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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 of public services. 3. Aspects and trends in marketing communication of public services. 4. Strategic communication of public services. 5. Marketing communication of healthcare providers. 6. Marketing communication of social service providers. 7. Communication plan. 8. Specifics of advertising and PR for public service providers. 9. Communication in sponsorship and fundraising for public services. 10. Communication of public services on social networks. 11. Crisis communication and press spokesperson. 12. Ethics of marketing communication of public services. 13. Current case studies and cases.
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Learning activities and teaching methods
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- Preparation for course credit
- 21 hours per semester
- Home preparation for classes
- 46 hours per semester
- Participation in classes
- 8 hours per semester
- Term paper
- 15 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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| Dialogic (Discussion, conversation, brainstorming) |
| Dialogic (Discussion, conversation, brainstorming) |
| Lecturing |
| Lecturing |
| Demonstration |
| Demonstration |
| Skills |
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| Teamwork |
| Teamwork |
| Dealing with situational issues - learning in situations |
| Dealing with situational issues - learning in situations |
| Dialogic (Discussion, conversation, brainstorming) |
| Dialogic (Discussion, conversation, brainstorming) |
| assessment methods |
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| Knowledge |
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| Analysis of a presentation given by the student |
| Analysis of a presentation given by the student |
| Grade (Using a grade system) |
| Grade (Using a grade system) |
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Recommended literature
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Bačuvčík, Radim. Soukromé a veřejné v marketingové komunikaci. Zlín, 2012. ISBN 9788087500200.
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Broukal, Petr. Fundraising pro neziskové organizace. Praha, 2013. ISBN 978-80-247-4487-2.
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FINE, Seymour H. Marketing the public sector: promoting the causes of public and nonprofit. London, 2017.
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KRAMÁŘ, R. Stručný přehled problematiky korupce v českém zdravotnictví. Praha, 2022. ISBN 978-80-7676-438-5.
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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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Slavík, Jakub. Marketing a strategické řízení ve veřejných službách: Jak poskytovat zákaznicky orientované veřejné služby. 2014. ISBN 978-80-247-4819-1.
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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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TOMANDL, Jan, Jaroslav ČUŘÍK, Kristýna MARŠOVSKÁ a Tereza FOJTOVÁ. Krizová komunikace: principy, zkušenosti, postupy. Brno. 2020.
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