ARTS & CULTURAL MANAGEMENT - ART450/HUM550 Spring 2021

Introductory lesson – understanding cultural sector and its division, key players and its role in society. Defining culture and cultural capital.

Presentation of case studies how cultural spaces deal with COVID-19, shifts in operation

Introduction to the main trends relevant for cultural management such as sustainability, gender equality, cultural globalization, urban development

Managing costs, government subsidies, earned income, fundraising strategy, financing opportunities

Dr. Julia Tatiana Bailey, Ph.D. Curator of the Collection of Modern and Contemporary Art

The class will focus on organisational structures, visions and missions, SWOT and PEST analysis

Introduction to public relations and marketing strategies: media relations and partnerships, advertisements and online communications

What is a brand / branding strategy / brand style guide?

Introduction to CAMP (Centre for Architecture and Metropolitan Planning), its conception and functions

What are the main opportunities and struggles while building a new cultural space, what is needed to ensure a smooth start and who stands behind the organization?

Looking closely at formulating target groups and creating budgets

A discussion with Anna Povejšilová, who has worked at the Christie's auction house for more than a decade, about the monetary value of art and the ins and outs of the art market, with a particular focus on behind-the-scenes insights from the auction world. The discussion will be followed by a workshop on pricing in which the main principles for determining the value of art will be put into practice.