N_MarVS Marketing in Public Administration

University of Finance and Administration
Winter 2021
Extent and Intensity
1/1/0. 3 credit(s). Type of Completion: z (credit).
Guaranteed by
prof. PhDr. Karel Lacina, DrSc.
Subdepartment of Management and Marketing – Department of Economics and Management – Departments – University of Finance and Administration
Contact Person: Lenka Pokorná
Prerequisites
Basic knowledge of marketing.
Course Enrolment Limitations
The course is offered to students of any study field.
Course objectives
The course „Marketing in public administration“ is about the basic knowledge of the marketing mix which is applied in public administration and public sector (non-profit making). The course is aimed at the issues of marketing plan, marketing research and marketing evaluation of obtained information. The course places emphasis on communication with the client. The course also focuses on the practical application of marketing approach in public administration; the project „Communicating town“; possibilities of application of marketing principles in the activities of local public administration and social development of the region; practical demands and particular benefits of marketing in public administration. At the end of the course students will be able to explain the basic rules of marketing and its differences in commercial sphere and public administration.
Learning outcomes
Students will be able to: 1. understand the marketing principal features; 2. be acquainted with the marketing contribution to the contemporary society including the public administration; 3. understand ways of the marketing approaches application in the level of municipalities and regions.
Syllabus
  • This syllabus is intended for full-time study. 1. Specific features of european models in public administration. The economic basis for the use of marketing in the management of towns and municipalities 2. Basic terms of marketing, communication of the town hall and the region, recognizing the needs of citizens (customers) 3. Interpretation of marketing mix and communicaton mix 4. Application of marketing in public administration, Municipal marketing, conditions for successful applicaton of marketing in public administration. 5. Application of marketing approaches in management of economic and social activities of municipalities, communication skills, presentation of outcomes 6. Market segmenatation and positioning in regional marketing, SWOT analysis 7. Public relations - its importance in the business community 8. Marketing environment of municipalities and micro-regions 9. Design a marketing plan in the commercial sector and the level of community 10. Communication with the target groups of citizens, modern ways of communication - internet, video, mobile phone 11. How to create a marketing strategy of the municipality 12. Marketing Information System and Research
Literature
    required literature
  • VAŠTÍKOVÁ, M.: Marketing služeb efektivně a moderně, Grada publishing 2008, ISBN 978-80-247-2721-9
  • FORET, M. „Marketingová komunikace“, 2. vydání, Computer Press, Brno 2008, 464 s. + CD,ISBN 80 - 251 - 1041 – 9
  • HARASIMOVÁ, S.: „Marketing ve veřejné správě“, OPTYS, 2009, ISBN 978-80-85819-748
  • JANEČKOVÁ,, L. and M. VAŠTÍKOVÁ,. Marketing měst a obcí. Praha: Grada, 1999. info
  • LACINA K., KALA T.:“ Regionální a mezinárodní marketing“, Hradec Králové, Gaudeamus 2003, ISBN:80-7041-929-6
    recommended literature
  • SKOŘEPA, L., JEŽEK, J., JEŽKOVÁ, R.: „Marketing měst a obcí“, Vysoká škola evropských a regionálních studií 2008, ISBN 978-80-86708-55-3
  • PŘIKRYLOVÁ, J and H JAHODOVÁ. Moderní marketingová komunikace. Praha: Grada Publishing, 2010. ISBN 978-80-247-3622-8. info
  • LACINA, Karel. Evropská veřejná správa. Praha: VŠFS, 2004, 86 pp. ISBN 80-86754-10-3. info
Teaching methods
The tuition will be held in the form of seminars, where the knowledge of students will be continuously tested. Active participation of students is essential.
Assessment methods
The course is completed with a credit. Compulsory seminar participation is 80 % in full-time study, compulsory tutorial participation is 50% in part-time study.Students who won’t meet participation requirements may be assigned additional educational tasks during the term (so that it would be possible to prove their educational results and acquired qualifications required to award the credit). The knowledge of students will be checked by a written test with opened questions, with the possibility of subsequent oral testing.
Language of instruction
Czech
Further comments (probably available only in Czech)
The course can also be completed outside the examination period.
Information on the extent and intensity of the course: 6 hodin KS/semestr.
The course is also listed under the following terms Winter 2011, Winter 2012, Winter 2013, Winter 2014, Winter 2015, Winter 2016, Winter 2017, Winter 2018, Winter 2019, Winter 2020.
  • Enrolment Statistics (recent)
  • Permalink: https://is.vsfs.cz/course/vsfs/winter2021/N_MarVS