MUI_05 Museum Marketing and Management

Faculty of Arts
Spring 2018
Extent and Intensity
2/0/0. 3 credit(s). Type of Completion: zk (examination).
Teacher(s)
PhDr. František Šebek (lecturer)
Guaranteed by
prof. Mgr. Jiří Macháček, Ph.D.
Division of Museology – Department of Archaeology and Museology – Faculty of Arts
Contact Person: Ing. Jana Přepechalová
Supplier department: Division of Museology – Department of Archaeology and Museology – Faculty of Arts
Timetable
Fri 2. 3. 9:10–12:25 K23, Fri 23. 3. 9:10–12:25 K23, Fri 20. 4. 9:10–12:25 K23, Fri 11. 5. 9:10–12:25 K23
Course Enrolment Limitations
The course is only offered to the students of the study fields the course is directly associated with.
fields of study / plans the course is directly associated with
Course objectives
The aim of the class is to inform students about the main principles of management and marketing applied into the museum practice. They will learn the basic methods of museum management, the principles of museum marketing, public relations, fundraising and so on with special regard to the developmental tendencies in the Czech republic and the Europe.
Syllabus
  • - Management structure, the basic terms, its history and strategic tendencies in the circumstances of the 21th century. Museums and the problems of free time market. - Management as a process, character of a manager, the ways of communication, problems of an office culture. Various ways of management, for example team management, brainstorming, management during a turbulent changes, crisis management. - The basic importance of planning, establishment of musem conceptions and strategies. Concrete progress in conditions of the Czech museums. Management of some specific museum activities: collections management, security management. - Problems of efficiency standards and measuring of efficiency, measurable and nonmeasurable indicators, museum benchmarking. - Public relations ant its importace for the managements. PR in museums and its concrete examples. Museums and news media in the Czech republic. - Marketing as an art and science. Marketing mix and its individual parts in Czech republic. - Fundrasing as an art and science. The main rules and difficulty of fundraising in conditions of museums with regard to the situation in the Czech republic. - International museum ethical code declared by ICOM and the main museum law standards in the Czech republic. Profile of museum structures in the Czech republic and different European countries (structure of a founders, law standards, kinds of museums according to activities).
Literature
  • NENADÁL, Jaroslav – VYKYDAL, David – HALFAROVÁ, Petra: Benchmarking - Mýty a skutečnost (Model efektivního učení se a zlepšování). Praha: Nakladatelství Press, 2011. s. 265. ISBN 978-80-7261-224-6
  • VYSEKALOVÁ, Jitka – MIKEŠ, Jiří.: Jak se dělá reklama. Vyd. 3. Praha: Grada Publisching, 2010. s. 208. ISBN 978-80-2473-492-7
  • Museum management. Edited by Kevin Moore. London: Routledge, 1994. s. 298. ISBN 0-415-11279-6.
  • LEDVINOVÁ, Jana – PEŠTA, Karel: Základy fundraisingu aneb, jak získat peníze pro prospěšnou činnost. Praha: ISBN, 1996. s. 146
  • VYSEKALOVÁ, Jitka. Psychologie reklamy. 4., rozšířené a aktualiz. Praha: Grada Publishing, 2012, 324 stran. ISBN 9788024740058. URL info
  • JOHNOVÁ, Radka. Marketing kulturního dědictví a umění : [art marketing v praxi]. 1. vyd. Praha: Grada, 2008, 284 s. ISBN 9788024727240. URL info
  • KESNER, Ladislav. Marketing a management muzeí a památek. 1. vyd. Praha: Grada, 2005, 304 s. ISBN 8024711044. URL info
  • VEBER, Jaromír. Management : základy, prosperita, globalizace. Vyd. 1. Praha: Management Press, 2000, 700 s. ISBN 9788072610297. info
  • KOTLER, Philip. Marketing podle Kotlera :jak vytvářet a ovládnout nové trhy. Translated by Pavel Medek. Vyd. 1. Praha: Management Press, 2000, 258 s. ISBN 80-7261-010-4. info
  • DRUCKER, Peter F. Výzvy managementu pro 21. století. Vyd. 1. Praha: Management Press, 2000, 187 s. ISBN 80-7261-021-X. info
  • LESLY, Philip. Public relations :teorie a praxe. Translated by Stanislav Jurnečka. 1. vyd. Praha: Victoria Publishing, 1995, 240 s. ISBN 80-85865-15-7. info
  • FORET, Miroslav. Komunikace s veřejností. Vydání první. Brno: Vydavatelství Masarykovy univerzity, 1994, 206 stran. ISBN 8021010347. info
  • DRUCKER, Peter F. Řízení neziskových organizací :praxe a principy. Translated by Ivan Bureš. 1. vyd. Praha: Management Press, 1994, 184 s. ISBN 80-85603-38-1. info
Teaching methods
Lectures and dialogues.
Assessment methods
Oral exam.
Language of instruction
Czech
Further Comments
Study Materials
The course is taught once in two years.
The course is also listed under the following terms Spring 2000, Spring 2001, Spring 2002, Spring 2003, Spring 2004, Spring 2006, Spring 2008, Spring 2010, Spring 2012, Spring 2013, Spring 2016, Spring 2017, Spring 2019, Spring 2021.
  • Enrolment Statistics (Spring 2018, recent)
  • Permalink: https://is.muni.cz/course/phil/spring2018/MUI_05