Cultural Heritage is one of the most representative elements of a people’s identity. Its research and conservation is the guarantee of a testimony that endures and resists the passing of time. The next challenge is to develop interpretation and mediation strategies aimed at different publics and which simultaneously favour the entertaining and formative aspects. Communication and marketing cannot be dissociated from this process. This is the exercise we have been doing in the course unit of Research and Intervention in Museum Heritage, in an approach that integrates a theoretical component, but where benchmarking is particularly relevant.