PVMAVS Marketing in the PS II.

Faculty of Economics and Administration
Spring 2009
Extent and Intensity
0/2/0. 4 credit(s). Type of Completion: zk (examination).
Teacher(s)
Ing. Zuzana Prouzová, Ph.D. (seminar tutor)
Mgr. Simona Škarabelová, Ph.D. (seminar tutor)
Guaranteed by
Mgr. Simona Škarabelová, Ph.D.
Department of Public Economics – Faculty of Economics and Administration
Contact Person: Lenka Jílková
Timetable of Seminar Groups
PVMAVS/1: Wed 12:50–14:30 P201, Z. Prouzová, S. Škarabelová
PVMAVS/2: Wed 14:35–16:15 P201, Z. Prouzová, S. Škarabelová
PVMAVS/3: Wed 14:35–16:15 P303, S. Škarabelová
Prerequisites
PVEKNO Economy of Non-profit && PVEVSE Economy of Public Sector
The course is designed for students of the Master’s full-time or follow-up studies in the Public Economy and Administration and Arts Management 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 130 student(s).
Current registration and enrolment status: enrolled: 0/130, only registered: 0/130, only registered with preference (fields directly associated with the programme): 0/130
fields of study / plans the course is directly associated with
Course objectives
The course develops the knowlige of the Marketing in Public Sector I course. At the end of this course, students should be able to create the following documents for a chosen non-profit organization:
SWOT analysis;
scope range matrix;
Ansoff Matrix ;
position map ;
Fundrasing plan;
Communication campaign plan ;
PR-audit plan;
Media plan;
sponsoring plan;
Strategic plan
Syllabus
  • Thematic plan of seminars:
  • 1. Basic information on the course and solving case studies.
  • 2. Marketing mix in the profit-making marketing – product, price, place, promotion and their features.
  • 3. Lecture held by a leading employee of a chosen non-profit organization – basic information source for working during the semester.
  • 4. Presentation of plus minus SWOT analysis of a chosen non-profit organization.
  • 5. Presentation of the scope range matrix of a chosen non-profit organization.
  • 6. Presentation of Ansoff Matrix and position map of a chosen nonprofit organization.
  • 7. Presentation of a communication campaign plan of a chosen non-profit organization.
  • 8. Presentation of PR-audit of a chosen non-profit organization.
  • 9. Presentation of a media plan of a chosen non-profit organization.
  • 10. Presentation of a sponsoring plan of a chosen non-profit organization.
  • 11. Presentation of a fundraising plan of a chosen non-profit organization.
  • 12. Presentation of a strategy plan creation of a chosen non-profit organization.
  • 13. Team’s final delivery of work and final presentation.
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
Teamwork during the semester, written final seminar work and final presentation of this work.
Language of instruction
Czech
Follow-Up Courses
Further comments (probably available only in Czech)
The course is taught annually.
General note: Pro zápis tohoto předmětu není nutné absolvovat předmět Marketing ve veřejném sektoru I.
The course is also listed under the following terms Spring 2002, Spring 2003, Spring 2004, Spring 2005, Spring 2006, Spring 2007, Spring 2008.

PVMAVS Marketing in the PS II.

