KVMVS2 Marketing in the PS II.

Faculty of Economics and Administration
Spring 2009
Extent and Intensity
0/0. 4 credit(s). Type of Completion: zk (examination).
Teacher(s)
Ing. Zuzana Prouzová, Ph.D. (seminar tutor)
Mgr. Simona Škarabelová, Ph.D. (seminar tutor)
Guaranteed by
Mgr. Simona Škarabelová, Ph.D.
Department of Public Economics – Faculty of Economics and Administration
Contact Person: Lenka Jílková
Timetable
Sat 21. 2. 8:30–11:50 P403, Sun 29. 3. 8:30–11:50 P403, Sat 25. 4. 16:20–19:30 P403, Sat 23. 5. 12:50–16:15 P403
Prerequisites
The course is designed for students of the Master’s follow-up combined study form in the Public Economy and Administration and Arts Management fields of study.
Course Enrolment Limitations
The course is also offered to the students of the fields other than those the course is directly associated with.
fields of study / plans the course is directly associated with
Course objectives
The course practises the knowlige of the Marketing in Public Sector I. course;
At the end of this course, students should be able to handle the following issues for a chosen non-profit organization :
SWOT analysis;
Scope range matrix;
Ansoff Matrix;
Position map;
Fundrasing plan;
Communication campaign plan;
PR-audit plan;
Media plan;
Sponsoring plan;
Strategic plan
Syllabus
  • Thematic plan of tutorials:
  • 1. Basic information on the course and solving case studies. Choosing non-profit organizations. Discussion about the fundamentals of marketing, history of marketing, content of marketing. Marketing mix in the public sector. Market segmentation. Marketing of intangible products. Strategic marketing planning. Positioning and repositioning.
  • 2. Discussion about communication in marketing. Lobbying. Public Relations and their environment. Marketing communication: Critical communication. Marketing communication tool – Advertisement. Marketing communication tool – Sponsoring. PR-Audit, Media Planinig.
  • 3. Discussion about fundraising. Strategic planning.
  • 4. Presentation of the whole seminar work in the following structure:
  • SWOT analysis;
  • scope range matrix;
  • Ansoff Matrix ;
  • position map ;
  • Fundrasing plan;
  • Communication campaign plan ;
  • PR-audit plan;
  • Media plan;
  • sponsoring plan;
  • Strategic plan
Literature
  • Škarabelová, Simona. Marketing ve veřejném sektorou. Brno: MU, 2007. DSO a elektronická skripta.
  • PELSMACKER, Patrick de. Marketingová komunikace. Translated by Vlasta Šafaříková. Praha: Grada, 2003, 581 s. ISBN 8024702541. info
  • JANEČKOVÁ, Lidmila and Miroslava VAŠTÍKOVÁ. Marketing služeb. 1. vyd. Praha: Grada, 2000, 179 s. ISBN 8071699950. info
  • SMITH, P. R. Moderní marketing. Vyd. 1. Praha: Computer Press, 2000, xxiv, 518. ISBN 8072262521. info
  • HANNAGAN, Tim J. Marketing pro neziskový sektor. Translated by Jana Novotná. Vyd. 1. Praha: Management Press, 1996, 205 s. ISBN 80-85943-07-7. info
Assessment methods
The course is concluded with writing up a final seminar paper and presentation of this paper.
Language of instruction
Czech
Follow-Up Courses
Further comments (probably available only in Czech)
Study Materials
The course is taught annually.
The course is also listed under the following terms Spring 2007, Spring 2008.
  • Enrolment Statistics (recent)
  • Permalink: https://is.muni.cz/course/econ/spring2009/KVMVS2