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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. Social marketing. 2. Social marketing communication. 3. Goals of social marketing. 4. Advertising appeals in social marketing. 5. Main areas of social marketing. 6. Border areas of social marketing. 7. Ethical aspects of social marketing. 8. Social marketing techniques. 9. Development of social marketing around the world. 10. Development of social marketing in the Czech Republic. 11. Trends in social marketing. 12. The role of celebrities in social marketing. 13. Financing social marketing campaigns.
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Learning activities and teaching methods
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Lecturing, Dialogic (Discussion, conversation, brainstorming), Exercises on PC, Practice exercises
- Preparation for course credit
- 20 hours per semester
- Participation in classes
- 8 hours per semester
- Term paper
- 32 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 define the specifics of social marketing |
| to define the specifics of social marketing |
| to explain the communication of social topics in the context of commercial and non-commercial marketing |
| to explain the communication of social topics in the context of commercial and non-commercial marketing |
| to name the main areas of social marketing |
| to name the main areas of social marketing |
| to describe the main milestones in the history of social marketing |
| to describe the main milestones in the history of social marketing |
| to explain the ethical aspects of social marketing |
| to explain the ethical aspects of social marketing |
| Skills |
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| to propose a way of using an accent on social themes in the marketing of a commercial company |
| to propose a way of using an accent on social themes in the marketing of a commercial company |
| to draw up a marketing and communication plan for the communication of a social topic |
| to draw up a marketing and communication plan for the communication of a social topic |
| to explain the difference between commercial and non-commercial marketing |
| to explain the difference between commercial and non-commercial marketing |
| to analyze a social marketing campaign in terms of effectiveness |
| to analyze a social marketing campaign in terms of effectiveness |
| to analyze a social marketing campaign in terms of a possible collision with the society's ethical principles |
| to analyze a social marketing campaign in terms of a possible collision with the society's ethical principles |
| teaching methods |
|---|
| Knowledge |
|---|
| Lecturing |
| Lecturing |
| Dialogic (Discussion, conversation, brainstorming) |
| Dialogic (Discussion, conversation, brainstorming) |
| Skills |
|---|
| Dialogic (Discussion, conversation, brainstorming) |
| Dialogic (Discussion, conversation, brainstorming) |
| assessment methods |
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| Knowledge |
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| Analysis of the student's performance |
| Analysis of the student's performance |
| Preparation of a presentation |
| Preparation of a presentation |
| 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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Bačuvčík, Radim, Harantová, Lenka. Sociální marketing. Zlín : VeRBuM, 2016. ISBN 978-80-87500-80-4.
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Hommerová, Dita. Branding neziskových organizací. Žatec: Ohře Media, 2015. ISBN 9788090512283.
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Krechovská, Michaela; Hejduková, Pavlína. Řízení neziskových organizací: klíčové oblasti pro jejich udržitelnost. Grada Publishing, 2018. ISBN 9788024730752.
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KRYŠKOVÁ, Šárka. Nestátní neziskové organizace - právní úprava, účetnictví, audit, daně. Praha: Leges, 2022. ISBN 978-80-7502-610-1.
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Lee, Nancy R. Social marketing : behavior change for social good. Los Angeles, 2020. ISBN 978-1-5443-7186-3.
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Lee, Nancy R. Success in social marketing : 100 case studies from around the globe. New York, 2023. ISBN 978-1-03-222324-7.
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