VSFS:N_MKKI Marketing of Culture - Course Information
N_MKKI Marketing of Culture and Cultural Institutions
University of Finance and AdministrationSummer 2026
- Extent and Intensity
- 1/2/0. 6 credit(s). Type of Completion: zk (examination).
- Guaranteed by
- Mgr. Jitka Cirklová, M.A., Ph.D.
Subdepartment of Social Sciences – Department of Social Sciences – Departments – University of Finance and Administration
Contact Person: Dita Egertová - Prerequisites
- Basic understanding of marketing concepts; ability to work with academic texts in Czech/English.
- Course Enrolment Limitations
- The course is offered to students of any study field.
- Course objectives
- Introduce the specifics of cultural/arts marketing and its current trends. Build skills in audience development, product design, communication mix and fundraising. Practice strategic planning and analysis for cultural organizations. Apply theory in a real-life team project (audit + strategy).
- Learning outcomes
- Students will be able to: explain cultural marketing; map institution types and stakeholders; segment and target audiences; draft a digital-ready communication plan; design a visitor journey; outline fundraising options; and deliver a concise strategy for a real institution.
- Syllabus
- Key topics: foundations; institutions & environment; economy & trends; visitor experience; audience research; communication mix; digital culture; place marketing (Bilbao effect); case: Louvre & Beyoncé; funding & crowdfunding; strategy & planning; project workshop; final presentations.
- Literature
- required literature
- ICOM (2022): Nová definice muzea (inkluzivita, diverzita, udržitelnost).
- Veškerý materiál na portálu https://emuzeum.cz
- Cirklová, J.; Liška, V.: Marketing kultury a kulturních institucí (manuskript/učebnice; vybrané kapitoly pro každý týden dostupné v Interaktivní osnově předmětu)
- Kotler, P.; Keller, K. L.: Marketing Management.
- not specified
- Traditions Through Time: The Radiant Intangible Heritage of Czech Culture December 2024. https://www.nfm.go.kr/user/publbook/home/1232/selectPublBookView.do?publBookIdx=11582&publBookCateS=&page=1&row=12&pageType=IMG&multiYn=&search=
- Teaching methods
- Lectures, seminars, team projects, case studies, guided discussions, field/online audience research, project clinics; interactive tasks.
- Assessment methods
- Team project (audit + strategy) 50%; quizzes 10%; individual reflection 10%; written exam 30%; pass ≥60% total.
- Language of instruction
- Czech
- Further comments (probably available only in Czech)
- The course can also be completed outside the examination period.
- Enrolment Statistics (recent)
- Permalink: https://is.vsfs.cz/course/vsfs/summer2026/N_MKKI