Workshop on Audience Segmentation, Product Development and Branding

ICCE is working with the British Council, Uzbekistan team and the Uzbekistan Foundation for Arts and Culture to deliver a professional development programme for museum professionals. As part of this programme Gerald Lidstone, Sylvia Lahav, and Oonagh Murphy have developed intensive 5-day training courses on topics ranging from curating, education, branding, interpretation and management to social purpose. ICCE are partnered with the Manchester based company Morris Hargreaves McIntyre to co-deliver workshops, lectures and seminars on this programme creating an internationally focussed, world leading curriculum. A curriculum that is supporting museums to become more visitor focussed, diverse and dynamic public institutions. Facilitators also include practitioners from major galleries and museums in the UK.

Dr Oonagh Murphy at the 5 Day Workshop

Dr Oonagh Murphy, Lecturer in BA Arts Management, ICCE
“In May this year I delivered a 5 day workshop on audience segmentation, product development and branding to a smart, engaged and excited group of professionals who were keen to learn from international best practice and eager to put these ideas into practice.

While working in Uzbekistan we were able to see real potential for development within the museum sector. With year on year increases in tourism, this feels like an exciting time for museums in Uzbekistan, and it’s such a pleasure being able to support these museums to develop their offer”

Gerald Lidstone, Director of ICCE
“This initiative builds on over 20 years of work in culturally rich countries in development as well as major institutions such as the Museum of Islamic art Doha. It is important that projects such as this benefit from the new knowledge that staff such as Oonagh can bring”

The Museum Development Programme has featured extensively in Uzbek media, with coverage including: Uzbekistan 24 (National Broadcaster), Sevimly TV, Uzbekistan 24 (radio), The Mag (print publication).