Skill-Set framework of the Heritage Marketer (IO2) : MARHER Project

This publication is an intellectual output of the project “MARHER. Heritage Marketing for competitiveness of Europe in the global market”. The project MARHER has received funding from the Erasmus+ Programme. The European Heritage Marketer Skill-Set Framework (IO2) proposes a definition of Heritage Marketing as a new European professional competence. Developed through a mixed-methods approach, the Skill-Set Framework (IO2) is set to become a point of reference for initiatives aiming to foster Heritage Marketer skills. The framework is structured in two levels of depth. The first level defines four competences groups for Heritage Marketing professionals: Enveloping competences, Connecting competences, Human centering competences, Grounding competences. The second level defines 11 fundamental competences and the third level shows and describes, for each fundamental competence, 35 subcompetences/skills/related abilities. Alltogether, these competences constitute the pillars of the Heritage Marketer as a new professional figure at a European level. The framework has not yet been tested in real settings. Indeed, a subsequent step will be to try it in practice in the context of the Heritage Marketer module learning (IO3) of MARHER Project. Thanks to feedback from practitioners and end-users it will be possible to evaluate and, if necessary, to refine it. The framework can also be used as a basis for the development of curricula and learning activities fostering Heritage Marketer as a new professional competence and as a parameter to assess Heritage Marketing skillsBioekonomikos plėtros fakultetasVytauto Didžiojo universiteta