NA_HM Heritage Marketing

University of Finance and Administration
Winter 2024
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: Bc. Kateřina Konupková
Prerequisites
none
Course Enrolment Limitations
The course is offered to students of any study field.
Course objectives
Course Objectives: The course aims to provide students with knowledge and skills to apply marketing tools in the field of cultural heritage. Students will become familiar with key concepts and marketing approaches focused on the preservation, promotion, and economic utilization of cultural heritage. The course includes theoretical foundations, case studies from real-world scenarios, and practical applications of marketing strategies for cultural institutions, landmarks, and other objects of historical and cultural significance. The objectives of the course are to: Understand the basic marketing concepts and their application in cultural heritage; Analyze opportunities and challenges in the marketing of cultural heritage; Design effective marketing campaigns for various types of cultural heritage; Become familiar with key stakeholders and their roles in the field of cultural heritage and tourism; Integrate sustainability principles into marketing strategies for cultural heritage.
Learning outcomes
learning Outcomes: Upon completion of 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 market environments and target audiences for cultural institutions; Identify appropriate marketing tools for promoting cultural landmarks; Apply sustainable marketing principles in the context of cultural heritage.
Syllabus
Course Contents: Introduction to cultural heritage marketing; Market analysis and target audiences; Branding of cultural heritage; Marketing strategies for cultural landmarks and institutions; Digital marketing and cultural heritage; Sustainability in heritage marketing; Case studies in cultural marketing; Development of marketing campaigns and strategies. Recommended or Required 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.
Teaching methods
Lectures, class discussion, group projects, presentations by professionals in the sectors, homework, reading
Assessment methods
Semester project defence
Language of instruction
English
Further Comments
The course can also be completed outside the examination period.
The course is also listed under the following terms Winter 2025, Winter 2026.
  • Enrolment Statistics (Winter 2024, recent)
  • Permalink: https://is.vsfs.cz/course/vsfs/winter2024/NA_HM