Lecturer(s)
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Burešová Jitka, Ing. Ph.D.
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Course content
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1. Basic concepts in marketing: definition of marketing, market, customer, demand, offer, importance of marketing for school institutions, historical overview of marketing concepts. 2. Strategic marketing, segmentation: marketing strategic management, environmental analysis, SWOT analysis, organization goals, marketing strategy, segmentation. 3. Marketing mix: introduction to marketing mix, product, price. 4. Marketing mix: distribution, communication.
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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)
- Class attendance
- 28 hours per semester
- Home preparation for classes
- 14 hours per semester
- Preparation for credit
- 12 hours per semester
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Learning outcomes
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The aim of the course is to acquaint students with the basics of marketing in non-profit oranizations.
Student will be able: 1. to understand marketing in non-profit organizations 2. to use the acquired knowledge and skills in the activities of non-profit organizations
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Prerequisites
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Basic knowledge of educational system in the Czech Republic.
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Assessment methods and criteria
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Test
Written test.
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Recommended literature
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DĚDKOVÁ, J., HONZÁKOVÁ, I. Základy marketingu. Liberec: Technická univerzita v Liberci, 2008. ISBN 978-80-7372-411-5.
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KOTLER, P., KELLER, L. K. Marketing management. Praha: Grada, 2013. ISBN 978-80-247-4150-5.
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MARŠÍKOVÁ, K., ZBRÁNKOVÁ, M. Úvod do managementu I. Liberec: Technická univerzita v Liberci, 2015. ISBN 978-80-7494-248-8.
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OWEN, J. Tři pilíře úspěšného manažera. Praha: Grada, 2008. ISBN 978-80-247-2400-3.
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PLAMÍNEK, J. Vedení lidí, týmů a firem: praktický atlas managementu. Praha: Grada, 2011. ISBN 978-80-247-3664-8.
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SIMOVÁ, J. Marketingový výzkum. Liberec: Technická univerzita v Liberci, 2010. ISBN 978-80-737-2662-1.
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SVĚTLÍK, J. Marketingové řízení školy. Praha: Wolters Kluwer, 2010. ISBN 978-80-7357-494-9.
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VAŠTÍKOVÁ, M. Marketing služeb: efektivně a moderně. Praha: Grada Publishing, 2008. ISBN 978-80-247-2721-9.
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