Plano museológico na perspectiva mercadológica: um estudo de caso no Museu de Arte Murilo Mendes (MAMM) da Universidade Federal de Juiz de Fora (UFJF)

Abstract

This research was produced under the Professional Master in Public Administration (PROFIAP / UFJF) of the Administration and Accounting Sciences course of UFJF. This paper addresses a study about the university museums in particular the Murilo Mendes Art Museum (MAMM) of UFJF, facing the museal politics changes in the last decade with focus in the management and search of professionalization. The study investigates the issue from the perspective of the Dean of Culture, the MAMM Superintendence and the technical leaders of the Museum's Educational Action, Cultural Dissemination and Museology Divisions. From this perspective, this paper has as its guiding question: how can MAMM management develop marketing strategies to position the museum's image, expand visitation and increase fundraising? In order to answer the question, the general objective is to analyze MAMM's museological plan from the perspective of the marketing mix in order to consolidate the image, expand visitation and increase fundraising. To this end, a bibliographic study was carried out about the theories of culture, strategic marketing planning, service marketing and marketing for museological institutions. This is a qualitative research that used as data collection instruments the documentary analysis, the semi-structured interview and the content analysis. As a result, it was identified that the Museum does not use its museum plan as a strategic planning tool, as the proposed guidelines do not have adequate dimensioning, as well as there are no implementation and monitoring processes, which makes it difficult to guarantee the effectiveness of the proposal. At the end we propose an action plan that aims to contribute to the improvement of the museum plan from the perspective of the marketing mix based on the 7Ps of marketing (product, price, place, promotion, people, processes and physical evidence) based on the elaboration of guidelines and actions of the museum plan within the market perspective, the construction of an instrument for the implementation of the proposed actions and monitoring of the Museum results and the management of the MAMM from the marketing perspective.