MVKK_13 Marketing comunication II.

Faculty of Arts
Spring 2014
Extent and Intensity
0/2. 4 credit(s). Type of Completion: z (credit).
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: Vlasta Taranzová
Supplier department: Department of Musicology – Faculty of Arts
Prerequisites (in Czech)
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 50 student(s).
Current registration and enrolment status: enrolled: 0/50, only registered: 0/50, only registered with preference (fields directly associated with the programme): 0/50
fields of study / plans the course is directly associated with
Course objectives
At the end of the course students should be able to understand and explain specification of arts managers' marketing competencies.
Syllabus
  • strategic planning
  • SWOT analysis
  • mision and vision
  • positioning
  • audience building
  • fundraising
  • communicational campaign and budgeting
  • product portfolio
  • advertisement
Literature
    required literature
  • KAISER, Michael M. Strategické plánování v umění : praktický průvodce. 1. vyd. Praha: Divadelný ústav, 2009, 146 s. ISBN 9788070082362. info
  • 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
    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 (probably available only in Czech)
Study Materials
The course is taught only once.
The course is taught: in blocks.
The course is also listed under the following terms Spring 2010, Spring 2011, Spring 2012, Spring 2013.
  • Enrolment Statistics (recent)
  • Permalink: https://is.muni.cz/course/phil/spring2014/MVKK_13