BA_CPM Cultural production and marketing

University of Finance and Administration
Winter 2025
Extent and Intensity
2/0/0. 3 credit(s). Recommended Type of Completion: z (credit). Other types of completion: zk (examination).
Guaranteed by
PhDr. et PhDr. Kateřina Rathouská Štroblová, Ph.D.
Subdepartment of Social Sciences – Department of Social Sciences – Departments – University of Finance and Administration
Contact Person: Dita Egertová
Prerequisites
English. min. level B2
Course Enrolment Limitations
The course is offered to students of any study field.
Course objectives
The course offers students a unique opportunity to explore the intersection of creativity and business within the cultural sector. It provides students with an understanding of how cultural products are created, promoted and consumed in today’s diverse market. Through a combination of theoretical knowledge and practical skills development, the course explores the intersection of culture, creativity, and business, equipping students with the knowledge and skills to navigate the complexities of cultural industries.
Learning outcomes
Students will learn to analyze cultural trends, develop marketing strategies for cultural products, and explore the impact of globalization on cultural production. The course encourages critical thinking, creativity, and an appreciation for the role of marketing in shaping cultural experiences.
Syllabus
  • 1. Introduction to Cultural Production and Marketing
  • 2. Author – Consumer – Audience – Client
  • 3. Branding and Indentity
  • 4. Cultural Content Creation
  • 5. Budgeting and Financial Planning
  • 6. Cross-Cultural Marketing Strategies
  • 7. Cultural Event Management and Promotion
  • 8. Social Media Marketing
  • 9. Cultural Ethics and Responsibility
  • 10. Selfmanagement
  • 11. Marketing Strategies for Cultural Organizations
  • 12. Public and Media Relations in the Cultural Sector
Literature
    required literature
  • BOLIN, G. Value and the Media. Cultural Production and Consumption in Digital Markets. London: Routledge, 2016
  • DIAMOND, J. Business and Marketing across Cultures. New York: Sage Publications, 2023
    recommended literature
  • POELL, T.; NIEBORG, D.; DUFFY, B. Platforms and Cultural Production. Cambridge: Polity Press, 2021
  • GELBRICH, K.; MÜLLER, S. Cross-Cultural Consumer Behavior. Cheltenham: Edward Elgar Publishing, 2023
Teaching methods
Lectures, discussions, practice activities
Assessment methods
The subject is completed by a credit: 1. mandatory and active participation in seminars - 80%
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 Summer 2025.
  • Enrolment Statistics (recent)
  • Permalink: https://is.vsfs.cz/course/vsfs/winter2025/BA_CPM