FF:MVK_15 Marketing comunication II. - Course Information
MVK_15 Marketing comunication II.
Faculty of ArtsSpring 2022
- Extent and Intensity
- 0/2/0. 4 credit(s). Type of Completion: k (colloquium).
- Teacher(s)
- Mgr. Simona Pokorná Juračková, Ph.D. (lecturer), Mgr. Viktor Pantůček, Ph.D. (deputy)
- Guaranteed by
- Mgr. Viktor Pantůček, Ph.D.
Department of Musicology – Faculty of Arts
Contact Person: Mgr. Jan Karafiát
Supplier department: Department of Musicology – Faculty of Arts - Timetable
- each odd Thursday 12:00–15:40 N41
- Prerequisites (in Czech)
- MVK_14 Marketing comunication I. || MVKK_12 Marketing comunication I.
- Course Enrolment Limitations
- The course is also offered to the students of the fields other than those the course is directly associated with.
The capacity limit for the course is 80 student(s).
Current registration and enrolment status: enrolled: 4/80, only registered: 1/80, only registered with preference (fields directly associated with the programme): 1/80 - fields of study / plans the course is directly associated with
- there are 7 fields of study the course is directly associated with, display
- Course objectives
- At the end of the course students should be able to understand and explain specification of arts managers' marketing competencies.
- Learning outcomes
- Students will be able to: - Understand strategic planning issues, mission topics and vision - basic analysis of external influences - Prepare institution positioning - Understand the problem of audience building - Understand fundraising - prepare a communication campaign and budgeting - Prepare product portfolio - evaluate advertising
- Syllabus
- strategic planning
- SWOT analysis
- mision and vision
- positioning
- audience building
- fundraising
- communicational campaign and budgeting
- product portfolio
- advertisement
- Literature
- required literature
- KOTLER, Neil G., Philip KOTLER and Wendy I. KOTLER. Museum marketing and strategy : designing missions, building audiences, generating revenue and resources. 2nd ed. San Francisco: Jossey-Bass, 2008, xxx, 511. ISBN 9780787996918. info
- KAISER, Michael M. Strategické plánování v umění : praktický průvodce. 1. vyd. Praha: Divadelný ústav, 2009, 146 s. ISBN 9788070082362. info
- recommended literature
- KESNER, Ladislav. Marketing a management muzeí a památek. 1. vyd. Praha: Grada, 2005, 304 s. ISBN 8024711044. URL info
- not specified
- Marketing management (Orig.) : Marketing & management : Marketing management : analýza, plánování, realizace a kontrola [Victoria Publishing, 1992] : Marketing management : analýza, plánování, realizace a kontrola [Victoria Publishing, 1995]. info
- GUMMESSON, Evert. Total relationship marketing : from the 4Ps-- product, price, promotion, place-- of traditional marketing management to the 30Rs-- the thirty relationships- of the new marketing paradigm. Oxford: Butterworth-Heinemann, 1999, xiii, 281. ISBN 075064463X. info
- Teaching methods
- lectures, discussion, homeworks
- Assessment methods
- 3 short essays, colloquium
- Language of instruction
- Czech
- Further Comments
- Study Materials
The course is taught annually.
- Enrolment Statistics (recent)
- Permalink: https://is.muni.cz/course/phil/spring2022/MVK_15