Faculty of Economics and Administration
Spring 2008
Extent and Intensity
0/2/0. 4 credit(s). Type of Completion: zk (examination).
Teacher(s)
Ing. Zuzana Prouzová, Ph.D. (seminar tutor)
Mgr. Simona Škarabelová, Ph.D. (seminar tutor)
Guaranteed by
Mgr. Simona Škarabelová, Ph.D.
Department of Public Economics – Faculty of Economics and Administration
Contact Person: Lenka Jílková
Timetable of Seminar Groups
PVMAVS/1: Wed 12:50–14:30 P201, Z. Prouzová, S. Škarabelová
PVMAVS/2: Wed 14:35–16:15 P201, Z. Prouzová, S. Škarabelová
PVMAVS/3: Wed 14:35–16:15 P303, S. Škarabelová
Prerequisites (in Czech)
PVEKNO Economy of Non-profit && PVEVSE Economy of Public Sector
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 120 student(s).
Current registration and enrolment status: enrolled: 0/120, only registered: 0/120, only registered with preference (fields directly associated with the programme): 0/120
fields of study / plans the course is directly associated with
Course objectives
Marketing ve veřejném sektoru II(PVMAVS) Kurs navazuje na poznatky z marketingu přednášeného na I. stupni studia, přičemž absolvování Marketingu ve veřejném sektoru není nutným předpokladem pro absolvování kursu. Přednášky nejsou v rozsahu výuky. Práce v seminářích probíhá formou týmové práce – příprava podkladů pro marketingové plánování a marketingovou strategii vybrané neziskové organizace (dále NO). Výsledky týmové práce jsou z hodiny na hodinu prezentovány zástupcem týmu. Týmy jsou tvořeny max. 8mi lidmi a mají svého vedoucího. Ten určuje a rozděluje práci v týmu, organizuje a řídí celý tým. Teorie pro práci na seminářích je známa buď z Marketingu ve veřejném sektoru I. nebo musí být samostatně dostudována z hodiny na hodinu ze skript. Průběh seminářů: Na každý seminář se povinně dostaví alespoň jeden zástupce týmu, aby za celý tým odprezentoval řešení případové studie z minulé hodiny, a současně vyslechl zadání další případové studie na hodinu následující. Je však vítána přítomnost všech členů, kteří budou pracovat na úkolu pro příští prezentaci. Práce všech členů týmu je z výsledné práce poznat. Pokud však nebude příprava na další seminář, tj. zpracování dalšího úkolu pro organizaci, probíhat na semináři, je nutné, aby se tým sešel mimo výuku. Rozdělení práce v týmu je záležitost vedoucího týmu.
Syllabus
  • S 1 Základní informace o výuce, průběhu seminářů a podmínky pro udělení zápočtu. Rozdělení do týmů. Na další hodinu studium internetových stránek příslušných organizací. S 2 Základní informační hodina o organizaci, jejíž problematika bude zpracovávána formou případových studií v následujících hodinách. 1. skupina st 12.50-14.20 P4 – AISEC http://www.aiesec.cz/brno/ 2. skupina st 14.35 - 16.05 P4 – Ekologický právní servis http://www.eps.cz/php/index.php 3. skupina st 14.35 - 16.05 P9 - Masarykova univerzita http://www.muni.cz S 3 Konečné rozdělení do týmů. Teorie potřebná pro seminář: 1. a 2. kapitola skript - Základy marketingu a marketingový postup neziskových organizací. Obsah marketingu. Specifika marketingu ve veřejném, resp. neziskovém sektoru. Práce na semináři: Tvorba SWOT analýzy vybrané organizace a rozpracování plus minus matice SWOT analýzy. S 4 Teorie potřebná pro seminář: 3. kapitola skript - Marketing nehmotného produktu a marketingové strategie. Proč je marketing