| Course Unit Code | 116-0309/05 |
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| Number of ECTS Credits Allocated | 5 ECTS credits |
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| Type of Course Unit * | Choice-compulsory |
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| Level of Course Unit * | First Cycle |
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| Year of Study * | |
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| Semester when the Course Unit is delivered | Winter Semester |
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| Mode of Delivery | Face-to-face |
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| Language of Instruction | Czech |
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| Prerequisites and Co-Requisites | Course succeeds to compulsory courses of previous semester |
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| Name of Lecturer(s) | Personal ID | Name |
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| VEL21 | doc. Ing. Šárka Velčovská, Ph.D. |
| BAR33 | Ing. Petr Baránek, Ph.D. |
| Summary |
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| The aim of the course is to acquaint students with the main applications of marketing, which are not directly related to the classical consumer market. The course concentrates primarily on defining differences concerning service marketing and business marketing. The goal is also to master the use of relevant marketing mix tools whose deployment is different in each specific application. |
| Learning Outcomes of the Course Unit |
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1. To identify possibilities of marketing applications in various areas/branches.
2. To comprehend different utilization of marketing mix tools.
3. To use suitable marketing tools and proper organization.
4. To design marketing plans for marketing applications.
5. To apply tools of marketing mix in practice. |
| Course Contents |
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1. Marketing of services. Service features. Marketing tools used in the service sector.
2. Marketing of tourism. A specific marketing approach to tourism. Trends in the tourism market.
3. Marketing in the financial sector. Bank marketing management. Banking marketing mix.
4. Marketing in insurance. Specifics and deployment of marketing tools on the insurance market.
5. Marketing of educational institutions. Main markets of educational institutions. Marketing tools in education.
6. Marketing of cities and regions. Territorial marketing as a concept of territorial development. Subtypes of territorial marketing.
7. Marketing of non-profit organizations. Basics of functioning and marketing management in non-profit organizations.
8. Marketing of sport events. Marketing mix in sport.
9. Marketing of cultural events. Marketing mix in culture.
10. Political marketing. Specifics of political marketing. Types of political campaigns. Research/surveys of election preferences.
11. Business marketing I. Types of B2B demand. Types of B2B customers. Product types on the B2B market.
12. Business marketing II. Business Market Purchase. Decision unit. Marketing mix on B2B market.
13. Marketing in construction. The structure of the construction market. Customer role in building marketing.
14. Green Marketing and Ecodesign. Principles and types of ecodesign strategies. Marketing mix of green marketing.
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| Recommended or Required Reading |
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| Required Reading: |
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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. |
HAUNEROVÁ, K., V. KHELEROVÁ a Z. ŠIMONOVSKÁ. Fashion management. Praha: Grada, 2019. 191 s. ISBN 978-80-271-2113-7.
KRECHOVSKÁ, M., P. HEJDUKOVÁ a D. HOMMEROVÁ. Řízení neziskových organizací: klíčové oblasti pro jejich udržitelnost. Praha: Grada, 2018. 208 s. ISBN 978-80-247-3075-2.
RAŠOVSKÁ, Ida a Kateřina RYGLOVÁ. Management kvality služeb v cestovním ruchu: Jak zvýšit kvalitu služeb a spokojenost zákazníka. Praha: Grada, 2017. 192 s. ISBN 978-80-247-5021-7. |
| Recommended Reading: |
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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. |
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.
MESRŠMÍD, Jaroslav. Marketing v pojišťovnictví. Praha: Professional Publishing, 2016. 262 s. ISBN 978-80-7431-158-1.
PÁSKOVÁ, Martina a Josef ZELENKA. Společensky odpovědný cestovní ruch. Praha: Idea servis, 2018. 190 s. ISBN 978-80-85970-91-3. |
| Planned learning activities and teaching methods |
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| Lectures, Tutorials |
| Assesment methods and criteria |
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| Task Title | Task Type | Maximum Number of Points
(Act. for Subtasks) | Minimum Number of Points for Task Passing |
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| Exercises evaluation | Credit | 85 | 85 |