DDMZ202 Marketing I

Theatre Faculty
Winter 2026
Extent and Intensity
1/1/3. 2 credit(s). Type of Completion: graded credit.
Teacher(s)
MgA. Kateřina Balíková (lecturer)
doc. MgA. Hana Průchová, Ph.D. (lecturer)
Guaranteed by
doc. MgA. Hana Průchová, Ph.D.
Theatre Management and Stage Technology Department – Dean’s Office – Theatre Faculty – Janáček Academy of Performing Arts
Supplier department: Theatre Management and Stage Technology Department – Dean’s Office – Theatre Faculty – Janáček Academy of Performing Arts
Timetable
Tue 8:30–10:00 17
Prerequisites
Successful completion of the first year bachelor degree studies in Theatre Management.
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
A two-semester course focused on the fundamentals of marketing and marketing communications, in which students will learn both the necessary theory and terminology of the field, as well as a range of useful information and experience from marketing practice. The acquired knowledge and skills are a prerequisite for successfully completing the follow-up course taught in the third year of the bachelor's program, Fundamentals of Marketing Research, as well as for the high-quality preparation and implementation of the bachelor's graduation project, or documentation of the graduation performance.

The aim of the course is to familiarize students with the basics of marketing and the terminology used, the historical development and current trends in this discipline. To lead them to understand the basic principles of the functioning of the marketing environment and the behavior of customers and the market. To introduce students to the issues of targeted marketing and familiarize them in detail with the marketing mix and marketing communications. All this in the context of the theater environment and, by extension, the cultural and creative industries.
Learning outcomes

KNOWLEDGE


Students will be able to:


- explain basic marketing terms (marketing, marketing mix, communication mix, differentiated marketing, market segmentation – market targeting – market positioning, marketing communications, etc.),


- list and describe the historical stages of marketing development,


- explain the difference between the microenvironment, mesoenvironment and macroenvironment,


- list and describe different types of demand and the corresponding types of marketing,


- describe a complex product in detail,


- describe and explain the basic principles of pricing and the associated methods,


- describe and explain the model of the communication process,


- list the various types of marketing communications, and describe their purpose, principles and procedures,


- list the elements of a communication campaign and describe the process of its creation.




SKILLS


Students are able to:


- carry out an analysis of the marketing environment of a selected cultural institution/project,


- carry out an analysis of the marketing mix of a selected cultural product/project,


- propose a communication campaign for a selected cultural project based on clearly defined objectives and target groups, including a plan for preparation and implementation, a timetable and a campaign budget,


- present and discuss the proposed communication campaign with members of their team and the course tutor.




COMPETENCIES


The student is able to:


- manage their time systematically, define their own tasks and activities, and complete assigned tasks in accordance with set deadlines,


- present the results of their work to others and discuss them,


- critically and independently study key and supplementary materials and sources assigned by the lecturer.

Syllabus
A two-semester subject focuses on the basics of marketing and marketing communications, within which students learn both the necessary theory and terminology of the field, and with a variety of useful information and experience in marketing practice. The knowledge and skills are a prerequisite for successful follow-up course taught in the third year of undergraduate study marketing research and also for the quality of workmanship and implementation bachelor graduation project. - Introduction to marketing. - Marketing environment. - The behavior of buyers. - Market and targeted marketing. - Product. - Brand Building. - Price. - Distribution. - Introduction to marketing communications, communication mix and communication campaign. - Advertising. - Public relations. - Media and Media Market Association. - Support sales. - Personal selling. - Direct marketing. - Internet marketing. - Viral marketing. - Socially responsible marketing. - Marketing information system.
Literature
    required literature
  • THOMPSON, Derek. Hitmakeři: tajemství popularity v éře rozptylování. Přeložil Filip DRLÍK. V Brně: Jan Melvil Publishing, 2017. Žádná velká věda. ISBN 978-80-7555-026-2.
  • CIALDINI, Robert B. Nové zbraně vlivu: psychologie přesvědčování i v online světě. Přeložil Eva NEVRLÁ. Žádná velká věda. V Brně: Jan Melvil Publishing, 2023. ISBN 978-80-7555-181-8.
  • YOUNG, Miles. Ogilvy o reklamě v digitálním věku. Praha: Svojtka&Co, s.r.o., 2018. ISBN: 978-80-256-2159-2.
  • ŘEZÁČ, Jan. Web ostrý jako břitva. Brno: House of Řezáč, s.r.o, 2014. ISBN 978-80-270-0644-1. info
    recommended literature
  • Kotler, P.: Marketing Management, Praha: Grada Publishing, 2007. ISBN 80-247-1359-4. info
  • HILL, Elizabeth. Creative arts marketing. Third edition. London: Routledge, Taylor & Francis Group, 2018. ISBN 978-1-138-21376-0. info
  • Levinson, J. C.: Guerilla Marketing. Brno: Computer Press. ISBN: 978-80-251-2472-7. info
  • Toscani, O.: Reklama je navoněná zdechlina. Praha: Slovart, 1996. ISBN: 80-85871-82-3. info
  • GOODACRE, Jonathan, Michal LÁZŇOVSKÝ a Martina PECKOVÁ ČERNÁ. The Audience in Centre Stage: Audience Segmentation System in European Theatres [online]. Praha: Academy of Performing Arts in Prague, 2021. ISBN 978-80-7331-585-6
  • Godin, S.: Buzz marketing - Přimějte lidi, aby o vás mluvili. Praha: Management Press. ISBN: 80-7261-153-4. info
  • GODIN, S. Fialová kráva – Marketing konečně jinak! Praha: Fragment, 2010. ISBN 978-80-253-1120-2. info
  • www.mediaguru.cz
  • www.m-journal.cz
Teaching methods
Lectures and self according to the recommended sources. Essay (winter semester) and a marketing plan fictitious project (summer semester). Regular instruction: - The number of contact hours per week: 2 - Number of hours the student's self week: 3
Assessment methods
WINTER SEMESTER
The course ends with a classified credit. For successful completion of the course, it is necessary to participate in at least 80% of the classes in the seminar, to prepare during the semester the assigned seminar assignments related to the semester work (Theatre Map of Brno) and to prepare reviews of two selected publications in the field of marketing based on the assigned literature.
Percentage weight of the evaluation: - completion of assignments and term papers: 70% of the assessment, including verbal feedback from the teacher (used to verify the student's knowledge, skills and competences), - the production of two reviews: 30 % (used to verify the student's competence). SUMMER SEMESTER The course ends with a classified credit. To successfully complete the course, students must attend/participate in at least 80% of the seminar, prepare reviews of two selected publications in the field of marketing based on the assigned literature, prepare a marketing plan for the year's work and pass the final test. Percentage weighting of the assessment: - Preparation of the reviews and the marketing plan for the year's work: 50% of the assessment, including verbal feedback from the teacher (used to verify the student's knowledge, skills and competences), - final test: 50 % (used to test the student's knowledge).
Language of instruction
Czech
Follow-Up Courses
The course is also listed under the following terms Winter 2014, Winter 2015, Winter 2016, Winter 2017, Winter 2018, Winter 2019, Winter 2020, Winter 2021, Winter 2022, Winter 2023, Winter 2024, Winter 2025.
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