UHVM0104 Museum management

Faculty of Philosophy and Science in Opava
Summer 2023
Extent and Intensity
3/0/0. 3 credit(s). Type of Completion: zk (examination).
doc. Ing. Miloš Zapletal, Dr. (lecturer)
Guaranteed by
Mgr. Bc. Miloš Zapletal, Ph.D.
Institute of Historical Sciences - Faculty of Philosophy and Science in Opava
Course Enrolment Limitations
The course is also offered to the students of the fields other than those the course is directly associated with.
fields of study / plans the course is directly associated with
Course objectives
Students gain knowledge in the application of systems approach in management of cultural institutions and gain basic knowledge in marketing of museums and application of management techniques in museum practice.
  • 1. Definition term management. Definition of the term manager (management and leadership). Management culture in the Czech Republic.
    2. The development of theories and models of management. The school scientific industrial management. School of Human Relations. School administrative proceedings. School of bureaucratic control. Management culture in the Czech Republic. Current management approaches. Process approaches. Psycho - social attitudes. Systemic approaches. Quantitative approaches. Empirical approaches.
    3. System approach to management. Model operational management. Process management activities (planning, organizing, selection and deployment of co-workers, management, control). Management functions (sequential and parallel) and role. System approach to management in museums.
    4. Marketing profit and non-profit organizations. Boston diagram. Marketing cultural organizations in the country.
    5. Marketing analysis of museum. Defining Portfolios Museum. Portofoliová analysis of marketing hypothetical museum. Development of financial resources. Admission and pricing. Commercial activities and services. Sponsorship. Clubs.
    6. Marketing research of the museum audience. Types of research, the museum audience. Techniques and tools for information retrieval. Questionnaire survey. Personal interviews. Group interviews. Observation and monitoring. Study documents. Testing and evaluation of exposures.
    7. Preparation and execution of research museum audience. Problem analysis and specification of the research objectives. Hilarious collection and analysis of secondary data. A research plan. Preparation and testing of research tools and techniques. Data collection. Processing and analysis of the data. Preparation of the final report.
    8. Evaluation research audience and visitors to the museum. Evaluation of information obtained by questionnaire survey. Basic terms of managerial statistics. Histogram. Rating randomness of choice. Use descriptive (management) to evaluate traffic statistics Museum.
    9. Planning for the museum. Management and leadership. Relationship organization and founder. Short-term and long-term plans. Planning exhibitions. The use of network analysis (critical path method) in planning exhibitions. Strategic Plan. Vision and strategic objectives.
    10. Methods for measuring the performance of the museum. Evaluation. The performance indicators. Standards.
    11. Management of process documentation of museum collections. The museum documentation systems. Optimization of the process of introducing an automated system documentation collections (features, design and choice information system for documentation of museum collections). DEMUS system.
    12. Organizing and characteristics of organizational structures. Types of organizational structures (in-line, functional, line staff, matrix, project). The optimal organizational structure of the museum.
    required literature
  • Buriánková, M., Komárková, A., Šebek, F. Úvod do muzejní praxe. Praha, 2010. info
  • Zapletal, M. Systémová dokumentace sbírek. Modulární systém studijních programů na vysokých školách v Moravskoslezském kraji a jeho realizace - CZ.04.1.03/ Opava, 2007. info
  • Kesner, L.:. Marketing a management muzeí a památek. Praha: Grada, 2005. ISBN 80-247-1104-4. info
  • Waidacher, F. Příručka všeobecnej muzeológie. Bratislava, 1999. info
  • Beneš, J.:. Základy muzeologie. Opava, 1997. info
  • Hannagan, T.J.:. Marketing pro neziskový sektor. Praha, 1996. info
  • ŠULEŘ, O. Manažerské techniky. Olomouc, 1995. ISBN 80-85839-06-7. info
  • Vodáček, L., Vodáčková, O.:. Management - teorie a praxe 80. a 90. let. Praha, 1994. info
  • Koontz, H., Weihrich, H.:. Management. Praha, 1993. info
  • Zapletal, M. Výpočetní technika a muzejní dokumentační systémy. Opava, 1992. info
  • DRUCKER, P. Innovation and Enterpreneurship. New York: Harper&Row, 1985. ISBN 0-0601-542-84. info
Language of instruction
Further comments (probably available only in Czech)
Study Materials
The course can also be completed outside the examination period.
Teacher's information
* The successful completion of Museum management is necessary to obtain test
ActivityDifficulty [h]
The course is also listed under the following terms Summer 2015, Summer 2016, Summer 2017, Summer 2018, Summer 2019, Summer 2020, Summer 2021, Summer 2022.
  • Enrolment Statistics (recent)
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