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Lecturer(s)
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Staněk Ondřej, Mgr. et Mgr.
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Course content
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1. methodology and systematics of designing cultural and creative activities, 2. cultural and marketing strategy, 3. evaluation of strategies in CCO, 4. importance of marketing in services and non-profit organizations in CCO, 5. sociology of culture and new media, 6. theory and practice of visual communication in CCO, 7. philosophical reflection of selected topics, 8. psychological reflection of selected topics, 9. interdisciplinary contexts of cultural and creative activities, 10. interpretation of current topics in the context of CCO in the European space, 11. interpretation of current topics in the context of CCO in the non-European space, 12. future scenarios: prediction and possible development.
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Learning activities and teaching methods
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- Participation in classes
- 13 hours per semester
- Preparation for course credit
- 10 hours per semester
- Home preparation for classes
- 27 hours per semester
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| prerequisite |
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| Knowledge |
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| A basic knowledge of the historical development of society and culture is assumed, as well as an up-to-date overview of contemporary social issues. |
| A basic knowledge of the historical development of society and culture is assumed, as well as an up-to-date overview of contemporary social issues. |
| Skills |
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| Communication and reasoning skills, including a willingness to work collaboratively as part of a team. |
| Communication and reasoning skills, including a willingness to work collaboratively as part of a team. |
| learning outcomes |
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| Knowledge |
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| characterise the cultural and creative industries |
| characterise the cultural and creative industries |
| describe the importance of marketing and marketing management in KKO |
| describe the importance of marketing and marketing management in KKO |
| Explain the role of digital and new media in CCIs |
| Explain the role of digital and new media in CCIs |
| know the basic development of the creative use of digital and new media in the field of KKO. |
| know the basic development of the creative use of digital and new media in the field of KKO. |
| explain current social, cultural and interdisciplinary topics with an emphasis on the role of marketing communications, digital and new media and creativity |
| explain current social, cultural and interdisciplinary topics with an emphasis on the role of marketing communications, digital and new media and creativity |
| Skills |
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| identify social and cultural challenges and issues in the context of digital and new media intervention |
| identify social and cultural challenges and issues in the context of digital and new media intervention |
| Identify the role of marketing communications, digital and new media and creativity in current situations and issues in the KKO field |
| Identify the role of marketing communications, digital and new media and creativity in current situations and issues in the KKO field |
| define the concept of strategic cultural management of the organisation or project |
| define the concept of strategic cultural management of the organisation or project |
| identify different modes of interaction and perception in physical and digital cultural space |
| identify different modes of interaction and perception in physical and digital cultural space |
| predict possible future developments of marketing communication, digital and new media and creativity interventions in the field of KKO |
| predict possible future developments of marketing communication, digital and new media and creativity interventions in the field of KKO |
| teaching methods |
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| Knowledge |
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| Individual work of students |
| Individual work of students |
| Text analysis |
| Text analysis |
| Analysis of a work of art |
| Analysis of a work of art |
| Practice exercises |
| Practice exercises |
| Teamwork |
| Teamwork |
| Lecturing |
| Lecturing |
| Skills |
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| Dialogic (Discussion, conversation, brainstorming) |
| Dialogic (Discussion, conversation, brainstorming) |
| Text analysis |
| Text analysis |
| Analysis of a work of art |
| Analysis of a work of art |
| Individual work of students |
| Individual work of students |
| Practice exercises |
| Practice exercises |
| Lecturing |
| Lecturing |
| Teamwork |
| Teamwork |
| assessment methods |
|---|
| Knowledge |
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| Analysis of educational material |
| Analysis of educational material |
| Analysis of seminar paper |
| Analysis of seminar paper |
| Written examination |
| Written examination |
| Preparation of a presentation |
| Preparation of a presentation |
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Recommended literature
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BAČUVČÍK, R. Marketing neziskových organizací.. Zlín: VeRBuM, 2011.
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BOLTER, Jay David. Remediation. Understanding new media. MIT Press, 2000. ISBN 0-262-02452-7.
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JAKUBÍKOVÁ, Dagmar. Strategický marketing: strategie a trendy.. Praha, 2013. ISBN 978-80-247-4670-8.
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Jaroslav Světlík. Marketing: cesta k trhu. 4. upravené vydání.. Praha: VŠPP, 2018. ISBN 978-80-86847-81-8.
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Johansson, Johny K. Global marketing : foreign entry, local marketing & global management. 5th ed. Boston : McGraw Hill, 2009. ISBN 978-007-126362-7.
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KARLÍČEK, M. Základy marketingu. Praha: Grada, 2013. ISBN 978-80-247-4208-3.
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Karlíček, Miroslav. Základy marketingu. Praha: Grada, 2018. ISBN 978-80-247-5869-5.
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KOTLER, P., KARTAJAYA, H., SETIAWAN, I. Marketing 4.0 : moving from traditional to digital. Hoboken: Wiley, 2017. ISBN 978-1-119-34120-8.
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KOTLER, P., KELLER, K. L. Marketing management. Boston: Pearson, 2016. ISBN 978-1-292-09262-1.
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KOTLER, Philip a Gary ARMSTRONG. Principles of marketing.. 15th global ed. Harlow: Pearson, 2014. ISBN 978-0-273-78699-3.
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Kotler, Philip; Armstrong, Gary. Marketing. Praha : Grada, 2004. ISBN 80-247-0513-3.
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KOTLER, Philip, KELLER, Kevin Lane. Marketing management.. Praha, 2013. ISBN 978-80-247-4150-5.
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Kotler, Philip. Marketing 3.0 : from products to customers to the human spirit. Hoboken, N.J. : Wiley, 2010. ISBN 978-0-470-59882-5.
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MACEK, Jakub. Poznámky ke studiím nových médií. Brno: Masarykova univerzita, 2013. ISBN 978-80-210-6476-8.
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MANOVICH, Lev. The Language of New Media. . Cambridge : MIT Press, 2001. ISBN 0-262-63255-1.
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P. Kotler. Marketing management;;.
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PAPANEK, Victor. Design pro skutečný svět. Praha: Vysoká škola uměleckoprůmyslová, 2023. ISBN 978-80-88308-85-0.
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Solomon, Michael R. etc. Marketing: real people, real decisions. Harlow: Pearson,, 2019. ISBN 9781292227191.
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Solomon, Michael R. Marketing očima světových marketing manažerů. Vyd. 1. Brno : Computer Press, 2006. ISBN 80-251-1273-X.
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Tomek, Gustav. Marketing od myšlenky k realizaci. 3., aktualiz. a dopl. vyd. Praha : Professional Publishing, 2011. ISBN 978-80-7431-042-3.
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TRUČKA, Jaroslav. Marketing jako šachová hra: vítězné strategie pro získání a udržení zákazníků. Brno: BizBooks, 2013. ISBN 978-80-265-0054-4.
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