PR and Сollaborations in Arts and Culture

2022/2023

Academic Year

ENG

Instruction in English

3

ECTS credits

Delivered at:

Department of Management

Course type:

Elective course

When:

2 year, 2 module

Instructor

Райтер Ксения Алексеевна

Course Syllabus

Abstract

The course gives knowledge of the Public Relations and collaborations role and place in marketing communications and marketing strategy of the company. The aim of the course is to disclose students the effective use of basic and PR-Tech tools and collaboration mechanism in the art and culture industry. The course observes the guidelines of successful planning, implementation and control of PR campaigns and event PR. Students will obtain how to implement product placement tools, create accomplished relationships with opinion leaders and develop effective collaborations with brands, influencers, artists and cultural figures.

Learning Objectives

• Gain knowledge about the role and place of PR and collaborations in marketing communications and marketing strategy of the company.
• Disclose students the effective use of basic and PR-Tech tools and collaboration mechanism in the art and culture industry.
• Develop practical skills related to the rules of successful planning, implementation and control of PR campaigns and event PR.
• Obtain how to implement product placement tools, create accomplished relationships with opinion leaders and develop effective collaborations with brands, influencers, artists and cultural figures.

Expected Learning Outcomes

• - Understand public speaking, including through technical means; - extract implicit information from an oral message of a monological or dialogical nature;
• Affective mechanisms of decision-making
• Able to think critically and interpret the experience (personal and of other persons), relate to professional and social activities
• Able to solve professional problems based on synthesis and analysis
• Learn the conceptual application of marketing communications, PR campaigns, product placement, collaborations and influencers.
• Able to plan and promote PR campaign & collaboration in art and culture.

Course Contents

• PR concept and features in art and culture
• Technologies and PR tools. Planning PR campaigns
• Event as a PR tool
• Product placement and opinion leaders in culture and art
• Mutual PR and collaborations.

Assessment Elements

• Individual work
• Teamwork
• Teamwork
• Exam

Interim Assessment

• 2022/2023 2nd module
  0.25 * Exam + 0.25 * Teamwork + 0.25 * Individual work + 0.25 * Teamwork

Bibliography

Recommended Core Bibliography

• Bowdin, G. A. J. (2011). Events Management (Vol. 3rd ed). Oxford, U.K.: Routledge. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=edsebk&AN=459613
• French Y., Runyard S. Marketing and Public Relations for Museums, Galleries, Cultural and Heritage Attractions / Y. French, S. Runyard – NY.: Routledge, 2011. – 376 p.
• Lou, C., & Yuan, S. (2019). Influencer Marketing: How Message Value and Credibility Affect Consumer Trust of Branded Content on Social Media. Journal of Interactive Advertising, 19(1), 58–73. https://doi.org/10.1080/15252019.2018.1533501
• Smith, R. D. (2017). Strategic Planning for Public Relations (Vol. 5th edition). New York, NY: Routledge. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=edsebk&AN=1520201
• Theaker, Alison. The Public Relations Handbook, Taylor & Francis Group, 2011. ProQuest Ebook Central, https://ebookcentral.proquest.com/lib/hselibrary-ebooks/detail.action?docID=957791.
• Vo, D. G. (2021). Industry Influencer: Growing Your Brand Through Meaningful Connections and Engagement Online. Morgan James Publishing.

Recommended Additional Bibliography

• Carpenter, G. S., & Shankar, V. (2012). Handbook of Marketing Strategy. Edward Elgar Publishing.
• 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
• Dilenschneider, R. L., & American Management Association. (2010). The AMA Handbook of Public Relations. New York: AMACOM. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=edsebk&AN=297800
• Hutton J. G. The definition, dimensions, and domain of public relations //Public Relations Review. – 1999. – Vol. 25. – №. 2. – P. 199-214.– ISSN 0363-8111
• McKenna-Cress, P., & Kamien, J. (2013). Creating Exhibitions : Collaboration in the Planning, Development, and Design of Innovative Experiences. Hoboken, New Jersey: Wiley. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=edsebk&AN=634917
• Sevil Yesiloglu, & Joyce Costello. (2021). Influencer Marketing : Building Brand Communities and Engagement. Routledge.