| Abstract [eng] |
Marketing strategies of modern museum educational services are aimed at applying innovative methods in order to attract visitors and at the same time preserve the authenticity of museums and their exhibits. Digital marketing solutions are adapted to the needs of different target audiences. The following problematic questions are raised: what marketing strategies of educational services are guided by modern museums? What changes in the organization of educational services of museums would allow to attract more audiences and achieve marketing goals? The object of the work: marketing solutions for educational services in museums. The aim of the work: to identify marketing strategies for museums educational services and predict changes in order to attract more target audiences. Research methods: analysis of scientific literature, statistical data; semi-structured interviews with museum managers and employees responsible for marketing; content analysis. Results. The results of the study revealed, that today's museums are no longer just custodians of exhibits. They are educators who adapt to society's needs and changes, promote learning, and look for new forms and ways of communicating with visitors. Marketing activities in museums are aimed at attracting and attracting more visitors, creating an image, increasing competitiveness, and ensuring income. It turned out that when communicating with the public, museums mostly use social networks, which provide an opportunity to inform and advertise their services for free, share impressions, quickly receive feedback and attract new visitors. When planning marketing strategies in museums, the most important thing is to foresee the mission, set goals that will allow to achieve changes, meet the needs of visitors, foresee communication channels, price of services, factors that will allow to stand out from competitors. The results of the study revealed that museums need changes that would allow them to attract more audiences and achieve marketing goals: create new and update existing educational services, hire marketing specialists, carry out more active communication with the public on social networks, search for sponsors and seek to attract funding, strive that all students' education would be included in the financing of non-formal education of the state. |
