N_MKKI Marketing of Culture and Cultural Institutions

University of Finance and Administration
Summer 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.
The course is also listed under the following terms Summer 2025.
  • Enrolment Statistics (recent)
  • Permalink: https://is.vsfs.cz/course/vsfs/summer2026/N_MKKI