Reinwardt Academy Lecturers at work in Singapore
Arts and culture professionals in Singapore are trained at the end of April by lecturers of the Reinwardt Academy of the Amsterdam School of the Arts. The training is organized in collaboration with the National Heritage Board Academy Singapore.

A training of four workshops
The training Cultural Marketing in a Changing World consists of workshops in which the participants explore how to reach out to their audiences and stakeholders, become more efficient and increase business results after research and analyzing. The lecturers will be using case studies, examples and successful projects from the Netherlands.

• Big data and how to get to know your audience by Johanna Bosch. Using the Case of the Dutch Museum Card (over 1 mil Members) and the analyses of the data: gain insights into what you can get out of common data.
• Your audience is your best marketing tool by Marjan Otter. “Direct contact with your (potential) audience is rare but when it happens it is very rewarding and stimulating.” How do Dutch museums connect to audience segments that are difficult to reach and attract.
• Business modelling for cultural enterprises by Marc Pil. Participants will be introduced to the concept of business models using Business Modeling Canvas, by Alexander Osterwalder. With innovative examples from the Netherlands new possibilities will be researched to apply theory in daily practices.
• Working together on business & marketing by Björn Stenvers. The case study of all 44 Amsterdam Museums will be shared to illustrate how to gain more ROI (Return on Investment) by together entrepreneurship of museums, city marketing, government and business.