AR2A304 Archival Management and Marketing

Faculty of Arts
Spring 2023
Extent and Intensity
2/0/0. 3 credit(s). Type of Completion: k (colloquium).
Taught in person.
Mgr. David Valůšek (lecturer)
Guaranteed by
Mgr. David Valůšek
Department of Auxiliary Historical Sciences and Archive Studies - Faculty of Arts
Contact Person: Olga Barová
Supplier department: Department of Auxiliary Historical Sciences and Archive Studies - Faculty of Arts
Prerequisites (in Czech)
! AR2A205 Archiv. Management + Marketing
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
there are 6 fields of study the course is directly associated with, display
Course objectives
The aim of the course Archive Management and Marketing is to familiarize students with archive management and ways of communicating with the public. The aim is to first place the two topics within a more general context and then to apply them to archival science. The area of management will be focused on management at the level of heads of department of state archives. The theoretical level, defined primarily by the Civil Service Act, will be juxtaposed with findings from practice. The area of management concentrates generally on identifying channels of communication between archives and the public, analysis of them and practical experience of using them.
Learning outcomes
Students will be able to:
- search for and assess the quality of public outputs from domestic and foreign archives;
- understand the organizational structures of archives with an emphasis on state archives;
- acquire a knowledge of control mechanisms and the principle of subordination;
- have the ability to apply the provisions of archive and service law to the area of management.
  • 1. Archivist – civil servant – manager
  • 2. Archive management as formulated by the Civil Service Act
  • 3. The archive – a state department, memory and scientific institution
  • 4. Web archiving – electronic archive gateway
  • 5. Ways of presenting archives
  • 6. Archives and the media
  • 7. Promoting archives
  • Zákon č. 234/2014 Sb., o státní službě, ve znění pozdějších předpisů.
  • JOHNOVÁ, Radka. Marketing kulturního dědictví a umění : [art marketing v praxi]. 1. vyd. Praha: Grada, 2008. 284 s. ISBN 9788024727240. URL info
  • Bačuvčík, R.: Marketing neziskového sektoru. Zlín 2006.
  • KESNER, Ladislav. Marketing a management muzeí a památek. 1. vyd. Praha: Grada, 2005. 304 s. ISBN 8024711044. URL info
  • Kotler, P.: Deset smrtelných marketingových hříchů. Praha 2005.
  • SVOBODA, Václav. Public relations : moderně a účinně. 1. vyd. Praha: Grada, 2006. 240 s. ISBN 8024705648. info
Teaching methods
Lecture, analysis and evaluation of the presentation outputs of archives.
Assessment methods
Language of instruction
Further Comments
The course is taught once in two years.
The course is taught: every other week.

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