Museum Management  ©

British Council  Uzbekistan 

The Museum Management programme is the joint project of the British Council, the Art & Culture Development Foundation under the Ministry of Culture of Uzbekistan and Goldsmiths University. It is two-year arts management professional development programme for museums and galleries in Uzbekistan with specific focus on management of modern museums; audience development, marketing and communication; education and learning programmes; facility and project management. The programme content is based on British experience in museum management. 

The programme consists of several phases – courses from leading UK specialists in this field and includes sessions on understanding of international practice in museum management, project management, marketing and communication aspects. According to the course lecturers, with all its theoretical format, the material will be as much “working”. The participants will be able to apply the knowledge they gained during the course while designing their museums calendar plans for 2019.

The course participants are representatives of the State Museum of Applied Arts of Uzbekistan, State Museum named after Savitskiy (Karakalpakstan), House-museum of Aybek, State Museum of Art of Uzbekistan, the Art & Culture Development Foundation under the Ministry of Culture of Uzbekistan.

Within the framework of the programme, two weekly trainings have already taken place with the participation of leading experts from the UK. In addition a series of other workshops are planned for coming next two years.

Programme modules

The Museum Management programme includes the following modules: 

  • Management of modern museums: Curation to Audience, local and international.
  • Audience development: marketing and communication 1
  • Audience development: marketing and communication 2 
  • Education and learning programmes;
  • Facility and project management.
  • Leadership/Entrepreneurship

Module 1 delivered by Dr.Sylvia Lahav and Virginia Button on 17-21 December 2018

Modul 1 outline: Management of modern museums: Curation to Audience, local and international.

  • Introduction to Visual Arts Management: What, Who, Why and How? 
  • An Introduction to a Creative Approach to Curating
  • Visual Arts Management 
  • Curatorial Narrative: Intelligence – A Case Study
  • Tate Modern: A model in creative entrepreneurship
  • Collaborations and Innovative cultural management
  • Sponsorship and Education: Giant Spiders and Enormous Suns


Module 2 delivered by Dr.Gerald Lidstone and Geraldine Morris on 4-8 February 2019

Module outline: Audience development: marketing and communication 1

  • Introduction to Audience Development in Museums 
  • The evolution of marketing in the cultural sector
  • Understanding Audience needs and motivations 
  • Vision-led, outcome / audience focused strategic planning 
  • The Audience Development Planning process
  • Becoming an audience focused organisation: The Seven Pillars of Audience Focus  
  • Vision and mission: who you are and what you do
  • Barriers: why people don’t engage
  • Market research for museums
  • Choosing the strategy and setting objectives
  • Market positioning
  • Brand
  • Communications 
  • The Audience Development Toolkit

Programme trainers

Sylvia Lahav, Sylvia Lahav is a Lecturer at Goldsmiths University in the Department of Creative and Cultural Entrepreneurship. She teaches a number of courses, Education, Interpretation and Communication in the Art Museum which is based on her experience of working for over twenty years in five of London's major museums: Tate Britain, Tate Modern, the National Gallery, the National Portrait Gallery and the V&A. She has a diploma in Fine Art from the Byam Shaw School of Art, (University of the Arts), a first degree from the Open University, an MA from Birkbeck college and a PhD from the University of London. 

Virginia Button, Director of Falmouth School of Art, UK, a former custodian in the British Tate Gallery (Tate Britain). She is an experienced academic leader and manager, art historian, writer, curator, teacher and consultant. In the Museum Management course, Virginia talks about the curatorial aspect and about the experience of managing and holding large scale cultural events.

Dr. Gerald Lidstone, London, Goldsmiths, Director of the Institute for Creative and Cultural Entrepreneurship. Director of the Institute for Creative and Cultural Entrepreneurship at Goldsmiths, University of London. Founder of the MA Arts Administration and Cultural Policy and co-founder of the MA in Creative and Cultural Entrepreneurship programme and the MA in Cultural Policy, Relations and Diplomacy. He has worked for over twelve years on behalf of The Ministry of Culture and Information in Viet Nam establishing Arts Management education in Hanoi University of Culture, funded by the Ford Foundation, well as being awarded the national medal for culture in Viet Nam. He was also the director of a four-year British Know-How Fund (Foreign Office) project establishing arts management education in Slovakia. An outcome of this was the publication of the first book on arts management in Slovak and the British Council project Closer to the Museum.

Gerri Morris, Manchester, Founding Director of Morris Hargreaves McIntyre. Morris Hargreaves McIntyre is a leading strategy and research consultancy working internationally across the cultural, heritage and charities sector.  She has been part of the UK cultural sector for the past 35 years leading on major audience insight projects for such institutions as Tate, National Gallery, British Museum, Art Institute Chicago to name but a few. Gerri has been a leading player in the development of audience focus in museums and galleries in the UK and across the world leading the way in market segmentation, audience diversity and audience development. She initiated a unique major study into the market for temporary exhibitions in 2011 which generated valuable new insights into the most important strategic market for most museums and galleries. Gerri has published and teaches widely and holds an MBA from Manchester Business School.