116-0309/06 – Marketing Applications (MAP)

Gurantor departmentDepartment of Marketing and BusinessCredits5
Subject guarantordoc. Ing. Šárka Velčovská, Ph.D.Subject version guarantordoc. Ing. Šárka Velčovská, Ph.D.
Study levelundergraduate or graduateRequirementChoice-compulsory type B
Year2Semesterwinter
Study languageCzech
Year of introduction2019/2020Year of cancellation
Intended for the facultiesEKFIntended for study typesBachelor
Instruction secured by
LoginNameTuitorTeacher giving lectures
HLU40 Ing. Miluše Hluchníková, CSc.
NAV121 Ing. Tereza Prešnajderová, Ph.D.
SPA50 doc. Ing. Vojtěch Spáčil, CSc.
VEL21 doc. Ing. Šárka Velčovská, Ph.D.
Extent of instruction for forms of study
Form of studyWay of compl.Extent
Full-time Graded 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

Elaboration and presentation of three projects and passing the credit test.

E-learning

Other requirements

Seminar paper and credit test.

Prerequisities

Subject has no prerequisities.

Co-requisities

Subject has no co-requisities.

Subject syllabus:

1. Marketing of services I. (introduction, specifics of the services market) 2. Marketing of services II. (marketing mix in services) 3. Marketing in non-profit organizations 4. Marketing in culture 5. Fashion marketing 6. Tourism marketing 7. Political marketing I. (specifics of voter behaviour, electoral strategy) 8. Political marketing II. (election campaign, election surveys) 9. Territorial marketing 10. Marketing of educational organisations 11. Marketing in the financial sector 12. Marketing in the healthcare sector 13. Marketing in sport 14. Business marketing

Conditions for subject completion

Full-time form (validity from: 2022/2023 Winter semester)
Task nameType of taskMax. number of points
(act. for subtasks)
Min. number of pointsMax. počet pokusů
Graded credit Graded credit 100 (100) 51 3
        Semestral paper Semestral project 40  20 2
        Test Written test 60  31 3
Mandatory attendence participation: 50 % of seminars

Show history

Conditions for subject completion and attendance at the exercises within ISP: o to get min. 20 points for writing two seminar papers (max. 40 points) o to get min. 31 points for the test (max. 60 points) o attendance at the seminars is optional

Show history

Occurrence in study plans

Academic yearProgrammeBranch/spec.Spec.ZaměřeníFormStudy language Tut. centreYearWSType of duty
2024/2025 (B0414A050001) Marketing (S02) Marketing and business MO P Czech Šumperk 2 Compulsory study plan
2024/2025 (B0414A050001) Marketing (S02) Marketing and business MO P Czech Ostrava 2 Compulsory study plan
2024/2025 (B0414A050001) Marketing (S01) Marketing Communication P Czech Ostrava 2 Choice-compulsory type B study plan
2023/2024 (B0414A050001) Marketing (S02) Marketing and business MO P Czech Šumperk 2 Compulsory study plan
2023/2024 (B0414A050001) Marketing (S02) Marketing and business MO P Czech Ostrava 2 Compulsory study plan
2023/2024 (B0414A050001) Marketing (S01) Marketing Communication P Czech Ostrava 2 Choice-compulsory type B study plan
2022/2023 (B0414A050001) Marketing (S02) Marketing and business MO P Czech Ostrava 2 Compulsory study plan
2022/2023 (B0414A050001) Marketing (S01) Marketing Communication P Czech Ostrava 2 Choice-compulsory type B study plan
2022/2023 (B0414A050001) Marketing (S02) Marketing and business MO P Czech Šumperk 2 Compulsory study plan
2021/2022 (B0414A050001) Marketing (S02) Marketing and business MO P Czech Ostrava 2 Compulsory study plan
2021/2022 (B0414A050001) Marketing (S01) Marketing Communication P Czech Ostrava 2 Choice-compulsory type B study plan
2020/2021 (B0414A050001) Marketing (S01) Marketing Communication P Czech Ostrava 2 Choice-compulsory type B study plan
2020/2021 (B0414A050001) Marketing (S02) Marketing and business MO P Czech Ostrava 2 Compulsory study plan
2019/2020 (B0414A050001) Marketing (S02) Marketing and business MO P Czech Ostrava 2 Compulsory study plan
2019/2020 (B0414A050001) Marketing (S01) Marketing Communication P Czech Ostrava 2 Choice-compulsory type B study plan

Occurrence in special blocks

Block nameAcademic yearForm of studyStudy language YearWSType of blockBlock owner

Assessment of instruction



2023/2024 Winter
2022/2023 Winter
2021/2022 Winter
2020/2021 Winter