‘Brand equity’, ‘marketing tactics,” and ‘target customers’, are just a few of the concepts  featured in the recent Tuck Onsite Global Consulting Project entitled “Building a Marketing Strategy for Independence Palace.” This project is collaboration between Unification Hall (the management unit of the Independence Palace historical relic) and the Tuck School of Business at Dartmouth, USA.

  The project, the first of its kind in Vietnam, is a part of the Tuck School’s Onsite Global Consulting Program, which sends teams of Tuck MBA students all over the world.The overall goal of the Onsite collaboration with Unification Hall is the construction of a marketing and promotional strategy to attract more visitors to the Independence Palace historical relic. The project included online workshops and face-to-face meetings between Tuck students and Independence Palace staff in Vietnam from 2 to 20 December, 2019.

Thanks to the expert and enthusiastic advice and training provided by the Tuck team and their advisor, the specialists and marketing group staff of Unification Hall gained new knowledge about current marketing practices and learned how to design a comprehensive marketing strategy for Independence Palace. This collaboration has provided the staff with new tools and tactics to manage and build the brand equity of the relic, and to more effectively preserve the value and cultural heritage of the Independence historical site…

   Several activities of the project in Independence Palace historical relic

EXHIBITION

FROM NORODOM PALACE TO INDEPENDENCE PALACE

1868 – 1966