Managing Museums in the 21st Century, a My Armenia Program series from edX

"Managing Museums in the 21st Century" is a course brought to you by the Smithsonian Institution with support from the United States Agency for International Development (USAID). Parts of this course were developed for the My Armenia Program, a collaborative program of the people of Armenia, USAID, and the Smithsonian Institution.

This course provides a broad introduction to various aspects of operating a museum. It considers the myriad ways that museums attract and engage visitors onsite and online. It also considers ways museums must be creative in seeking funding. Though museums have existed for hundreds of years, they are always changing, and that change has only accelerated over the last few years as content generation has increased, demands on people's time have increased, audience expectations have evolved, technology has changed, and new approaches to museum exhibitions and programs have taken shape.

This course is made up of four sections, each designed to share information and perspective, while offering moments for thought and reflection that you can apply to your work.: Exhibition Design and Interpretation, Public Programs, Social Media and Outreach, and Fundraising.

We’ve designed this course to address content with a range of audiences in mind, with particular focus on early-career museum professionals or mid-career professionals who have an interest in refreshing their understanding of function areas outside of their core expertise. This course is not intended to serve as a primer for operating a museum, but rather as a resource for thinking about different approaches to museum operations and activities as shared by a number of diverse Smithsonian professionals.

What you'll learn

Through examples and case studies from the Smithsonian and My Armenia Program, you’ll develop a broader understanding of the approaches, tools, and techniques for designing and interpreting exhibitions, developing and implementing public programs, managing social media and outreach, and fundraising.

The first section of this course looks at exhibition design and interpretation. It reviews exhibition audience types and discusses different ways to curate and conceive narrative delivery. Lastly, it briefly provides recommendations for creating engaging museum labels.

The second section of this course discusses public programs - how to design and implement them both onsite in the museum, as well as online. Public programs are an important means of engaging lifelong learners, attract new visitors, and can be a valuable source of revenue for museums.

The third section of this course explores social media and outreach. More and more, the public seeks and finds information about museums through social media, so it has become an increasingly important tool for both promotion as well as content creation and delivery.

The final section of this course discusses fundraising and how museums must think creatively about revenue generation. Different countries approach formal fundraising differently - some cultures have more developed philanthropic environments than others. This section acknowledges that fundraising itself is really an art, and museums need to be both resourceful and resilient when approaching ways to raise funds.

Good to know

Know what's good

, what to watch for

, and possible dealbreakers

Designed for early- or mid-career museum professionals, addressing content to all levels

Provides a broad overview of museum operations, including exhibition management, public programming, outreach initiatives, and fundraising

Emphasizes the importance of audience engagement and content delivery across various platforms

Features case studies and examples from the Smithsonian and My Armenia Program

Taught by professionals from the Smithsonian Institution, bringing real-world insights into museum operation

Activities

Be better prepared before your course. Deepen your understanding during and after it. Supplement your coursework and achieve mastery of the topics covered in Managing Museums in the 21st Century, a My Armenia Program series with these activities:

Review museum exhibition design principles

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Bolster your foundational knowledge of this topic to enhance your learning throughout this course

Browse courses on Exhibition Design

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Review core principles of exhibition design
Explore different types of museum exhibitions
Analyze successful exhibition designs
Identify key considerations for exhibition planning

Review exhibition design principles

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Reviewing exhibition design principles will lay a stronger foundation for learning about exhibition design and interpretation.

Browse courses on Exhibition Design

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Read articles or books on exhibition design principles.
Visit museums and pay attention to how exhibitions are designed.

Discuss public programs with other museum professionals

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Discussing public programs with other museum professionals will cement understanding of the topic.

Browse courses on Museum Education

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Find other museum professionals who are interested in discussing public programs.
Schedule a time to meet and discuss public programs.
Share ideas and best practices for public programs.

Four other activities

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Develop a museum public program proposal

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Gain hands-on experience in designing and planning museum programs to deepen your understanding of this aspect of museum operations

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Identify a target audience and program goals
Develop a program concept and outline
Research and secure resources
Create a program budget and timeline
Write a program proposal

Follow tutorials on how to use social media for museums

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Following tutorials on social media for museums will provide practical guidance.

Browse courses on Social Media Marketing

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Search for tutorials on social media for museums.
Follow the steps in the tutorials to learn how to use social media effectively for museums.

Create a social media campaign for a museum exhibition

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Develop your skills in creating engaging social media content specifically tailored to the needs of museums

Browse courses on Social Media

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Define campaign goals and target audience
Develop a creative concept and content calendar
Create engaging social media posts
Measure and evaluate campaign results

Practice writing fundraising proposals

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Practicing writing fundraising proposals will build skills and knowledge that will be applied directly in the Fundraising section of the course.

