ESF:BPV_MVVS Marketing in PA - Course Information
BPV_MVVS Marketing in PA
Faculty of Economics and AdministrationSpring 2015
- Extent and Intensity
- 2/2/0. 6 credit(s). Type of Completion: zk (examination).
- Teacher(s)
- doc. Ing. Vladimír Hyánek, Ph.D. (lecturer)
doc. Ing. Ladislav Janíček, Ph.D., MBA, LLM (lecturer)
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: Jana Biskupová
Supplier department: Department of Public Economics – Faculty of Economics and Administration - Timetable
- Tue 11:05–12:45 P403
- Timetable of Seminar Groups:
BPV_MVVS/02: Wed 14:35–16:15 S315, Z. Prouzová, S. Škarabelová
BPV_MVVS/03: Wed 14:35–16:15 P303, Z. Prouzová, S. Škarabelová
BPV_MVVS/04: Wed 16:20–17:55 S309, Z. Prouzová, S. Škarabelová - Prerequisites
- The course is designed for students of the regular study form in the Public Economy and Administration and Arts Management fields 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.
- fields of study / plans the course is directly associated with
- Culture Management (programme FF, N-OT)
- Public Economics and Administration (programme ESF, B-HPS)
- Public Economics and Administration (programme ESF, M-HPS)
- Public Economics (programme ESF, B-HPS)
- Public Economics (programme ESF, N-HPS)
- Course objectives
- At the end of the course students should be able to:
understand and explain the specifics of marketing in the public, or non-profit organization ;
on acquired knowledge applicate marketing tools in praxes or public, or non-profit organization;
work with information about public, or non-profit organization and their environment for making marketing strategies of these institutions ;
evaluate current marketing of the public, or non-profit organization ;
create plan of communication, plan of fundraising (i.e. raising funds for non-profit organizations), plan of sponsoring of the public, or non-profit organization ; - Syllabus
- Plan of course:
- 1.Marketing - basic facts, history, marketing steps.
- 2. Marketing mix in the public (non-profit) sector.
- 3.Market segmentation. Marketing of services.
- 4.Strategy marketing plan. Positioning and Repositioning.
- 5. Communication and Lobbing.
- 6. Public Relation.
- 7. Crises communication.
- 8. Endowment.
- 9. Sponsoring.
- 10. Fundraising.
- 11. Strategic planning.
- 12. New Public Management.
- 13. Internet marketing and new trends in marketing.
- Literature
- required literature
- ŠKARABELOVÁ, Simona. Marketing ve veřejném sektoru (Marketing in Public Sector). první. Brno: MU, 2007, 201 pp. elektronické skriptum. ISBN 9788021042926. info
- PELSMACKER, Patrick de. Marketingová komunikace. Translated by Vlasta Šafaříková. Praha: Grada, 2003, 581 s. ISBN 8024702541. info
- KOTLER, Philip and Alan R. ANDREASEN. Strategic marketing for nonprofit organizations. 6th ed. Upper Saddle River: Prentice-Hall, 2003, vii, 536. ISBN 013041977X. info
- recommended literature
- REKTOŘÍK, Jaroslav. Organizace neziskového sektoru. Základy ekonomiky, teorie a řízení. Druhé aktualizované vydání (Organizations of non profit sector. Basics of economy, theory and management. Second updated edition.). Druhé, aktualizované. Praha: Ekopress, s.r.o., 2007, 187 pp. ISBN 978-80-86929-25-5. info
- Marketing management. Edited by Philip Kotler. 10. rozšířené vyd. Praha: Grada, 2001, 719 s. ISBN 8024700166. 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
- not specified
- ŠKARABELOVÁ, Simona. Komunikace a Public Relations (Communication and Public Relations). 1. vydání. Brno: MU, 2005, 81 pp. ISBN 80-210-3745-8. info
- Teaching methods
- Lectures, class discussion, group projects, presentations of outputs, homeworks
- Assessment methods
- Final multiple choice test (20 questions = 20 points´, success minimum 12 points.) Final (group) project - output in writing and oral form (ppt. presentation of marketing tools). Be part of seminars less in 60 %
- Language of instruction
- Czech
- Further comments (probably available only in Czech)
- Study Materials
The course is taught annually.
General note: nezapisují si studenti, kteří absolvovali předmět KVMAVS,KVMVS2,PVMVVS,PVMAVS. Předmět nebude v daném semestru vypsán, pokus se nezapíše min. 15 studentů. - Information about innovation of course.
- This course has been innovated under the project "Inovace studia ekonomických disciplín v souladu s požadavky znalostní ekonomiky (CZ.1.07/2.2.00/28.0227)" which is cofinanced by the European Social Fond and the national budget of the Czech Republic.
- Enrolment Statistics (Spring 2015, recent)
- Permalink: https://is.muni.cz/course/econ/spring2015/BPV_MVVS