Coleman Art Museum Case Analysis

MARKETING CASE STUDY

Coleman Art Museum

Instructor: Nguyen Quoc Cuong

Student: PHAN MINH QUYỀN

Part 1: Background information

• The Coleman Art Museum (CAM) is a non- profit corporation located in Universal City, USA, a large metropolitan area in the western United States.

• Founded in 1925, the museum was originally chartered as the Fannel County Museum of Fine Arts, and funded by an annual appropriation from Fannel County.

• In 1997, CAM benefited from a $28 million county bond election. Thus, the construction of a new and expanded facility in central of Universal City was carried out. It had extensive parking availability and access through public transportation.

• In 2000, the name was changed to the Jonathon A. Coleman Art Museum to recognize the museum ‘s major benefactor, Jonathon A. Coleman – who gave a $25 million gift to the museum upon his death.

• CAM is different from other museums because it has displayed both art and history

• Products: providing an inviting setting for the appreciation of art in historical and cultural contexts. Like pre-Columbian, African, and Depression-era art, European, and American decorative arts.

• Services: the skyline Buffet restaurant, gift shop and parking, and the Museum Association.

Part 2: Museum Structure and Control System

Museum Collection and Display

CAM has over 15,000 works of art in its permanent collection. Not display all of them due to space limitations.

The CAM collection includes: Pre-Columbian, African, Depression-era art, European & American decorative arts.

Museum Organization

➢ Collections & Exhibitions

Headed by Thomas Crane, oversees the museum’s art collections, arranges special exhibits, is responsible for educational programming, and provides personnel and administrative support for museum operation...