NA_HM Heritage Marketing

Vysoká škola finanční a správní
zima 2024
Rozsah
1/2/0. 6 kr. Ukončení: zk.
Garance
Mgr. Jitka Cirklová, M.A., Ph.D.
Sekce společenských věd (FES, KSV) – Katedra společenských věd (FES, KSV) – Katedry – Vysoká škola finanční a správní
Kontaktní osoba: Bc. Kateřina Konupková
Předpoklady
žádné
Omezení zápisu do předmětu
Předmět je otevřen studentům libovolného oboru.
Cíle předmětu
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.
Výstupy z učení
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.
Osnova
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.
Výukové metody
Lectures, class discussion, group projects, presentations by professionals in the sectors, homework, reading
Metody hodnocení
Semestr project defence
Vyučovací jazyk
Angličtina
Další komentáře
Předmět je dovoleno ukončit i mimo zkouškové období.
Předmět je zařazen také v obdobích zima 2025, zima 2026.