O MARKETING CULTURAL NO MAAT: DA CRIAÇÃO ARTÍSTICA AO COMPROMISSO SOCIAL E AMBIENTAL

Abstract

The MAAT – Museum of Art, Architecture and Technology in Lisbon is a hybrid institution that brings together art, architecture and technology, fostering debate, critical reflection and international dialogue. This study examines the cultural marketing strategies employed by MAAT, highlighting how the institution promotes artistic creation, engages diverse audiences and integrates sustainability and social responsibility practices. Based on narrative research and the analysis of secondary data, the principal findings regarding the detailed impact of its initiatives are identified. The study concludes that MAAT adopts innovative cultural marketing approaches, generating positive outcomes in artistic valorisation, cultural education and social impact, while continuous monitoring remains essential to assess and enhance its cultural and environmental processes.