nehmotného produktu složitější. Životní cyklus produktu. Práce na semináři: Prezentace plus minus matice SWOT analýzy dané NO. Tvorba matice šíře sortimentu dané organizace. S 5 Teorie potřebná pro seminář: 4. kapitola skript - Strategické marketingové plánování. Vytváření strategií. – strategie zaměřené na růst organizace, směřující k dosažení konkurenční výhody a na vývoj portfolia. Strategie pozitioningu. Práce na semináři: Prezentace matice šíře sortimentu dané NO. Tvorba Ansoffovy matice a poziční mapy dané NO. S 6 Teorie potřebná pro seminář: 5 a 6. kapitola skript - Marketingová komunikace. Informační šumy a marketing. Komunikace – východisko úspěšných Public Relations. Public Relations a jejich okolí. Veřejné mínění a komunikace. Kampaně v Public Relations. Práce na semináři: Prezentace Ansoffovy matice a poziční mapy dané NO. Tvorba plánu komunikační kampaně dané NO. S7 Teorie potřebná pro seminář: 7. kapitola skript - Reklama v marketingové komunikaci a mediální plánování. Práce na semináři: Prezentace plánu komunikační kampaně dané NO. Tvorba mediálního plánu dané NO. S 8 Teorie potřebná pro seminář: 8. kapitola skript - Sponzorství v marketingové komunikaci. Jak funguje sponzorství. Typy sponzorství. Práce na semináři: Prezentace mediálního plánu dané NO. Tvorba plán sponzorství dané NO. S 9 Teorie potřebná pro seminář: 9. kapitola skript - Fundraising a jeho význam v řízení organizací veřejného sektoru. Metody fundraisingu. Fundraisingový plán. Práce na semináři: Prezentace plánu sponzorství dané NO. Tvorba fundraisingového plánu dané NO. S 10 Teorie potřebná pro seminář: 10. kapitola skript - Strategické plánování v neziskových organizacích. Práce na semináři: Prezentace fundraisingového plánu dané NO. Tvorba plánu postupu strategického plánu dané NO. S 11 Práce na semináři: Prezentace strategického plánu dané NO S12 Práce na semináři: Příprava závěrečné, společné prezentace práce představitelům organizace, dokončování práce. S 13 Prezentace výsledků představitelům organizace, udělení známek.
Literature
  • Hannagan, Tim, J. Marketing pro neziskový sektor.Management Press, Praha 1996. ISBN 80-85943-07-7
  • Janečková, L. Vaštíková, M. Marketing služeb. 1. vyd. Praha: Grada 2002, ISNB 80-7169-995-0
  • ŠKARABELOVÁ, Simona. Marketing ve veřejném sektoru (Marketing in Public Sector). první. Brno: MU, 2007, 201 pp. elektronické skriptum. ISBN 9788021042926. info
Assessment methods (in Czech)
Předpoklady ke zkoušce: -týmová práce (každý je členem jednoho týmu s max. 8 lidmi) -aktivní příprava na seminář, aktivita na semináři, -prezentace týmové práce na každém semináři, přičemž se v ní vystřídají všichni členové týmu, -závěrečná, společná prezentace pro představitele organizace, -souhrn všech případových studií, resp.osmi řešených problémů do jednoho uceleného dokumentu, vč. jeho odevzdání za tým, jak v elektronické (odevzdávárna v ISu) tak v tištěné podobě pro potřeby NO.
Language of instruction
Czech
Further comments (probably available only in Czech)
Study Materials
The course is taught annually.
General note: Pro zápis tohoto předmětu není nutné absolvovat předmět Marketing ve veřejném sektoru I.
The course is also listed under the following terms Spring 2002, Spring 2003, Spring 2004, Spring 2005, Spring 2006, Spring 2007, Spring 2009.

