UNIVERSITY OF SOUTH BOHEMIA IN ČESKÉ BUDĚJOVICE
Study programmes & Course catalogue
for academic year 2023/2024
UNIVERSITY OF SOUTH BOHEMIA IN ČESKÉ BUDĚJOVICE
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Course: Marketing and Marketing Communication

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Course title Marketing and Marketing Communication
Course code UHP/SMARK
Organizational form of instruction Seminary
Level of course Master
Year of study not specified
Semester Summer
Number of ECTS credits 2
Language of instruction Czech
Status of course Compulsory
Form of instruction Face-to-face
Work placements This is not an internship
Recommended optional programme components None
Lecturer(s)
  • Molek Jan, Ing. CSc.
  • Klímová Marie, Ing. Ph.D.
Course content
Seminars: 1. The concept of marketing and its starting points 2. Services and their specifics 3. Marketing information system 4. Marketing policy of service providers 5. Marketing planning 6. Marketing mix 7. Budget 8. Implementation and control of fulfillment of marketing strategies 9. Current problems of services from the marketing point of view 10. Model of eight dimensions of excellence

Learning activities and teaching methods
Monologic (reading, lecture, briefing)
Learning outcomes
Annotation: The course includes the latest knowledge in marketing. The content is current knowledge of current theory applied in marketing research, creation of marketing plan and strategy with emphasis on their application in service organizations. Goals: - Acquiring marketing thinking with creative application in health and social services. - To teach students how to apply acquired knowledge and knowledge in real practice.
Student knows and understands: - The essence of marketing and its importance in service organizations. - Content of basic marketing activities and their function. Student can, is capable, can: - To understand marketing issues (within the scope of the subject matter) and to explain the importance and function of basic marketing activities. - Apply acquired knowledge and knowledge in real practice.
Prerequisites
unspecified

Assessment methods and criteria
Colloquium

Active involvement of the student in teaching and successful defense of the final team work (elaboration of a specific business plan).
Recommended literature
  • FREY, P. Marketingová komunikace: to nejlepší z nových trendů.. Praha, Management Press, 2008., 2008.
  • HORECKÝ, J. Marketing sociálních služeb.. Tábor, 2008.
  • KOTLER, P., ARMSTRONG, G. Marketing.. Praha: Grada Publishing, a.s., 2004.
  • KOTLER, P. Inovativní marketing.. Grada Publishing, a.s., 2005. ISBN 80-247-0921-X.
  • KOTLER, P. Marketing od A do Z. Osmdesát pojmů, které by měl znát každý manažer.. Praha: Management Press, 2003. ISBN 80-7261-082-1.
  • KOTLER, P. 10smrtelných hříchů marketingu. Jak je rozpoznat a nespáchat.. Praha: Grada Publishing, a.s., 2004.
  • MOLEK,J. Marketing sociálních služeb.. Praha: VÚPSV, v.v.i., 2009. ISBN 978-80-7416-026-4.
  • SOLOMON, M.R., MARSHALL, E.W., STUARTOVÁ, E.W. Marketing očima světových marketig manažerů.. Brno, Computer Press, a.s.,2006., 2006.
  • VAŠTÍKOVÁ, M. Marketing služeb-efektivně a moderně.. Praha: Grada, 2014. ISBN 978-80-247-5037-8.


Study plans that include the course
Faculty Study plan (Version) Category of Branch/Specialization Recommended year of study Recommended semester
UNIVERSITY OF SOUTH BOHEMIA IN ČESKÉ BUDĚJOVICE, date of update: 22.04.2024 23:50. Data created for academic year 2023/2024