General information

Course type AMUPIE
Module title Online communication strategies for the arts and culture
Language English
Module lecturer Piotr Firych, PhD
Lecturer's email
Lecturer position Assistant Professor
Faculty Faculty of Anthropology and Cultural Studies
Semester 2023/2024 (winter)
Duration 30





Module aim (aims)

Due to its great impact on today’s communication, the multidimensional phenomena of so called 'new media' has been lately among the most discussed topics related to promoting the arts and culture in the XXI century. Therefore, during the course the Internet and social networking platforms will be under close scrutiny. They are to be discussed and analyzed from the perspective of cultural managers who need to deal with the new standards of competing on the global market and its constantly changing trends. The course aim is to elaborate on the subject of the Internet and its specifics as well as to discuss the importance of new media development for cultural sector. Being more specific, it aims to bring a discussion about the extent social media such as Facebook might be treated as a relevant communication channel, a valid source of knowledge about an individual and finally: serve as a tool for promotion of the arts and culture. The course is meant to provide the students with a solid theoretical knowledge as well as a range of practical skills.

Pre-requisites in terms of knowledge, skills and social competences (where relevant)

• Basic understanding of the Internet, its environment and actual trends
• Interest in the topic
• Good English language skills


1. Introduction to international marketing communication development – characteristics, facts and actual trends
2. Marketing communication tools on the Internet – characteristics, strengths and weaknesses
3. Integrating online and offline marketing communication
4. Online communication strategies
5. Social media – understanding the phenomena – Part I
6. Social media – understanding the phenomena – Part II
7. Social media campaigns
8. Building social media campaigns – What can go wrong?
9. Understanding the Internet users
10. Cultural branding via social media
11. Audience development online
12. Crisis communication: workshops, case studies, discussions
13. Viral marketing
14. Course project presentations
15. Course project presentations, 'Catching up' discussions

Reading list