PVMAVS Marketing in the PS II.

Faculty of Economics and Administration
Spring 2007
Extent and Intensity
0/2/0. 4 credit(s). Type of Completion: zk (examination).
Teacher(s)
Mgr. Simona Škarabelová, Ph.D. (seminar tutor)
Guaranteed by
doc. Ing. Jaroslav Rektořík, CSc.
Department of Public Economics – Faculty of Economics and Administration
Contact Person: Lenka Jílková
Timetable of Seminar Groups
PVMAVS/1: Wed 12:50–14:30 P201, S. Škarabelová
PVMAVS/2: Wed 14:35–16:15 P201, S. Škarabelová
Prerequisites (in Czech)
PVEKNO Economy of Non-profit && PVEVSE Economy of Public Sector
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 56 student(s).
Current registration and enrolment status: enrolled: 0/56, only registered: 0/56, only registered with preference (fields directly associated with the programme): 0/56
fields of study / plans the course is directly associated with
Course objectives
Marketing in Public Sector (PVMAVS) The course extends the knowledge of marketing taught in the 1st cycle of study and puts emphasis on the specification of marketing in the public or non-profit sectors. Besides the analysis of the individual marketing steps recommended for the work in public or non-profit sectors, attention is paid to the topical issue of "marketing-management", marketing system of organisation and the Fribourg model of management for non-profit organisations which is researched in our partner university of Fribourg in Switzerland. Students will be further acquainted with theory and practice of communication, PR, advertising, public affairs, fund-raising (for non-profit organisations) and the New Public Management, dealing with up-to-date trends of effective management of public administration. The whole course is designed so that it teaches students to apply marketing thinking and marketing procedures in all areas of public sector, especially by means of case studies. Credit requirement: active participation in seminars (70% attendance) and a credit test.
Syllabus
  • Marketing ve veřejném sektoru (PVMAVS) Předmět navazuje na poznatky z marketingu přednášeného na I. stupni studia, přičemž klade důraz na vystihnutí specifik marketingu veřejného, resp. neziskového sektoru. Pozornost se kromě analýzy jednotlivých marketingových kroků, které se doporučují při práci ve veřejném, resp. neziskovém sektoru, věnuje také aktuálnímu "marketing - managementu", marketingovému systému organizace a Fribourskému modelu managementu pro neziskové organizace, který je předmětem studií na partnerské univerzitě ve švýcarském Fribourgu. Dále budou posluchači seznámeni s teorií i praxí komunikace, PR, reklamy, public affairs, fundraisingu (získávání peněz pro neziskové organice) a New Public Managementu, zabývajícího se aktuálními trendy efektivního řízení veřejné správy. Celý předmět je pojímán tak, aby především prostřednictvím případových studií naučil studenty uplatňovat marketingové myšlení a marketingové postupy ve všech oblastech veřejného sektoru. Požadavek k zápočtu: 70 % aktivní účast na semináři a zápočtová písemka
Literature
  • Hannagan, Tim, J. Marketing pro neziskový sektor.Management Press, Praha 1996. ISBN 80-85943-07-7
  • Janečková, L. Vaštíková, M. Marketing služeb. 1. vyd. Praha: Grada 2002, ISNB 80-7169-995-0
Assessment methods (in Czech)
Týmová práce - vypracovávání případových studií na seminářích. Požadavek k zápočtu: 70 % aktivní účast na semináři a zápočtová písemka
Language of instruction
Czech
Further comments (probably available only in Czech)
Study Materials
The course is taught annually.
General note: Pro zápis tohoto předmětu není nutné absolvovat předmět Marketing ve veřejném sektoru I.
Teacher's information
http://www.econ.muni.cz/~simona
The course is also listed under the following terms Spring 2002, Spring 2003, Spring 2004, Spring 2005, Spring 2006, Spring 2008, Spring 2009.

PVMAVS Marketing in the PS II.

Faculty of Economics and Administration
Spring 2006
Extent and Intensity
0/2/0. 3 credit(s). Type of Completion: z (credit).
Teacher(s)
Mgr. Simona Škarabelová, Ph.D. (seminar tutor)
Guaranteed by
doc. Ing. Jaroslav Rektořík, CSc.
Department of Public Economics – Faculty of Economics and Administration
Contact Person: Lenka Jílková
Timetable of Seminar Groups
PVMAVS/1: Wed 12:50–14:30 P201, S. Škarabelová
PVMAVS/2: Wed 14:35–16:15 P201, S. Škarabelová
Prerequisites (in Czech)
PVEKNO Economy of Non-profit && PVEVSE Economy of Public Sector
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 100 student(s).
Current registration and enrolment status: enrolled: 0/100, only registered: 0/100, only registered with preference (fields directly associated with the programme): 0/100
fields of study / plans the course is directly associated with
Course objectives
Marketing in Public Sector (PVMAVS) The course extends the knowledge of marketing taught in the 1st cycle of study and puts emphasis on the specification of marketing in the public or non-profit sectors. Besides the analysis of the individual marketing steps recommended for the work in public or non-profit sectors, attention is paid to the topical issue of "marketing-management", marketing system of organisation and the Fribourg model of management for non-profit organisations which is researched in our partner university of Fribourg in Switzerland. Students will be further acquainted with theory and practice of communication, PR, advertising, public affairs, fund-raising (for non-profit organisations) and the New Public Management, dealing with up-to-date trends of effective management of public administration. The whole course is designed so that it teaches students to apply marketing thinking and marketing procedures in all areas of public sector, especially by means of case studies. Credit requirement: active participation in seminars (70% attendance) and a credit test.
Literature
  • Hannagan, Tim, J. Marketing pro neziskový sektor.Management Press, Praha 1996. ISBN 80-85943-07-7
  • Janečková, L. Vaštíková, M. Marketing služeb. 1. vyd. Praha: Grada 2002, ISNB 80-7169-995-0
Assessment methods (in Czech)
Týmová práce - vypracovávání případových studií na seminářích.
Language of instruction
Czech
Further comments (probably available only in Czech)
Study Materials
The course is taught annually.
General note: Pro zápis tohoto předmětu není nutné absolvovat předmět Marketing ve veřejném sektoru I.
Teacher's information
http://www.econ.muni.cz/~simona
The course is also listed under the following terms Spring 2002, Spring 2003, Spring 2004, Spring 2005, Spring 2007, Spring 2008, Spring 2009.

