Service Innovation in the Knowledge Cabinet: Cultural and Creative Marketing at the National Palace Museum
109 年 8 月 31 日到 109 年 9 月 5 日
本課程為科智所、中文系、 創新與創造力研究中心 之合開課程，透過具體文物的接觸，帶領同學進入歷史、藝術、展示、創意設計與行銷等學理知識或實務運作的世界。課 程採取國際與本國學生共同組成的小組學習模式，詮釋與反思華人文物與文化，並在此過程中促進不同國家學生的相互學習、協作。
授課時數： 36 小時（ 2 學分課程）
招生人數規劃： 21 人（含國際學生 7 人）
1. 對內招生：優先招收日文系、中文系、科智所、人文創新學程之碩士、學士生， 餘額 得由他系所學生依序遞補。
2. 對外招生：(1)招收世界各地之國際學生，包含已在臺灣各大專院校就讀大學部或研究所之學位生、交換生、短期訪問生 。(2)邀請日本長崎大學多文化社會學部、立命館大學文學部、早稻田大學，選薦同學參加 。
Service Innovation in the Knowledge Cabinet:
Cultural and Creative Marketing at the National Palace Museum
Instructor: Dr. Yu-Chien Chang (National Chengchi University, Taiwan);
Dr. Takeshi Fuchida (Tama Art University, Japan)
NPM Instructors: Dr. James Quo-Ping Lin; Dr. Chih-I Lai; Ms. Wu-Yun Mao
Number of students: 21 (including 7 international students and 14 local students)
Course Duration: 31 August 2020 ~ 6 September 2020 (intensive course)
Classroom: 260102 (Building of Commerce)
The creative economy has become a powerful transformative force in the world today. A greater proportion of the world’s intellectual capitals and creative resources is now being invested in both cultural and creative industries. It is one of the most rapidly growing sectors in terms of income generation, job creation and export earnings. Taiwan government promulgated ‘Law for the Development of the Cultural and Creative Industries’ in 2010 to actively exploit the domestic and overseas market. For the past few years, not only the government but also the industries have put much efforts and investment into these industries.
This course welcomes students from different academic backgrounds and nationalities. Co-work with one of the top museums in the world, the National Palace Museum, as well as Tama Art University Museum to deliver this course, in order to give a disciplinary perspective. In addition, this course will provide an understanding on the development of creative economy in the world (in particular Taiwan and Japan) and practice for students who are interested in developing cultural products.
This course will include a combination of lectures, practical workshops, exercises as well as museum visits. This course is also designed to operate at different levels of learning. It focuses on case studies, discussions as well as group project. Students are asked to read textbook chapters and cases before each class and to participate in intensive and interactive discussions.
This course focuses on contemporary approaches to cultural and creative industries, in particular service innovation and marketing; moreover, how the museum sector operates in this competitive environment. By the end of the course, students should be able to:
- Taking the National Palace Museum as the learning locale to learn service innovation and marketing in museum practice.
- To understand the practice the National Palace Museum operates in cultural marketing
- To Introduce practices of cultural and creative industries between Taiwan and Japan
- To learn principles of developing cultural products by using museum objects.
- To work with people in different academic backgrounds and nationalities and to enhance skills in international and interdisciplinary collaborations.
This is a hands-on course, which means the students are expected not only to understand the fundamental knowledge but also to apply them in the real world.
31 August (Monday)
|9:00-12:00||Course Introduction||Yu-Chien Chang||TBC|
|14:00-17:00||Introduction of practices of cultural and creative industries between Taiwan and Japan, in particular the museum industry||Yu-Chien Chang
|Chinese Association of Museums (2010), Enjoy Taiwan’s Museum”
|1 September (Tuesday)|
|9:00-12:00||Cultural Product Development and Marketing||Yu-Chien Chang||NEMO (2017), “Museum and Creative Industries in Progress”|
|14:00-17:00||Service Innovation in museums||Dr. James Quo-Ping Lin (NPM)||Tsaih, R.-H., Lin, J. Q.-P. & Chang, Y. (2014). National Palace Museum and service innovations. IT Professional 4(7), pp. 1-24.|
|2 September (Wednesday)|
|9:00-12:00||Curating and Cultural & Creative Marketing||Dr. Rebecca Chi-I Lai (NPM)||McKenna-Cress, P. & Kamien, J. (2013). Creating Exhibitions. New York: Wiley.|
|14:00-||Cultural & Creative Marketing in world-famous museums||Dr. Yu-Chien Chang||Rodner, V., Preece, C. & Chang, Y. (2019), Country branding through the arts: The role of museums in positioning nation on the global market. In Ekstrom, K. M. (ed.), Museum Marketization: Cultural Institutions in the Neoliberal Era. London: Routledge|
|3 September (Thursday) – NPM visit|
|9:00-12:00||Cultural licensing strategies at the NPM||Wu-Yun Mao||Pantalon, R. E. (2013), Managing Intellectual Property for Museums. Geneva: WIPO.|
|13:00-17:00||NPM visit – exploring museum objects and preparing for the product development|
|4 September (Friday)|
|9:00-12:00||Polish the prototype of cultural products||Yu-Chien Chang|
|14:00-17:00||Final presentation||Yu-Chien Chang Takeshi Fuchida|
|5 September (Saturday)|
|9:00-12:00||Final wrap-up||Yu-Chien Chang Takeshi Fuchida|
|14:00-17:00||Reflection and Feedback||Yu-Chien Chang|
- Class Performance: 20%
- Final Project Presentation: 30%
- Final Project Written Report: 30%
- Peer Review: 10%
- Self-Reflection Report: 10%