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Teaching Heritage Business and Marketing: A Solution for Heritage Preservation

  • Sandra L. López Varela (a1)

This article discusses the effectiveness of Mexico’s national heritage business model within a context of economic growth, infrastructure development, and structural shifts that pose risks to the preservation of heritage resources. To meet these challenges, the future heritage professional requires a training profile that most archaeology departments in Mexico are unable to accommodate. Recognizing the importance of cultural resources management (CRM) and heritage business and marketing skills, the BA program in Development and Intercultural Management, offered at the Universidad Nacional Autónoma de México, is exploring new ways to create business models to finance heritage preservation. In an emergent economy, many students lack the opportunity to pursue higher education degrees, joining the labor market at a very early stage in their careers, without much knowledge of how to make heritage a lever for economic growth. Thus, a goal of this article is to encourage the early teaching of business and marketing in programs around the world by demonstrating how such training opportunities are opening up unimaginable career avenues for the future heritage professional in Mexico.

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This list contains references from the content that can be linked to their source. For a full set of references and notes please see the PDF or HTML where available.

Ana María Alonso 2004 Conforming Disconformity: “Mestizaje,” Hybridity, and the Aesthetics of Mexican Nationalism. Cultural Anthropology 19(4):459490.

María José del Barrio , Luis César Herrero , and José Ángel Sanz 2009 Measuring the Efficiency of Heritage Institutions: A Case Study of a Regional System of Museums in Spain. Journal of Cultural Heritage 10:258268.

Xavier Greffe 2004 Is Heritage an Asset or a Liability? Journal of Cultural Heritage 5:301309.

Massimiliano Mazzanti 2003 Valuing Cultural Heritage in a Multi-attribute Framework Microeconomic Perspectives and Policy Implications. Journal of Socio-Economics 32:549569.

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Advances in Archaeological Practice
  • ISSN: -
  • EISSN: 2326-3768
  • URL: /core/journals/advances-in-archaeological-practice
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