Marketing of cultural organizations and projects 2

Subject is not scheduled Not scheduled

Code Completion Credits Range Language Instruction Semester
206EMO2 ZK 4 2 hours (45 min) of instruction per week, 79 to 99 hours of self-study English summer

Subject guarantor

Name of lecturer(s)

Learning outcomes of the course unit

  1. Consolidate knowledge in marketing theory from Bachelor's study.
  2. Introduce students to new trends in marketing, applied in practice in cultural organizations and project direction.
  3. Through exercises, to introduce students with the creation, management, control and assessment of business strategy, market analysis, marketing plan and strategy.
  4. Introduce students to the importance and development of brans, image creation and assessment.
  5. Instruct students to present a company to the public.

Mode of study


Prerequisites and co-requisites


Course contents

  1. Analysis of the market and competition in the arts.
  2. The setting of Key Performance Indicators (KPI) in marketing.
  3. Marketing Plan.
  4. Coordination and assessment of marketing strategie.
  5. Marketing Audit.
  6. Creation and management of a business strategie.
  7. Establishment of marketing in cultural organizations and management of cultural projects.

Recommended or required reading

Philip Kotler, Gary Armstrong: Marketing, Grada, Praha 2004

Philip Kotler, Kevin Lane Keller: Marketing management: Grada Publishing, Praha 2013

Donald Baack, Kenneth E. Clow: Reklama, propagace a a marketingová komunikace, CPress, Praha 2008

Michael R. Solomon, Elnora W. Stuart, Greg W. Marshall: Marketing, CPress, Praha 2006

Jitka Vysekalová, Jiří Mikeš: Image a firemní identita, Grada Publishing, Praha 2009

Radka Johnová: Marketing kulturního dědictví a umění, Grada Publishing, Praha 2008

Dagmar Jakubíková: Strategický marketing, Grada Publishing, Praha 2013

Miroslav Karlíček a kolektiv: Základy marketingu, Grada Publishing, Praha 2013

Jana Přikrylová, Hana Jahodová: Moderní marketingová komunikace: Grada Publishing, Praha 2010

Assessment methods and criteria


Further information

No schedule has been prepared for this course

The subject is a part of the following study plans