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Lecturer(s)
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Kosina David, Ing. Ph.D.
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Závodný Pospíšil Jan, PhDr. Ph.D.
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Course content
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Introduction to the marketing, Marketing management, Marketing environment of organization and institution, Market of educational opportunities, Marketing research, Consumer behavior, Segmentation and placement, Product, Price, Distribution, Marketing communication.
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Learning activities and teaching methods
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unspecified
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Learning outcomes
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The aim of the course is: to acquaint students with the use of marketing for communication of educational institutions with the public; to clarify the creation of marketing strategy; to practice active management of marketing mix of educational institutions and marketing tools for self-evaluation.
After finishing the course, students will be able to: - Define and explain the essence of marketing, - Characterize the specifics of marketing in educational institutions, - Clarify the principles of the market for educational opportunities, - Demonstrate the diversity of the public of educational institutions, - Assess the current marketing strategy of educational institutions, - Design a functional marketing strategy for educational institutions.
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Prerequisites
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unspecified
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Assessment methods and criteria
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unspecified
In-class lecture, reading of given literature, written seminar paper - 10NS; Written exam preparation; Self-study. Correspondence tasks are entered in the EDIS environment continuously in the semester to follow the topics currently under discussion. Maximum range 10 pages.
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Recommended literature
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Cimbálník, T., & Grenar, J. Studijní opory v elektronické podobě:Cimbálník, T., & Grenar, J..
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Dobeš, M., Brabcová J., Sládková I. & Šafránková P. Studijní opory v elektronické podobě:(2012) Kuchařka marketingu pro vzdělávací instituce. Praha: Národní ústav pro vzdělávání, školské poradenské zařízení a zařízení pro další vzdělávání pedagogických pracovníků. Dostupné z: http://www.nuv.cz/uploads/KONCEPT/publikace/KUCHAR.
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Foster, B. (2011) School Marketing Manual for the Digital Age (3rd Ed). Benowa: Great Developments Pty. Limited..
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Kotler, P., & Keller, K. L. (2013) Marketing management (4. vyd.) Praha: Grada..
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Světlík, J. (2010) Marketingové řízení školy. Praha: Wolters Kluwer..
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