FPF:UBKKM018 Marketing Skills - Course Information

UBKKM018 Marketing Skills

Extent and Intensity

6/0/0. 4 credit(s). Type of Completion: zk (examination).

Teacher(s)

PhDr. Libuše Foberová, Ph.D. (lecturer)
Mgr. Michaela Mrázová (lecturer)

Guaranteed by

PhDr. Libuše Foberová, Ph.D.
Institute of The Czech Language and Library Science – Faculty of Philosophy and Science in Opava

Prerequisites (in Czech)

Požadavky na studenta v průběhu semestru a kritéria hodnocení: výuka předpokládá průběžnou přípravu studenta. Kvalita výuky je systematicky prověřována formou testů, prezentací zadaných referátů aj. Zkouška je ústní a je zaměřena na prověření získaných teoretických znalostí.

Course Enrolment Limitations

The course is also offered to the students of the fields other than those the course is directly associated with.

fields of study / plans the course is directly associated with

• Library science with the focus on public libraries of the community type (programme FPF, N7201 InSK)

Course objectives

Subject follows the Managerial techniques and acquaints students with basic terminology of marketing, its position in the state sphere, with theoretical aspects of marketing analysis, with planning, implementation and control. Lectures will focus to the marketing conception of services and their value / price , to the conception of marketing mixtures, creating of logistic and distribution service channels. Necessary aspects are also research of consumer behaviour, market and market segments, principles of building strong features/strategies and introducing new, namely electronic and information, services. Lectures provide analysis of service cycles and service positions on the clients´ and competition market, methods of loyal behaviour of service consumers incuding the newest conceptions of strategic, tactical, administration and transformation marketing. Attempted strategic marketing - creating of marketing plans etc.

Syllabus

• Marketing in libraries
  Marketing conceptions
  Marketing environments
  Marketing research
  Marketing communications

Literature

required literature
• FOBEROVÁ, Libuše. Marketingové techniky. Opava, 2011. info
• FOBEROVÁ, Libuše. Knihovna jako nekonečný příběh, který se lidé učí číst : marketing knihoven. Havlíčkův Brod, 2009. URL info
• KOTLER, P., ARMSTRONG, G. Marketing. Praha: Victoria Publishing, 2004. ISBN 80-247-0513-3. info
• KOTLER, P. Marketing podle Kotlera. Praha: Management Press, 2000. ISBN 80-7261-010-4. info

recommended literature
• FOBEROVÁ, Libuše. Knihovny jsou marketingovým snem. Havlíčkův Brod, 2009. URL info
• KOTLER, P. a kol. Moderní marketing. 4. evropské vydání. Grada Publishing, a.s., 2007. ISBN 978-80-247-1545-2. info
• KOTLER, P. Marketing od A do Z. Praha: Management Press, 2003. ISBN 80-7261-082-1. info
• ANDREASEN, A.R., KOTLER, P. Strategic Marketing for Nonprofit Organizations. New York: Prenttice Hall, 2003. ISBN 0-13-041977-X. info

Teaching methods

Lecturing
Internship
Seminar classes

Assessment methods

Grade

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: Přednáška 6 HOD/SEM.

Teacher's information

The subject follows the Managerial techniques - the credit.
Minimum 75 % attendance, active seminary collaboration.
Studenst are to understand and activelymaster the subject, should be able to disscuss and apply the enlisted knowledge. Účast na zkoušce je podmíněna předložením seminární práce v rozsahu 15 normostran textu s obsahovým zaměřením na tvorbu marketingové strategie. Předmět je uzavřen zkouškou, která bude udělena po odevzdání a uznání seminární práce. The detail informace will be provided on the beginning of semestre.

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