PVMVVS Marketing in PA I.

Faculty of Economics and Administration
Autumn 2008
Extent and Intensity
2/0/0. 3 credit(s). Type of Completion: zk (examination).
Teacher(s)
Ing. Zuzana Prouzová, Ph.D. (lecturer)
Mgr. Simona Škarabelová, Ph.D. (lecturer)
Guaranteed by
Mgr. Simona Škarabelová, Ph.D.
Department of Public Economics – Faculty of Economics and Administration
Contact Person: Lenka Jílková
Timetable
Tue 9:20–11:00 P201
Prerequisites
The course is designed for Bachelor’s students of the full-time form of study in the Public Economy and Administration field of study.
Course Enrolment Limitations
The course is also offered to the students of the fields other than those the course is directly associated with.
The capacity limit for the course is 140 student(s).
Current registration and enrolment status: enrolled: 0/140, only registered: 0/140, only registered with preference (fields directly associated with the programme): 0/140
fields of study / plans the course is directly associated with
Course objectives
Main objectives focus on comprehending the specifics of public sector marketing, or non-profit sector marketing. Besides an analysis of the individual steps of marketing that are recommended for work in the public or non-profit sector, attention is paid to state-of-the-art "marketing management" as it is viewed by the Fribourg school of management for non-profit organizations, subject of study at our partner university in Switzerland. Students will also learn a brief description of theory and practice of communication, PR, advertising, public affairs, fund-raising (i.e. raising funds for non-profit organizations) and the new public management dealing with current trends of efficient public sector management.
Syllabus
  • Thematic plan of lectures:
  • 1.Fundamentals of marketing, history of marketing, content of marketing.
  • 2.Marketing mix in the public sector.
  • 3.Market segmentation. Marketing of intangible product.
  • 4.Marketing strategic planning. Positioning and repositioning.
  • 5.Communication in marketing. Lobbying.
  • 6.Public Relations and their environment.
  • 7.Marketing communication: Critical communication. 1st written test.
  • 8.Marketing communication tool – Advertisement.
  • 9.Marketing communication tool – Sponsoring.
  • 10.Fundraising.
  • 11.Strategic planning.
  • 12.New Public Management.
  • 13.Marketing and internet. 2nd written test.
Literature
  • Škarabelová, Simona. Marketing ve veřejném sektorou. Brno: MU, 2007. DSO a elektronická skripta.
  • PELSMACKER, Patrick de. Marketingová komunikace. Translated by Vlasta Šafaříková. Praha: Grada, 2003, 581 s. ISBN 8024702541. info
  • JANEČKOVÁ, Lidmila and Miroslava VAŠTÍKOVÁ. Marketing služeb. 1. vyd. Praha: Grada, 2000, 179 s. ISBN 8071699950. info
  • SMITH, P. R. Moderní marketing. Vyd. 1. Praha: Computer Press, 2000, xxiv, 518. ISBN 8072262521. info
  • HANNAGAN, Tim J. Marketing pro neziskový sektor. Translated by Jana Novotná. Vyd. 1. Praha: Management Press, 1996, 205 s. ISBN 80-85943-07-7. info
Assessment methods
Course requirements include 2 written tests and elaborating a seminar paper.
Language of instruction
Czech
Follow-Up Courses
Further comments (probably available only in Czech)
Study Materials
The course is taught annually.
The course is also listed under the following terms Autumn 2003, Autumn 2004, Autumn 2005, Autumn 2006, Autumn 2007.
  • Enrolment Statistics (recent)
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