B_KuPM Cultural production and marketing

University of Finance and Administration
Winter 2025
Extent and Intensity
2/0/0. 3 credit(s). Type of Completion: z (credit).
Guaranteed by
doc. Dr. Ing. Václav Liška, LL.M., MBA
Department of Social Sciences – Departments – University of Finance and Administration
Contact Person: Dita Egertová
Course Enrolment Limitations
The course is offered to students of any study field.
Course objectives
The course provides students with an understanding of the relationship between cultural production, creativity, and marketing. Emphasis is placed on linking creativity and entrepreneurial approaches in the implementation and promotion of cultural projects. Students will explore the functioning of cultural and creative industries in the context of globalization, the principles of brand creation, cultural identity, and strategies for promotion across different media.
Learning outcomes
Upon successful completion of the course, students will be able to: Analyze current trends in cultural production and marketing. Design marketing strategies for cultural products and institutions. Apply methods of financial planning and budgeting in cultural projects. Utilize social media and digital technologies for cultural promotion. Critically evaluate ethical aspects and social responsibility in cultural marketing. Navigate the global context of cultural and creative industries.
Syllabus
Introduction to Cultural Production and Marketing Author – Consumer – Audience – Client Brand and Identity in Cultural Projects Creation and Management of Cultural Content Budgeting and Financial Planning in Cultural Production Intercultural Marketing Strategies Management and Promotion of Cultural Events Social Media Marketing and Digital Platforms Cultural Ethics and Responsibility Self-management and Leadership in the Cultural Field Marketing Strategies for Cultural Organizations Public and Media Relations in the Cultural Sector
Literature
    required literature
  • O´BRIEN, D. Kulturní politika - Management, hodnoty a modernita v kreativních průmyslech. Brno: Barrister & Principal, 2015.
    recommended literature
  • SVOBODA, F. Ekonomika kultury. Brno: Masarykova univerzita, 2020
  • POELL, T.; NIEBORG, D.; DUFFY, B. Platforms and Cultural Production. Cambridge: Polity Press, 2021
  • BAČUVČÍK, R. Marketing kultury. Neratovice: Verbum, 2012
  • SVOBODA, F. Ekonomika kultury. Brno: Masarykova univerzita, 2020.
  • GELBRICH, K.; MÜLLER, S. Cross-Cultural Consumer Behavior. Cheltenham: Edward Elgar Publishing, 2023
  • SMOLÍKOVÁ, M. Management umění, Praha: VŠUP, 2008
  • DIAMOND, J. Business and Marketing across Cultures. New York: Sage Publications, 2023
    not specified
  • JOHNOVÁ, R. Marketing kulturního dědictví a umění, Praha: Grada, 2010
Teaching methods
lectures, guided discussions, case studies, practice activities, teamwork projects
Assessment methods
The course is completed with a credit: Active participation in class (min. 80%) completion of a short case study or project (teamwork) oral or written reflection on the topics discussed
Language of instruction
Czech
Further Comments
The course can also be completed outside the examination period.
The course is also listed under the following terms Winter 2024.
  • Enrolment Statistics (recent)
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