Media and Arts
Subject is not scheduled Not scheduled
| Code | Completion | Credits | Range | Language Instruction | Semester |
|---|---|---|---|---|---|
| 206EMA | ZK | 3 | 2T | English | summer |
Subject guarantor
Name of lecturer(s)
Learning outcomes of the course unit
- 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.
- 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.
- 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