153-0350/02 – Marketing and Management in Public Administration (MMVS)

Gurantor departmentDepartment of Public EconomicsCredits3
Subject guarantorIng. Bc. Jiří Bečica, Ph.D.Subject version guarantorIng. Bc. Jiří Bečica, Ph.D.
Study levelundergraduate or graduate
Study languageCzech
Year of introduction2011/2012Year of cancellation2012/2013
Intended for the facultiesEKFIntended for study typesBachelor
Instruction secured by
LoginNameTuitorTeacher giving lectures
BEC05 Ing. Bc. Jiří Bečica, Ph.D.
Extent of instruction for forms of study
Form of studyWay of compl.Extent
Full-time Credit 0+2

Subject aims expressed by acquired skills and competences

Broaden knowledge of marketing and management in specific conditions of public administration. Explain specifics of marketing and management at level of territorial self-government. Explain different approaches (differences) to marketing and management implemented at municipal level. Describe the most important authorities in public administration.

Teaching methods

Lectures

Summary

The course entitled Marketing and Management in Public Administration deals with the functions of marketing in specific conditions of public administration and it also clarifies the performance of management in these specific conditions. Part of the course which is focused on marketing is based on fundamentals of marketing concepts, marketing environment and marketing mix which are applied in public administration and public non-profit sector. The course also describes marketing of public institutions in general, marketing activities, marketing plan and related marketing research, gathering marketing information and marketing audit. It is also focused on the compliance of marketing plan, marketing communication; it shows personal and impersonal forms of communication. Part of the course which is devoted to management describes the specifics of reach, acquisition, operation and selection of executives and other employees in public administration.

Compulsory literature:

FORET, M. Marketingová komunikace. 1. vyd. Brno: Computer Press, 2006. 443 s. ISBN 80-251-1041-9. GALVASOVÁ, I. A kol. Spolupráce obcí jako faktor rozvoje. 1. vyd. Brno: Georgetown, 2007. 140 s. ISBN 80-251-20-9. JANEČKOVÁ, L., VAŠTÍKOVÁ, M. Marketing měst a obcí. Praha: Grada Publishing, 1999. 178 s. ISBN 80-7169-750-8. LACINA, K. Management ve veřejné správě. 1. vyd. Pardubice: Univerzita Pardubice, 2000. 35 s. ISBN 80-7194-298-7. WRIGHT, G., NEMEC, J. Management veřejné správy, teorie a praxe, zkušenosti z transformace veřejné správy ze zemí střední a východní Evropy. 1. vyd. Praha: Ekopress, 2003. 419 s. ISBN 80-86119-70-X.

Recommended literature:

KOTLER, P. Marketing od A do Z: osmdesát pojmů, které by měl znát každý manažer. Praha: Management Press, 2003. 203 s. ISBN 80-7261-082-1. KARLÍČEK, M., ZAMAZALOVÁ, M. a kol. Marketingová komunikace. 1. vyd. Praha: Oeconomica, 2009. 176 s. ISBN 978-80-245-1601-1. HESKOVÁ, M., ŠTARCHOŇ, P. Marketingová komunikace a moderní trendy v marketingu. 1. vyd. Praha: Oeconomica, 2009. 180 s. ISBN 978-80-245-1520-5. VAŠTÍKOVÁ, M. Marketing služeb: efektivně a moderně. 1. vyd. Praha: Grada Publishing, 2008. 232 s. ISBN 978-80-247-2721-9. MACHKOVÁ, H. Mezinárodní marketing. 2. rozš. A přeprac. vyd. Praha: Grada Publishing, 2006. 205 s. ISBN 80-247-1678-X. ŠTRACH, P. Mezinárodní management. Praha: Grada Publishing, 2009. 167 s. ISBN 978-80-247-2987-9. REKTOŘÍK, J., ŠELEŠOVSKÝ, J., a kol. Jak řídit kraj, město, obec: rukověť územní samosprávy. II. díl, Finance, rozpočty, účetnictví, veřejná kontrola. 1. vydání. Brno: Masarykova univerzita, 2002. 178 s. ISBN 80-210-2955-2. VILAMOVÁ, Š. Jak získat finanční zdroje Evropské unie. 1. vyd. Praha: Grada Publishing, 2004. 196 s. ISBN 80-247-0828-0. ŠPOK, R. Rozvoj územní veřejné správy v souvislosti se vstupem České republiky do Evropské unie. 1. vyd. Praha: Ministerstvo vnitra ČR, 2004. 207 s. ISBN 80-239-4100-3. Zákon č. 128/2000 Sb., o obcích, ve znění pozdějších předpisů. Zákon č. 129/2000 Sb., o krajích, ve znění pozdějších předpisů. Týdeník Ekonom. ISSN 1210-0714. Moderní obec. ISSN 1211-0507. Obec a finance. ISSN 1212-1363. Veřejná správa. ISSN 0027-8009.

Way of continuous check of knowledge in the course of semester

Attendance at semminars.

E-learning

Další požadavky na studenta

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Prerequisities

Subject has no prerequisities.

Co-requisities

Subject has no co-requisities.

Subject syllabus:

1. Management in Public Administration - definition of management in public administration, differences in approaches to management in public administration and private sector - roles and functions of manager in public administration and his education 2. Management and Its Principles in the Modern Management of Municipalities and Regions - most serious issues of cities and villages 3. Public Sector and Strategic Management - strategic decision-making at level of public administration - strategic planning, decision-making and coordination role of public administration 4. Public Administration and Management in Human Resources - planning and human resources management in public and private sectors 5. Budgeting and Financial Management - financial management, its conditions and tools in public sector 6. Marketing Control and the Environment - phases of marketing control - macro and micro-environment of municipalities 7. Information Systems and the Impact of Marketing - information systems and marketing research 8. Application of marketing in terms of cities and villages - marketing needs and objectives of municipalities - implementation of marketing strategy at municipal level 9. Marketing mix in Municipality - product of municipality, its price and distribution 10. Communication Mix - tools, promotion, advertising and public relations 11. Strategic Planning in municipalities - SWOT analysis at municipal level

Conditions for subject completion

Full-time form (validity from: 2012/2013 Winter semester)
Task nameType of taskMax. number of points
(act. for subtasks)
Min. number of points
Exercises evaluation Credit 85 (85) 85
        Zápočtová písemka Written test 85  85
Mandatory attendence parzicipation:

Show history

Occurrence in study plans

Academic yearProgrammeField of studySpec.FormStudy language Tut. centreYearWSType of duty
2012/2013 (B6202) Economic Policy and Administration (6202R055) Public Economics and Administration (00) Public Economics and Administration P Czech Ostrava 2 Compulsory study plan
2011/2012 (B6202) Economic Policy and Administration (6202R055) Public Economics and Administration (00) Public Economics and Administration P Czech Ostrava 2 Compulsory study plan

Occurrence in special blocks

Block nameAcademic yearForm of studyStudy language YearWSType of blockBlock owner