Operations Management and Communication of Cultural Heritage Institutions

Course Description: 

The course has a dual focus of examining the operations management and the institutional communication of cultural heritage institutions. The aim of the course is to equip students with a clear understanding of elements, aspects, the latest trends and strategies in operations management and institutional communication from small and medium scale organizations to large institutions.

The course will start with a visit at the Müpa Budapest with the aim of observing how a large cultural institution operates, what its most important elements of communication strategy are and how the Production and Communication Departments are working together to achieve the strategic goals of the institution.

The classes provide a strong theoretical background in the following areas: management structures, leadership, corporate culture, communication & marketing and audience development. On the other hand, it will also put emphasis on the practical side in form of site-visit and the analysis of useful case-studies.

Dóra Juhász, the Head of PR of the Müpa will give guest lectures on institutional communication and marketing.

The working method of the class is very interactive: individual research, group activities, class discussions are essential elements of the classes. 

Learning Outcomes: 

The participants of the course will acquire a basic knowledge of terms and concepts in operations management and communication and marketing. There will be a special focus onmanagement, leadership, internal communication strategies, audience engagenment, PR, creative content-marketing, unique story-telling strategy and cultural project-based marketing solutions. They will learn and explore the basic methods, trends and tools used in both fields; familiarize with the strategy making processes, gain experience in applying the acquired tools, methods and strategies in practice.


Regular class attendance is mandatory (10%). An active participation in discussions and thorough preparation of individual and group homework including readings (40%). End-of-term paper (35%). 360-degree evaluation (based on the evaluation of your peers or your self-assessment) (15%)