On 12 May, 2016, a seminar on strategic planning in cultural institutions was held in the Moscow Museum of Modern Art. The third seminar completed the educational cycle titled “Cultural Marketing: Diversification of Resources” which was launched by Aksenov Family Foundation, Vladimir Smirnov and Konstantine Sorokin Foundation, and Avesta Group in 2015 – 2016. The heads of Avesta Group, an international planner and operator that caters for the culture industries, Paul Alezraa and Annabelle Diot were appointed speakers of the seminar.
The seminar provided a deep insight into the importance of strategic planning which is essential for a successful development of an institution despite potential risks and adjustments to the execution of a plan caused by the economic instability. Alezraa and Diot clarified the ideas behind foundation statements which should be defined by an organization and help its founders as well as directors and employees to fulfill the plan. Thinking over the experience of successful international cultural institutions, the speakers revealed the difference between objectives, goals, and tasks, and told about the ways of internal and external environmental analysis. Participants of the seminar guided by the speakers tried to carry out microanalysis of their projects in order to identify their strengths and weaknesses and to develop methodologies of actions.
The speakers revealed the difference between objectives, goals, and tasks, and told about the ways of internal and external environmental analysis.
The accomplished programme has been highly appreciated by the participants; within its course some of them have already had an opportunity to practice new ideas and skills. They claimed their interest in the upcoming events and suggested other significant topics for discussion: e.g., legal aspects of patronage and sponsorship, human resources management in cultural institutions, etc.
The final seminar of the cycle does not bring partnership of the three organizations to an end. Planned are a release of educational booklets based on the seminar materials and a round table which will raise new topics dealing with long-term planning: What is the difference between strategic planning in business and cultural institutions? What do these two sectors have in common? What can they learn from each other?