PVMAVS Marketing in the Public Sector

Faculty of Economics and Administration
Spring 2005
Extent and Intensity
0/2/0. 3 credit(s). Type of Completion: z (credit).
Teacher(s)
doc. Ing. Jaroslav Rektořík, CSc. (lecturer)
Mgr. Simona Škarabelová, Ph.D. (seminar tutor)
Guaranteed by
doc. Ing. Jaroslav Rektořík, CSc.
Department of Public Economics – Faculty of Economics and Administration
Contact Person: Jana Fuksová
Timetable of Seminar Groups
PVMAVS/1: Wed 12:50–14:30 P201, J. Rektořík, S. Škarabelová
PVMAVS/2: Wed 15:30–17:05 P201, J. Rektořík, S. Škarabelová
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 110 student(s).
Current registration and enrolment status: enrolled: 0/110, only registered: 0/110, only registered with preference (fields directly associated with the programme): 0/110
fields of study / plans the course is directly associated with
Course objectives
Marketing in Public Sector (PVMAVS) The course extends the knowledge of marketing taught in the 1st cycle of study and puts emphasis on the specification of marketing in the public or non-profit sectors. Besides the analysis of the individual marketing steps recommended for the work in public or non-profit sectors, attention is paid to the topical issue of "marketing-management", marketing system of organisation and the Fribourg model of management for non-profit organisations which is researched in our partner university of Fribourg in Switzerland. Students will be further acquainted with theory and practice of communication, PR, advertising, public affairs, fund-raising (for non-profit organisations) and the New Public Management, dealing with up-to-date trends of effective management of public administration. The whole course is designed so that it teaches students to apply marketing thinking and marketing procedures in all areas of public sector, especially by means of case studies. Credit requirement: active participation in seminars (70% attendance) and a credit test.
Literature
  • Hannagan, Tim, J. Marketing pro neziskový sektor.Management Press, Praha 1996. ISBN 80-85943-07-7
  • Janečková, L. Vaštíková, M. Marketing služeb. 1. vyd. Praha: Grada 2002, ISNB 80-7169-995-0
Assessment methods (in Czech)
Týmová práce - vypracovávání případových studií na seminářích.
Language of instruction
Czech
Further Comments
Study Materials
The course is taught annually.
Teacher's information
http://www.econ.muni.cz/~simona
The course is also listed under the following terms Spring 2002, Spring 2003, Spring 2004, Spring 2006, Spring 2007, Spring 2008, Spring 2009.

