N_MKD Heritage Marketing

University of Finance and Administration
Winter 2026
Extent and Intensity
1/2/0. 6 credit(s). Type of Completion: zk (examination).
Teacher(s)
doc. Dr. Ing. Václav Liška, LL.M., MBA (seminar tutor)
Guaranteed by
doc. Dr. Ing. Václav Liška, LL.M., MBA
Department of Social Sciences – Departments – University of Finance and Administration
Contact Person: Mgr. Petra Dovhunová
Timetable of Seminar Groups
N_MKD/cNPH: each even Tuesday 15:45–16:29 S32, each even Tuesday 16:30–17:15 S32, each even Tuesday 17:30–18:14 S32, each even Tuesday 18:15–19:00 S32, V. Liška
N_MKD/pNPH: each even Tuesday 14:00–14:44 S32, each even Tuesday 14:45–15:30 S32, V. Liška
Prerequisites
The aim of the course is to provide students with the knowledge and skills needed to use marketing tools in the field of cultural heritage. Students will get to know the key concepts and approaches of marketing, focused on the preservation, promotion and economic use of cultural heritage. The subject includes theoretical foundations, case studies from the real world and practical application of marketing strategies to cultural institutions, monuments, and other objects of historical and cultural significance.
Course Enrolment Limitations
The course is offered to students of any study field.
Course objectives
This course aims to: Understand the basic concepts of marketing and their application in the field of cultural heritage; Analyze the opportunities and challenges associated with cultural heritage marketing; Design effective marketing campaigns targeting different types of cultural heritage; Get to know the key actors and their roles in the field of cultural heritage and tourism; Integrate sustainability principles into marketing strategies for cultural heritage.
Learning outcomes
Learning outcomes: After completing the course, students will be able to: Define and apply key marketing strategies to cultural heritage; Develop a marketing campaign for a specific cultural heritage object; Analyze the market environment and target groups for cultural institutions; Identify appropriate marketing tools for promoting cultural monuments; Apply the principles of sustainable marketing in the field of cultural heritage.
Syllabus
Warp: Introduction to Cultural Heritage Marketing; Market and target group analysis; Cultural heritage branding; Marketing strategies for cultural monuments and institutions; Digital Marketing and Cultural Heritage; Sustainability in Cultural Heritage Marketing; Case studies in the field of cultural marketing; Development of marketing campaigns and strategies. Recommended reading: Kotler, P., & Keller, K.L. (2016). Marketing Management. 15th ed. Pearson. Smith, L. (2006). Uses of Heritage. Routledge. Graham, B., Ashworth, G.J., & Tunbridge, J.E. (2000). A Geography of Heritage: Power, Culture and Economy. Arnold.
Literature
    required literature
  • MELKOVÁ, Pavla a kol. Živá památka. Praha: Institut plánování a rozvoje hl. m. Prahy, 2022. 239 s. ISBN 9788088377412.
  • Cirklová, J. (Ed.). (2026). Museums as places of people, time, and memory: The intersection of place and history. Cambridge Scholars Publishing.
  • Cirklová, J., & Liška, V. (2026). Marketing kultury a kulturních institucí. Vysoká škola finanční a správní. https://publi.cz/en/book/6719-marketing-kultury-a-kulturnich-instituci publi.cz
  • Kotler, N. G., Kotler, P., & Kotler, W. I. (2008). Museum marketing and strategy: Designing missions, building audiences, generating revenue and resources (2nd ed.). Jossey-Bass.
    recommended literature
  • Liška, V. (2025). 150 let Zemské porodnice a nalezince u svatého Apolináře. Památková komora ČR. Citace v textu: (Liška, 2025).
  • Hadley, S. (2021). Audience development and cultural policy. Palgrave Macmillan. https://doi.org/10.1007/978-3-030-62970-0
  • Alnasser, N. S., & Yi, L. J. (2023). Strategies applied by different arts and cultural organizations for their audience development: A comparative review. Heliyon, 9(5), Article e15835. https://doi.org/10.1016/j.heliyon.2023.e15835
  • Vacková, V. (2024). Art museum collections in the light of social media: Typology of the possibilities of presenting art collections on social media in the Czech Republic. Museologica Brunensia, 13(1), 14–28. https://doi.org/10.5817/MuB2024-1-2
  • Wančová, N. (2018). Využívání nových médií, technologií a moderních prezentačních postupů v českých muzeích. Muzeum: Muzejní a vlastivědná práce, 56(1), 24–36. https://doi.org/10.2478/mmvp-2018-0011
Teaching methods
Interactive lectures, seminars, excursions.
Assessment methods
Defense of the semester thesis
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, Winter 2025.
  • Enrolment Statistics (recent)
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