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Lecturer(s)
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Machová Adéla, MgA. Ph.D.
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Course content
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1. Introduction to arts management ? cultural policy and arts management. 2. General principles of managerial work, key areas of management (planning, organizing, leading, controlling). 3. Planning - mission, vision, goals, plan as a goal, methods of analysis. 4. Strategic planning in the cultural sphere. 5. Organizational processes and the role of evaluation. 6. Art management and organizational structures ? environment and organizational systems. 7. Managerial functions and roles, management styles and change management, reporting, risk identification and analysis. 8. Audience or customers in the cultural and creative industries. 9. Art marketing environment, market types, marketing products. 10. Branding and positioning ? brand building and competitiveness. 11. Marketing strategies ? marketing tools (marketing mixes). 12. Marketing communication and its tools.
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Learning activities and teaching methods
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unspecified, unspecified
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Learning outcomes
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The course is devoted to managerial aspects in artistic work and the production of cultural activities, it introduces the audience with organizational systems in the cultural environment, their structures and forms of management. Students will master the processes of analysis and evaluation, learn to recognize and evaluate risks in the context of cultural production. Next, they get to know each other with art marketing terminology and gain an overview of the main communication categories. The goal is to present both the functioning of the marketing market and its strategies, as well as the tools used in publicity in the field of culture.
The gained capabilities constitute an encompassment and an aquirement of knowledge and experience in the subject and are aimed at a profile´s fulfilment of the graduate of the given field of study.
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Prerequisites
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The gained capabilities constitute an encompassment and an aquirement of knowledge and experience in the subject and are aimed at a profile´s fulfilment of the graduate of the given field of study.
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Assessment methods and criteria
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unspecified
1. Fulfililing partial tasks and assignments throughtout the semestr 2. Active participation in the Studio tutoring
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Recommended literature
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GEORGE, A. The curator's handbook: museums, commercial galleries, independent spaces.. Thames & Hudson, London, 2015.
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HAGOORT, Giep. Umělecký management v podnikatelském stylu. Disk, (Akademie múzických umění), V Praze: KANT pro AMU, 2009. ISBN 978-80-7437-008-3.
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KAISER, M. Strategické plánování v umění: Praktický průvodce. Institut umění - Divadelní institut, Praha, 2009.
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Karlíček, M. a kol. Základy marketingu. Praha: Grada, 2018. ISBN 978-80-247-5869-5.
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O´BRIEN, D. Kulturní politika - Management, hodnoty a modernita v kreativních průmyslech. Barrister & Principal, Brno, 2015.
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RESCH, M. Management of Art Galleries. Phaidon Press Limited, London, 2018.
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ŠULEŘ, O. 100 klíčových manažerských technik, vedení lidí, rozhodování a organizování. Computer Press, Brno, 2009. ISBN 978-80-251-2173-3.
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