PVMAVS Marketing in the Public Sector

Faculty of Economics and Administration
Spring 2004
Extent and Intensity
0/2/0. 3 credit(s). Type of Completion: z (credit).
Teacher(s)
doc. Ing. Jaroslav Rektořík, CSc. (lecturer)
Mgr. Simona Škarabelová, Ph.D. (seminar tutor)
Guaranteed by
doc. Ing. Jaroslav Rektořík, CSc.
Department of Public Economics – Faculty of Economics and Administration
Contact Person: Jana Fuksová
Timetable of Seminar Groups
PVMAVS/01: Wed 13:45–15:20 S309, S. Škarabelová
PVMAVS/02: Wed 15:30–17:05 P201, S. Škarabelová
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 58 student(s).
Current registration and enrolment status: enrolled: 0/58, only registered: 0/58, only registered with preference (fields directly associated with the programme): 0/58
fields of study / plans the course is directly associated with
Course objectives
Marketing in Public Sector (PVMAVS) The course extends the knowledge of marketing taught in the 1st cycle of study and puts emphasis on the specification of marketing in the public or non-profit sectors. Besides the analysis of the individual marketing steps recommended for the work in public or non-profit sectors, attention is paid to the topical issue of "marketing-management", marketing system of organisation and the Fribourg model of management for non-profit organisations which is researched in our partner university of Fribourg in Switzerland. Students will be further acquainted with theory and practice of communication, PR, advertising, public affairs, fund-raising (for non-profit organisations) and the New Public Management, dealing with up-to-date trends of effective management of public administration. The whole course is designed so that it teaches students to apply marketing thinking and marketing procedures in all areas of public sector, especially by means of case studies. Credit requirement: active participation in seminars (70% attendance) and a credit test.
Literature
  • Hannagan, Tim, J. Marketing pro neziskový sektor.Management Press, Praha 1996. ISBN 80-85943-07-7
  • Janečková, L. Vaštíková, M. Marketing služeb. 1. vyd. Praha: Grada 2002, ISNB 80-7169-995-0
Assessment methods (in Czech)
Týmová práce - vypracovávání případových studií na seminářích.
Language of instruction
Czech
Further Comments
The course is taught annually.
Teacher's information
http://www.econ.muni.cz/~simona
The course is also listed under the following terms Spring 2002, Spring 2003, Spring 2005, Spring 2006, Spring 2007, Spring 2008, Spring 2009.

PVMAVS Marketing in the Public Sector

Faculty of Economics and Administration
Spring 2003
Extent and Intensity
0/2/0. 3 credit(s). Type of Completion: z (credit).
Teacher(s)
Mgr. Simona Škarabelová, Ph.D. (seminar tutor)
Guaranteed by
doc. JUDr. Ivan Malý, CSc.
Department of Public Economics – Faculty of Economics and Administration
Contact Person: Jana Fuksová
Timetable of Seminar Groups
PVMAVS/01: Wed 15:30–17:05 P201, S. Škarabelová
PVMAVS/02: Wed 17:10–18:45 P201, S. Škarabelová
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 85 student(s).
Current registration and enrolment status: enrolled: 0/85, only registered: 0/85, only registered with preference (fields directly associated with the programme): 0/85
fields of study / plans the course is directly associated with
Course objectives
Marketing in Public Sector (PVMAVS) The course extends the knowledge of marketing taught in the 1st cycle of study and puts emphasis on the specification of marketing in the public or non-profit sectors. Besides the analysis of the individual marketing steps recommended for the work in public or non-profit sectors, attention is paid to the topical issue of "marketing-management", marketing system of organisation and the Fribourg model of management for non-profit organisations which is researched in our partner university of Fribourg in Switzerland. Students will be further acquainted with theory and practice of communication, PR, advertising, public affairs, fund-raising (for non-profit organisations) and the New Public Management, dealing with up-to-date trends of effective management of public administration. The whole course is designed so that it teaches students to apply marketing thinking and marketing procedures in all areas of public sector, especially by means of case studies. Credit requirement: active participation in seminars (70% attendance) and a credit test.
Literature
  • Hannagan, Tim, J. Marketing pro neziskový sektor.Management Press, Praha 1996. ISBN 80-85943-07-7
  • Janečková, L. Vaštíková, M. Marketing služeb. 1. vyd. Praha: Grada 2002, ISNB 80-7169-995-0
Assessment methods (in Czech)
Týmová práce - vypracovávání případových studií na seminářích.
Language of instruction
Czech
Further Comments
The course is taught annually.
Teacher's information
http://www.econ.muni.cz/~simona
The course is also listed under the following terms Spring 2002, Spring 2004, Spring 2005, Spring 2006, Spring 2007, Spring 2008, Spring 2009.

