DDMZ202 Marketing I

Theatre Faculty
Winter 2023
Extent and Intensity
1/1/3. 2 credit(s). Type of Completion: graded credit.
Teacher(s)
doc. MgA. Hana Průchová, Ph.D. (lecturer)
Guaranteed by
prof. MgA. Blanka Chládková
Theatre Management and Stage Technology Department – Dean’s Office – Theatre Faculty – Janáček Academy of Performing Arts
Supplier department: Theatre Management and Stage Technology Department – Dean’s Office – Theatre Faculty – Janáček Academy of Performing Arts
Timetable
Tue 8:30–10:00 107
Prerequisites
Successful completion of the first year bachelor degree studies in Theatre Management.
Course Enrolment Limitations
The course is only offered to the students of the study fields the course is directly associated with.
fields of study / plans the course is directly associated with
Course objectives
o acquaint students with the basics of marketing and terminology, history and development of this discipline. - Introduce students to the marketing environment, behavior of buyers, market and targeted marketing, marketing mix and marketing communications. Derskriptory: students know in detail the different types of marketing communication tools, including current trends in the field. - Are opbeznámeni with the issue of marketing information system and touch topics that will be discussed more deeply in the subject of marketing research.
Learning outcomes (in Czech)
ZNALOSTI
Student dokáže:
- vysvětlit základní termíny marketingu (marketing, marketingový mix, komunikační mix, diferencovaný marketing, segmentace trhu – trží zacílení – tržní umístění, marketingové komunikace ad.),
- vyjmenovat a popsat historické fáze vývoje marketingu,
- vysvětlit rozdíl mezi mikroprostředím, mezoprostředím a makroprostředím,
- vyjmenovat a popsat různé typy poptávky a na ně navazující typy marketingu,
- detailně popsat komplexní produkt,
- popsat a vysvětlit základní principy tvorby cen a na ně navazujících metod,
- popsat a vysvětlit model komunikačního procesu,
- vyjmenovat jednotlivé typy marketingových komunikací, popsat jejich účel, principy a postupy,
- vyjmenovat prvky komunikační kampaně a popsat proces její tvorby.

DOVEDNOSTI
Student umí v rámci zadané ročníkové práce realizované v týmu:
- zpracovat analýzu marketingového prostředí vybrané kulturní instituce/projektu,
- zpracovat analýzu marketingového mixu vybraného kulturního produktu/projektu,
- na základě jasně pojmenovaných cílů a cílových skupin navrhnout komunikační kampaň vybraného kulturního projektu, a to včetně plánu přípravy a realizace, časového harmonogramu a rozpočtu kampaně,
- prezentovat a diskutovat navrženou komunikační kampaň se členy svého týmu i pedagogem předmětu.

