PR and Сollaborations in Arts and Culture

2024/2025

Academic Year

ENG

Instruction in English

3

ECTS credits

Delivered at:

Department of Management

Course type:

Compulsory course

When:

2 year, 1 module

Course 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

• Exam
  The exam in written form consists of 20 questions, including open and close-ended questions that are based on lectures and seminars materials.
• Project Presentation
  The project can be done individually or in a group of up to 4 students. Project presentation involves an oral defense procedure during a class and is graded on a 10-point scale.
• Seminar activity

Interim Assessment

• 2024/2025 1st module
  0.5 * Exam + 0.25 * Project Presentation + 0.25 * Seminar activity

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