Course: Management and Marketing

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Course title Management and Marketing
Course code KPP/MAMK
Organizational form of instruction Lecture
Level of course Bachelor
Year of study not specified
Semester Summer
Number of ECTS credits 3
Language of instruction Czech
Status of course Compulsory
Form of instruction Face-to-face
Work placements Course does not contain work placement
Recommended optional programme components None
Course availability The course is available to visiting students
  • Novotová Jitka, PhDr. Ph.D.
Course content
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.

Learning activities and teaching methods
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 - 56 hours per semester
  • Preparation for exam - 14 hours per semester
  • Home preparation for classes - 20 hours per semester
Learning outcomes
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
Basic knowledge of general pedagogy.

Assessment methods and criteria
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.
Recommended literature
  • DĚDKOVÁ, J. a I. HONZÁKOVÁ. Základy marketingu. Technická univerzita v Liberci, 2009. ISBN 978-80-7372-514-3.
  • JAKUBÍKOVÁ, D. Marketing školy. Liberec: Technická univerzita, Pedagogická fakulta, 2000. ISBN 80-7083-460-9.
  • Jakubíková,D. Strategický marketing. Praha, 2013. ISBN 978-80-247-4670-8.
  • KOTLER, P., et al. Moderní marketing. Praha: Grada, 2007. ISBN 978-80-247-1545-2.
  • SIMOVÁ, J. Marketingový výzkum. Liberec: Technická univerzita v Liberci, 2010. ISBN 978-80-7372-662-1.
  • SIXTA, J., KUBIAS, S. Kapitoly z managementu. I. díl. Liberec: Technická univerzita, 2003. ISBN 80-7083-689-X.
  • SVĚTLÍK, J. Marketing školy. 1. vyd. Zlín: EKKA 1996, 382 s..
  • ŠEDIVÝ, M., MEDLÍKOVÁ, O. Úspěšná nezisková organizace. Praha: Grada, 2017. ISBN 978-80-271-0249-5.
  • URBAN, J. Management lidských zdrojů. Praha: Ústav práva a právní vědy, 2013. ISBN 978-80-905247-4-3.

Study plans that include the course
Faculty Study plan (Version) Category of Branch/Specialization Recommended year of study Recommended semester
Faculty: Faculty of Science, Humanities and Education Study plan (Version): Education in Leisure Time (20) Category: Pedagogy, teacher training and social care 3 Recommended year of study:3, Recommended semester: Summer