Cultural Heritage Marketing for Sustainable Tourism

Educational Program in Cultural Heritage Marketing for Sustainable Tourism.

The “Cultural Heritage Marketing for Sustainable Tourism” program is the collaboration between the Athens University of Economics and Business (AUEB) and of Excelixi S.A. - Centre of Sustainable Entrepreneurship, which is part of Piraeus Bank. This partnership ensures a world-class tuition and an interdisciplinary learning environment. A critical element is provided by Piraeus Bank Group Cultural Foundation (PIOP), that supports the preservation and showcasing of Greece's cultural heritage, with an emphasis on production history, and promotes the integrated management of cultural and natural heritage. Presentations on the strategy and operational plan of PIOP as well as visits to Museums of PIOP in the Greek countryside, will provide a close look to the specific elements of a cultural organization. 

The course introduces trainees to the basic concepts of marketing in the cultural heritage sector by paying particular attention to the environment in which an organization operates. The environmental factors that have an influence on the formulation of the marketing strategy are examined with particular emphasis being placed on the history of a place-destination along with the existence of monuments, museums and cultural activities in this destination.

The fundamental aim is to help participants extend their ability to think systemically and approach the principles of marketing in the aforementioned sectors through a holistic manner.

Learning outcomes:
The program will help trainees to:
Understand the factors that are related to the internal and external environment of an organization that operates in the cultural heritage industry and have an influence on its operations and long-term survival in the market.
Acknowledge the significance and contribution of the marketing function for such an organization and its relationship with the overall business strategy. 
Develop an integrated marketing plan.
Comprehend how cultural heritage marketing can lead to sustainability in tourism.

Educational methods:
Training is delivered with diverse instructional methods. On the one hand, it is based on lectures, case studies, individual and group works and videos, while on the other hand, field trips and workshops with experts in selected geographical areas of cultural heritage interest are part of the main program. During the study period, the trainees will prepare an actual marketing plan for a cultural heritage organization that will be presented during the last day of the lectures. Time for study and teamwork are also included in the program.

Target audience:
The course welcomes applications from upper-year undergraduates, master’s degree students and all other faculties, including art history, tourism marketing, cultural heritage management, archaeology and anthropology. Professionals and non-specialists in related fields may also apply.

Scientific Team - Rapporteurs:
Scientific Supervisor: Assistant Professor Konstantinos Indounas

Rapporteurs: Assistant Professor Konstantinos Indounas, Dr. Georgia Zouni

Program Duration:
The duration of the program is two weeks (the first two weeks of July 2017). The place of implementation will be the headquarters of Excelixi S.A. - Centre of Sustainable Entrepreneurship.

How to apply:
All applications for the Summer School are made online and are not subject to a fee. We have tried to make the process as easy as possible, allowing you to complete the application form at your own pace. Supporting documents should be attached electronically to your application.

As part of the application form you will need to upload scanned copies of the following documents:

  • A short motivation letter: A short written statement (up to 500 words) outlining your reason(s) for choosing the course and what you hope to gain from the Summer School programme.
  • Curriculum vitae (CV)
  • Student records including passed courses and marks obtained during the undergraduate program. An official table explaining the grading system used at the home university (indicating the minimum and maximum achievable scores) must be attached.
  • Most recent English language test certificate (B2 level)
The application’s deadline is May 31, 2017. Summer School on Cultural Heritage Marketing for Sustainable Tourism applications are on a rolling basis, as they are received. You will be notified regarding the acceptance or not of your application, by June 6, 2017. This means that a course may fill up before the application deadline. We encourage you to apply early to secure a place!

To avoid delays to your application it is imperative that you submit a complete application, uploading all requested documentation, and supplying correct referee details through our online application system. Please note that you should not send in hard copies of documents when submitting an application.

Good luck with your application!

On-line registration: Find it here.

Brochure: Find it here.


Petros Kalkanis, Head of Educational Services of AUEB Vocational Training Center

Georgantzi Elena, Head Secretary