Date Presented

Spring 5-1-2006

Document Type


Degree Name

Bachelor of Arts


Communication Studies

First Advisor

Barbara Rothermel

Second Advisor

Edward DeClair

Third Advisor

Stefan Nicovich


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.


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