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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. Marketing communication mix and its specifics for cultural operations. 2. Marketing plan for small organizations. 3. Basics of online marketing as a supporting promotional tool for artistic and cultural projects. 4. Content online marketing ? website and social networks. 5. Marketing research and how it is used in the production of culture. Marketing research techniques for the cultural sector. 6. Project and project thinking, life cycle, goals and tasks in project management. 7. Basics of financial management for cultural projects. 8. Project life cycle and challenges on the way to support and future implementation. 9. Project management ? theoretical minimum of a project manager, pre-project preparation and project plan. 10. Project planning ? the structure of the division of activities and activities of individuals and the team, time management. 11. Implementation phase of the project ? communication in the project, promotion strategy, documentation and monitoring.
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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 teaching focuses on the practical mastery of a marketing communication strategy that is well applicable in curatorial practice, including tools and methods suitable and used in the promotion of an artistic event. The newly acquired competencies of independent work in the field of marketing and production will enable students to perform basic marketing activities, analyze specific situations, propose solutions and participate in setting marketing goals. Part of the practical training is the creation of a marketing plan, and they will also acquire the basics of financial management. Management and the marketing of cultural products is developed using project management. Students will learn to plan a project and its goals, distinguish between quantitative and qualitative outputs, predict risks associated with the project.
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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BÁRTA, L. Sami v moři konkurence. BizBooks, Brno, 2019.
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FERRARO, J. Project Management for Non-Project Managers. Amacom, New York, 2012.
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FIELDING, P. J. Vstříc úspěchu - Jak správně řídit projekty. Lingea s. r. o., Brno, 2020.
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FORET, M.; MELAS, D. (eds.). Marketingový výzkum. Grada, Praha, 2021.
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HOARE, N. (ed.). The New Curator: Researcher - Commissioner - Keeper - Interpreter - Producer - Collaborator. Laurence King Publishing, London, 2016.
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RUF, B.; SLYCE, J. (eds.). Size Matters! (De)growth of the 21st Century Art Museum. Koenigs Book, London, 2017.
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SVĚTLÍK, O. Marketing - cesta k trhu. VŠPP, Praha, 2018.
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YOUNG, M. Ogilvy o reklamě v digitálním věku. Svojtka & Co. s. r. o., Praha, 2018.
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