MUBKO_020 Museums Marketing and Management

Faculty of Arts
Spring 2025
Extent and Intensity
0/0/0. 6 credit(s). Type of Completion: zk (examination).
Teacher(s)
PhDr. František Šebek (lecturer)
prof. PhDr. Pavol Tišliar, PhD. (lecturer)
Guaranteed by
prof. PhDr. Pavol Tišliar, PhD.
Museology – Department of Archaeology and Museology – Faculty of Arts
Contact Person: Bc. Dominika Matějková
Supplier department: Museology – Department of Archaeology and Museology – Faculty of Arts
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
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
    recommended literature
  • Verhaar, Jan: Management and Organization. Amsterdam, Renwardt Academie
  • Fahy, Anne: Collections Management. London - New York, Routledge 1995, s. 304. ISBN 0-415-11283-4
  • The Management Needs of Museum Personnel. Amsterdam Reinward Academie
  • Museums - management. Wien, MANZsche Verlags- und Universitätsbuchhandlund 1991. s. 248. ISBN 3-214-082191
  • Statut ICOM a Stanovy AMG
  • FOPP, Michael A. Managing museums and galleries. London: Routledge, 1997, ix, 241 s. ISBN 0-415-09496-8. info
  • MCLEAN, Fiona. Marketing the museum. London: Routledge, 1997, 257 s. ISBN 0-415-10392-4. info
  • Organizační chování :jak se každý den chovají spolupracovníci, nadřízení, podřízení, obchodní partneři či zákazníci. Edited by František Bělohlávek. 1. vyd. Olomouc: Rubico, 1996, 343 s. ISBN 80-85839-09-1. info
  • DOLANSKÝ, Václav, Vladimír MĚKOTA and Vladimír NĚMEC. Projektový management. Vyd. 1. Praha: Grada, 1996, 372 s. ISBN 8071692875. info
  • BOWMAN, Cliff. Strategický management. Translated by Jiří Vejdělek. Vyd. 1. Praha: Grada Publishing, 1996, 147 s. ISBN 8071692301. info
  • MAJARO, Simon. Základy marketingu. Translated by Stanislav Jurnečka. 1. vyd. Praha: Grada, 1996, 308 s. ISBN 8071692972. info
  • SCHULTZ, Don E. Moderní reklama : umění zaujmout. Translated by Robert Špaček. Vyd. 1. Praha: Grada, 1995, 668 s. ISBN 8071690627. info
  • MCCARTHY, E. Jerome and William D. PERREAULT. Základy marketingu. Translated by Dana Bursíková. 1. vyd. Praha: Victoria Publishing, 1995, 511 s. ISBN 80-85605-29-5. info
  • Museum management. Edited by Kevin Moore. London: Routledge, 1994, xi, 298. ISBN 0415112796. info
  • Management. Edited by Heinz Weihrich - Harold Koontz. [1. vyd.]. Praha: Victoria Publishing, 1993, 659 s. ISBN 80-85605-45-7. info
  • GRUBER, David. Jak si vychutnat zuřícího šéfa. Ostrava: Gruber-TDP, 1992. ISBN 80-900680-2-2. info
  • Museums 2000 : politics, people, professionals and profit. Edited by Patrick John Boylan. London: Museums Association in conjunction with Routledge, 1992, vii, 203 s. ISBN 0-415-05455-9. info
Teaching methods
Lectures and dialogues.
Assessment methods
Oral exam.
Language of instruction
Czech
Further comments (probably available only in Czech)
The course is taught annually.
The course is taught: in blocks.
Information on the extent and intensity of the course: 0/0/0 4 bloky po 6 hodinách + e-learning 8 hodin.
Teacher's information
The course is supported by e-learning with relevant study materials.
The course is also listed under the following terms Spring 2021, Spring 2022, Spring 2023, Spring 2024.
  • Enrolment Statistics (Spring 2025, recent)
  • Permalink: https://is.muni.cz/course/phil/spring2025/MUBKO_020