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Lecturer(s)
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Kubátová Jaroslava, doc. Ing. Ph.D.
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Drastich Martin, Ing. Ph.D., MBA
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Kosina David, Ing. Ph.D.
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Kelemen Peter, Ing.
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Course content
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The course starts on February 20, 2025. Detailed course schedule is available here https://bit.ly/STM2_schedule Course framework topics 1. The Evolution of Green Marketing 2. Neuromarketing: Understanding Consumer Psychology 3. International Marketing and Cross-Cultural Challenges 4. Strategies for Effective Talent Acquisition 5. Intellectual Capital and Competitive Advantage 6. AI in Human resource management 7. Managing Inter-generational Workforces 8. Business Continuity Planning 9. Crisis Management in Public Relations 10. Financial Risk Management in Banking Sector 11. The Influence of Corporate Memory on Organizational Learning 12. Leveraging Organizational Learning for Innovation The course is taught by a group of professors - experts in each field. Students are required to complete a written application seminar paper on each series of topics; the total length of the papers is about 20 standard pages. The course is taught with the support of LMS Moodle, where details from individual professors are given at the beginning of the classes. Detailed course schedule is available here https://bit.ly/STM2_schedule
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Learning activities and teaching methods
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Lecture, Dialogic Lecture (Discussion, Dialog, Brainstorming)
- Attendace
- 25 hours per semester
- Homework for Teaching
- 50 hours per semester
- Semestral Work
- 75 hours per semester
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Learning outcomes
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The aim of the course is to develop knowledge of selected topics in management and marketing. This course is a free continuation of the KAE/STM1 course. The students of STM1 can continue in this course but for new students it is possible to start with this course as well (without studying STM1).
Deep understanding of selected topics in management and marketing and ability to apply gained knowledge
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Prerequisites
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Basic knowledge in management is recommended.
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Assessment methods and criteria
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Essay, Student performance, Seminar Work
Attendance 100 %. Absence is possible only when a medical or official confirmation of the reason is provided. This confirmation has to be delivered directly to the guarantee of the course ass. prof. Jaroslava Kubátová no later than at the closest lecture after the absence (personally or via email). Active participation. Assigned tasks completion 100 % Students are required to complete a written application seminar paper on each series of topics; the total length of the papers is about 20 standard pages. Details and deadlines will be provided by the professors during their lectures. Grading scale: A 90-100 B 80-89 C 70-79 D 60-69 E 50-59 F 49 and less
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Recommended literature
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See list in Requirements.
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Davenport, T. H. (2019). The AI advantage: How to put the artificial intelligence revolution to work. MIT Press.
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Dheeraj, M. (2023). Understanding Chat GPT. Notion Press.
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Finkbeiner, P. (2018). Social media for knowledge sharing in automotive repair. Springer.
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Fried, J. (2020). Remote: Office Not Required. Tian Xia Wen Hua.
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Keller, K. L., & Swaminathan, V. (2019). Strategic brand management: Building, measuring, and managing brand equity (5th ed.). Pearson.
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Saidon, I. M., & Said, R. (Eds.). (2021). Ethics, governance and risk management in organizations. Springer.
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