Course syllabus MSPA - Marketing of school (ILE - WS 2020/2021)


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Course code:
MSPA
Course title in Czech:
Marketing of school
Course title in English: Marketing of school
Semester: WS 2020/2021
Mode of completion and number of credits:
Fulfillment of requirements (3 credits)
Mode of delivery and timetabled classes:
full-time, 1/2 (hours of lectures per week / hours of seminars per week)
part-time, 0/12 (lectures per period / seminars per period)
Level of course: bachelor
Course type:
optional
Type of delivery: usual
Mode of delivery for our mobility students abroad:
-- item not defined --
Language of instruction:
Czech
Course supervisor:
Mgr. Petr Adamec, Ph.D.
Course supervising department:
Faculty:
Institute of Lifelong Learning
Teachers: Mgr. Petr Adamec, Ph.D. (instructor, lecturer, supervisor)
Ing. Marie Horáčková, Ph.D. (examiner, instructor, lecturer, tutor)
Prerequisites:
to study at faculty ICV
 
Timetable in this semester:
-- item not defined --
 
Aim of the course and learning outcomes:
Gaining basic theoretical knowledge in the field of marketing and trade processes, skils and abilities in practical use of marketing instruments with focus on school environment.
 
Course content:
1.Subject introduction (allowance 1/2)
 
a.Aim, content and final conditions
b.
Basic terms in marketing
c.
Market mechanism and marketing
d.
Case study - marketing plan of a business subject

2.Marketing process and marketing research (allowance 1/2)
 
a.
Opportunities analysis
b.
Marketing plan
c.
Marketing research and its methods
d.
Case study - marketing research

3.
Marketing management of schools (allowance 1/2)
 
a.Marketing and school
b.
Conception of school marketing
c.
Mistakes and myth of using marketing
d.
Discussion - benefits in using marketing at schools

4.
Microenvironment and macroenvironment of comapany and school (allowance 1/2)
 
a.
Macroenvironment of schools
b.Mezoenvironment of schools
c.
Microenvironment of schools
d.
Discussion - differences between macro- and microenvironment

5.
Strategic planning of schools (allowance 1/2)
 
a.
Analysis of internal environment
b.
Analysis of external environment
c.
Mission and aims of school
d.
Case study - school strategy

6.
Market analysis (allowance 1/2)
 
a.
Analysis of market and shopping activity of industry market, consumer market, trade market and public market
b.School market analysis
c.
Case study - industry market, school market

7.
Segmentation of school market (allowance 1/2)
 
a.
Market target
b.
Market placement
c.Case study - School image

8.
Products and services of schools (allowance 1/2)
 
a.
Educational offer of schools
b.Educational programs of schools
c.Distribution of educational programs
d.
Case study - Graduate profile

9.
Promotion, advertising, publicity (allowance 1/2)
 
a.Types and methods of promotion and advertising
b.
Subjects and objects of promotion
c.
Public relations
d.
Promotion
e.
Case study - promotion, advertisement, promotion materials

10.
Communication of schools (allowance 1/2)
 
a.
Principles in function of communication
b.
Public relations
c.
Creativity in school communication
d.
Case study - school information sheet

11.
Competition (allowance 1/2)
 
a.
Industrial conception of competition
b.
Competition in education
c.Competitors identification
d.Strenghts and weaknesses of competitors
e.
Case study - Plan of competition strategy of school

12.People - internal marketing (allowance 1/2)
 
a.
Personal marketing
b.
Effective leadership, motivation
c.
Internal communication
d.
Model situation - styles of leadership

13.
Relation marketing (allowance 1/2)
 
a.
Creation of relation net
b.
Principles of personal behaviour
c.
Relation to social partners and companies
d.
Discussion about concrete examples from praxis

14.
Evaluation of marketing management (allowance 1/2)
 
a.
Internal quality evaluation
b.External quality evaluation
c.
Excursion to secondary vocational school

Learning activities and teaching methods:
Type of teaching method
Daily attendance
Combined form
lecture
14 h0 h
practice28 h0 h
consultation
0 h
12 h
preparation for regular assessment
10 h20 h
report from excursion, tour, practical placement
8 h
12 h
elaboration of reports6 h
10 h
elaboration and execution of projects
6 h
10 h
writing of seminar paper
12 h
20 h
Total
84 h
84 h
 
Assessment methods:
Credit, processing of case studies, group project, seminary thesis
 
Assessment criteria ratio:
Requirement type
Daily attendanceCombined form
Total
0 %
0 %
 
Recomended reading and other learning resources:
Basic:
KOTLER, P. Marketing Management. 1st ed. Upper Saddle River: Prentice Hall, 2003. 26 p. ISBN 0-13-049715-0.
SVĚTLÍK, J. Marketingové řízení školy. Praha: Wolters Kluwer ČR, 2009. 328 p. ISBN 978-80-7357-494-9.
PŘIBOVÁ, M. Marketingový výzkum v praxi. Praha: Grada Publishing, 1996. 238 p. ISBN 80-7169-299-9.

Course listed in study plans for this semester:
Field of study B-SP-UPVOV Teaching of practical subjects and vocational training, full-time form, initial period WS 2018/2019
Field of study B-SP-UPVOV Teaching of practical subjects and vocational training, part-time form, initial period WS 2018/2019
 
Course listed in previous semesters: WS 2019/2020, WS 2018/2019, WS 2017/2018, WS 2016/2017, WS 2015/2016, WS 2014/2015 (and older)
Teaching place:
Brno


Last modification made by Ing. Marie Horáčková, Ph.D. on 06/18/2020.

Type of output: