MUB_020 Museum Marketing and Management

Faculty of Arts
Spring 2023
Extent and Intensity
2/0/0. 4 credit(s). Type of Completion: zk (examination).
Teacher(s)
PhDr. František Šebek (lecturer)
Mgr. Lucie Jagošová, DiS., PhD. (lecturer)
Guaranteed by
Mgr. Lucie Jagošová, DiS., PhD.
Museology – Department of Archaeology and Museology – Faculty of Arts
Contact Person: Mgr. Miriam Molnárová
Supplier department: Museology – Department of Archaeology and Museology – Faculty of Arts
Timetable
Fri 10. 3. 10:00–13:40 M22, Fri 24. 3. 10:00–13:40 M22, Fri 28. 4. 10:00–13:40 M22, Fri 19. 5. 10:00–13:40 M22
Course Enrolment Limitations
The course is only offered to the students of the study fields the course is directly associated with.
fields of study / plans the course is directly associated with
there are 6 fields of study the course is directly associated with, display
Course objectives
The aim of the class is to inform students about the main principles of management and marketing applied into the museum practice. They will learn the basic methods of museum management, the principles of museum marketing, public relations, fundraising and so on with special regard to the developmental tendencies in the Czech republic and the Europe.
Learning outcomes
After completing the course, a student will be able to:
- explain of basic principles of management and marketing of museum institutions;
- apply knowledge in practice
Syllabus
  • Management structure, the basic terms, its history and strategic tendencies in the circumstances of the 21th century. Museums and the problems of free time market.
  • Management as a process, character of a manager, the ways of communication, problems of an office culture. Various ways of management, for example team management, brainstorming, management during a turbulent changes, crisis management.
  • The basic importance of planning, establishment of musem conceptions and strategies. Concrete progress in conditions of the Czech museums. Management of some specific museum activities: collections management, security management.
  • Problems of efficiency standards and measuring of efficiency, measurable and nonmeasurable indicators, museum benchmarking.
  • Public relations ant its importace for the managements. PR in museums and its concrete examples. Museums and news media in the Czech republic.
  • Marketing as an art and science. Marketing mix and its individual parts in Czech republic.
  • Fundrasing as an art and science. The main rules and difficulty of fundraising in conditions of museums with regard to the situation in the Czech republic.
  • International museum ethical code declared by ICOM and the main museum law standards in the Czech republic. Profile of museum structures in the Czech republic and different European countries (structure of a founders, law standards, kinds of museums according to activities).
Literature
    required literature
  • DRUCKER, Peter F. Výzvy managementu pro 21. století. Vyd. 1. Praha: Management Press, 2000, 187 s. ISBN 80-7261-021-X. info
  • JOHNOVÁ, Radka. Marketing kulturního dědictví a umění : [art marketing v praxi]. 1. vyd. Praha: Grada, 2008, 284 s. ISBN 9788024727240. URL info
  • KESNER, Ladislav. Marketing a management muzeí a památek. 1. vyd. Praha: Grada, 2005, 304 s. ISBN 8024711044. URL info
    recommended literature
  • FORET, Miroslav. Komunikace s veřejností. Vydání první. Brno: Vydavatelství Masarykovy univerzity, 1994, 206 stran. ISBN 8021010347. info
  • KOTLER, Philip. Marketing podle Kotlera :jak vytvářet a ovládnout nové trhy. Translated by Pavel Medek. Vyd. 1. Praha: Management Press, 2000, 258 s. ISBN 80-7261-010-4. info
  • LEDVINOVÁ, Jana – PEŠTA, Karel: Základy fundraisingu aneb, jak získat peníze pro prospěšnou činnost. Praha: ISBN, 1996. s. 146
  • NENADÁL, Jaroslav – VYKYDAL, David – HALFAROVÁ, Petra: Benchmarking - Mýty a skutečnost (Model efektivního učení se a zlepšování). Praha: Nakladatelství Press, 2011. s. 265. ISBN 978-80-7261-224-6
  • VEBER, Jaromír. Management : základy, prosperita, globalizace. Vyd. 1. Praha: Management Press, 2000, 700 s. ISBN 9788072610297. info
  • VYSEKALOVÁ, Jitka – MIKEŠ, Jiří.: Reklama: Jak děla reklamu. Praha: Grada Publisching, 2008.
  • VYSEKALOVÁ, Jitka – MIKEŠ, Jiří – BINAR Jan: Image a firemní identita. Praha: Grada Publisching, 2020 (2. vyd.).
Teaching methods
Lectures and dialogues.
Assessment methods
Oral exam.
Language of instruction
Czech
Further Comments
Study Materials
The course is taught annually.
The course is also listed under the following terms Spring 2021, Spring 2022, Spring 2024, Spring 2025.
  • Enrolment Statistics (Spring 2023, recent)
  • Permalink: https://is.muni.cz/course/phil/spring2023/MUB_020