Promotion and shaping the image of a cultural institution and new media based brand building 2700-P2PKWIK-SPNMIDK

Opis w j. angielskim

• During the course, students will be familiarized with several blocks of issues related to building the brand of an institution and conducting promotional activities.
• The starting point will be to get acquainted with the diversity of institutions functioning in the social space. Paying attention to their specificity, the changing understanding of their functions in the face of system changes.
• Students will learn about various approaches to conducting and locating the area of promotional and image-building activities in the organizational structure of a cultural institution. They will learn about their advantages and disadvantages as well as professional competences required in taking up a job in this field.
• Understanding what communication is, what is its genesis and what is the process of communication will be another topic taken up during the course. Students will become familiar with the etymology of the concept, the changes taking place and the contemporary concepts of understanding the concept of communication. They will learn the principles and contexts of the communication process. On the basis of selected cultural institutions, the perception and way of creating messages by them will be discussed. Concrete examples of museum communication activities will be presented.
• The lecturers will present to the audience issues related to creating the audience of cultural institutions, groups of recipients of the program offer prepared by the institutions. They will become acquainted with the research carried out in this area.
Institution brand building is an important block of classes during which participants will learn about the theoretical foundations of the institution branding process. They get to know the concept of a brand and its components. They become familiar with terms such as brand awareness, brand function, brand stakeholders.
• The process of building the brand of the institution will be discussed, but also the revitalization of the existing brand. An important part of the course will be the presentation of issues related to social participation in the brand building process. Students will become familiar with such tools as matrices and analyzes helpful in strategic planning.
• While discussing the issues related to conducting promotional activities, theoretical knowledge related to the issue of promotion will be transferred. The next stages of creating a promotion plan for a selected undertaking in the area of cultural activity and the spectrum of promotional tools and tools supporting the institution's brand building will be discussed.
• During the discussion of individual thematic blocks, specific examples of activities of cultural institutions will be presented. Participants will be activated by joining the discussion and following the instructions given by the lecturers.