MUBKO_020 Museums Marketing and Management

Faculty of Arts
Spring 2027
Extent and Intensity
0/0/0. 4 credit(s). Type of Completion: zk (examination).
In-person direct teaching
Teacher(s)
PhDr. František Šebek (lecturer)
prof. PhDr. Pavol Tišliar, PhD. (lecturer)
Guaranteed by
prof. PhDr. Pavol Tišliar, PhD.
Contact Person: Mgr. Karolína Valová
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
Abstract
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.
Learning outcomes
After completing the course, a student will be able to:
- explain of basic principles of management and marketing of museum institutions;
- apply knowledge in practice
Key topics
  • 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).
Study resources and literature
    recommended literature
  • BOWMAN, Cliff. Strategický management. Translated by Jiří Vejdělek. Vyd. 1. Praha: Grada Publishing, 1996, 147 s. ISBN 8071692301. info
  • MAJARO, Simon. Základy marketingu. Translated by Stanislav Jurnečka. 1. vyd. Praha: Grada, 1996, 308 s. ISBN 8071692972. info
  • Fahy, Anne: Collections Management. London - New York, Routledge 1995, s. 304. ISBN 0-415-11283-4
  • The Management Needs of Museum Personnel. Amsterdam Reinward Academie
  • Organizační chování :jak se každý den chovají spolupracovníci, nadřízení, podřízení, obchodní partneři či zákazníci. Edited by František Bělohlávek. 1. vyd. Olomouc: Rubico, 1996, 343 s. ISBN 80-85839-09-1. info
  • Statut ICOM a Stanovy AMG
  • Museums 2000 : politics, people, professionals and profit. Edited by Patrick John Boylan. London: Museums Association in conjunction with Routledge, 1992, vii, 203 s. ISBN 0-415-05455-9. info
  • DOLANSKÝ, Václav; Vladimír MĚKOTA and Vladimír NĚMEC. Projektový management. Vyd. 1. Praha: Grada, 1996, 372 s. ISBN 8071692875. info
  • MCLEAN, Fiona. Marketing the museum. London: Routledge, 1997, 257 s. ISBN 0-415-10392-4. info
  • Museums - management. Wien, MANZsche Verlags- und Universitätsbuchhandlund 1991. s. 248. ISBN 3-214-082191
  • Museum management. Edited by Kevin Moore. London: Routledge, 1994, xi, 298. ISBN 0415112796. info
  • SCHULTZ, Don E. Moderní reklama : umění zaujmout. Translated by Robert Špaček. Vyd. 1. Praha: Grada, 1995, 668 s. ISBN 8071690627. info
  • Verhaar, Jan: Management and Organization. Amsterdam, Renwardt Academie
  • MCCARTHY, E. Jerome and William D. PERREAULT. Základy marketingu. Translated by Dana Bursíková. 1. vyd. Praha: Victoria Publishing, 1995, 511 s. ISBN 80-85605-29-5. info
  • Management. Edited by Heinz Weihrich - Harold Koontz. [1. vyd.]. Praha: Victoria Publishing, 1993, 659 s. ISBN 80-85605-45-7. info
  • GRUBER, David. Jak si vychutnat zuřícího šéfa. Ostrava: Gruber-TDP, 1992. ISBN 80-900680-2-2. info
  • FOPP, Michael A. Managing museums and galleries. London: Routledge, 1997, ix, 241 s. ISBN 0-415-09496-8. info
Approaches, practices, and methods used in teaching
Lectures and dialogues.
Method of verifying learning outcomes and course completion requirements
Oral exam.
Language of instruction
Czech
Study support
https://elf.phil.muni.cz/25-26/course/view.php?id=760
Further comments (probably available only in Czech)
The course is taught annually.
The course is taught in blocks.
Teacher's information
The course is supported by e-learning with relevant study materials.
The course is also listed under the following terms Spring 2021, Spring 2022, Spring 2023, Spring 2024, Spring 2025, Spring 2026.
  • Enrolment Statistics (Spring 2027, recent)
  • Permalink: https://is.muni.cz/course/phil/spring2027/MUBKO_020