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Hertage marketing for competitiveness of Europe in the global market - EU MARHER

MARHER's objective is to identify key competences of a new professional, innovative and creative figure, able to make the most out of values and stories: the Heritage Marketer Heritage Marketing can take a fundamental role, connecting our past to the future.
Valorising Corporate Heritage does not mean simply telling stories but "communicating through stories", that is, creating narrative universes through which a company enters into an emphatic relationship with people, managing to arouse emotions in public. Markets are increasingly becoming narrative arenas where, alongside the intrinsic quality of products, the ability of brands and companies to know how to evoke a universe of stories, traditions and values (cultural and ethical) is fundamental to stand out among the competitors.
Therefore, being able to craft stories and portraying company values is becoming a crucial skill to master to exert an attractive value towards increasingly attentive and aware customers.
Project objectives
1) Definition of a new professional figure: the Heritage Marketer
2) Creative and innovative training, able to support SMEs to promote, in terms of marketing and brand reputation, their own history and their brands and products
  • Enhancing competences in order to develop the Heritage Marketer figure
  • Creating a training course on strategies and tools for Heritage Marketing, problems and solutions linked to heritage marketing and corporate storytelling
  • Creating training focused on narratology and corporate reputation, corporate traditions, heritage valorisation.
Project impact
  •  Project funded with 36.000 Euro to CNS.
  • Improve employability of low-skilled and unemployed and recently graduated who, in the periodic employment rankings of recent graduates, are systematically in the last positions. Improve unemployed people's chance to compete in the job market.
  • Improve the competitiveness of EU companies by enhancing what characterizes and differentiates Europe from other continents and markets: its secular history.
Klarissa Lueg, associate professor
Research group: Center for Narratological Studies
Department: Department of Design and Communication
Initially granted to: Marianne W. Lundholt, PhD, Assoc Prof, Head of Dept, Design and Communication

Sidst opdateret: 16.03.2020