|
Lecturer(s)
|
-
Burešová Jitka, Ing. Ph.D.
|
|
Course content
|
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.
|
|
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)
- Class attendance
- 28 hours per semester
- Home preparation for classes
- 14 hours per semester
- Preparation for credit
- 12 hours per semester
|
|
Learning outcomes
|
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
|
|
Prerequisites
|
Basic knowledge of educational system in the Czech Republic.
|
|
Assessment methods and criteria
|
Test
Written test.
|
|
Recommended literature
|
-
DĚDKOVÁ, J., HONZÁKOVÁ, I. Základy marketingu. Liberec: Technická univerzita v Liberci, 2008. ISBN 978-80-7372-411-5.
-
KOTLER, P., KELLER, L. K. Marketing management. Praha: Grada, 2013. ISBN 978-80-247-4150-5.
-
MARŠÍKOVÁ, K., ZBRÁNKOVÁ, M. Úvod do managementu I. Liberec: Technická univerzita v Liberci, 2015. ISBN 978-80-7494-248-8.
-
OWEN, J. Tři pilíře úspěšného manažera. Praha: Grada, 2008. ISBN 978-80-247-2400-3.
-
PLAMÍNEK, J. Vedení lidí, týmů a firem: praktický atlas managementu. Praha: Grada, 2011. ISBN 978-80-247-3664-8.
-
SIMOVÁ, J. Marketingový výzkum. Liberec: Technická univerzita v Liberci, 2010. ISBN 978-80-737-2662-1.
-
SVĚTLÍK, J. Marketingové řízení školy. Praha: Wolters Kluwer, 2010. ISBN 978-80-7357-494-9.
-
VAŠTÍKOVÁ, M. Marketing služeb: efektivně a moderně. Praha: Grada Publishing, 2008. ISBN 978-80-247-2721-9.
|