SubjectsSubjects(version: 896)
Course, academic year 2021/2022
  
Marketing and Public Relations - AM501055
Title: Marketing and Public Relations
Guaranteed by: Department of Economics and Management (837)
Actual: from 2021
Semester: summer
Points: summer s.:4
E-Credits: summer s.:4
Examination process: summer s.:
Hours per week, examination: summer s.:2/1 C+Ex [hours/week]
Capacity: unknown / unknown (unknown)
Min. number of students: unlimited
Language: English
Teaching methods: full-time
Level:  
For type: Master's (post-Bachelor)
Note: course can be enrolled in outside the study plan
enabled for web enrollment
Guarantor: Novotný Lukáš doc. Dr. Mgr. M.A.
Králová Petra Ing. Ph.D.
Annotation
Last update: Novotný Lukáš doc. Dr. Mgr. M.A. (13.01.2021)
Marketing and Public Relations (PR) are closely aligned subjects. The main difference is that marketing focuses on selling or promoting a product or service, whereas PR is concerned with maintaining a positive reputation for a company, organisation or person as a whole. On this course you will study a full range of marketing practices combined with broader aspects of strategic marketing such as buyer behaviour, marketing international business, marketing and service management, and social media marketing. The course combines a thorough understanding of theories and practices in the area of mass media, marketing and public relations, with an insight into the workings of the diverse industries. Designed to help you become a highly effective manager and creative thinker, you will gain the conceptual, framework-focused, analytical, problem solving and research skills required to operate confidently in a dynamic environment. You will also learn to write effective press releases and distribute them to the right outlets and develop lasting and productive working relationships with journalists and editors. The last part of the course provides the opportunity to understand the fundamentals of lobbying while learning firsthand about the lobbying efforts of energy and environmental advocacy groups representing a variety of perspectives. The course in the suite is design to: - equip students with the ability to apply marketing theory and practice in a variety of business situations; - develop key transferable skills that are essential to a career in marketing; - meet the accreditation requirements of Chartered Institute of Marketing; - provide students with the opportunity to develop specialist marketing and PR skills of their choice.
Aim of the course
Last update: Novotný Lukáš doc. Dr. Mgr. M.A. (13.01.2021)
  • Study aspects of global brand communications and reputation, marketing in the digital landscape, intercultural issues in marketing, and strategy and brand management;
  • Develop your employability by undertaking a work placement with the opportunity to work on a live project;
  • Explore how cultural and social differences affect buying behaviour, and discover how to use branding to compete in the global marketplace.
Literature
Last update: Novotný Lukáš doc. Dr. Mgr. M.A. (06.12.2020)

Core:

Armstrong, Gary; Kotler. Philip Kotler. Marketing: An Introduction. London: Pearson College Div., 2010. ISBN 978-0-131-86591-4.

Fitch, Kate. Professionalizing Public Relations. History, Gender and Education. London: Palgrave macmillan, 2017. ISBN 978-1-137-57308-7. 10.1057/978-1-137-57309-4

Kotler, Philip; Kartajaya, Hermawan; Setiawan, Iwan. Marketing 4.0. Moving from Traditional to Digital. Warsaw: MT Biznes, 2017. ISBN 978-83-8087-191-5

Supplementary:

Gordon, Stacy. Strategic Influence in Legislative Lobbying. Context, Targets, and Tactics. London: Palgrave macmillan, 2015. ISBN 978-1-137-52239-9. 10.1057/9781137522405.

Kompella, Kartikeya (Ed.). Marketing Wisdom. Cham: Springer. ISBN 978-981-13-4283-7. 10.1007/978-981-10-7724-1.

Novotný, Lukáš. Marketing Communication and Cross-Border Tourism: Case Study of Young People in the Czech-German Borderland. In: Kusá, Alena; Zaušková, Anna; Bučková, Zuzana (Eds.). MARKETING IDENTITY - Offline Is the New Online. Trnava: Faculty of Mass Media Communication. University of SS. Cyril and Methodius in Trnava, 2020, 682-694. ISBN 978-80-572-0038-3.

Watson, Tom. Western European Perspectives on the Development of Public Relations. Other Voices. London: Palgrave macmillan, 2015. ISBN 978-1-137-42749-6. 10.1057/9781137427519.

Wirtz, Bernd W. Media Management. Strategy, Business Models and Case Studies. Cham: Springer, 2020. ISBN 978-3-030-47912-1. 10.1007/978-3-030-47913-8.

Requirements to the exam
Last update: Novotný Lukáš doc. Dr. Mgr. M.A. (13.01.2021)
  • test and oral exam;
  • attendance, class activity and quality of individual work.
Syllabus
Last update: Novotný Lukáš doc. Dr. Mgr. M.A. (13.01.2021)

1. Marketing. Marketing concept.

2. Environmental analysis. Marketing strategies.

3. Marketing research.

4. Customer. Shopping behavior.

5. Segmentation.Targeting. Positioning.

6. Product. Brand. Communication mix.

7. Price. Distribution.

8. Sustainable marketing. Green marketing vs. Sustainable marketing

9. Marketing & tourism

10. Political marketing and PR

11. Marketing of regions and cities + branding

12. Effective Public Relations

13. Media relations

14. Lobbying: Theory, practices, case studies.

 
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