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Lecturer(s)
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Course content
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1. Basic macroeconomic theory. 2. Basic business economics theory. 3. Strategic analysis of your own business plan (PESTLE analysis, Porter's model, SWOT analysis). 4. National and regional socio-economic framework of cultural and creative industries. 5. Field trip - tour of a selected company in the cultural and creative industries. 6. Support for entrepreneurship and innovation in the Czech Republic and the EU. 7. Support for entrepreneurship in the Zlín Region, My First Million accelerator. 8. Types of business models. 9. Basics of calculation and pricing. 10. Identification of customer segments, value for the customer. 11. Group workshop - design of a model project in the cultural and creative industries. 12. Group workshop - finalization and defense of a model project in the cultural and creative industries in a colloquium.
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Learning activities and teaching methods
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Lecturing, Dialogic (Discussion, conversation, brainstorming)
- Participation in classes
- 26 hours per semester
- Preparation for course credit
- 24 hours per semester
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| prerequisite |
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| Knowledge |
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| Basic orientation in the world and art market. |
| Basic orientation in the world and art market. |
| Skills |
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| Prerequisites not specified |
| Prerequisites not specified |
| learning outcomes |
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| Knowledge |
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| The student uses the necessary amount of knowledge and develops the ability to take critical opinions and formulate theoretical and practical concepts. |
| The student uses the necessary amount of knowledge and develops the ability to take critical opinions and formulate theoretical and practical concepts. |
| Skills |
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| 1) Student is able to define the basics of market types and describe their characteristics. 2) Student is able to define the basics of business relationships and contracts types and describe their characteristics. 3) Student is able to explain the socio-economic benefits of cultural and creative industries. 4) Student is able to characterize internal and external customer segments in each applications of cultural and creative industries. 5) Student is able to explain the Lean Canvas creation methodology in the conditions of cultural and creative industries. |
| 1) Student is able to define the basics of market types and describe their characteristics. 2) Student is able to define the basics of business relationships and contracts types and describe their characteristics. 3) Student is able to explain the socio-economic benefits of cultural and creative industries. 4) Student is able to characterize internal and external customer segments in each applications of cultural and creative industries. 5) Student is able to explain the Lean Canvas creation methodology in the conditions of cultural and creative industries. |
| teaching methods |
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| Knowledge |
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| Dialogic (Discussion, conversation, brainstorming) |
| Dialogic (Discussion, conversation, brainstorming) |
| Lecturing |
| Lecturing |
| assessment methods |
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| Oral examination |
| Oral examination |
| Analysis of seminar paper |
| Analysis of seminar paper |
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Recommended literature
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Hazdra, A. Skvělé služby: jak dělat služby, které vaše zákazníky nadchnou. Praha, 2013. ISBN 978-80-247-4711-8.
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OSTERWALDER, Alexander a Yves PIGNEUR. Tvorba business modelů: příručka pro vizionáře, inovátory a všechny, co se nebojí výzev. Brno: BizBooks, 2012. ISBN 978-80-265-0025-4.
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PRIESTLEY, Daniel. Revoluce v podnikání - nebojte se zbohatnout na tom, co vás baví. Praha, 2015. ISBN 978-80-247-5421-5.
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ŠAFROVÁ DRÁŠILOVÁ, Alena. Základy úspěšného podnikání. Praha, 2019. ISBN 978-80-271-2182-3.
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