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Lecturer(s)
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Staňková Pavla, doc. Ing. Ph.D.
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Course content
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1. Structure of Public Services 2. Stakeholder Management in Public Services 3. Aspects and Trends in Public Service Marketing Communication 4. Strategic Communication in Public Services 5. Marketing Communication of Healthcare Service Providers 6. Marketing Communication of Social Service Providers 7. Communication Planning 8. Specifics of Advertising and Public Relations in Public Services 9. Communication in Sponsorship and Fundraising for Public Services 10. Public Service Communication on Social Media 11. Crisis Communication and the Role of the Spokesperson 12. Ethics of Public Service Marketing Communication
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Learning activities and teaching methods
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Monologic (Exposition, lecture, briefing), Dialogic (Discussion, conversation, brainstorming), Exercises on PC, Dealing with situational issues - learning in situations
- Term paper
- 18 hours per semester
- Preparation for course credit
- 16 hours per semester
- Participation in classes
- 26 hours per semester
- Home preparation for classes
- 30 hours per semester
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| prerequisite |
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| Knowledge |
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| Prerequisities are not set. |
| Prerequisities are not set. |
| learning outcomes |
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| to explain the position of public services in a market society and to define their structure |
| to explain the position of public services in a market society and to define their structure |
| to explain the roles of stakeholders, assess their importance, and evaluate ways of their involvement in the communication of public services |
| to explain the roles of stakeholders, assess their importance, and evaluate ways of their involvement in the communication of public services |
| to explain the specifics of advertising, public relations, sponsorship, fundraising, social media communication, and crisis communication in the context of public services |
| to explain the specifics of advertising, public relations, sponsorship, fundraising, social media communication, and crisis communication in the context of public services |
| to analyze and explain the differences in marketing communication between healthcare service providers and social service providers |
| to analyze and explain the differences in marketing communication between healthcare service providers and social service providers |
| to evaluate the significance of ethics, transparency, and social responsibility in the communication of public services and assess their impact on organizational image |
| to evaluate the significance of ethics, transparency, and social responsibility in the communication of public services and assess their impact on organizational image |
| Skills |
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| to design a communication plan for an organization delivering public services |
| to design a communication plan for an organization delivering public services |
| to critically evaluate publicly known cases and controversies and their resolution through marketing communication of public services |
| to critically evaluate publicly known cases and controversies and their resolution through marketing communication of public services |
| to apply general principles of marketing communication in the specific environment of public services |
| to apply general principles of marketing communication in the specific environment of public services |
| to compare and evaluate the specifics of communication across different types of public services (healthcare vs. social) |
| to compare and evaluate the specifics of communication across different types of public services (healthcare vs. social) |
| to integrate principles of strategic, crisis, and ethical communication into a comprehensive communication framework |
| to integrate principles of strategic, crisis, and ethical communication into a comprehensive communication framework |
| teaching methods |
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| Knowledge |
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| Monologic (Exposition, lecture, briefing) |
| Dialogic (Discussion, conversation, brainstorming) |
| Dialogic (Discussion, conversation, brainstorming) |
| Monologic (Exposition, lecture, briefing) |
| Teamwork |
| Teamwork |
| Lecturing |
| Lecturing |
| Demonstration |
| Demonstration |
| Skills |
|---|
| Teamwork |
| Teamwork |
| Dialogic (Discussion, conversation, brainstorming) |
| Dealing with situational issues - learning in situations |
| Dealing with situational issues - learning in situations |
| Dialogic (Discussion, conversation, brainstorming) |
| assessment methods |
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| Knowledge |
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| Grade (Using a grade system) |
| Grade (Using a grade system) |
| Analysis of the student's performance |
| Analysis of the student's performance |
| Grade (Using a grade system) |
| Grade (Using a grade system) |
| Analysis of a presentation given by the student |
| Analysis of a presentation given by the student |
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Recommended literature
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AKMAN, Çi??dem; AKMAN, Elvetti?n a OKCU, Murat. Handbook of Research on Global Challenges for Improving Public Services and Government Operations. 2021.
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FINE, Seymour H. Marketing the public sector: promoting the causes of public and nonprofit. London, 2017.
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LLORENS, Jared; KLINGNER, Donald E. a NALBANDIAN, John. Public personnel management: contexts and strategies. Seventh edition. New York: Routledge, Taylor & Francis Group, 2018. ISBN 9781138281202.
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RAINEY, Hal G.; FERNANDEZ, Sergio a MALATESTA, Deanna. Understanding and managing public organizations: essential texts for nonprofit and public leadership and management. Sixth edition. Hoboken, New Jersey: Wiley, 2021. ISBN 9781119705963.
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RHODA, Richard. Urban and regional analysis for development planning. New York, NY: Routledge, 2018. ISBN 9781000001990.
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SRITHONGRUNG, Arwiphawee; ERMASOVA, Natalia a YUSUF, Juita-Elena Wie. Capital management and budgeting in the public sector. Hershey, Pennsylvania (701 E. Chocolate Avenue, Hershey, Pennsylvania, 17033, USA): IGI Global, 2019.
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SZENDE, Peter; DALTON, Alec N. a YOO, Michelle. Operations management in the hospitality industry. Bingley, U.K.: Emerald Publishing Limited, 2021. ISBN 9781838675417.
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