KA1_5 Základy marketingu

Faculty of Arts
Autumn 2012
Extent and Intensity
1/1. 3 credit(s). Type of Completion: k (colloquium).
Teacher(s)
Mgr. Simona Pokorná Juračková, Ph.D. (lecturer), Mgr. Viktor Pantůček, Ph.D. (deputy)
Guaranteed by
Mgr. Viktor Pantůček, Ph.D.
Department of Musicology – Faculty of Arts
Contact Person: Vlasta Taranzová
Supplier department: Department of Musicology – Faculty of Arts
Timetable
Fri 5. 10. 14:10–17:25 N41, Fri 12. 10. 14:10–17:25 N41, Fri 9. 11. 14:10–17:25 N41, Fri 16. 11. 14:10–17:25 N41
Prerequisites (in Czech)
NOW( KA1_1 Seminář Marketing I, )
Course Enrolment Limitations
The course is offered to students of any study field.
Course objectives
The core issue of the programme is to introduce the main principles of marketing and communication in a context of cultural institutions. It also reveals rules of the mentioned relationship and possibile connections with the institutional mission.
Syllabus
  • communication, culture, marketing
  • cultural institutions
  • commercial vs. cultural marketing
  • place for marketing in a cultural institution
  • branding - from logotype to building
  • media world
  • trategical planning
  • building of audiences
Literature
    recommended literature
  • KOTLER, Neil G., Philip KOTLER and Wendy I. KOTLER. Museum marketing and strategy : designing missions, building audiences, generating revenue and resources. 2nd ed. San Francisco: Jossey-Bass, 2008, xxx, 511. ISBN 9780787996918. info
  • KESNER, Ladislav. Marketing a management muzeí a památek. 1. vyd. Praha: Grada, 2005, 304 s. ISBN 8024711044. URL info
  • KAISER, Michael M. Strategické plánování v umění : praktický průvodce. 1. vyd. Praha: Divadelný ústav, 2009, 146 s. ISBN 9788070082362. info
Language of instruction
Czech
Further comments (probably available only in Czech)
The course is taught only once.
  • Enrolment Statistics (recent)
  • Permalink: https://is.muni.cz/course/phil/autumn2012/KA1_5