Browse courses on Grant Writing

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Brainstorm ideas for fundraising proposals.
Research potential funders.
Write a draft of a fundraising proposal.
Get feedback on your draft.
Revise and finalize your proposal.

Career center

Learners who complete Managing Museums in the 21st Century, a My Armenia Program series will develop knowledge and skills that may be useful to these careers:

Exhibition Designer

Exhibition Designers plan and create museum exhibits. They work with curators, fabricators, and other professionals to bring exhibitions to life. This course can help someone become an Exhibition Designer by providing insights into the design and interpretation of exhibitions.

See salaries and explore the career path for Exhibition Designer

Museum Educator

Museum Educators develop and implement educational programs for museum visitors. They work with teachers, students, and the general public to create engaging and informative learning experiences. This course can help one become a Museum Educator by providing insights into public programs, social media, and outreach.

See salaries and explore the career path for Museum Educator

Museum Preparator

Museum Preparators prepare museum exhibits for display. They work with curators, designers, and other professionals to ensure that exhibits are installed safely and aesthetically. This course can help someone become a Museum Preparator by providing insights into exhibition design and interpretation. It also discusses managing social media and outreach, which is increasingly important for modern museums.

See salaries and explore the career path for Museum Preparator

Museum Manager

Museum Managers oversee the day-to-day operations of museums and galleries. They work with directors, curators, and other professionals to manage budgets, plan exhibits, and serve the public. This course can help someone become a Museum Manager by providing insights into exhibition design, public programming, and fundraising.

See salaries and explore the career path for Museum Manager

Museum curator

Museum Curators develop, maintain, and interpret collections. They conduct research, write labels and publications, and oversee loans and acquisitions. This course provides the kind of knowledge that can help someone succeed as a Museum Curator. The insights into exhibition design, public programming, and outreach can be particularly beneficial. It also discusses different ways to approach fundraising, a critical skill for many modern museums.

See salaries and explore the career path for Museum curator

Museum Marketing Manager

Museum Marketing Managers develop and implement marketing campaigns for museums and galleries. They work with curators, public relations professionals, and other professionals to promote exhibitions and programs to the public. This course offers insights into public programs, social media, and outreach. It also covers fundraising, which can be increasingly important for modern museums.

See salaries and explore the career path for Museum Marketing Manager

Museum Librarian

Museum Librarians manage and provide access to museum libraries. They work with researchers, curators, and other professionals to ensure that library collections are properly preserved and accessible. This course may be useful to someone wanting to become a Museum Librarian by providing insights into exhibition design, public programming, and outreach.

See salaries and explore the career path for Museum Librarian

Museum Development Officer

Museum Development Officers raise funds for museums and galleries. They work with donors, foundations, and other organizations to secure financial support for exhibitions, programs, and acquisitions. This course may be useful to someone wanting to become a Museum Development Officer by providing insights into exhibition design, public programming, and outreach.

See salaries and explore the career path for Museum Development Officer

Museum Director

Museum Directors oversee the day-to-day operations of museums and galleries. They establish and manage budgets, plan exhibits, maintain collections, and serve as the public face of their institution. This course may be useful to someone aiming to become a Museum Director by offering insights into exhibition design, public programming, and fundraising. It may also serve as a refresher for seasoned Museum Directors seeking to expand their skills.

See salaries and explore the career path for Museum Director

Museum Conservator

Museum Conservators preserve and restore museum collections. They work with curators, scientists, and other professionals to ensure that collections are properly preserved and accessible. This course may be useful to someone wanting to become a Museum Conservator by providing insights into exhibition design, public programming, and outreach.

See salaries and explore the career path for Museum Conservator

Museum Registrar

Museum Registrars manage the administrative and legal aspects of museum collections. They track acquisitions, loans, and deaccessions, and ensure that collections are properly documented and stored. This course may be useful to someone wanting to become a Museum Registrar by offering insights into exhibition design, public programming, and fundraising. It also covers managing social media and outreach, which is increasingly important for modern museums.

See salaries and explore the career path for Museum Registrar

Museum Technician

Museum Technicians provide technical support for museum collections. They work with curators, conservators, and other professionals to ensure that collections are properly preserved and accessible. This course may be useful to someone wanting to become a Museum Technician by providing insights into exhibition design, public programming, and outreach.

See salaries and explore the career path for Museum Technician

Museum Archivist

Museum Archivists manage and preserve historical documents and artifacts. They work with researchers, curators, and other professionals to ensure that collections are properly preserved and accessible. This course may be useful to someone wanting to become a Museum Archivist by providing insights into exhibition design, public programming, and outreach.

See salaries and explore the career path for Museum Archivist

Managing Museums in the 21st Century, a My Armenia Program series

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