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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 |
|---|
| 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 |
|---|
| Knowledge |
|---|
| Dialogic (Discussion, conversation, brainstorming) |
| Lecturing |
| Lecturing |
| Dialogic (Discussion, conversation, brainstorming) |
| Skills |
|---|
| Dialogic (Discussion, conversation, brainstorming) |
| Dialogic (Discussion, conversation, brainstorming) |
| assessment methods |
|---|
| 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 |
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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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