BPV_MVVS Marketing in PA

Faculty of Economics and Administration
Spring 2012
Extent and Intensity
2/2/0. 6 credit(s). Type of Completion: zk (examination).
doc. Ing. Ladislav Janíček, Ph.D., MBA, LLM (lecturer)
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: Mgr. Kateřina Kociánová
Supplier department: Department of Public Economics - Faculty of Economics and Administration
Tue 11:05–12:45 P403
  • Timetable of Seminar Groups:
BPV_MVVS/01: Wed 11:05–12:45 S309, Z. Prouzová, S. Škarabelová
BPV_MVVS/02: Wed 14:35–16:15 S307, Z. Prouzová, S. Škarabelová
BPV_MVVS/03: Wed 14:35–16:15 P303, Z. Prouzová, S. Škarabelová
BPV_MVVS/04: Wed 16:20–17:55 S309, Z. Prouzová, S. Škarabelová
The course is designed for students of the regular 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
there are 6 fields of study the course is directly associated with, display
Course objectives
At the end of the course students should be able to: understand and explain the specifics of marketing in the public, or non-profit organization ;
on acquired knowledge applicate marketing tools in praxes or public, or non-profit organization;
work with information about public, or non-profit organization and their environment for making marketing strategies of these institutions ;
evaluate current marketing of the public, or non-profit organization ;
create plan of communication, plan of fundraising (i.e. raising funds for non-profit organizations), plan of sponsoring of the public, or non-profit organization ;
  • Plan of course:
  • 1.Marketing - basic facts, history, marketing steps.
  • 2. Marketing mix in the public (non-profit) sector.
  • 3.Market segmentation. Marketing of services.
  • 4.Strategy marketing plan. Positioning and Repositioning.
  • 5. Communication and Lobbing.
  • 6. Public Relation.
  • 7. Crises communication.
  • 8. Endowment.
  • 9. Sponsoring.
  • 10. Fundraising.
  • 11. Strategic planning.
  • 12. New Public Management.
  • 13. Internet marketing and new trends in marketing.
    required literature
  • ŠKARABELOVÁ, Simona. Marketing ve veřejném sektoru (Marketing in Public Sector). první. Brno: MU, 2007. 201 pp. elektronické skriptum. ISBN 9788021042926. info
  • PELSMACKER, Patrick de. Marketingová komunikace. Translated by Vlasta Šafaříková. Praha: Grada, 2003. 581 s. ISBN 8024702541. info
  • KOTLER, Philip and Alan R. ANDREASEN. Strategic marketing for nonprofit organizations. 6th ed. Upper Saddle River: Prentice-Hall, 2003. vii, 536. ISBN 013041977X. info
    recommended literature
  • REKTOŘÍK, Jaroslav. Organizace neziskového sektoru. Základy ekonomiky, teorie a řízení. Druhé aktualizované vydání (Organizations of non profit sector. Basics of economy, theory and management. Second updated edition.). Druhé, aktualizované. Praha: Ekopress, s.r.o., 2007. 187 pp. ISBN 978-80-86929-25-5. info
  • Marketing management. Edited by Philip Kotler. 10. rozšířené vyd. Praha: Grada, 2001. 719 s. ISBN 8024700166. 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
    not specified
  • ŠKARABELOVÁ, Simona. Komunikace a Public Relations (Communication and Public Relations). 1. vydání. Brno: MU, 2005. 81 pp. ISBN 80-210-3745-8. info
Teaching methods
Lectures, class discussion, group projects, presentations of outputs, homeworks
Assessment methods
Final multiple choice test (20 questions = 20 points´, success minimum 12 points.) Final (group) project - output in writing and oral form (ppt. presentation of marketing tools). Be part of seminars less in 70 %
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 KVMAVS,KVMVS2,PVMVVS,PVMAVS.
The course is also listed under the following terms Spring 2010, Spring 2011, Spring 2013, Spring 2014, Spring 2015, Autumn 2015, Autumn 2016, Autumn 2017, Autumn 2018, Spring 2019, Spring 2020, Spring 2021, Spring 2022, Spring 2023.
  • Enrolment Statistics (Spring 2012, recent)
  • Permalink: https://is.muni.cz/course/econ/spring2012/BPV_MVVS