Creative producing in art and show business

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Code Completion Credits Range Language Instruction Semester
300MCPAS credit 1 2 lecture hours (45 min) of instruction per week, 7 to 12 hours of self-study English winter

Subject guarantor

Name of lecturer(s)

Learning outcomes of the course unit

The course is aimed at developing students competencies for building strategies and tactics for the release of their creative projects, the ability to ensure the organization and functioning of product promotion, identifying the current and desired target audience as a result. Students will also develop an understanding of the concepts of PR, public positioning, marketing, and learn tools for creating brand books of their own projects in show business field.

Mode of study

In class attendance, individual reading,

Lecture, Discussions, In-class practice exercises.

Students are allowed two absences. Except in unforeseen circumstances, students must notify the teacher in advance. Exceptional circumstances will be considered, but additional work may be required.

Students are expected to participate in class discussions as part of the overall assessment.

Prerequisites and co-requisites

Students to have read some material from the list of suggested authors.

Course contents

Creative producing is an interdisciplinary field of activity that includes knowledge and understanding of all components of show business, from pre-production to the implementation of promotional plans. The course involves expanding the angle of view on the production of a creative product. As a rule, the authors are focused on certain personal areas of responsibility, their specialization, without thinking about further communication with a wide audience, sponsors, media from other areas and the growth of the product as an integral brand.

During the course, students will study and analyze existing creative production strategies, as well as develop their own strategies and brand books, press releases. These tasks will be carried out in the context of both the author's personal brand and specific projects that students create.

Recommended or required reading


Assessment methods and criteria

To complete the course, the student must meet the attendance and participation requirements and complete the assigned tasks (press releases, promo plans, brand book and strategy) in accordance with the specified registration criteria and regulations.

1.Lecture: Creative producer. Role, tasks, expectations.

Homework: for the next lecture, choose 5 favorite works of art (cinema, music, visual arts, literature, etc.) and prepare a description of them.

Reading: Ed Catmull: Creativity inc. Ovecoming the unseen forces that stand in the way of true inspiration ( ISBN 978-0-8129-9301-1 )

2.Lecture: Society's need for art. Search and analysis of the target audience.

Exercise : Self portrait. Students will make an analysis of themselves as the target audience and consumer of the product of creativity.

Homework: each student prepares a presentation of their project (they can take existing cases from the portfolio, what they are working on now or what they are planning in the future).

Reading: Niel Landau: The TV Showrunner's Roadmap: 21 Navigational Tips for Screenwriters to Create and Sustain a Hit TV Series ( ISBN 0415831679 )

Watching: Exit through the gift shop (2010)

3.Lecture: Brand book, brand strategy, communication with the audience.


•Pitching of students projects;

•Discussion about their brand strategy plans;

Homework: development of brand book and project brand strategy.

Reading: Martin Lindstrom: Buyology. Truth and lies about why we buy (ISBN 978-0-385-52389-9)

4.Lecture: Promotional plans, creation – implementation.


•Presentation of the brand book and brand strategy of students projects;

•Discussion about their promo plans;

Homework: development of promo plans (with analysis of communication processes with media, external brands and audience).

5.Lecture: Press releases, communication of the product with the media.

Exercise: Students must write a press release for their projects and present them.

Homework: Students must prepare full package presentation (brand book, brand strategy, promo plan and press releases of their projects) according to the analysis and amendments during the classes.

  1. Protection of the final works by yourself. Realize your project!

Schedule for winter semester 2022/2023:

Date Day Time Tutor Location Notes No. of paralel
10.11.2022 16:00–18:00 Room No. 5
Lažanský palác
lecture parallel1

Schedule for summer semester 2022/2023:

The schedule has not yet been prepared

The subject is a part of the following study plans