PR и коллаборации в искусстве и культуре

Магистратура 2023/2024

Лучший по критерию «Полезность курса для расширения кругозора и разностороннего развития»

Лучший по критерию «Новизна полученных знаний»

Статус: Курс по выбору (Менеджмент в индустрии впечатлений)

Направление: 38.04.02. Менеджмент

Кто читает: Департамент менеджмента

Где читается: Санкт-Петербургская школа экономики и менеджмента

Когда читается: 2-й курс, 2 модуль

Формат изучения: без онлайн-курса

Охват аудитории: для всех кампусов НИУ ВШЭ

Преподаватели: Шекова Екатерина Леонидовна

Прогр. обучения: Менеджмент в индустрии впечатлений

Язык: английский

Кредиты: 3

Контактные часы: 24

Full Syllabus

Abstract

This course covers the theoretical aspects of Public Relations and collaborations, and how it could be applied for the arts and culture. The special attention is paid for PR instruments and types of collaboration that are widely used by cultural organizations. During the course students will learn how to design a PR campaign, develop and assess collaborative projects.

Learning Objectives

to introduce students the role of PR and collaborations in marketing communications of cultural organizations
to develop practical skills in designing of PR campaigns and collaborative projects in the arts and culture

Expected Learning Outcomes

Understand the role of PR and collaborations in the arts and culture
Able to use PR instruments and types of collaboration for the cultural organizations
Able to design a PR campaign and a collaborative project in the arts and culture

Course Contents

Introduction to PR and collaborations in the arts and culture.
PR instruments in the arts and culture
PR campaigns in the arts and culture
Collaborations in the arts and culture

Assessment Elements

Project 1 Presentation.
Choose a case of a PR campaign in the arts and culture. Outline the strengths and weaknesses of the PR campaign, its target audience, and assess the outcome of the PR campaign. Suggest how the PR campaign could have been improved. Prepare a presentation (5-7 slides) to report your findings.
Project 2 Presentation.
Prepare a cultural project proposal for a sponsor (Gazprom). Identify the collaborative benefits for a sponsor and the amount of requested support. Prepare a presentation (5-7 slides) for your cultural project proposal.
Exam
Exam in written form consists of 15 questions, including multiple choice questions and open questions tasks.

Interim Assessment

2023/2024 2nd module
0.5 * Exam + 0.25 * Project 1 Presentation. + 0.25 * Project 2 Presentation.

Bibliography

Recommended Core Bibliography

Events management, Bowdin, G. A. J., 2011
French Y., Runyard S. Marketing and Public Relations for Museums, Galleries, Cultural and Heritage Attractions / Y. French, S. Runyard – NY.: Routledge, 2011. – 376 p.
Strategic planning for public relations, Smith, R. D., 2013
Vo, D. G. (2021). Industry Influencer: Growing Your Brand Through Meaningful Connections and Engagement Online. Morgan James Publishing.

Recommended Additional Bibliography

Caywood, C. L. (1997). The Handbook of Strategic Public Relations & Integrated Communications. New York: McGraw-Hill Professional. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=edsebk&AN=51946

Authors

BUDKO VIKTORIYA ALEKSANDROVNA
SHEKOVA EKATERINA LEONIDOVNA

Course Syllabus