organization that manages a set of facilities with collections of very different themes. It is situated in one of the most weakened cities within the vicinity of Barcelona that has been struck by the latest crises of the Catalan economy. The demographic transformation of the city in the last 60 years and the emergence of new cultural consumption habits outside the public sphere place the museum in need of updating. This paper aims to exploit the cultural potential of the institution through the planning of a marketing strategy and the execution of a specific action set. Ultimately, the goal is to position the museum as a relevant space for dialogue at the service of its community.
[eng] In the Barcelona Metropolitan Area we find many local museums that have a low influx of admissions and a low significance for their communities. The Museu de Mataró is a century-old heritage organization that manages a set of facilities with collections of very different themes. It is situated in one of the most weakened cities within the vicinity of Barcelona that has been struck by the latest crises of the Catalan economy. The demographic transformation of the city in the last 60 years and the emergence of new cultural consumption habits outside the public sphere place the museum in need of updating. This paper aims to exploit the cultural potential of the institution through the planning of a marketing strategy and the execution of a specific action set. Ultimately, the goal is to position the museum as a relevant space for dialogue at the service of its community.
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Màster Oficial en Gestió del Patrimoni Cultural i Museologia, Facultat de Geografia i Història, Universitat de Barcelona. Curs: 2020-2021. Tutor: Laporte Roselló, Antoni
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MAÑAS JOLIS, Sergi. Definició d’un pla de màrqueting per al Museu de Mataró. [consulted: 13 of June of 2026]. Available at: https://hdl.handle.net/2445/184909