PVMAVS Marketing in the Public Sector

Faculty of Economics and Administration
Spring 2002
Extent and Intensity
0/2/0. 3 credit(s). Type of Completion: z (credit).
Teacher(s)
Mgr. Simona Škarabelová, Ph.D. (seminar tutor)
Guaranteed by
doc. JUDr. Ivan Malý, CSc.
Department of Public Economics – Faculty of Economics and Administration
Contact Person: Jana Fuksová
Timetable
Wed 14:35–16:15 P106
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
Course objectives
Marketing in Public Sector (PVMAVS) The course extends the knowledge of marketing taught in the 1st cycle of study and puts emphasis on the specification of marketing in the public or non-profit sectors. Besides the analysis of the individual marketing steps recommended for the work in public or non-profit sectors, attention is paid to the topical issue of "marketing-management", marketing system of organisation and the Fribourg model of management for non-profit organisations which is researched in our partner university of Fribourg in Switzerland. Students will be further acquainted with theory and practice of communication, PR, advertising, public affairs, fund-raising (for non-profit organisations) and the New Public Management, dealing with up-to-date trends of effective management of public administration. The whole course is designed so that it teaches students to apply marketing thinking and marketing procedures in all areas of public sector, especially by means of case studies. Credit requirement: active participation in seminars (70% attendance) and a credit test.
Language of instruction
Czech
Further Comments
The course is taught annually.
The course is also listed under the following terms Spring 2003, Spring 2004, Spring 2005, Spring 2006, Spring 2007, Spring 2008, Spring 2009.

PVMAVS Marketing in the PS II.

Faculty of Economics and Administration
Spring 2010

The course is not taught in Spring 2010

Extent and Intensity
0/2/0. 4 credit(s). Type of Completion: zk (examination).
Teacher(s)
Ing. Zuzana Prouzová, Ph.D. (seminar tutor)
Mgr. Simona Škarabelová, Ph.D. (seminar tutor)
Guaranteed by
Mgr. Simona Škarabelová, Ph.D.
Department of Public Economics – Faculty of Economics and Administration
Contact Person: Lenka Jílková
Prerequisites
PVEKNO Economy of Non-profit && PVEVSE Economy of Public Sector
The course is designed for students of the Master’s full-time or follow-up studies in the Public Economy and Administration and Arts Management 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 100 student(s).
Current registration and enrolment status: enrolled: 0/100, only registered: 0/100, only registered with preference (fields directly associated with the programme): 0/100
fields of study / plans the course is directly associated with
Course objectives
The course develops the knowlige of the Marketing in Public Sector I course. At the end of this course, students should be able to create the following documents for a chosen non-profit organization:
SWOT analysis;
scope range matrix;
Ansoff Matrix ;
position map ;
Fundrasing plan;
Communication campaign plan ;
PR-audit plan;
Media plan;
sponsoring plan;
Strategic plan
Syllabus
  • Thematic plan of seminars:
  • 1. Basic information on the course and solving case studies.
  • 2. Marketing mix in the profit-making marketing – product, price, place, promotion and their features.
  • 3. Lecture held by a leading employee of a chosen non-profit organization – basic information source for working during the semester.
  • 4. Presentation of plus minus SWOT analysis of a chosen non-profit organization.
  • 5. Presentation of the scope range matrix of a chosen non-profit organization.
  • 6. Presentation of Ansoff Matrix and position map of a chosen nonprofit organization.
  • 7. Presentation of a communication campaign plan of a chosen non-profit organization.
  • 8. Presentation of PR-audit of a chosen non-profit organization.
  • 9. Presentation of a media plan of a chosen non-profit organization.
  • 10. Presentation of a sponsoring plan of a chosen non-profit organization.
  • 11. Presentation of a fundraising plan of a chosen non-profit organization.
  • 12. Presentation of a strategy plan creation of a chosen non-profit organization.
  • 13. Team’s final delivery of work and final presentation.
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
Teamwork during the semester, written final seminar work and final presentation of this work.
Language of instruction
Czech
Follow-Up Courses
Further comments (probably available only in Czech)
The course is taught annually.
The course is taught: every week.
General note: Pro zápis tohoto předmětu není nutné absolvovat předmět Marketing ve veřejném sektoru I.
The course is also listed under the following terms Spring 2002, Spring 2003, Spring 2004, Spring 2005, Spring 2006, Spring 2007, Spring 2008, Spring 2009.
  • Enrolment Statistics (recent)