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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. Communication aspects of spoken and written texts targeted at PR, presentation structure, and working with information in the production and communication of cultural content. 2. Communication skills ? written text in the context of personal presentation versus written form for PR tools. 3. Creation of textual information and its application in communication for cultural products ? the specificity of Newsletters. 4. Analysis of a selected cultural product and its communication ? case studies. 5. Analysis of a selected cultural product and its communication ? case studies. 6. Branding and consumer value. 7. Who is our audience, or how to communicate our cultural product effectively. 8. Targeting and implementing promotional activities ? target groups and strategies for delivering information, outputs and indicators, documentation moments, and their ongoing and subsequent usability. 9. Reporting for fundraising (FR) purposes in relation to PR, the essence of representation. 10. Supporting culture and its activities, motivational factors for FR, calculations and budgeting, basic FR analysis and planning, and the fundraising argument. 11. Sharing best practices for cultural support applications. 12. Evaluation moments in cultural production, final report, and assessment of multi-source support (media reporting, photo reports, attendance records, etc.).
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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 student will deepen their knowledge of working with written texts and develop the skill of using them in marketing communication. The course will focus on arguing the consumer value of cultural and creative products, targeting, and communication strategies with potential partners and sponsors. Furthermore, the student will become familiar with the methods and tools of fundraising. The course emphasizes moments of feedback and its application in both communication and fundraising. The seminar is based on a combination of theoretical knowledge in cultural management and marketing.
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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BOUKAL, Petr. Fundrising. Grada Publishing, 2013.
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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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HOFFMANN, Jens (ed.). Ten Fundamental Questions of Curating. Mousse Publishing, Milan, 2013.
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KOGON, Kory, ENGLAND, Breck, SCHMIDT, Julie. Přesvědčivé vystupování jako konkurenční výhoda. Praha: Management Press, 2016.
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STURKEN, Marita, CARTWRIGHT, Lisa (ed.). Studia vizuální kultury. Praha: Portál, 2009.
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WANG, Shaoqiang (ed.). Logo Decode: From Logo to Design Branding. Promopress, Barcelona, 2016.
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