This online pilot four-week course will introduce 30 museum professionals to the principles and practices of interpretive planning. Participants will learn how to design museum programs that align with institutional goals while centering visitor needs and experiences. Using frameworks from federal museums and leading museum educators, the course explores how to define interpretive goals, develop themes, assess audiences, and embed evaluation into planning. Through case studies, collaborative exercises, and practical tools, participants will leave with the skills to draft an interpretive plan tailored to their own institution or project. Grab your seat soon!

Cost

• AAM Members = $349
• Nonmembers = $449 

Schedule

Module 1: Building Effective Interpretive Plans

Date: October 21, 2:00-4:00 pm (ET)

Class Time: 2 Hours

Learn how to create interpretive plans that connect institutional goals with meaningful visitor experiences. This module introduces the core components of interpretive planning, including themes, visitor outcomes, goals, objectives, and delivery methods. Participants will explore how museums use interpretive plans to guide the development of exhibits, programs, tours, publications, and digital experiences. Through practical examples and planning exercises, participants will learn how to define desired visitor outcomes and create a roadmap for achieving them. By the end of the session, participants will be able to outline an interpretive planning framework that aligns mission, audience needs, and measures of success.

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Module 2: Designing Visitor-Centered Museum Experiences

Date: October 28, 2:00-4:00 pm (ET)

Class Time: 2 Hours

Successful museum experiences begin with a deep understanding of audiences. In this module, participants will learn how to incorporate visitor perspectives into planning and decision-making. Topics include audience identification, visitor motivations, personas, experience objectives, and the use of audience research to inform program and exhibit design. Participants will examine how museums can balance institutional priorities with visitor expectations while creating experiences that are engaging, relevant, and memorable. By the end of the session, participants will be able to identify target audiences, define visitor experience goals, and apply audience-centered planning techniques to their own projects.

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Module 3: Using Evaluation to Improve Museum Programs and Experiences

Date: November 4, 2:00-4:00 pm (ET)

Class Time: 2 Hours

Discover how evaluation can strengthen museum exhibits, programs, and visitor experiences. This module introduces the evaluation process and demonstrates how museums use evidence to assess effectiveness, improve outcomes, and support organizational goals. Participants will learn the differences between front-end, formative, and summative evaluation, as well as how to develop meaningful evaluation questions and measures of success. The session emphasizes practical approaches to gathering information about visitor learning, engagement, satisfaction, and behavior. By the end of the module, participants will be able to identify what success looks like for a museum project and develop an evaluation approach that supports continuous improvement.

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Module 4: Planning and Conducting Museum Evaluations

Date: November 11, 2:00-4:00 pm (ET)

Class Time: 2 Hours

Gain practical tools for designing and implementing museum evaluation projects. Participants will learn how to define evaluation goals, establish baselines, select research methods, and collect actionable data. The module covers surveys, interviews, focus groups, observation techniques, visitor tracking, and other common evaluation methods used by museums. Participants will also explore data analysis, reporting findings, and using results to inform decision-making. Special attention will be given to selecting methods that match project goals, audiences, and available resources. By the end of the session, participants will be able to develop a basic evaluation plan and select appropriate methods to measure visitor outcomes and organizational impact.

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Instructor:

To register:

1. Login or create your profile at the Register button above. 

2. Confirm your contact details and proceed through the checkout process.
   • AAM Members will be charged $349
   • Nonmembers will be charged $449 

3. After submitting your order, you will receive an order confirmation number – you are registered! 

4. You will receive both an order confirmation email from AAM and an invite containing the event details to add to your calendar. 

If you have not received your confirmation email or invite, please check your email’s spam folder before reaching out to AAM. 

The statements and opinions expressed by panelists, hosts, attendees, or other participants of this event are their own and do not necessarily reflect the opinions of, nor are endorsed by, the American Alliance of Museums.