HMUS 546 - The Visitor Experience 1 s.h.

If we are to expect the public to visit, learn from and support our museum, historic house, or educational institution, we must work to understand who “they” are, and how we can best serve their interests while supporting our mission. Thanks to the flourishing use of technology by museum marketing, admissions, and membership professionals, we have the ability to learn more than ever about those who patronize our institutions…and those who don’t. By examining a variety of audience assessment tools ranging from surveys and interviews, to the use of geographic information system (GIS) technology, this course will engage students in the art and science of visitor studies and the visitor experience with the intent that they come away with the appreciation of how important it is to identify, serve, and expand our customer base.