VIKBB09 Foundation of Marketing

Faculty of Arts
Spring 2013
Extent and Intensity
1/1/0. 3 credit(s). Type of Completion: z (credit).
Teacher(s)
Mgr. Olga Zbranek (lecturer)
Bc. Dana Peňázová (assistant)
Guaranteed by
Ing. Zdeněk Kadlec, Dr.
Division of Information and Library Studies – Department of Czech Literature – Faculty of Arts
Contact Person: Mgr. Marie Hradilová
Supplier department: Division of Information and Library Studies – Department of Czech Literature – Faculty of Arts
Timetable
Tue 17:30–19:05 C11
Prerequisites
The cours is intended for regular bacalar student in the field of study Information Studies and Librarianship.
Course Enrolment Limitations
The course is only offered to the students of the study fields the course is directly associated with.

The capacity limit for the course is 50 student(s).
Current registration and enrolment status: enrolled: 0/50, only registered: 0/50
fields of study / plans the course is directly associated with
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 ;
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 ;
on acquired knowledge applicate marketing tools in praxes or public, or non-profit organization;
solve the problems of organization from marketing point of view. They will try it in seminar work, which is compilation of marketing study project.
Syllabus
  • Topical 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. Lobbing.
  • 6.Public Relation and its surroundings.
  • 7.Marketing communication: Critical communication.
  • 8.Marketing communication tool –Advertisement
  • 9.Marketing communication tool – Sponzoring.
  • 10.Fundraising
  • 11.Strategic planning.
  • 12.New Public Managemet.
  • 13.Marketing and internet.
Literature
    recommended literature
  • KARLÍČEK, Miroslav. Základy marketingu. 1. vyd. Praha: Grada, 2013, 255 s. ISBN 9788024742083. info
Teaching methods
Lectures;
class discussion.
Assessment methods
Final written seminar work (project of martketing study);
oral vindication of written seminar work (project of martketing study).
Language of instruction
Czech
Further comments (probably available only in Czech)
Study Materials
The course is also listed under the following terms Spring 2005, Spring 2006, Spring 2007, Spring 2008, Spring 2009, Spring 2010, Spring 2011, Spring 2012, Spring 2014, Spring 2015, Spring 2016, Spring 2017, Spring 2018, Spring 2019.
  • Enrolment Statistics (Spring 2013, recent)
  • Permalink: https://is.muni.cz/course/phil/spring2013/VIKBB09