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Lecturer(s)
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Loziak Aleš, MgA. Ph.D.
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Machová Adéla, MgA. Ph.D.
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Course content
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1. Techniques for evaluating opportunities and risks (SWOT analysis, affinity mapping, etc.), monitoring progress and evaluation of event implementation, including working with various collected data and their potential for future use in production approaches, the most common mistakes in project management. 2. Risk management for project and activity purposes, exploration and definition of risks, identification and determination of risk levels according to a given risk inventory (group work and discussions about the potential risks for selected activity formats in the cultural and creative industries). 3. Safe environment within the implementation of activities in the cultural and creative industries, collaboration with safety authorities, control of conditions for event implementation, and focusing on the customer/audience, creation of a checklist for production. 4. Target groups or who is our audience, identification of target groups and customer segmentation, including related communication potential and security assurance during activities; assignment of a production collaboration task (division into two smaller teams) for selected interdisciplinary cultural-educational activities (e.g., the Design Ústí Festival and educational workshops in culture, so-called Summer School). 5. Interdisciplinary collaborations and the creation of accompanying programs for cultural events, variability for a wide audience, audience/customer analysis based on formats and localization of the cultural or creative product. 6. Festival as a multi-genre platform for cultural-creative interaction and the creation of an interdisciplinary program, including a case study (guest: festival director). 7. Examples from practice ? events such as open art studios and targeting new audience engagement. 8. The potential of educational activities in culture to strengthen PR strategies towards audiences, so-called anchoring of product identity in the profile of a regular customer, educational work within various formats of cultural and creative events - opportunities for collaboration with educators in galleries and art museums or during festivals - the communication potential of workshops, creative sessions, and gallery animation. 9. Customer satisfaction and care as key moments in the development of public relations strategies. 10. Distribution channels for selected target groups and their communication needs, task briefing, and consulting communication materials for specific target audiences. 11. Preparation of materials for promoting the selected event (according to group assignments) and team communication and collaboration. 12. Colloquium - presentation of selected tools for communication regarding the given event and selected audience segments.
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Learning activities and teaching methods
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unspecified, unspecified, unspecified
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Learning outcomes
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The course builds on the production foundations acquired during the winter semester, further developing aspects of monitoring and analysis for preparation and feedback purposes. It addresses the planning, implementation, and provision of appropriate conditions, as well as the creation of so-called safe environments during events. The course expands on the topic of target groups ? audiences or customers ? within the market-driven cultural and creative sectors. It familiarizes students with the specifics of interdisciplinary or multi-genre cultural activities that often function as complementary elements to the primary presentation of creative and cultural endeavors, such as educational or experiential activities accompanying various cultural operations.
The acquired competencies represent the mastery and application of knowledge in the given field, based on the specific course description and aimed at fulfilling the graduate profile.
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Prerequisites
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Successful completion of previous studies
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Assessment methods and criteria
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unspecified
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Recommended literature
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ALSTON, Gregory. How safe is safe enough?: leadership, safety and risk management. London: Routledge, Taylor & Francis Group, 2016. ISBN 978-1-138-25356-8.
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BAČUVČÍK, Radim. Marketing kultury: divadlo, koncerty, publikum, veřejnost. Zlín: VeRBuM, 2012. ISBN 978-80-87500-17-0.
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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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KALANDROVÁ, Pavlína, KOCIANOVÁ, Barbora, MÜLLEROVÁ, Magdalena, ŽÁKOVÁ, Eva. RE:PUBLIKUM 2016: příležitosti a rizika práce s publikem v kultuře. Praha: Institut umění ? Divadelní ústav, 2016. ISBN 978-80-7008-376-5.
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KARLÍČEK, Miroslav. Marketingová komunikace: jak komunikovat na našem trhu. Praha: Grada Publishing, 2016. ISBN 978-80-247-5769-8.
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MACHOVÁ, Adéla, DELUIGI, Rosita, STARA, Flavia (eds.). Media, Art and Design. Intercultural Education Strategies. Macerata. Ústí nad Labem: UNIMC, FUD UJEP, 2021. ISBN 978-80-7561-309-7.
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MACHOVÁ, Adéla. Úvod do manažerských dovedností pro umělce a designéry: Introduction to management skills for artists and designers. V Ústí nad Labem: Fakulta umění a designu Univerzity Jana Evangelisty Purkyně, 2021. ISBN 978-80-7561-312-7.
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PATOČKA, Jiří. Evaluace v kultuře: ekonomické hodnocení kulturních událostí a festivalů. Praha: Professional Publishing, 2017. ISBN 978-80-88260-04-2.
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