153-0452/01 – Marketing and Management in Public Administration (MaM VS)
| Gurantor department | Department of Public Economics | Credits | 3 |
| Subject guarantor | Ing. Bc. Jiří Bečica, Ph.D. | Subject version guarantor | Ing. Bc. Jiří Bečica, Ph.D. |
| Study level | undergraduate or graduate | Requirement | Compulsory |
| Year | 3 | Semester | winter |
| | Study language | Czech |
| Year of introduction | 2011/2012 | Year of cancellation | 2012/2013 |
| Intended for the faculties | EKF | Intended for study types | Bachelor |
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
Tutorials
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:
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.
Additional study materials
Way of continuous check of knowledge in the course of semester
Attendance at semminars.
E-learning
Other requirements
xxxxxxxxxxxxxxxxxxxxxxxxxxxxxxx
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
Occurrence in study plans
Occurrence in special blocks
Assessment of instruction
Předmět neobsahuje žádné hodnocení.