116-0309/03 – Marketing Applications (MAP)

Gurantor department	Department of Marketing and Business	Credits	4
Subject guarantor	doc. Ing. Šárka Velčovská, Ph.D.	Subject version guarantor	Ing. Petr Baránek, Ph.D.
Study level	undergraduate or graduate	Requirement	Choice-compulsory
Year	2	Semester	summer
		Study language	Czech
Year of introduction	2010/2011	Year of cancellation	2011/2012
Intended for the faculties	EKF	Intended for study types	Bachelor

Instruction secured by
Login	Name	Tuitor	Teacher giving lectures
BAR33	Ing. Petr Baránek, Ph.D.
KRB005	Ing. Petra Klapilová Krbová, Ph.D.
KOB0029	Ing. Pavel Kobe
KOZ99	doc. Ing. Roman Kozel, Ph.D.
SPA50	doc. Ing. Vojtěch Spáčil, CSc.

Extent of instruction for forms of study
Form of study	Way of compl.	Extent
Full-time	Credit	2+2

Subject aims expressed by acquired skills and competences

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.

Teaching methods

Lectures
Tutorials

Summary

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.

Compulsory 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.

Recommended 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.

Way of continuous check of knowledge in the course of semester

E-learning

Other requirements

Prerequisities

Subject has no prerequisities.

Co-requisities

Subject has no co-requisities.

Subject syllabus:

1. Marketing of Services. 2. Marketing management of Services in Practice. 3. Political Marketing. 4. Marketing of Educational Institutions. 5. Marketing of Non-profit Organizations. 6. Municipal and Regional Marketing. 7. Marketing of Finantial Sector. 8. Marketing of Insurance Institutions. 9. E-business. 10. Travel and Tourism Marketing. 11. Marketing of Cultural and Sports Events. 12. Marketing of Postal Services. 13. Current Trends in marketing.

Conditions for subject completion

Full-time form (validity from: 2011/2012 Summer semester)

Task name	Type of task	Max. number of points (act. for subtasks)	Min. number of points	Max. počet pokusů
Exercises evaluation	Credit	85 (85)	0	3
Písemka	Written test	40	20
Projekt	Project	45	25

Mandatory attendence participation:

Show history

Conditions for subject completion and attendance at the exercises within ISP:

Show history

Occurrence in study plans

Academic year	Programme	Branch/spec.	Spec.	Form	Study language	Tut. centre	Year	Type of duty
2011/2012	(B6208) Economics and Management	(6208R062) Marketing and Business	(01) Marketing and Business	P	Czech	Ostrava	2	Compulsory	study plan
2011/2012	(B6208) Economics and Management	(6208R011) Economics and Law in Business		P	Czech	Ostrava	2	Choice-compulsory	study plan
2011/2012	(B6202) Economic Policy and Administration	(6202R010) Finance	(00) Finance	P	Czech	Ostrava	2	Choice-compulsory	study plan

Occurrence in special blocks

Block name	Academic year	Form of study	Study language	Year	W	S	Type of block	Block owner

Assessment of instruction

2011/2012 Summer