FF:ISKB71 Marketing - Course Information

ISKB71 Basics of Marketing

Extent and Intensity

1/1/0. 3 credit(s). Type of Completion: z (credit).
In-person direct teaching

Teacher(s)

Mgr. Olga Zbranek (lecturer)

Guaranteed by

PhDr. Petr Škyřík, Ph.D.
Department of Information and Library Studies – Faculty of Arts
Contact Person: Mgr. Alice Lukavská
Supplier department: Department of Information and Library Studies – Faculty of Arts

Timetable

each odd Tuesday 14:00–17:40 D22, except Mon 21. 4. to Sun 27. 4.

Prerequisites

The course is designed for both full-time and combined bachelor's students in the field of Information Studies and Librarianship. The completion requirements for combined students differ from those for full-time studen

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: 50/50, only registered: 5/50

fields of study / plans the course is directly associated with

there are 14 fields of study the course is directly associated with, display

Course objectives

At the end of this course, the student will be able to: understand and explain the specifics of marketing, with a particular focus on the book industry (public institutions, non-profit organizations, and the commercial sector)
navigate the fundamental marketing disciplines
think from a marketing perspective and apply acquired knowledge across various fields
evaluate the current marketing of an organization or company, formulate a strategy, and plan a campaign
use marketing thinking to solve problems within an organization or company

Learning outcomes

Upon completion of the course, the student will be able to:
understand and explain the specifics of marketing in a public or non-profit organization;
use information about a public or non-profit organization and its environment to create options for possible marketing strategies for this public or non-profit organization;
evaluate the current marketing of the public/non-profit organisation;
on the basis of the acquired knowledge, apply marketing tools to the practice of a public or non-profit organisation;
to use marketing thinking to solve problems of the organization, which will be tested in the seminar work, i.e. the compilation of a marketing study project.

Syllabus

• Lecture Schedule:
• 1. Fundamentals of Marketing and Marketing Research
• 2. Campaign Planning
• 3. Branding, Positioning, and Competitive Advantage
• 4. Advertising Media and Product Placement
• 5. Service Marketing
• 6. Public Relations and Community Marketing
• 7. In-store Marketing
• 8. Online Marketing
• 9. Social Media Marketing
• 10. Direct Marketing and Print

Teaching methods

Theoretical training
group discussion

Assessment methods

The course is conducted exclusively in an on-site format without a hybrid option; all lectures are recorded and made available to all students till the end of the semester. Full-time students are required to have 100% attendance (in case of absence, an excuse must be provided, and a substitute assignment will be given; however, the total number of absences must not exceed 40% of the total class time). Combined students can choose to follow the same attendance requirements as full-time students or opt not to attend lectures in person and instead submit an additional seminar paper. The course completion requirements are the same for all students: a mandatory group reading of a scholarly publication or other material of an equivalent length (with conditions specified during the first class each semester) followed by a group discussion. A recording of this discussion must be submitted to the instructor.

Language of instruction

Czech

• Enrolment Statistics (recent)
  
• Permalink: https://is.muni.cz/course/phil/spring2025/ISKB71