Media and Arts

Subject is not scheduled Not scheduled

Code Completion Credits Range Language Instruction Semester
206EMA ZK 3 2 hours (45 min) of instruction per week, 54 to 69 hours of self-study English summer

Subject guarantor

Name of lecturer(s)

Learning outcomes of the course unit

  1. Students develop the ability to describe and apply some of art marketing concepts and to better understand the media landscape.

2.Students explore marketing opportunities and identify systematic approaches to solving challenges faced by arts organizations.

  1. Students will be able to create a PR strategy for an artistic project.

Mode of study

lectures/classes, active participation during the class, reading some selected texts and articles

Prerequisites and co-requisites

Course contents

Brief insight to the art marketing and PR theory.

2.Marketing and PR in Cultural and Creative Industries. Audience Development, Audience Research and Market Segmentation.

3.Media Relations and Arts: Tools, Strategies & Tactics. Shrinking Media Coverage of Art as a Topic.

4.Theatre & Social Media. Influencer Marketing.

5.Guerrilla Marketing and the World of Arts.

6.Communication Strategy – Creating, Planning and Evaluating.

  1. PR and Ethics.

8.Lecture with a Guest Speaker (a journalist or a PR Manager specialised in theatre)

Recommended or required reading

KERRIGAN, Finola, Peter FRASER a Mustafa OZBILGIN. Arts marketing. Elsevier, 2004. ISBN 9781136428258.

KOTLER, Philip a Joanne SCHEFF. Standing room only: strategies for marketing the performing arts. Boston: Harvard Business School Press, 1997. ISBN 0-87584- 737-4.

Mapping Cultural and Creative Industries in the Czech Republic. http://www.culturenet.cz/res/archive/059/009374.pdf?seek=1497269135

TENCH, Ralph a Liz YEOMANS. Exploring public relations. 3rd ed. Harlow: Pearson, 2014. ISBN 978-0-273-75777-1.

USEFUL WEBSITES

www.artscouncil.org.uk/participating-and-attending/culture-based-segmentation

www.theaudienceagency.org/audience-spectrum

www.creativeguerrillamarketing.com/what-is-guerrilla-marketing

Assessment methods and criteria

•Class attendance + participation 30 %

•Individual assignment (Press Kit for an artistic project) 30 %

•Final presentation 40 %

Further information

No schedule has been prepared for this course

The subject is a part of the following study plans