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Lecturer(s)
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Burešová Jitka, Ing. Ph.D.
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Novotová Jitka, PhDr. Ph.D.
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Course content
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Basic concepts in marketing: definition of marketing, explanation of the most important terms, importance of marketing for school institutions, marketing concepts. Strategic marketing: strategic organization management, environmental analysis, SWOT analysis, vision, mission, organization objectives, customer segmentation of nonprofit organizations. Marketing information system and marketing research: definition of marketing information system, sources of marketing information, plan of marketing research, goals, methods of data collection, sample of respondents, questionnaire. Marketing mix: product (product classification, product policy), price (pricing, meaning and price assignment), distribution (customer service), communication (substance, purpose and goal of communication, marketing communication tools). Management: definition of management, definition of leadership, requirements for good manager, management styles, types of situational management, management in a non-profit organization. Personnel management: recruitment, employee appraisal, motivation, remuneration, development and employee training.
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Learning activities and teaching methods
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Monological explanation (lecture, presentation,briefing), Dialogue metods(conversation,discussion,brainstorming), Self-study (text study, reading, problematic tasks, practical tasks, experiments, research, written assignments), Written assignment presentation and defence, Students' portfolio, Task-based study method, Students' self-study
- Class attendance
- 14 hours per semester
- Preparation for credit
- 14 hours per semester
- Home preparation for classes
- 62 hours per semester
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Learning outcomes
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The aim of the course is to acquaint students with the fundamentals of marketing, principles for the management of co-workers and related management theories.
Student will be able: to understand areas of management and marketing to use the lknowledge and skills to work in profit / nonprofit organizations
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Prerequisites
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Basic knowledge of general pedagogy.
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Assessment methods and criteria
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Practical demonstration of acquired skills, Presentation of group work, Test
Attendance at lectures in the range of min. 60%. Presentation of the semester task. Success rate min. 60% in the test.
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Recommended literature
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DĚDKOVÁ, J. - HONZÁKOVÁ, I.:. Základy marketingu. Vyd. 2. Liberec: Technická univerzita, 2003..
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JAKUBÍKOVÁ, D. Marketing školy. Liberec: Technická univerzita, Pedagogická fakulta, 2000. ISBN 80-7083-460-9.
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Jakubíková,D. Strategický marketing. Praha, 2013. ISBN 978-80-247-4670-8.
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KOTLER, P., et al. Moderní marketing. Praha: Grada, 2007. ISBN 978-80-247-1545-2.
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SIMOVÁ, J. Marketingový výzkum. Liberec: Technická univerzita v Liberci, 2010. ISBN 978-80-7372-662-1.
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SIXTA, J., KUBIAS, S. Kapitoly z managementu. I. díl. Liberec: Technická univerzita, 2003. ISBN 80-7083-689-X.
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SVĚTLÍK, J:. Marketing školy. Zlín: EKKA 1996..
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ŠEDIVÝ, M., MEDLÍKOVÁ, O. Úspěšná nezisková organizace. Praha: Grada, 2017. ISBN 978-80-271-0249-5.
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URBAN, J. Management lidských zdrojů. Praha: Ústav práva a právní vědy, 2013. ISBN 978-80-905247-4-3.
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