DDMZ504 Arts Marketing

Theatre Faculty
Winter 2017
Extent and Intensity
1/1/3. 2 credit(s). Type of Completion: graded credit.
Teacher(s)
doc. MgA. Hana Průchová, Ph.D. (lecturer)
Guaranteed by
prof. MgA. Blanka Kolegar
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
Prerequisites
Successful completion of Marketing I, Marketing II, Fundamentals of Marketing Research, Marketing Communications.
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
Objectives: To acquaint students with the specifics of arts marketing and audience development process (audience development). Enabling them to understand the basic principles of this process and processed through case studies in the field of culture and arts to demonstrate its capabilities. The course extends the knowledge of marketing and marketing communications acquired in previous studies (primarily Marketing I, Marketing II, Fundamentals of Marketing Research, Marketing Communications) and applies them in culture and the arts. Descriptors:
Syllabus
  • - Introduction to arts marketing and audience development - Specific situational analysis in arts marketing - Specifics of the art market and audience segmentation - Market positioning and brand building in art - Marketing mix artistic product - Marketing Communications in the art market - Models of the concept of audience development - Threats and opportunities for audience development applications
Literature
    required literature
  • Morris, Hargreaves, McIntyre: Strategic Marketing And Audience Development for Cultural Organisations. Goldsmith University London, 2009. info
  • Arts-based segmentation research: http://www.artscouncil.org.uk/what-we-do/research-and-data/arts-audiences/arts-based-segmentation-research/. info
  • Culture Segments: http://www.lateralthinkers.com/culturesegments.html The Experts´ Guide to Marketing the Arts: http://artsmarketing.org/resources/practical-lessons/practical-lessons. info
  • Wallace Studie in Building Arts Audience: www.wallacefoundation.org, sekce Knowledge centre. info
    recommended literature
  • Bernstein, J. F.: Arts marketing insights. Jossey-Bass, 2007. ISBN 978-0-7879-7844-0. info
  • Hill, L., O´Sullivan: Creative Arts Makrteing. Butterworth Heinemann, 2008. ISBN 978-0-7506-5737-2. info
  • Kaiser, M.: Strategické plánování v umění. Institut umění - Divadelní ústav, 2009. ISBN 978-80-7008-236-2. info
  • Kaiser, M., Egan, B.: Cyklus - Plánování pro dosažení úspěchu v umění. Devos Institute of Arts Management at the Kennedy Centre, 2011. info
  • Kotler, P.: Marketing Management. Grada Praha, 2001, ISBN 80-247-0016-6. info
  • Kotler, P., Scheff, J.: Standing Room Only. Harvard Business School Press, 1997, ISBN 0875847374. info
  • O´Reilly, D., Kerrigan, F.: Marketing the arts - A fresh approach. Routledge, 2010. ISBN 978-0-415-49686-5. info
  • www.scottisharts.org.uk. info
  • www.artsmarketing.org. info
  • www.australiacouncil.gov.au. info
  • www.fuel4arts.com. info
Teaching methods
TEACHING METHODS
Lecture / Seminar
- The number of contact hours per week: 2
- Number of hours the student's self week: 4

Student knowledge from lectures and self-study reflects and validates the processing of case studies on given topics from the field of arts marketing and audience development. The results of their work and related draft recommendations presented on the clock, which are evaluated by the teacher and other students.

Educator uses the following teaching methods:
- Lecture
- Working with text
- Discussion Methods
- Heuristic methods, problem solving
- Methods of generating skills
- Private lessons, individual work of students
- Critical Thinking
Assessment methods
Winter semester
This course is completed graded credit. For successful completion of the course it is necessary to be a participant / participate in at least 80% of teaching in the seminary, process and present case studies on given topics from the field of arts marketing and audience development.

The percentage weight rating:
- An active presence in the seminar: 40% rating,
- Processing and presentation of the three case studies: 60% rating, incl. verbal feedback to the teacher and other colleagues (used to verify the knowledge, skills and proficiency of the student).
Language of instruction
Czech
The course is also listed under the following terms Winter 2014, Winter 2015, Winter 2016, Winter 2018, Winter 2019, Winter 2020, Winter 2021, Winter 2023, Winter 2024.
  • Enrolment Statistics (Winter 2017, recent)
  • Permalink: https://is.jamu.cz/course/difa/winter2017/DDMZ504