NA_HM Heritage Marketing

Vysoká škola finanční a správní
zima 2025
Rozsah
1/2/0. 6 kr. Ukončení: zk.
Vyučující
Mgr. Jitka Cirklová, M.A., Ph.D. (cvičící)
PhDr. et PhDr. Kateřina Rathouská Štroblová, Ph.D. (cvičící)
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: Mgr. Petra Dovhunová
Rozvrh seminárních/paralelních skupin
NA_HM/cNCPH: každý lichý čtvrtek 12:15–12:59 E000MM, každý lichý čtvrtek 13:00–13:45 E000MM, každý lichý čtvrtek 14:00–14:44 E000MM, každý lichý čtvrtek 14:45–15:30 E000MM, K. Rathouská Štroblová
NA_HM/pNCPH: každé liché úterý 12:15–12:59 E314, každé liché úterý 13:00–13:45 E314, J. Cirklová
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.
Literatura
    povinná literatura
  • Cirklova, J. ‘Reimagining war and conflict memorials: towards participatory and living narratives’. Architecture_MPS 29, 1 (2024): 1. DOI: https://doi.org/10.14324/111.444.amps.2024v29i1.001. Dostupné zde https://journals.uclpress.co.uk/amps/article/pubi
  • Entire Journal https://amps-research.com/wp-content/uploads/2024/04/Amps-Proceedings-Series-35.1_2024.pdf
  • Cirklová, J., & Liška, V. (2024). The radiant intangible heritage of Czech culture. In National Intangible Heritage Center (Ed.), Traditions through time (pp. 294). ISBN: 11-1371036-100008-01 https://www.nfm.go.kr/user/publbook/home/1232/selectPublBookVi
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 2024.
  • Statistika zápisu (nejnovější)
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