Skip to main content
Skip header
Close

Searching

Marketing Applications

Type of study Bachelor
Language of instruction Czech
Code 116-0309/06
Abbreviation MAP
Course title Marketing Applications
Credits 5
Coordinating department Department of Marketing and Business
Course coordinator doc. Ing. Šárka Velčovská, Ph.D.

Subject syllabus

1. Marketing of services I. (introduction, specifics of the services market)
2. Marketing of services II. (marketing mix in services)
3. Marketing in non-profit organizations
4. Marketing in culture
5. Fashion marketing
6. Tourism marketing
7. Political marketing I. (specifics of voter behaviour, electoral strategy)
8. Political marketing II. (election campaign, election surveys)
9. Territorial marketing
10. Marketing of educational organisations
11. Marketing in the financial sector
12. Marketing in the healthcare sector
13. Marketing in sport
14. Business marketing

Literature

CUDNY, Waldemar. City Branding and Promotion: The Strategic Approach. New York: Routledge, 2019. 186 p. ISBN 978-1-138-48810-6 .
GRAU, Stacy. Marketing for Nonprofit Organizations: Insights and Innovations. 2nd ed. New York: Oxford University Press, 2021. 240 p. ISBN 978-0-190-09080-7 .
WIRTZ, Jochen and Christopher LOVELOCK. Essentials of Services Marketing. 3rd ed. Harlow: Pearson, 2018. 670 p. ISBN 978-1-292-08995-9 .

Advised literature

CHITTY, W., S. D’ALESSANDRO, D. GRAY and A. HUGHES. Services Marketing. 2nd ed. Docklands: Oxford University Press, 2019. 509 p. ISBN 978-0-19-030316-7 .
LEES-MARSHMENT, J., B. CONLEY, E. ELDER, R. PETTITT, V. RAYNAULD and A. TURCOTTE. Political Marketing: Principles and Applications. 3rd ed. London: Taylor&Francis, 2019. 266 p. ISBN 978-0-8153-5320-1 .
PIKE, Steven. Destination Marketing: Essentials. 3rd ed. London: Taylor&Francis, 2020. 324 p. ISBN 978-0-3674-6954-2 .


back to search page