The societal marketing concept advocates that for an organization to be relevant to the community of operation, it must put in place programmes that will serve the interests and the needs of the public. This statement is what all museums purport to be there for, as espoused by ICOM’s definition in 1990. The trend in the history of museums all over the world shows that museums have generally attracted people of above average education and wealth. Thus there is restricted visitorship, and museums have failed to communicate with broader society, especially the core stakeholders. The National Museum of Ilorin in Nigeria puts up various programmes such as youth and women skill acquisition centres, adult literacy classes, children’s Saturday art clubs, an ICT centre, a pottery centre, and a hair plaiting salon, to mention a few. The hitherto obscured museum, located in the highbrow Government Reserved Area (GRA), became a beehive of activities for the literate, the illiterate, and the stakeholders alike. These people were motivated to identify with the museum that was alien to them initially. The result was that the visitorship and level of participation of stakeholders became heightened through the use of the social responsibility principle.
|Keywords:||Museums, Marketing, Visitors, Stakeholders|
Deputy Director, Department of Monuments, Heritage and Sites, International Council Of Museums (ICOM), Abuja, FCT, Nigeria
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