SUNY Oneonta

HMUS 548 Cultural Entrepreneurship

1 s.h.

Cultural entrepreneurship is the philosophy and practice of systematically growing a following, belief, or brand until it creates a self-sustaining environment with enough energy and synergy to positively impact every facet of an institution. This course will explore the cyclical dynamic of the phenomenon that occurs when a product, movement, or organization takes on a life of its own and seemingly has one success after another. Though we might envision music genres, fashion trends, or political parties as having brand recognition, museums also benefit from concentrated efforts to develop a following, i.e. the Smithsonian, the MET and the National Baseball Hall of Fame and Museum, for example. This course will explore how museums large or small can develop a following to benefit its members, supporters, and itself by putting to use some of the tools of the trade.

Prerequisite: HMUS 500.

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