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Don’t give up your day job


28 April 2004
Marketing arts and tourism-related businesses in regional areas will be the subject of the first of Southern Cross University’s (SCU) Leadership@lunch series for this year, on Thursday, May 6.

‘Don’t give up your day job – The challenges of marketing in the region’ will be presented by Dr Sharron Dickman, the general manager of Pathfinder Marketing and president of the Cultural Tourism Industry Group (Victoria).

Dr Dickman has extensive experience in arts marketing, public relations, market research and education. Her business, Pathfinder Marketing, is a specialist consultancy company focusing on marketing, planning and analysis for the arts, cultural tourism and the hospitality industry. It is involved in the development and promotion of museums, galleries, tourist attractions, accommodation and tour operations.

Dr Dickman said regional areas faced specific challenges in marketing, particularly in the arts and tourism industries.

“In regional areas in the arts and all other sectors there’s a lot more relationship building needed. Word travels quickly in a small community,” Dr Dickman said.

“You are your business or your art form. There’s no anonymity like there is in metropolitan centres.”

She said customer service was another essential element in creating a successful business.

Dr Dickman, who runs her own bed and breakfast business as well as lecturing in arts marketing and management at Melbourne University, will focus on the challenges faced by people in the arts industry and how they can survive in business.

The Leadership@lunch series follows on from last year’s successful Women in Business series, an initiative of the Centre for Regional Tourism Research, SCU Division of Business and the SCU Regional Gateway Program (SCURG).

The lunch will be held at SCU’s Zest (formerly the Staff and Graduates Club), Campus Central, at 12.30pm, on Thursday, May 6. The cost is $40 per person. For information or bookings contact Judy Hill on 66203051 or email [email protected]

Caption: Dr Sharron Dickman will talk about marketing in arts and tourism-related businesses at a lunch on May 6.

Media contact: Brigid Veale, SCU Media Liaison, 66593006 or m. 0439 680 748.