Date Presented

Spring 5-1-2006

Document Type

Thesis

Degree Name

Bachelor of Arts

Department

Communication Studies

First Advisor

Barbara Rothermel

Second Advisor

Edward DeClair

Third Advisor

Stefan Nicovich

Abstract

The purpose of this thesis is to explain the need for a not-for-profit business to have an up-to-date, detailed plan; it will also construct a strategic marketing plan for the Daura Gallery at Lynchburg College using the marketing mix of product, price, place or means of distribution, and promotion. Specific problems of this study include: 1) comparing museum best practices to practices of the Daura Gallery, 2) expanding the Gallery’s market, and 3) increasing relevance of the Gallery for its market. Research was conducted by the review and study of periodicals, scholarly journals, books, and Gallery documents. Resulting from this research are recommendations that will be implemented to increase the amount of visitors to the Gallery, and a variety of strategies to be implemented in order for the Gallery to meet its goals and objectives.

Comments

the right to download or print any portion of this material is granted by the copyright owner only for personal or educational use. The author/creator retains all proprietary rights, including copyright ownership. Any editing, other reproduction or other use of this material by any means requires the express written permission of the copyright owner.

Except as provided above, or for any other use that is allowed by fair use (Title 17, §107 U.S.C.), you may not reproduce, republish, post, transmit or distribute any material from this web site in any physical or digital form without the permission of the copyright owner of the material.