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Lecturer(s)
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Šmelová Eva, prof. PhDr. Ph.D.
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Prášilová Michaela, doc. PhDr. Ph.D.
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Jůvová Alena, PaedDr. Ph.D.
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Opletalová Alena, Ing. Ph.D.
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Course content
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The essence of the eight-element model of communication, schools marketing communication as part of the marketing mix, components (forms) of communication mix, selection of appropriate communication tools, marketing communication goals.
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Learning activities and teaching methods
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Dialogic Lecture (Discussion, Dialog, Brainstorming)
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Learning outcomes
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After going through this subject students should be able to:clarify the base of the communication on the eight-part-component model of communicationexplain the base of school marketing, communication as one of the parts in marketing mix,enumerate the forms of the communicational mix, clarify their possibilities and explain the procedure which is recommended during the selection of suitable communicational tools, classify and differentiate the goals of marketing communication, assess the marketing communication of a chosen school and formulate suitable recommendations for its improvement.
After going through this subject students should be able to:clarify the base of the communication on the eight-part-component model of communicationexplain the base of school marketing, communication as one of the parts in marketing mix,enumerate the forms of the communicational mix, clarify their possibilities and explain the procedure which is recommended during the selection of suitable communicational tools, classify and differentiate the goals of marketing communication, assess the marketing communication of a chosen school and formulate suitable recommendations for its improvement.
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Prerequisites
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Unspecified.
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Assessment methods and criteria
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Mark, Analyssis of the Student's Portfolio
After going through this subject students should be able to assess the marketing communication of a chosen school and formulate suitable recommendations for its improvement.
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Recommended literature
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PRÁŠILOVÁ, M. (2004). Prezentace školy i osobnosti manažera. In PRÁŠILOVÁ, M. Projektování v mateřské škole.. Olomouc.
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PRÁŠILOVÁ, M. (2004). Projektování v mateřské škole (vybraná problematika pro tvorbu školního kurilula v MŠ).. Olomouc.
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SVĚTLÍK, J. (2006). Marketingové řízení školy.. Praha.
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