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Lecturer(s)
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Machová Adéla, MgA. Ph.D.
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Widžová Petra, MgA.
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Course content
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1. Moments of art mediation - formats of presentation and activities, traditional and innovative approaches, participation in culture. 2. Production of cultural events - planning and programme, production team and division of competences, internal communication, technical support, general definition of the phases of production work. 3. Phases of production of cultural events and their specifics according to the final outputs (festival, fair, happening, etc.) including formal requirements for implementation in the given environment. 4. Process of cultural activities - exhibition and its specifics, formal requirements and timing. 5. Targeting and realization of the production - the target group and the strategy of conveying the mission of the event, outputs and indicators, the production as a public performance of a specific performance in the field of art, the moment of documentation and its ongoing and subsequent usability. 6. Team roles and meaningfulness at work - theoretical background, factors influencing finding meaning at work and positive consequences of meaningfulness for work performance and well-being in the team. 7. Image and representation - meaning making, coding and reading visual signs, cultural production and audience, media in everyday cultural operations, global brands. 8. Brand as a means of communication - branding, brand as a communication tool, idea and meaning shaping messages, meaning making within marketing outreach, brand as a product and as an organization, brand personality, positioning. 9. Systems within Public Relations - timing, media mix and communication tools, event promotion formats. 10. Working with the public and the media - sustainability of relationships, intermediate communication. 11. Communication aspects for arts operations - communication skills and formal aspects of written communication (application, offer, request, formal letter, invitation). 12. Self-presentation as a primary communication tool - verbal and non-verbal communication, stress and errors in rhetoric, presentation content and the 3x TELL rule, quick and effective presentation for initial engagement, portfolio.
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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 focuses on development of competencies for communication and self-presentation and on expanding knowledge in the field of event or institution promotion. Students will master communication strategies with potential partners and sponsors. They will learn to develop PR plans, acquaint with the diversity of work with communication media (work with press releases, texts on social networks, work with visual material). They will improve the skill of working with information. Additionally, they will get acquainted with methods and tools of fundraising.
The gained capabilities constitute an encompassment and an aquirement of knowledge and experience in the given field of study, they result from a concrete annotation of 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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Successful completion of the previous study
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Assessment methods and criteria
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unspecified
Attendance (min. 60%) Active performance of tasks according to teaching topics
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Recommended literature
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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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HOARE, Natasha (ed.). The New Curator: Researcher - Commissioner - Keeper - Interpreter - Producer - Collaborator. Laurence King Publishing, London, 2016.
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KARLÍČEK, Miroslav (ed.). Marketingová komunikace. Jak komunikovat na našem trhu. Praha: Grada, 2016.
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KOGON, Kory; ENGLAND, Breck; SCHMIDT, Julie. Přesvědčivé vystupování jako konkurenční výhoda. Management Press, Praha, 2016.
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LOSEKOOT, Michelle, VYHNÁLKOVÁ, Eliška (ed.). Jak na sítě. Brno: Jan Melvil Publishing, 2019.
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SCOTTOVÁ, Kim. Radikální otevřenost. Jan Melvil Publishing, Brno, 2018.
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SVĚTLÍK, Jaroslav. Marketing ? cesta k trhu. Praha: VŠPP, 2018.
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URBAN, Marek. Identita autora. VEDA, Bratislava, 2017.
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WANG, Shaoqiang (ed.). Logo Decode: From Logo to Design Branding. Promopress, Barcelona, 2016.
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