Marketing of cultural organizations and projects 1

Display Schedule

Subject guarantor:

Jiří SULŽENKO

Name of lecturer(s):

Jiří SULŽENKO

Learning outcomes of the course unit:

Aims of the course:

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:

Lectures/classes.

Prerequisites and co-requisites:

None.

Course contents:

1. Definition of marketing and id differences in cultural organizations and projects.

2. Brand management - significance and development of brand.

3. Presentation of the company to the public, creation and assessment of image.

4. Formulation of a graphic study, advertisement, media and P.R. agencies; managing collaboration with them.

5. Managing marketing strategy.

6. Leading a marketing team.

7. Responsibility for marketing communications.

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:

None.

Course web page:

Note:

Schedule for winter semester 2016/2017:

	06:00–08:0008:00–10:0010:00–12:0012:00–14:0014:00–16:0016:00–18:0018:00–20:0020:00–22:0022:00–24:00
Mon	místnost () SULŽENKO J. 14:15–15:45 (přednášková par. 1)
Tue
Wed
Thu
Fri

Date	Day	Time	Tutor	Location	Notes	No. of paralel
	Mon	14:15–15:45	Jiří SULŽENKO			přednášková par. 1

Schedule for summer semester 2016/2017:

The schedule has not yet been prepared

The subject is a part of the following study plans:

• Arts Management (M.A.) (compulsory subject)