OPF:MARBPMVS Marketing in the Public Sector - Course Information

MARBPMVS Marketing in the Public Sector

Extent and Intensity

2/0/0. 4 credit(s). Type of Completion: z (credit).

Teacher(s)

Ing. Miroslava Vaštíková (lecturer)

Guaranteed by

Ing. Miroslava Vaštíková
Department of Business Economics and Management – School of Business Administration in Karvina

Prerequisites

MARBAMAR Marketing || MARBEMAR Marketing || MARBKMAR Marketing || MARBPMAR Marketing || PEMBAMAR Marketing || PEMBEMAR Marketing || PEMBKMAR Marketing || PEMBPMAR Marketing
Successfull completion of course is conditioned by successfully passing of the basic course Marketing.

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

• Public Economy and Administration (programme OPF, B_HOSPOL)

Course objectives

The aim of the course is to familiar students with basic marketing terms, which are based primarily on marketing services, marketing of municipalities and non-profit organizations marketing. The public sector includes a wide range of sectors and industries, there is a need to find their common denominator and that is the providing of services. Students will learn how to apply marketing tools and strategic processes, which are based on services marketing, to a basic public sector industries.

Syllabus

• 1.The characteristic of the public sector
  2.Marketing access to services
  3.The Strategic Marketing Planning
  4.Marketing Research
  5.Product and quality of public sector services
  6.Pricing policy
  7.Distribution of public sector services
  8.Marketing communication in the public sector
  9.The people
  10.The role of the physical environment
  11.Application procedure for the process of providing public sector services
  12.The public and private sector partnership
  13.Marketing controlling of public sector
  

Literature

required literature
• PASQUIER, M., VILLENEUVE, J. P. Marketing Management and Communications in the Public Sector. 2012. ISBN 9780415448970. info
• VAŠTÍKOVÁ, M. Marketing služeb - efektivně a moderně. Praha: Grada Publishing, 2008. ISBN 978-80-247-2721-9. info
• REKTOŘÍK, J. Ekonomika a řízení odvětví veřejného sektoru (vybrané kapitoly). Praha: Ekopress, 2007. ISBN 978-80-86929-29-3. info
• OCHRANA, F. Manažerské metody ve veřejném sektoru. Praha: Ekopress, 2007. ISBN 80-86929-23-X. info
• KOTLER, P., LEE, N. Marketing in the Public Sector. 2007. ISBN 9780131875159. info

recommended literature
• BRYANT, C., ANGUS, K., HASTINGS, G. The Sage Handbook of Social Marketing. 2011. ISBN 9781849201889. info
• TROSS, O. Implementation of a City Marketing Strategy. Giessen: Grin Verlag Ohg., 2007. ISBN 978-36-387-0975-0. info
• MATOUŠEK, O. a kol. Sociální služby. Legislativa, ekonomika, plánování, hodnocení. Praha: Portál, 2007. ISBN 978-80-7367-310-9. info
• VAŠTÍKOVÁ, M. Marketing služeb - distanční opora. Karviná: SU OPF Karviná, 2006. ISBN 80-7248-386-2. info
• JANEČKOVÁ, L., VAŠTÍKOVÁ, M. Marketing měst a obcí. Praha: Grada Publishing, 1999. ISBN 80-7169-750-8. info

Teaching methods

Skills demonstration

Assessment methods

Credit

Language of instruction

Czech

Further comments (probably available only in Czech)

The course can also be completed outside the examination period.

Teacher's information

ongoing test, course credit test

Activity	Difficulty [h]
Ostatní studijní zátěž	60
Přednáška	26
Zápočet	30
Summary	116

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