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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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- social marketing; - social marketing communication; - objectives of social marketing; - advertising appeals in social marketing; - main fields of social marketing; - border areas of social marketing; - ethical aspects of social marketing; - social marketing techniques; - development of social marketing in the world; - development of social marketing in the Czech Republic; - trends in social marketing; - the role of celebrities in social marketing; - financing of 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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| knowledge of the specifics of social marketing |
| knowledge of the specifics of social marketing |
| knowledge of the possibilities of communication of social topics in the context of commercial and non-commercial marketing |
| knowledge of the possibilities of communication of social topics in the context of commercial and non-commercial marketing |
| knowledge of the systematics of the main areas of social marketing |
| knowledge of the systematics of the main areas of social marketing |
| knowledge of the main milestones in the history of social marketing |
| knowledge of the main milestones in the history of social marketing |
| knowledge of ethical aspects of social marketing |
| knowledge of ethical aspects of social marketing |
| Skills |
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| propose a way of using an accent on social themes in the marketing of a commercial company |
| 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 |
| explain the difference between commercial and non-commercial marketing |
| explain the difference between commercial and non-commercial marketing |
| analyze a social marketing campaign in terms of effectiveness |
| analyze a social marketing campaign in terms of effectiveness |
| analyze a social marketing campaign in terms of a possible collision with the society's ethical principles |
| analyze a social marketing campaign in terms of a possible collision with the society's ethical principles |
| teaching methods |
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| Knowledge |
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| Lecturing |
| Lecturing |
| Dialogic (Discussion, conversation, brainstorming) |
| Dialogic (Discussion, conversation, brainstorming) |
| Skills |
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| Dialogic (Discussion, conversation, brainstorming) |
| Dialogic (Discussion, conversation, brainstorming) |
| assessment methods |
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| Knowledge |
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| Essay |
| Composite examination (Written part + oral part) |
| Essay |
| Analysis of the student's performance |
| Analysis of the student's performance |
| Composite examination (Written part + oral part) |
| 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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Hastings, Gerard. Social marketing : from tunes to symphonies. Abingdon, 2014. ISBN 978-0-415-68372-2.
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Hommerová, Dita. Branding neziskových organizací. Žatec: Ohře Media, 2015. ISBN 9788090512283.
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Kotler, P., Roberto, N., Lee N. Social Marketing: Improving the Quality of Life. Sage Publications; 2nd edition (March 19, 2002), ISBN: 0761924345.
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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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Lee, Nancy; Kotler Philip. Social marketing: changing behaviors for good. Los Angeles: SAGE, 2016. ISBN 9781452292144.
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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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