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Fundamentals of Management, Marketing, PR in Professional Field
Major: Museum, Monument Protection Activity and Cultural Tourism
Code of subject: 6.027.03.E.059
Credits: 3.00
Department: History of Ukraine and Ethnic Communication
Lecturer: PhD Khoma I.Y.
Semester: 8 семестр
Mode of study: денна
Завдання: To give students an idea of the essence and tasks of management and marketing in the industry;
- to acquaint students with the socio-cultural foundations of management and marketing in the industry;
- pay attention to the global experience of management and marketing in the industry;
- in the process of practical classes, teach how to form the concept and strategy of managerial and marketing work in museums and historical preservation institutions;
- the ability to analyze and evaluate problems in the aspects of development, promotion of museums and historical preservation institutions;
- to offer reasoned solutions, taking into account a holistic, multi-perspective, interdisciplinary, axiological approach to the understanding and interpretation of cultural heritage;
Learning outcomes: - Ability to demonstrate knowledge of the basics of management and marketing in the professional field;
- Ability to use the basics of advertising and information activities, monument protection and museum institutions in the market of excursion and tourist services;
- Ability to demonstrate an understanding of the basic principles of occupational safety and health and their application.
Required prior and related subjects: Fundamentals of professional communication, History and basics of museum business, Innovative models in modern cultural industries
Summary of the subject: A modern museum and monument preservation specialist must possess not only professional skills and abilities, but also interdisciplinary skills and abilities. In this case, we are talking about management and marketing in the museum and monument protection industry, which in the process of professional development will provide an opportunity to ensure not only the preservation, scientific study, presentation of cultural monuments - exhibiting, but also will allow to influence the development of the industry, even more approaching the consumer, etc
Опис: Marketing in museum and monument protection activities
Organization of marketing in museums and cultural heritage institutions
Marketing tool for implementation of marketing policy
Strategies in the fight for the visitor
The impact of museums on the economy
Brand culture in the museum and monument protection spheres
Social marketing and philanthropy marketing
Valorization of museum collections and cultural heritage
Assessment methods and criteria: Semester evaluation of student learning is carried out according to the total number of points (100) obtained according to the results of current control (45) and the implementation of control measures – examination (55 – both written and oral component).
Критерії оцінювання результатів навчання: Report 5 – correctness, logic, reasonableness, integrity of knowledge;
– quality of knowledge – its completeness, depth, flexibility, systematicity, strength;
- correct use of conceptual and terminological apparatus;
- speech culture (literacy, logic and sequence of presentation);
- the level of meaningfulness of knowledge - the ability to formulate independent evaluation judgments and theoretical conclusions.
review, opposition 3 – correctness, logic, reasonableness, integrity of knowledge;
- the ability to present and review;
- the ability to argue one's own judgments and conclusions during a scientific discussion.
supplement 1 – a scientifically based statement that reveals the essence of phenomena, processes, patterns.
written answer during classroom independent work 5 - correctness, logic, reasonableness, integrity of knowledge;
– quality of knowledge – its completeness, depth, flexibility, systematicity, strength;
- the formation of general educational and subject skills and abilities - the ability to integrate and synthesize knowledge from individual meaningful modules and topics
- disclosure of cause-and-effect relationships between phenomena, processes;
- the level of meaningfulness of knowledge - the ability to formulate independent evaluation judgments and theoretical conclusions.
express survey 0.5 - a short correct answer without additional arguments.
Essay 10 – the structure of the essay (introduction, one or two points of the plan, a list of used literature and sources, conclusions, the volume of the substantive part up to 5 pages);
- quality of sources of information and content of work;
- the level of independence and the depth of meaningfulness of the introduction and conclusions;
– level of familiarity with actual material, terminology and concepts;
- the ability to analyze, compare, classify and summarize the material.
Порядок та критерії виставляння балів та оцінок: 100–88 points – (“excellent”) is awarded for a high level of knowledge (some inaccuracies are allowed) of the educational material of the component contained in the main and additional recommended literary sources, the ability to analyze the phenomena being studied in their interrelationship and development, clearly, succinctly, logically, consistently answer the questions, the ability to apply theoretical provisions when solving practical problems; 87–71 points – (“good”) is awarded for a generally correct understanding of the educational material of the component, including calculations, reasoned answers to the questions posed, which, however, contain certain (insignificant) shortcomings, for the ability to apply theoretical provisions when solving practical tasks; 70 – 50 points – (“satisfactory”) awarded for weak knowledge of the component’s educational material, inaccurate or poorly reasoned answers, with a violation of the sequence of presentation, for weak application of theoretical provisions when solving practical problems; 49-26 points - ("not certified" with the possibility of retaking the semester control) is awarded for ignorance of a significant part of the educational material of the component, significant errors in answering questions, inability to apply theoretical provisions when solving practical problems; 25-00 points - ("unsatisfactory" with mandatory re-study) is awarded for ignorance of a significant part of the educational material of the component, significant errors in answering questions, inability to navigate when solving practical problems, ignorance of the main fundamental provisions.
Recommended books: 1. Organization of tourist activity: Textbook / O.Ye. Kuzmin, AV Dubodelova, I.Ya. Kulinyak, H.Yu. Malkush. - Lviv: Lviv Polytechnic Publishing House, 2015. - 352p.
2. Smagliy K. European experience of reforming the museum sphere: lessons for Ukraine // "Building a new Ukraine". Proceedings of the conference November 26-27, 2014 - Kyiv, 2014. - P. 138-154.
3. Tobelem, Jean-Michel. A new era of museums. Cultural institutions before the call of management / trans. from French Z. Borisyuk, P. Tarashchuk, S. Tevolde. - Kyiv: Publisher Cherednichenko AM, 2018. - 320 p.
4. Shlepakova TL On some aspects of the introduction of new management models in the museum industry of Ukraine (review of the press, the Internet and unpublished documents for 2013-2015).
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