2000 words Marketing Plan of Royal Opera House in London (in 48 hours)

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Lecture Analysis

Analysis – SWOT/ ASEB and Objective Setting

Session Objectives

To consider:

ASEB (SWOT )

Objective setting

Activities

Settings

Experiences

Benefits

Read –

Beeho, A., & Prentice, R. (1995). Evaluating the Experiences and Benefits Gained by Tourists Visiting A Socio-Industrial Heritage Museum: An Application of AESB Grid Analysis to Blists Hill Open-Air Museum, The Ironbridge Gorge Museum, United Kingdom. Museum Management and Curatorship, 14(3), 229-251.

Audit >>>>SW(OT) or ASEB

Analysis – AESB Grid - eg

	ACTIVITIES	SETTINGS	EXPERIENCES	BENEFITS
STRENGTHS
WEAKNESSES
OPPORTUNITIES
THREATS

ASEB - Applied student example

Objectives

Where do we want to be: Set objectives

SMART

Objectives should be (Hardy 1981)

Consistent

Translation

Audit

Theatre Objectives (1981)

Dissemination of Culture

Education and social awareness -

A platform

Creation of community atmosphere AND

An example in the 21st century

Theatre Hullaballoo

Darlington Green Theatre

Strategy & Objectives (Hill 2006)

	Existing Audiences	New Audiences
Current artistic experience	Loyalty building	Audience development
New artistic experience	Audience development	Diversification

For the following are these SMART

Marketing Objective 1:	To increase visitor numbers from outwith Scotland by 25%, from January 2017 to January 2018.
Marketing Objective 2:	To increase museum revenue by 20% from January 2017 to January 2018.