MVK_15 Marketing comunication II.

Faculty of Arts
Spring 2019
Extent and Intensity
0/2. 4 credit(s). Type of Completion: k (colloquium).
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
Prerequisites (in Czech)
MVK_14 Marketing comunication I. || MVKK_12 Marketing comunication I.
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 80 student(s).
Current registration and enrolment status: enrolled: 30/80, only registered: 0/80, only registered with preference (fields directly associated with the programme): 0/80
Fields of study the course is directly associated with
Course objectives
At the end of the course students should be able to understand and explain specification of arts managers' marketing competencies.
  • strategic planning
  • SWOT analysis
  • mision and vision
  • positioning
  • audience building
  • fundraising
  • communicational campaign and budgeting
  • product portfolio
  • advertisement
    required 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
  • KAISER, Michael M. Strategické plánování v umění : praktický průvodce. 1. vyd. Praha: Divadelný ústav, 2009. 146 s. ISBN 9788070082362. info
    recommended literature
  • KESNER, Ladislav. Marketing a management muzeí a památek. 1. vyd. Praha: Grada, 2005. 304 s. ISBN 8024711044. 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 essays, colloquium
Language of instruction
Further Comments
The course is taught annually.
The course is also listed under the following terms Spring 2010, Spring 2011, Spring 2012, Spring 2013, Spring 2014, Spring 2016, Spring 2017, Spring 2018.
  • Enrolment Statistics (recent)
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