|
Lecturer(s)
|
-
Staňková Pavla, doc. Ing. Ph.D.
|
|
Course content
|
- 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.
|
|
Learning activities and teaching methods
|
Lecturing, Dialogic (Discussion, conversation, brainstorming)
- Participation in classes
- 13 hours per semester
- Term paper
- 27 hours per semester
- Preparation for course credit
- 20 hours per semester
|
| prerequisite |
|---|
| Knowledge |
|---|
| Prerequisities are not set. |
| Prerequisities are not set. |
| learning outcomes |
|---|
| 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 |
|---|
| 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 |
| Dialogic (Discussion, conversation, brainstorming) |
| Dialogic (Discussion, conversation, brainstorming) |
| Lecturing |
| Skills |
|---|
| Dialogic (Discussion, conversation, brainstorming) |
| Dialogic (Discussion, conversation, brainstorming) |
| assessment methods |
|---|
| Knowledge |
|---|
| Preparation of a presentation |
| Preparation of a presentation |
| Analysis of a presentation given by the student |
| Analysis of a presentation given by the student |
| Analysis of the student's performance |
| Analysis of the student's performance |
|
Recommended literature
|
-
Bačuvčík, Radim.; Harantová, Lenka. Sociální marketing. Zlín: VeRBuM, 2016. ISBN 978-80-87500-80-4.
-
Hastings, Gerard. Social marketing : from tunes to symphonies. Abingdon, 2014. ISBN 978-0-415-68372-2.
-
Hommerová, Dita. Branding neziskových organizací. Žatec: Ohře Media, 2015. ISBN 9788090512283.
-
Krechovská, Michaela; Hejduková, Pavlína. Řízení neziskových organizací: klíčové oblasti pro jejich udržitelnost. Grada Publishing, 2018. ISBN 9788024730752.
-
Lee, Nancy R. Social marketing : behavior change for social good. Los Angeles, 2020. ISBN 978-1-5443-7186-3.
-
Lee, Nancy R. Success in social marketing : 100 case studies from around the globe. New York, 2023. ISBN 978-1-03-222324-7.
|