BKV_MVVS Marketing in Public Sector

Faculty of Economics and Administration
Autumn 2014
Extent and Intensity
0/0. 6 credit(s). Type of Completion: zk (examination).
Ing. Zuzana Prouzová, Ph.D. (lecturer)
Mgr. Simona Škarabelová, Ph.D. (lecturer)
Guaranteed by
Mgr. Simona Škarabelová, Ph.D.
Department of Public Economics - Faculty of Economics and Administration
Contact Person: Jana Biskupová
Supplier department: Department of Public Economics - Faculty of Economics and Administration
Sun 5. 10. 11:05–15:20 P104, Sat 25. 10. 16:20–19:35 P103, Sun 9. 11. 16:20–19:35 P103
((! KVMVS2 Marketing in Public Sector )&&(! PVMAVS Marketing in Public Sector ))
The course is designed for students of the 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
Main objectives focus on comprehending the specifics of public sector marketing, or non-profit sector marketing. Besides an analysis of the individual steps of marketing that are recommended for work in the public or non-profit sector, attention is paid to state-of-the-art "marketing management" as it is viewed by the Fribourg school of management for non-profit organizations, subject of study at our partner university in Switzerland. Students will also learn a brief description of theory and practice of communication, PR, advertising, public affairs, fund-raising (i.e. raising funds for non-profit organizations) and the new public management dealing with current trends of efficient public sector management.
  • Thematic plan of lectures:
  • 1. Fundamentals of marketing, history of marketing, content of marketing.
  • 2. Marketing mix in the public sector.
  • 3. Market segmentation. Marketing of intangible products.
  • 4. Strategic marketing planning. Positioning and repositioning.
  • 5. Communication in marketing. Lobbying.
  • 6. Public Relation and its surroundings.
  • 7. Marketing communication: Critical communication. First written test.
  • 8. Marketing communication tool – Advertisement.
  • 9. Marketing communication tool – Sponsoring.
  • 10. Fundraising.
  • 11. Strategic planning.
  • 12. New Public Managemet.
  • 13. Marketing and internet. Second written test.
    required literature
  • KOTLER, Philip and Alan R. ANDREASEN. Strategic marketing for nonprofit organizations. 6th ed. Upper Saddle River: Prentice-Hall, 2003. vii, 536. ISBN 013041977X. info
  • KOTLER, P. Marketing management. 10. rozš. vyd. Praha: Grada, 2001. 719 pp. ISBN 80-247-0016-6. info
    recommended 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
  • SMITH, P. R. Moderní marketing. Vyd. 1. Praha: Computer Press, 2000. xxiv, 518. ISBN 8072262521. info
    not specified
  • REKTOŘÍK, Jaroslav. Organizace neziskového sektoru : základy ekonomiky, teorie a řízení. 2. aktualiz. vyd. Praha: Ekopress, 2007. 187 s. ISBN 9788086929255. info
  • JANEČKOVÁ, Lidmila and Miroslava VAŠTÍKOVÁ. Marketing služeb. 1. vyd. Praha: Grada, 2000. 179 s. ISBN 8071699950. 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
Teaching methods
tutorial, team work
Assessment methods
The course is concluded with a written test (50 %); students are also expected to write up a seminar paper consisting of a project of a marketing study (50 %).
Language of instruction
Further comments (probably available only in Czech)
Study Materials
The course is taught annually.
General note: nezapisují si studenti, kteří absolvovali předmět KVMVS2,PVMAVS.
Information about innovation of course.
This course has been innovated under the project "Inovace studia ekonomických disciplín v souladu s požadavky znalostní ekonomiky (CZ.1.07/2.2.00/28.0227)" which is cofinanced by the European Social Fond and the national budget of the Czech Republic.

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The course is also listed under the following terms Autumn 2009, Autumn 2010, Autumn 2011, Autumn 2012, Autumn 2013, Spring 2016, Spring 2017, Spring 2018, Spring 2019, Spring 2020, Spring 2021.
  • Enrolment Statistics (Autumn 2014, recent)
  • Permalink: https://is.muni.cz/course/econ/autumn2014/BKV_MVVS