Lecturer(s)
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Barešová Petra, Ing. MSc, Ph.D.
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Course content
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- Basics of marketing. - Services and specifics of services. - Consumer behaviour on the services market. - Tourism marketing. - Spa marketing. - Healthcare marketing. - B2B Marketing. - Marketing of non-profit organizations and marketing of social services.
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Learning activities and teaching methods
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Monologic (Exposition, lecture, briefing), Dialogic (Discussion, conversation, brainstorming), Demonstration, Teamwork
- Participation in classes
- 15 hours per semester
- Home preparation for classes
- 36 hours per semester
- Term paper
- 18 hours per semester
- Preparation for examination
- 30 hours per semester
- Preparation for course credit
- 12 hours per semester
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prerequisite |
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Knowledge |
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knowledge of marketing basics |
knowledge of marketing basics |
learning outcomes |
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In particular, students will acquire knowledge of unique aspects and challenges associated with service marketing, industrial marketing, retail marketing, regional marketing, spa and health care marketing, etc. They will develop their skills to think critically and strategically about the opportunities and challenges that arise in the industry to apply marketing concepts for effective management. |
In particular, students will acquire knowledge of unique aspects and challenges associated with service marketing, industrial marketing, retail marketing, regional marketing, spa and health care marketing, etc. They will develop their skills to think critically and strategically about the opportunities and challenges that arise in the industry to apply marketing concepts for effective management. |
popsat marketingový mix služeb a jejich klíčové vlastnosti |
popsat marketingový mix služeb a jejich klíčové vlastnosti |
definovat zákazníka |
definovat zákazníka |
vysvětlit rozdíl mezi produktem a službou z pohledu marketingového mixu |
vysvětlit rozdíl mezi produktem a službou z pohledu marketingového mixu |
popsat chování organizací v neziskovém sektoru z pohledu marketingu |
popsat chování organizací v neziskovém sektoru z pohledu marketingu |
popsat co je fundraising, crowdfunding a sponzoring |
popsat co je fundraising, crowdfunding a sponzoring |
popsat klíčové otázky spojené s marketingem cestovního ruchu |
popsat klíčové otázky spojené s marketingem cestovního ruchu |
describe the marketing mix of services and their key features |
describe the marketing mix of services and their key features |
define a customer |
define a customer |
explain the difference between a product and a service in terms of the marketing mix |
explain the difference between a product and a service in terms of the marketing mix |
describe the behaviour of organisations in the non-profit sector from a marketing perspective |
describe the behaviour of organisations in the non-profit sector from a marketing perspective |
describe what is fundraising, crowdfunding and sponsorship |
describe what is fundraising, crowdfunding and sponsorship |
describe the key issues related to tourism marketing |
describe the key issues related to tourism marketing |
Skills |
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vytvořit marketingový mix |
vytvořit marketingový mix |
navrhnout cílovou skupinu pro daný produkt/službu |
navrhnout cílovou skupinu pro daný produkt/službu |
vytvořit sponzorship package |
vytvořit sponzorship package |
aplikovat event marketing pro neziskový sektor |
aplikovat event marketing pro neziskový sektor |
navrhnout postup krizové komunikace uplatnitelný nejen ve veřejném sektoru |
navrhnout postup krizové komunikace uplatnitelný nejen ve veřejném sektoru |
create a marketing mix of product and services |
create a marketing mix of product and services |
design the target group for the product/service |
design the target group for the product/service |
create a sponsorship package |
create a sponsorship package |
apply event marketing for the non-profit sector |
apply event marketing for the non-profit sector |
propose a crisis communication procedure applicable not only in the public sector |
propose a crisis communication procedure applicable not only in the public sector |
teaching methods |
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Knowledge |
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Dialogic (Discussion, conversation, brainstorming) |
Dialogic (Discussion, conversation, brainstorming) |
Monologic (Exposition, lecture, briefing) |
Monologic (Exposition, lecture, briefing) |
Demonstration |
Demonstration |
Teamwork |
Teamwork |
assessment methods |
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Composite examination (Written part + oral part) |
Analysis of seminar paper |
Analysis of seminar paper |
Grade (Using a grade system) |
Composite examination (Written part + oral part) |
Grade (Using a grade system) |
Recommended literature
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KOTLER, Philip, John T. BOWEN a James C. MAKENS. Marketing for hospitality and tourism. Harlow, Essex, England, 2014. ISBN 978-1-292-02003-7.
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Pilík, Michal. Business-to-business marketing. Vyd. 2., nezměněné. Zlín : Univerzita Tomáše Bati ve Zlíně, 2010. ISBN 978-80-7318-918-1.
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Staňková, P. Marketingové řízení nemocnic. Žilina, 2013. ISBN 978-80-89401-64-2.
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Thomas, Richard K. Marketing health services. 2nd ed. Chicago : Health Administration Press ; Arlington, VA : AUPHA Press, 2010. ISBN 978-1-56793-336-9.
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VANÍČEK, Jiří. Marketing služeb a cestovního ruchu. Opava, 2013. ISBN 978-80-7248-870-4.
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Vaštíková, M. Marketing služeb: efektivně a moderně. Praha: Grada, 2014. ISBN 978-80-247-5037-8.
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