Teodora-Maria SAS
Muzeul Etnografic al Transilvaniei
sasteo.met@yahoo.com
This paper aims to analyse the role of cultural marketing activities within the Transylvanian Museum of Ethnography and their contribution to increasing the quality of the cultural life of the Cluj community.
The analysis begins with a review of the general museum offer (basic/permanent, educational, complementary and supplementary) which introduces the reader in the field of cultural marketing. It continues with the presentation of the cultural offer of the Transylvanian Museum of Ethnography (MET) during 2019-2020. Thus, the most important temporary exhibitions and cultural events organized and hosted by MET during this period are listed and described, along with the museum research, innovation and entrepreneurial projects/programmes within the national and international cooperation with museum institutions and universities. It also highlights the importance of museum marketing communication on social media during the Covid-19 pandemic.
By its entire cultural offer, the Transylvanian Museum of Ethnography not only demonstrates its relevance within the cultural landscape of Cluj, but also its special contribution to enhancing the cultural life quality of the Cluj community, and also of its national and international visitors.
This paper concludes with suggestions to innovate and diversify the supplementary offer, with the aim to serve the cultural and social needs of the Cluj community and of the museum’s national and international visitors as well, and also to intensify their desire to always return to this cultural institution, unique in the Cluj county.
Keywords: cultural marketing, museum offer, museum research, innovation and entrepreneurial projects, Cluj community, museum mascot