2020暑期國際課程──
「知識櫥窗」的服務創新:國立故宮博物院的文創行銷

 

課程名稱
「知識櫥窗」的服務創新:國立故宮博物院的文創行銷
Service Innovation in the Knowledge Cabinet: Cultural and Creative Marketing at the National Palace Museum

課程日期
109 年 8 月 31 日到 109 年 9 月 5 日

課程簡介
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。

授課語言: 英語
授課教師:張瑜倩
協同師資:淵田雄、林國平、毛舞雲、賴芷儀
授課時數: 36 小時( 2 學分課程)
授課方式:密集授課
招生人數規劃: 21 人(含國際學生 7 人)
招生方式:
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 。

課程日期與內容

日期 內容簡介
8月31日(一) 第一節:課程介紹
第二節:臺灣與日本的博物館文創行銷
9月1日(二) 第一節:文創商品開發與行銷
第二節:故宮的服務創新
9月2日(三) 第一節:策展與文創行銷
第二節:世界級博物館的文創行銷
9月3日(四) 故宮參訪
9月4日(五) 第一節 分組討論並確認學習成果發表內容
第二節 學習成果發表
9月5日(六) 反思與回饋

 

報名表單
https://docs.google.com/forms/d/e/1FAIpQLSfevHSqUbITzasE1LNe38lvEFu-6Q9azJJs1Fkfb-XS-zGvZw/viewform

 

 

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
Language: English
Credit: 2
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)
Contact: y.chang@nccu.edu.tw

 

Course Objective
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.

 

Course Description
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:

  1. Taking the National Palace Museum as the learning locale to learn service innovation and marketing in museum practice.
  2. To understand the practice the National Palace Museum operates in cultural marketing
  3. To Introduce practices of cultural and creative industries between Taiwan and Japan
  4. To learn principles of developing cultural products by using museum objects.
  5. 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.

 

Course Schedule

Time

Topics Instructors Readings

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

Takeshi Fuchida

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

 

 

 

Assessment

  1. Class Performance: 20%
  2. Final Project Presentation: 30%
  3. Final Project Written Report: 30%
  4. Peer Review: 10%
  5. Self-Reflection Report: 10%

 

Registration Form
https://docs.google.com/forms/d/e/1FAIpQLSfevHSqUbITzasE1LNe38lvEFu-6Q9azJJs1Fkfb-XS-zGvZw/viewform