Course: Marketing Applications

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Course title Marketing Applications
Course code MUMM/1MARA
Organizational form of instruction Lecture + Seminary
Level of course Master
Year of study not specified
Semester Summer
Number of ECTS credits 4
Language of instruction Czech
Status of course Compulsory, Compulsory-optional
Form of instruction Face-to-face
Work placements This is not an internship
Recommended optional programme components None
Lecturer(s)
  • Barešová Petra, Ing. MSc, Ph.D.
Course content
- Basics of marketing. - Services and specifics of services. - Consumer behaviour on the services market. - Tourism marketing. - Spa marketing. - Healthcare marketing. - B2B Marketing. - Marketing of non-profit organizations and marketing of social services. - Marketing in crisis - Current situation in marketing

Learning activities and teaching methods
Monologic (Exposition, lecture, briefing), Dialogic (Discussion, conversation, brainstorming), Demonstration, Teamwork
  • Participation in classes - 39 hours per semester
  • Home preparation for classes - 12 hours per semester
  • Term paper - 18 hours per semester
  • Preparation for course credit - 12 hours per semester
  • Preparation for examination - 30 hours per semester
prerequisite
Knowledge
knowledge of marketing basics
knowledge of marketing basics
learning outcomes
In particular, students will acquire knowledge of unique aspects and challenges associated with service marketing, industrial marketing, retail marketing, regional marketing, spa and health care marketing, etc. They will develop their skills to think critically and strategically about the opportunities and challenges that arise in the industry to apply marketing concepts for effective management.
In particular, students will acquire knowledge of unique aspects and challenges associated with service marketing, industrial marketing, retail marketing, regional marketing, spa and health care marketing, etc. They will develop their skills to think critically and strategically about the opportunities and challenges that arise in the industry to apply marketing concepts for effective management.
popsat marketingový mix služeb a jejich klíčové vlastnosti
popsat marketingový mix služeb a jejich klíčové vlastnosti
definovat zákazníka
definovat zákazníka
vysvětlit rozdíl mezi produktem a službou z pohledu marketingového mixu
vysvětlit rozdíl mezi produktem a službou z pohledu marketingového mixu
popsat chování organizací v neziskovém sektoru z pohledu marketingu
popsat chování organizací v neziskovém sektoru z pohledu marketingu
popsat co je fundraising, crowdfunding a sponzoring
popsat co je fundraising, crowdfunding a sponzoring
popsat klíčové otázky spojené s marketingem cestovního ruchu
popsat klíčové otázky spojené s marketingem cestovního ruchu
describe the marketing mix of services and their key features
describe the marketing mix of services and their key features
define a customer
define a customer
explain the difference between a product and a service in terms of the marketing mix
explain the difference between a product and a service in terms of the marketing mix
describe the behaviour of organisations in the non-profit sector from a marketing perspective
describe the behaviour of organisations in the non-profit sector from a marketing perspective
describe what is fundraising, crowdfunding and sponsorship
describe what is fundraising, crowdfunding and sponsorship
describe the key issues related to tourism marketing
describe the key issues related to tourism marketing
Skills
vytvořit marketingový mix produktu a služeb
vytvořit marketingový mix produktu a služeb
navrhnout cílovou skupinu pro daný produkt/službu
navrhnout cílovou skupinu pro daný produkt/službu
vytvořit sponzorship package
vytvořit sponzorship package
aplikovat event marketing pro neziskový sektor
aplikovat event marketing pro neziskový sektor
navrhnout postup krizové komunikace uplatnitelný nejen ve veřejném sektoru
navrhnout postup krizové komunikace uplatnitelný nejen ve veřejném sektoru
create a marketing mix of product and services
create a marketing mix of product and services
design the target group for the product/service
design the target group for the product/service
create a sponsorship package
create a sponsorship package
apply event marketing for the non-profit sector
apply event marketing for the non-profit sector
propose a crisis communication procedure applicable not only in the public sector
propose a crisis communication procedure applicable not only in the public sector
teaching methods
Knowledge
Monologic (Exposition, lecture, briefing)
Monologic (Exposition, lecture, briefing)
Dialogic (Discussion, conversation, brainstorming)
Dialogic (Discussion, conversation, brainstorming)
Teamwork
Demonstration
Teamwork
Demonstration
assessment methods
Composite examination (Written part + oral part)
Composite examination (Written part + oral part)
Analysis of seminar paper
Analysis of seminar paper
Grade (Using a grade system)
Grade (Using a grade system)
Recommended literature
  • BAČUVČÍK, R. Marketing neziskových organizací.. Zlín: VeRBuM, 2011.
  • KOTLER, Philip, John T. BOWEN a James C. MAKENS. Marketing for hospitality and tourism. Harlow, Essex, England, 2014. ISBN 978-1-292-02003-7.
  • Pilík, Michal. Business-to-business marketing. Vyd. 2., nezměněné. Zlín : Univerzita Tomáše Bati ve Zlíně, 2010. ISBN 978-80-7318-918-1.
  • Staňková, P. Marketingové řízení nemocnic. Žilina, 2013. ISBN 978-80-89401-64-2.
  • Thomas, Richard K. Marketing health services. 2nd ed. Chicago : Health Administration Press ; Arlington, VA : AUPHA Press, 2010. ISBN 978-1-56793-336-9.
  • VANÍČEK, Jiří. Marketing služeb a cestovního ruchu. Opava, 2013. ISBN 978-80-7248-870-4.
  • 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