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Cultural Management

Module name (EN):
Name of module in study programme. It should be precise and clear.
Cultural Management
Degree programme:
Study Programme with validity of corresponding study regulations containing this module.
International Tourism Management, Bachelor, ASPO 01.10.2020
Module code: DFITM-W-06
Hours per semester week / Teaching method:
The count of hours per week is a combination of lecture (V for German Vorlesung), exercise (U for Übung), practice (P) oder project (PA). For example a course of the form 2V+2U has 2 hours of lecture and 2 hours of exercise per week.
4SU (4 hours per week)
ECTS credits:
European Credit Transfer System. Points for successful completion of a course. Each ECTS point represents a workload of 30 hours.
5
Semester: according to optional course list
Mandatory course: no
Language of instruction:
English
Assessment:
Project work (Can be repeated annually)

[updated 04.09.2023]
Applicability / Curricular relevance:
All study programs (with year of the version of study regulations) containing the course.

DFBTO-W-04 (P620-0535) International Tourism Management, Bachelor, ASPO 01.10.2018 , semester 5, optional course
DFITM-W-06 International Tourism Management, Bachelor, ASPO 01.10.2020 , optional course
BITM-W-06 (P440-0077) International Tourism-Management, Bachelor, ASPO 01.10.2013 , optional course
BITM-W-06 (P440-0077) International Tourism-Management, Bachelor, ASPO 01.10.2015 , optional course
BITM-W-06 (P440-0077) International Tourism-Management, Bachelor, ASPO 01.10.2017 , optional course
BITM-W-06 (P440-0077) International Tourism-Management, Bachelor, ASPO 01.10.2020 , optional course

Suitable for exchange students (learning agreement)
Workload:
Workload of student for successfully completing the course. Each ECTS credit represents 30 working hours. These are the combined effort of face-to-face time, post-processing the subject of the lecture, exercises and preparation for the exam.

The total workload is distributed on the semester (01.04.-30.09. during the summer term, 01.10.-31.03. during the winter term).
60 class hours (= 45 clock hours) over a 15-week period.
The total student study time is 150 hours (equivalent to 5 ECTS credits).
There are therefore 105 hours available for class preparation and follow-up work and exam preparation.
Recommended prerequisites (modules):
None.
Recommended as prerequisite for:
Module coordinator:
Prof. Dr. Kerstin Heuwinkel
Lecturer: Prof. Dr. Kerstin Heuwinkel

[updated 03.12.2020]
Learning outcomes:
After successfully completing this module, students will:
- be familiar with the terminology of cultural management and have a basic understanding of the interrelationships in the quotation management of companies, organizations and public institutions in the culture sector
 
 
- be familiar with marketing concepts in the culture sector
- be able to apply strategic planning and operational implementation for companies, organizations and public institutions in the culture sector
 
- be able to describe different concepts in cultural management and apply them to concrete case studies (e.g. industrial culture, sponsoring, museums as the heart of tourist tours, between tradition and modernity, culture for different target groups)
 
 
 
- be able to evaluate cultural tourism offers with regard to sustainability,
- have communication skills and be able to present their results using presentation techniques,
 
- be able to apply their communication skills in international teams and take cultural differences into account.


[updated 04.09.2023]
Module content:
- Basics of culture management
- Quotation management for companies, organizations and public institutions in the cultural sector
- Conception, marketing (presentation) and implementation of events in the cultural sector
 
- Analysis, strategic planning and operative implementation of marketing instruments for companies and public institutions in the cultural sector
 
- Marketing mix instruments (product, price, communication, distribution and process policy) in regional, national, international, as well as inter and intracultural contexts
 
 
- Sustainable cultural management


[updated 04.09.2023]
Teaching methods/Media:
- Seminar with blended mobility
- Case studies
- Project work (independent development of a concept and its presentation)
- If applicable, excursion and joint workshop with our partner university, Universidad de Vigo in Spain


[updated 04.09.2023]
Recommended or required reading:
Dreyer, A., & Antz, C. (Hrsg.) (2020). Kulturtourismus.  Berlin: De Gruyter.
Du Cros, H., & McKercher, B. (2020). Cultural tourism. London: Routledge.
Getz, D. (2008). Event tourism: Definition, evolution, and research. Tourism Management, 29(3), 403–428.
Hansen, K. P. (2011). Kultur und Kulturwissenschaft: eine Einführung. Tübingen: Francke.
Heuwinkel, K. (2023). Tourismussoziologie. 2. A. München: UTB.
McKercher, B., & Du Cros, H. (2002). Cultural tourism: The partnership between tourism and cultural heritage management. New York: Haworth Hospitality Press
Richards, G. (Hrsg.). Cultural Tourism in Europe. Wallingford: CABI.
Steinecke, A. (2007). Kulturtourismus. Marktstrukturen, Fallstudien, Perspektiven. München: Oldenbourg.
UNWTO (World Tourism Organization) (2018). Tourism and Culture Synergies. Madrid: UNWTO Publications.
 


[updated 04.09.2023]
 
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