Lecturer(s)
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Bačuvčík Radim, doc. Ing. Mgr. Ph.D.
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Michalíková Šárka, MgA.
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Course content
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- Marketing in the field of culture - Economic system of culture - Commercial and non-commercial culture - Audience - Stakeholders in the field of culture - STP marketing - Cultural product - Venue of cultural events - Pricing in the field of culture - Marketing communication - Fundraising - Economic efficiency of cultural organizations - State cultural policy
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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
- Term paper
- 34 hours per semester
- Preparation for examination
- 30 hours per semester
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prerequisite |
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Knowledge |
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Prerequisities are not set. |
Prerequisities are not set. |
learning outcomes |
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knowledge of basic concepts from the field of marketing |
knowledge of basic concepts from the field of marketing |
knowledge of basic concepts from the field of marketing communication |
knowledge of basic concepts from the field of marketing communication |
an overview of specific marketing situations in the field of culture |
an overview of specific marketing situations in the field of culture |
an overview of specifics of commercial and non-commercial culture |
an overview of specifics of commercial and non-commercial culture |
knowledge of the application of the STP marketing procedure in culture |
knowledge of the application of the STP marketing procedure in culture |
Skills |
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analyze and critically evaluate the marketing activities of cultural organizations |
analyze and critically evaluate the marketing activities of cultural organizations |
analyze and critically evaluate communication activities of cultural organizations |
analyze and critically evaluate communication activities of cultural organizations |
define target groups for the cultural project |
define target groups for the cultural project |
design marketing activities for a cultural organization with regard to target groups |
design marketing activities for a cultural organization with regard to target groups |
design communication activities for a cultural organization with regard to target groups |
design communication activities for a cultural organization with regard to target groups |
teaching methods |
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Knowledge |
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Dialogic (Discussion, conversation, brainstorming) |
Lecturing |
Lecturing |
Dialogic (Discussion, conversation, brainstorming) |
Skills |
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Dialogic (Discussion, conversation, brainstorming) |
Dialogic (Discussion, conversation, brainstorming) |
assessment methods |
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Knowledge |
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Essay |
Essay |
Grade (Using a grade system) |
Grade (Using a grade system) |
Analysis of a presentation given by the student |
Analysis of a presentation given by the student |
Didactic test |
Didactic test |
Recommended literature
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Andrews, Richard S. Arts entrepreneurship : creating a new venture in the arts. New York, 2020. ISBN 978-1-138-88976-7.
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Bačuvčík, R. Marketing kultury. Zlín, 2012. ISBN 978-80-87500-17-0.
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Hill, Elizabeth. Creative arts marketing. 2nd ed. Boston, MA : Butterworth-Heinemann, 2003. ISBN 0-7506-5737-5.
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Johnová, Radka. Marketing kulturního dědictví a umění : [art marketing v praxi]. 1. vyd. Praha : Grada, 2008. ISBN 978-80-247-2724-0.
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Tajtáková, M. a kol. Marketing kultúry. Bratislava, 2010. ISBN 978-80-89447-29-9.
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