Our Culture and Heritage International Market Opportunities eLearning

Highlands and Islands Enterprise (HIE) and XpoNorth Heritage have developed an online e-learning programme for culture and heritage organisations which are viewable in an episode by episode playlist here, with links to download learning notes and reference material at the bottom of this article.



The aim of the programme is to help you build your international audience and grow sales to international customers or visitors.

The programme has been designed for managers and decision makers from heritage and cultural organisations including owners, managers and marketing staff of community trusts, museums, arts venues, publishers and craft studios – and volunteers such as trustees.

Initially, this course was delivered in group workshops to culture and heritage organisations in Benbecula and Stornoway at the end of February 2020. At the time of recording in mid-April, Scotland and much of the rest of the world had already been in lockdown for 3 weeks due to the Coronavirus pandemic.

At this stage it looks as though many Scottish businesses and not-for-profit organisations may struggle to survive, particularly those that rely on UK and international visitors, who have been forced to cancel their bookings due to ongoing travel restrictions.

It is important to remain positive. In these circumstances, one of the key aims of the course is to enhance your organisation’s resilience and consider how to adapt your business / organisation to the current circumstances, to improve your ability to come out the other side of this crisis.

The programme encourages you to consider whether it’s possible for you to modify and deliver your products and services , perhaps using digital technology and digital marketing.

The course helps you define your potential international target audience, so you are more focused on meeting the requirements of and marketing to target customers who will generate the greatest profit.

The modules encourage you to consider what you’re current offering and whether it really meets the requirements of international customers and visitors. Could your customers’ experience be further enhanced by developing new products, services and experiences, perhaps though collaboration with like-minded businesses?

It looks at potential methods of reaching international customers and visitors, how working with partners can help you reach a wider international target audience and key issues you need to take into account in dealing with potential partners.

The programme also encourages you consider and revise your organisation’s strategy and develop a practical action plan to support the future development of your business.

To help you take thing forward, HIE suggest participants complete an action plan which you can download and complete on your PC or laptop or print and complete the action plan in writing.

HIE has found organisations are more likely to do something if they write it down and it also enables HIE account managers to work with you on the issues in the plan.

You can download a copy of the slides in PDF format. These include hyperlinks to useful information and resources which can help you research opportunities for your business and help you develop your plan.

The course contains 20 modules in total. Not every module is going to be relevant to all companies, but the programme’s developers suggest you may find it useful to watch each one, as they may give you some ideas you’ve not considered and support the development of your organisation.

Learning resources:


Video by video overview:
https://xponorth.co.uk/assets/...
Action Plan: https://xponorth.co.uk/assets/...
Slide Short Descriptions:
https://xponorth.co.uk/assets/...
PDF of slides used:
https://xponorth.co.uk/assets/...

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