MVK_14 Marketing comunication I.

Faculty of Arts
Autumn 2019
Extent and Intensity
0/2/0. 3 credit(s). Type of Completion: z (credit).
Mgr. Simona 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: Mgr. Jan Karafiát
Supplier department: Department of Musicology - Faculty of Arts
each even Thursday 12:00–15:40 N41
Course Enrolment Limitations
The course is also offered to the students of the fields other than those the course is directly associated with.
The capacity limit for the course is 50 student(s).
Current registration and enrolment status: enrolled: 50/50, only registered: 1/50, only registered with preference (fields directly associated with the programme): 1/50
Fields of study the course is directly associated with
there are 9 fields of study the course is directly associated with, display
Course objectives
At the end of the course students should be able to understand and explain specifikation of arts marketing. Special attention is paid to museum field.
  • museum - what is it?
  • marketing vs. arts marketing, marketing strategy and position of marketing at cultural institution
  • process of communication, terms
  • logotype and corporate identity, branding
  • institutional identity, image development
  • media relations, PR and media parthnerships
  • visitors, main target groups and their needs
    required literature
  • KESNER, Ladislav. Marketing a management muzeí a památek. Praha: Grada, 2005. 304 pp. ISBN 80-247-1104-4. info
    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
  • KOTLER, Philip and Alan R. ANDREASEN. Strategic marketing for nonprofit organizations. 5. ed. New Jersey: Prentice-Hall, 1996. vii, 632 s. ISBN 0-13-232547-0. info
    not specified
  • Marketing management (Orig.) : Marketing & management : Marketing management : analýza, plánování, realizace a kontrola [Victoria Publishing, 1992] : Marketing management : analýza, plánování, realizace a kontrola [Victoria Publishing, 1995]. info
  • GUMMESSON, Evert. Total relationship marketing : from the 4Ps-- product, price, promotion, place-- of traditional marketing management to the 30Rs-- the thirty relationships- of the new marketing paradigm. Oxford: Butterworth-Heinemann, 1999. xiii, 281. ISBN 075064463X. info
Teaching methods
lectures, discussion, homeworks
Assessment methods
3 short semester papers. Requirement for successful completion is to get at least 200 points out of 300 possible
Language of instruction
Further Comments
Study Materials
The course is taught annually.
Listed among pre-requisites of other courses
The course is also listed under the following terms Autumn 2009, Autumn 2010, Autumn 2011, Autumn 2012, Autumn 2013, Autumn 2014, Autumn 2015, Autumn 2016, Autumn 2017, Autumn 2018.
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