VIKBB09 Foundation of Marketing

Faculty of Arts
Spring 2009
Extent and Intensity
1/1/0. 3 credit(s). Type of Completion: z (credit).
Teacher(s)
Ing. Zuzana Prouzová, Ph.D. (lecturer)
Mgr. Simona Škarabelová, Ph.D. (lecturer)
Guaranteed by
Ing. Zdeněk Kadlec, Dr.
Division of Information and Library Studies – Department of Czech Literature – Faculty of Arts
Contact Person: Mgr. Iva Dušová
Timetable
Thu 11:40–13:15 N41
Prerequisites
The cours is intended for regular bacalar student in the field of study Research Informations and Librarianship.
Course Enrolment Limitations
The course is only offered to the students of the study fields the course is directly associated with.

The capacity limit for the course is 50 student(s).
Current registration and enrolment status: enrolled: 0/50, only registered: 0/50
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
The course helps students of library sciences and information system branch to become well informed on marketing, which is one of the basic tools in managing profit and non-profit organizations. Also the course will familiarized them with history, importance, content points and tools. They will be able to look at problems of organization from marketing point of view. They will try it in seminar work, which is compilation of marketing study project.
Syllabus
  • Topical 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 product.
  • 4.Marketing strategic planning. Positioning and repositioning.
  • 5.Communication in marketing. Lobbing.
  • 6.Public Relation and its surroundings.
  • 7.Marketing communication: Critical communication.
  • 8.Marketing communication tool –Advertisement
  • 9.Marketing communication tool – Sponzoring.
  • 10.Fundraising
  • 11.Strategic planning.
  • 12.New Public Managemet.
  • 13.Marketing and internet.
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
Educational methods:
lectures, activity in lectures, recommended literature
Requests to undergo:
oral vindication of written seminar work - project of martketing study
Language of instruction
Czech
Further comments (probably available only in Czech)
Study Materials
The course is also listed under the following terms Spring 2005, Spring 2006, Spring 2007, Spring 2008, Spring 2010, Spring 2011, Spring 2012, Spring 2013, Spring 2014, Spring 2015, Spring 2016, Spring 2017, Spring 2018, Spring 2019.
  • Enrolment Statistics (Spring 2009, recent)
  • Permalink: https://is.muni.cz/course/phil/spring2009/VIKBB09