B_KuPM Cultural production and marketing

University of Finance and Administration
Winter 2024
Extent and Intensity
2/0/0. 3 credit(s). Type of Completion: z (credit).
Teacher(s)
PhDr. et PhDr. Kateřina Rathouská Štroblová, Ph.D. (seminar tutor)
Guaranteed by
doc. Giuseppe Maiello, Ph.D.
Subdepartment of Social Sciences – Department of Social Sciences – Departments – University of Finance and Administration
Contact Person: Dita Egertová
Timetable of Seminar Groups
B_KuPM/pMPH: Thu 14:00–14:44 E004, Thu 14:45–15:30 E004, except Thu 31. 10. ; and Tue 5. 11. 12:15–13:45 E007KC, K. Rathouská Štroblová
Course Enrolment Limitations
The course is offered to students of any study field.
Course objectives
The course provides students with the opportunity to explore the connection between creativity and entrepreneurship in the cultural sector. Students will learn how cultural products are created, promoted, and consumed on the global market, including marketing strategies. Through a combination of theoretical knowledge and the development of practical skills, the course reflects the intersections of cultural and creative industries and business, and equips students with the knowledge and skills that allow them to navigate the complex environment of the cultural sector.
Learning outcomes
Students will learn to analyze current trends, develop marketing strategies, and examine the impact of globalization on cultural production. The course supports critical thinking, creativity, and understanding of the role of marketing in shaping the cultural environment.
Syllabus
  • 1. Introduction to Cultural Production and Marketing 2. Author - Consumer - Audience - Client 3. Brand and Identity 4. Creation of Cultural Content 5. Budgeting and Financial Planning 6. Intercultural Marketing Strategies 7. Management and Promotion of Cultural Events 8. Social Media Marketing 9. Cultural Ethics and Responsibility 10. Self-management 11. Marketing Strategies for Cultural Organizations 12. 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, discussions, practice activities
Assessment methods
The course is completed with a credit: 1. Mandatory and active participation in seminars - 80%
Language of instruction
Czech
Further comments (probably available only in Czech)
The course can also be completed outside the examination period.
Information on the extent and intensity of the course: 12 hodin KS/semestr.
  • Enrolment Statistics (recent)
  • Permalink: https://is.vsfs.cz/course/vsfs/winter2024/B_KuPM