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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 of marketing communication of public services 4. Strategic communication of public services 5. Marketing communication of health care services 6. Marketing communication of social services 7. Communication plan 8. Specifics of advertising and PR of public services 9. Communication during sponsorship and fundraising of 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
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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 |
|---|
| Prerequisities are not set |
| Prerequisities are not set |
| learning outcomes |
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| knowledge of the position of public services in society |
| knowledge of the position of public services in society |
| knowledge of the classification of public services |
| knowledge of the classification of public services |
| knowledge of stakeholder analysis |
| knowledge of stakeholder analysis |
| knowledge of the marketing communication specifics in public sector |
| knowledge of the marketing communication specifics in public sector |
| knowledge of crisis communication |
| knowledge of crisis communication |
| Skills |
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| process a stakeholder analysis |
| process a stakeholder analysis |
| create a brief for a public procurement |
| create a brief for a public procurement |
| create a promotion strategy of public service |
| create a promotion strategy of public service |
| create a communication plan |
| create a communication plan |
| create a social media post |
| create a social media post |
| teaching methods |
|---|
| Knowledge |
|---|
| Dealing with situational issues - learning in situations |
| Dialogic (Discussion, conversation, brainstorming) |
| Dialogic (Discussion, conversation, brainstorming) |
| Monologic (Exposition, lecture, briefing) |
| Monologic (Exposition, lecture, briefing) |
| Dealing with situational issues - learning in situations |
| Teamwork |
| Teamwork |
| assessment methods |
|---|
| Grade (Using a grade system) |
| Grade (Using a grade system) |
| Analysis of the student's performance |
| Analysis of the student's performance |
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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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Slavík, Jakub. Marketing a strategické řízení ve veřejných službách: jak poskytovat zákaznicky orientované veřejné služby. Praha: Grada, 2014. ISBN 9788024748191.
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TOMANDL, J. Krizová komunikace : principy, zkušenosti, postupy. Brno, 2020. ISBN 978-80-210-9636-3.
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VYSEKALOVÁ, J. Psychologie reklamy. Praha, 2023. ISBN 978-80-271-3654-4.
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