UHVHMBP027 Museum management and marketing

Faculty of Philosophy and Science in Opava
Winter 2024
Extent and Intensity
2/0/0. 4 credit(s). Type of Completion: zk (examination).
Teacher(s)
Mgr. Bc. Miloš Zapletal, Ph.D. (lecturer)
Guaranteed by
Mgr. Bc. Miloš Zapletal, Ph.D.
Institute of Historical Sciences – Faculty of Philosophy and Science in Opava
Timetable
Wed 9:45–11:20 M7
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
The aim of the course is to acquaint students with the basic problems, concepts and relations of museum management and marketing.
Learning outcomes
The student will be able to apply system approach in the management of non-profit organizations and cultural institutions, as well as in the field of museum marketing. The main emphasis will be on planning and project management, creation of concepts and long-term strategies in the specific conditions of museums in the Czech Republic. Students will also get acquainted with the main principles of public relations and fundraising.
Syllabus
  • 1. Introduction to the theory of management and marketing. 2. Theoretical and conceptual approaches to the management and marketing of cultural heritage. 3. Internal and external conditions for the functioning of the museum. 4. Management and basic tasks of museum managers; museum and founder; museum funding; budgeting in a contributory organization. 5. Organizational rules and operating rules of the museum. 6. Museum management process: planning, organizing, selecting and deploying collaborators, leadership and control. 7. Management of collecting. 8. Museum marketing; marketing research of museum audiences. 9. Portfolio analysis of museum marketing; development of financial resources; admission and pricing policy; commercial activity and services; sponsorship. 10. Strategic planning in the museum. 11. Project management. 12. Evaluation of museum activities; performance indicators; standards. 13. Public relations, promotion; museums and the media resources; the growing importance of the so-called new media.
Literature
    required literature
  • Kesner, L. Marketing a management muzeí a památek. Praha 2005.
  • Johnová, R. Marketing kulturního dědictví a umění. Praha 2008.
    not specified
  • Lesly, P. Public relations: teorie a praxe. Praha 1995.
  • Howard, P. Heritage: Management, Interpretation, Identity. London, New York 2003.
  • Veber, Jaromír. Management: základy, prosperita, globalizace. Praha 2000.
  • Zapletal, M. Výpočetní technika a muzejní dokumentační systémy. Opava 1992.
  • Drucker, P. Řízení neziskových organizací. Praha 1994.
  • Zapletal, M. Helfert’s Theory of a Music Museum (“Musical Archive”) / Helfertova teorie hudebního muzea (“hudebního archivu”). Musicalia 11, 2019, č. 1–2, s. 6–45.
  • Drucker, P. Výzvy managementu pro 21. století. Praha 2000.
  • Hannagan, T. J. Marketing pro neziskový sektor. Praha 1996.
  • Buriánková, M. – Komárková, A. – Šebek, F. (eds.). Úvod do muzejní praxe. Praha 2010.
Teaching methods
lectures, class discussion, reading
Assessment methods
oral examination
Language of instruction
Czech
Further Comments
Study Materials
The course is also listed under the following terms Winter 2020, Winter 2021, Winter 2022, Winter 2023.
  • Enrolment Statistics (recent)
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