ISKB71 Basics of Marketing

Faculty of Arts
Spring 2020
Extent and Intensity
1/1/0. 3 credit(s). Type of Completion: z (credit).
Teacher(s)
Mgr. Olga Zbranek Biernátová (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
Tue 16:00–17:40 D21
Prerequisites
The cours is intended for regular bacalar student in the field of study Research Informations and Librarianship. Conditions for distant students will be announced after the first lecture.
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
there are 14 fields of study the course is directly associated with, display
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
  • LINDSTRÖM, Martin. Nákup.ologie : pravda a lži o tom, proč nakupujeme. Vyd. 1. Brno: Computer Press, 2009, xiii, 232. ISBN 9788025123966. info
  • Bergh, Joeri van den: Jak cool značky zůstávají hot : marketing zaměřený na mladou "generaci Y" / Joeri Van den Bergh, Mattias Behrer ; [překlad Libuše Mohelská]. -- 1. vyd.. -- Brno : BizBooks, 2012. -- 248 s. : il. ; 23 cm ISBN 978-80-265-0002-5 (brož.
  • OGILVY, David. Ogilvy o reklamě. Translated by Hana Škapová. Vyd. 3. Praha: Management Press, 2001, 223 s. ISBN 80-7261-047-3. info
  • LEVINSON, Jay Conrad. Guerilla marketing. Translated by Lucie Schürerová. Vyd. 1. Brno: Computer Press, 2009, 326 s. ISBN 9788025124727. info
  • Godin, Seth: Fialová kráva : marketing konečně jinak! = Purple cow : transform your business by being remarkable / Seth Godin ; [z anglického originálu ... přeložila Dagmar Brejlová]. 1. vyd. Praha : Fragment, 2010. 179 s. ISBN 978-80-253-1120
  • LATTENBERG, Vivien. Event, aneb, Úspěšná akce krok za krokem : příručka pro organizátory. Vyd. 1. Brno: Computer Press, 2010, 257 s. ISBN 9788025123973. info
  • OLINS, Wally. O značkách. Vyd. 1. Praha: Argo, 2009, 253 s. ISBN 9788073632618. info
  • CÉZAR, Jan. I zázrak potřebuje reklamu : pestrý průvodce světem reklamní a marketingové komunikace. Vyd. 1. Brno: Computer Press, 2007, vii, 199. ISBN 9788025116883. info
  • GODIN, Seth. Všichni marketéři jsou lháři : síla vyprávění věrohodných příběhů v nevěrohodném světě. Vyd. 1. Praha: Management Press, 2006, 187 s. ISBN 8072611518. info
  • KŘÍŽEK, Zdeněk and Ivan CRHA. Jak psát reklamní text. 4., aktualiz. a dopl. vyd. Praha: Grada, 2012, 220 s. ISBN 9788024740614. URL info
  • BAČUVČÍK, Radim. Marketing neziskových organizací. 1. vyd. Zlín: Radim Bačuvčík - VeRBuM, 2011, 190 s. ISBN 9788087500019. info
  • FORET, Miroslav. Marketingový průzkum : poznáváme svoje zákazníky. Vyd. 1. Brno: Computer Press, 2008, 121 s. ISBN 9788025121832. info
  • FREY, Petr. Marketingová komunikace : nové trendy 3.0. 3. rozš. vyd. Praha: Management Press, 2011, 203 s. ISBN 9788072612376. info
  • STERNE, J. Měříme a optimalizujeme marketing na sociálních sítích. 1. vyd. Brno: Computer Press, 2011, 280 pp. ISBN 978-80-251-3340-8. info
  • ŠEDIVÝ, Marek and Olga MEDLÍKOVÁ. Public relations, fundraising a lobbing pro neziskové organizace. Vyd. 1. Praha: Grada Publishing, 2012, 138 s. ISBN 9788024740409. URL info
  • HAZDRA, Adam. Skvělé služby : jak dělat služby, které vaše zákazníky nadchnou. 1. vyd. Praha: Grada, 2013, 160 s. ISBN 9788024747118. URL info
Teaching methods
Theoretical training
class discussion
Assessment methods
Students will choose the way of finalizing the subject on the first lesson.
Language of instruction
Czech
Further Comments
Study Materials
The course is also listed under the following terms Spring 2021, Spring 2022, Spring 2023, Spring 2024, Spring 2025.
  • Enrolment Statistics (Spring 2020, recent)
  • Permalink: https://is.muni.cz/course/phil/spring2020/ISKB71