Christmas at the Manor : event marketing for Historical Museum of Lahti
Lehtimäki, Mimmi (2025)
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-202502203162
https://urn.fi/URN:NBN:fi:amk-202502203162
Tiivistelmä
This thesis aims to see how event marketing will fit into the marketing mix for museums and study what advantages and disadvantages this provides. First it establishes how museums are marketed and why it is done. Then it introduces the basics event marketing and through a literature review and case study shows how and when event marketing becomes a viable strategy for museums.
As stated above the thesis utilizes a case study and thusly a qualitative method to research its topic. Within the case study a comparison case is offered to more deeply study the topic. The case company is the Historical Museum of Lahti which was reopened recently. It is compared to museum Milavida in Tampere. These cases were chosen for their similar histories and sizes but very different approaches to marketing.
Since this thesis is a case study at its bases its results are specific to this case. It doesn’t aim to broaden its results to universal laws as that would require further and much broader research.
As stated above the thesis utilizes a case study and thusly a qualitative method to research its topic. Within the case study a comparison case is offered to more deeply study the topic. The case company is the Historical Museum of Lahti which was reopened recently. It is compared to museum Milavida in Tampere. These cases were chosen for their similar histories and sizes but very different approaches to marketing.
Since this thesis is a case study at its bases its results are specific to this case. It doesn’t aim to broaden its results to universal laws as that would require further and much broader research.