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Lecturer(s)
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Šmelová Eva, prof. PhDr. Ph.D.
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Jůvová Alena, PaedDr. Ph.D.
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Course content
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Marketing mix. Marketing communication of school. Communication mix and its elements. Means of communication in the marketing mix. Principles in services communication.
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Learning activities and teaching methods
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Dialogic Lecture (Discussion, Dialog, Brainstorming), Work with Text (with Book, Textbook)
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Learning outcomes
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Marketing mix. Marketing communication of school. Communication mix and its elements. Means of communication in the marketing mix.
Students are able to defend their own views on selected topics of school life: Marketing mix. Marketing communication of school. Communication mix and its elements. Means of communication in the marketing mix.
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Prerequisites
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No prior requirements.
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Assessment methods and criteria
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Dialog, Seminar Work
Active participation in lectures. Submission and public presentation of independent work.
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Recommended literature
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HANNAGAN, T. J. (1996). Marketing pro neziskový sektor.. Praha.
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Janečková, L., Vaštíková, M. (2000). Marketing služeb. Grada Publishing.
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PAYNE, A. (1996). Marketing služeb.. Praha.
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PRÁŠILOVÁ, M. (2004). Prezentace školy i osobnosti manažera. In PRÁŠILOVÁ, M. Projektování v mateřské škole.. Olomouc.
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Světlík, J. (1994). Marketing - cesta k trhu. Ekka, Zlín.
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SVĚTLÍK, J. (1996). Marketing školy.. Zlín: Copyright.
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SVĚTLÍK, J. (2009). Marketingové řízení školy. 2., aktualiz. vyd.. Praha: Wolters Kluwer Česká republika.
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