Performing Arts Management

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Subject guarantor

Ingeborg RADOK ŽÁDNÁ

Name of lecturer(s)

Lucie HAYASHI, Ingeborg RADOK ŽÁDNÁ, Marta ŠVECOVÁ

Learning outcomes of the course unit

Students will obtain basic knowledge and information in the area of management and will learn the essential concepts in the fields of marketing, economics, PR and fundraising. In the practical part, the students will apply their basic skills by drawing up a time schedule and financial plan and a simple budget for a planned event, and by ensuring financing and promotion for their projects.

Mode of study

semestral course – 4 modules in total

modular teaching composed of theoretical and practical parts;

each module consists of 4 lessons with a teacher (lectures, seminars); 8 hours of individual preparation and completion of an individual assignment, and 2 hours of individual consultations;

Prerequisites and co-requisites

Recommended for year/semester: winter and summer semester of all years of Bachelor and Master student programs (English language programs students, Erasmus students, foreign trainees, students of Czech language programs – students of all 3 faculties of the AMU)

Course contents

Management minimum – introduction to cultural life in the Czech Republic, basic terminology in the area of management and business

• Introduction to cultural life in the Czech Republic;
• System of financing and support for culture in the Czech Republic, compared to foreign countries;
• Public, independent and private institutions;
• Art education system;
• Agencies, agency activities;
• Publishing, editing, production and distribution companies;
• Media – public, private;
• Professional organisations;
• Contacts, communication
• Production manager, producer, manager, agent;
• entrepreneurial mindset

Introduction to Economics

• Introduction to economic and operational aspects of an art project;
• Introduction to fiscal issues;
• Basic types of contracts and agreements – artist contract; agreement to complete a task (DPP) or job (DPČ); copyright agreement; licence agreement, employment contract;
• Budget for a project/institution/event/festival;
• Introduction to copyright law – types of agreements, royalties;
• Legal framework (public vs. private sector, self-employed person and artistic activities, associations, etc.)

Introduction to marketing and PR

• Introduction to marketing
• Basics of communication
• Basics of marketing (basic concepts, offline marketing, online marketing);
• Marketing strategy and marketing plan, marketing mix;
• Promotion and PR;
• Media plan and its preparation;
• Audience – target group;

Introduction to fundraising

• Basic concepts;
• Motivating of the donors;
• Grant fundraising – resources/programmes available in the Czech Republic and EU, types of applications;
• Non-grant fundraising – patrons, donors, sponsors – types of contracts and agreements, types of donations;
• Donation, sponsorship and barter agreements

Practical part:

Drafting a project abstract, including basic information on its financing, planning and staffing, SWOT analysis; compilation of a simple model budget according to the specific aspects of the field of study, marketing plan for the event/project, timing, drafting a grant application, artist´s portfolio

Recommended or required reading

Baskerville, D. a T.: Music Business Handbook and Career Guide

Conte D., Langley S.: Theatre Management

Copley, P.: Essentials of Accounting for Governmental and Not-for-Profit Organizations

Dohnalová, L., Boháčová, G., Štilec, J.: Mezinárodní management v hudebním sektoru (International music management)

Getz, D.: Event Studies: Theory, Research and Policy for Planned Events (Events Management)

Stein, T., Bathurst, J.: Performing Arts Management

Gillespie, B.: Self-Management for Actors: Getting Down to (Show) Business

Kolb, B. M.: Marketing for Cultural Organizations : New Strategies for Attracting Audiences

Passman, D.S.: All You Need to Know About the Music Business

Rhine, A.: Theatre Management : Arts Leadership for the 21st Century

Sargeant A., Jay E.: Fundraising management: Analysis, planning and practice

Shanda, M., Dorn, D.: Technical Management for the Performing Arts

Stein, T., Bathurst, J.: Performing Arts Management

Trommer-Beardslee, H.: Dance Production and Management Bourdieu, P.: The Field of Cultural Production

Volz, J.: How to Run a Theatre : Creating, Leading and Managing Professional Theatre

Yeoman, I.: Festival and Events Management: an international perspective,

Assessment methods and criteria

Active participation, credits for successful completion of an individual assignment, 2 credits per semester

Note

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Further information

This course is an elective for all AMU students

Schedule for winter semester 2019/2020:

The schedule has not yet been prepared

Schedule for summer semester 2019/2020:

• Week view
• List

The subject is a part of the following study plans