Marketing v kultuře Field of study: Ethnology and Cultural Anthropology
Programme code: W6-S1AK19.2020

Module name: Marketing v kultuře
Module code: 12-AK-S1-MK
Programme code: W6-S1AK19.2020
Semester: summer semester 2020/2021
Language of instruction: Czech
Form of verification: course work
ECTS credits: 2
Description:
this module introduces the subject of marketing and seeks to place marketing and consumption practices in their political, economic, technological, social and cultural context, and with especial reference to the cultural industries. It covers issues such as consumer behaviour, segmentation, targeting, positioning and the mix of elements by which marketers seek to structure brand relationships with consumers, including product management, pricing, channel management, services marketing, and marketing communications
Prerequisites:
Žádné požadavky.
Key reading:
(no information given)
Learning outcome of the module Codes of the learning outcomes of the programme to which the learning outcome of the module is related [level of competence: scale 1-5]
students are ready for team work, they are able to plan a basic marketing strategy [_K_1]
 K_K01 [4/5] K_K03 [4/5] K_K05 [2/5]
they are convinced of ethical obligations in planning marketing strategy [_K_2]
 K_K07 [3/5]
students prepare a strategy of marketing activities in cultural industry [_U_1]
 K_U06 [3/5] K_U09 [3/5] K_U10 [4/5]
students use a knowledge about marketing in planning their own professional activity in the field of culture [_U_2]
 K_U09 [3/5] K_U10 [3/5] K_U11 [4/5]
students get basic knowledge about marketing of culture, they can define terms and show the role of cultural institutions in modern society [_W_1]
 K_W11 [2/5] K_W17 [4/5]
students understand the idea of marketing as a systematic activity of institution; know the rules and possibilities of financing cultural events [_W_2]
 K_W12 [3/5] K_W16 [4/5]
students knows how to drow up a business plan in area of cultural activity [_W_3]
 K_W17 [4/5]
Type Description Codes of the learning outcomes of the module to which assessment is related
project [_w_1]
using a marketing strategy in business plan of a cultural activity
 _K_1 _U_2 _W_2 _W_3
presentation [_w_2]
analysis of selected problems of cultural marketing (by giving an example)
 _K_2 _U_1 _W_1
Form of teaching Student's own work Assessment of the learning outcomes
Type Description (including teaching methods) Number of hours Description Number of hours
practical classes [_fs_1]
project
 15
realisation of some part of a project (conception, reading documents)
 40 project [_w_1]
Attachments
Module description (PDF)
Information concerning module syllabuses might be changed during studies.
Syllabuses (USOSweb)
Semester Module Language of instruction
(no information given)