Marketing of cultural organizations and projects 1

Display Schedule

Code Completion Credits Range Language Instruction Semester
206MKO1 Z 3 2T Czech winter

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.

Schedule for winter semester 2018/2019:

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
room R311
Učebna R311 (DAMU)
(Karlova 26, Praha 1)
SULŽENKO J.
12:30–14:00
(lecture parallel1)
Tue
Wed
Thu
Fri
Date Day Time Tutor Location Notes No. of paralel
Mon 12:30–14:00 Jiří SULŽENKO Učebna R311 (DAMU)
Karlova 26, Praha 1 		lecture parallel1

Schedule for summer semester 2018/2019:

The schedule has not yet been prepared

The subject is a part of the following study plans