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Teaching Heritage Business and Marketing

A Solution for Heritage Preservation

Published online by Cambridge University Press:  16 January 2017

Sandra L. López Varela
Sandra L. López Varela*
Affiliation:
Universidad Nacional Autónoma de México, México (slvarela@comunidad.unam.mx)
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Abstract

This article discusses the effectiveness of Mexico’s national heritage business model within a context of economic growth, infrastructure development, and structural shifts that pose risks to the preservation of heritage resources. To meet these challenges, the future heritage professional requires a training profile that most archaeology departments in Mexico are unable to accommodate. Recognizing the importance of cultural resources management (CRM) and heritage business and marketing skills, the BA program in Development and Intercultural Management, offered at the Universidad Nacional Autónoma de México, is exploring new ways to create business models to finance heritage preservation. In an emergent economy, many students lack the opportunity to pursue higher education degrees, joining the labor market at a very early stage in their careers, without much knowledge of how to make heritage a lever for economic growth. Thus, a goal of this article is to encourage the early teaching of business and marketing in programs around the world by demonstrating how such training opportunities are opening up unimaginable career avenues for the future heritage professional in Mexico.

En las siguientes páginas se analiza la efectividad del modelo nacional de preservación del patrimonio cultural para enfrentar el crecimiento económico de México. El desarrollo económico requiere de la expansión de infraestructura, la cual tiene el potencial de interferir con la preservación del patrimonio cultural. El enfrentar estos retos requiere de la formación de un profesionista con un perfil distinto al que ofrecen la mayor parte de los departamentos de arqueología. Al reconocer la importancia de la administración de recursos culturales y la necesidad de generar habilidades en torno a la administración de negocios y mercadotecnia, la Licenciatura en Desarrollo y Gestión Interculturales que ofrece la Universidad Nacional Autónoma de México introduce una nueva forma de pensar en el futuro profesionista, que le permite crear nuevos modelos de negocios para financiar la preservación del patrimonio cultural. En las economías emergentes, los estudiantes no siempre tienen la oportunidad de estudiar posgrados y se unen al mercado laboral sin saber como transformar al patrimonio cultural en una herramienta de crecimiento económico. Por lo tanto, el objetivo de este artículo es motivar el interés por enseñar estas disciplinas a nivel licenciatura en otros programas alrededor del mundo, demostrando como esta formación permite al profesionista incursionar en campos inimaginables de la preservación del patrimonio cultural.

Type
Research Article
Information
Advances in Archaeological Practice , Volume 2 , Issue 2 , May 2014 , pp. 80 - 90
Copyright
Copyright © Society for American Archaeology 2014

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