ZPŮSOBILOSTI
Student je schopen:
- společně s týmem definovat úkoly, naplánovat je v čase a rozdělit mezi jednotlivé členy týmu,
- pracovat systematicky se svým časem, definovat vlastní úkoly a aktivity, plnit zadané úkoly s ohledem na stanovené termíny i potřeby ostatních členů týmu,
- komunikovat s týmem, diskutovat navržená řešení a dojít k společnému konsensu,
- kriticky a samostatně nastudovat klíčové i doplňující materiály a prameny zadané pedagogem.
Syllabus
  • A two-semester subject focuses on the basics of marketing and marketing communications, within which students learn both the necessary theory and terminology of the field, and with a variety of useful information and experience in marketing practice. The knowledge and skills are a prerequisite for successful follow-up course taught in the third year of undergraduate study marketing research and also for the quality of workmanship and implementation bachelor graduation project. - Introduction to marketing. - Marketing environment. - The behavior of buyers. - Market and targeted marketing. - Product. - Brand Building. - Price. - Distribution. - Introduction to marketing communications, communication mix and communication campaign. - Advertising. - Public relations. - Media and Media Market Association. - Support sales. - Personal selling. - Direct marketing. - Internet marketing. - Viral marketing. - Socially responsible marketing. - Marketing information system.
Literature
    required literature
  • Toscani, O.: Reklama je navoněná zdechlina. Praha: Slovart, 1996. ISBN: 80-85871-82-3. info
  • THOMPSON, Derek. Hitmakeři: tajemství popularity v éře rozptylování. Přeložil Filip DRLÍK. V Brně: Jan Melvil Publishing, 2017. Žádná velká věda. ISBN 978-80-7555-026-2.
  • OGILVY, David. Ogilvy o reklamě. 4. vyd. Přeložil Hana ŠKAPOVÁ. Knihovna světového managementu. Praha: Management Press, 2007. ISBN 978-80-7261-154-6.
  • CIALDINI, Robert B. Nové zbraně vlivu: psychologie přesvědčování i v online světě. Přeložil Eva NEVRLÁ. Žádná velká věda. V Brně: Jan Melvil Publishing, 2023. ISBN 978-80-7555-181-8.
  • GOODACRE, Jonathan, Michal LÁZŇOVSKÝ a Martina PECKOVÁ ČERNÁ. The Audience in Centre Stage: Audience Segmentation System in European Theatres [online]. Praha: Academy of Performing Arts in Prague, 2021. ISBN 978-80-7331-585-6
  • LOSEKOOT, Michelle a VYHNÁNKOVÁ, Eliška. Jak na sítě: ovládněte čtyři principy úspěchu na sociálních sítích. Žádná velká věda. V Brně: Jan Melvil Publishing, 2019. ISBN 978-80-7555-084-2.
  • ŘEZÁČ, Jan. Web ostrý jako břitva. Brno: House of Řezáč, s.r.o. ISBN 978-80-270-0644-1. 2014. info
    recommended literature
  • Levinson, J. C.: Guerilla Marketing. Brno: Computer Press. ISBN: 978-80-251-2472-7. info
  • Godin, S.: Buzz marketing - Přimějte lidi, aby o vás mluvili. Praha: Management Press. ISBN: 80-7261-153-4. info
  • TOMANDL, Ján. Jak účinně oslovit média: media relations v podnikání, správě, kultuře i neziskovém sektoru. Computer Press: Computer Press. ISBN 978-80-251-3457-3. 2011. info
  • www.marketingovenoviny.cz. info
  • www.m-journal.cz. info
  • Kotler, P.: Marketing Management, Praha: Grada Publishing, 2007. ISBN 80-247-1359-4. info
  • HILL, Elizabeth. Creative arts marketing. Third edition. London: Routledge, Taylor & Francis Group. ISBN 978-1-138-21376-0. 2018. info
  • GODIN, S. Fialová kráva – Marketing konečně jinak! Praha: Fragment. ISBN 978-80-253-1120-2. 2010. info
    not specified
  • www.mediaguru.cz
Teaching methods
Lectures and self according to the recommended sources. Essay (winter semester) and a marketing plan fictitious project (summer semester). Regular instruction: - The number of contact hours per week: 2 - Number of hours the student's self week: 3
Assessment methods
Classified credit, the granting of which is subject to: - 80% participation in class, - The processing of intermediate class assignments, - Processing seminar work / marketing plan fictitious project - Successful completion of a written test. Overall grading according to ECTS scale will be calculated according to the following formula, which basically includes: - Assessment of intermediate class assignments (H1) - Assessment test (H2) - Evaluation of the seminar work / marketing plan fictitious project (H3) [(H1 x k1) + (k2 x H2) + (H3 x K3)] / 6
Language of instruction
Czech
Follow-Up Courses
The course is also listed under the following terms Winter 2014, Winter 2015, Winter 2016, Winter 2017, Winter 2018, Winter 2019, Winter 2020, Winter 2021, Winter 2022.

DDMZ202 Marketing I

Theatre Faculty
Winter 2022
Extent and Intensity
1/1/3. 2 credit(s). Type of Completion: graded credit.
Teacher(s)
doc. MgA. Hana Průchová, Ph.D. (lecturer)
Guaranteed by
prof. MgA. Blanka Chládková
Theatre Management and Stage Technology Department – Dean’s Office – Theatre Faculty – Janáček Academy of Performing Arts
Supplier department: Theatre Management and Stage Technology Department – Dean’s Office – Theatre Faculty – Janáček Academy of Performing Arts
Timetable
Tue 8:30–10:00 107
Prerequisites
Successful completion of the first year bachelor degree studies in Theatre Management.
Course Enrolment Limitations
The course is only offered to the students of the study fields the course is directly associated with.
fields of study / plans the course is directly associated with
Course objectives
o acquaint students with the basics of marketing and terminology, history and development of this discipline. - Introduce students to the marketing environment, behavior of buyers, market and targeted marketing, marketing mix and marketing communications. Derskriptory: students know in detail the different types of marketing communication tools, including current trends in the field. - Are opbeznámeni with the issue of marketing information system and touch topics that will be discussed more deeply in the subject of marketing research.
Learning outcomes (in Czech)
ZNALOSTI
Student dokáže:
- vysvětlit základní termíny marketingu (marketing, marketingový mix, komunikační mix, diferencovaný marketing, segmentace trhu – trží zacílení – tržní umístění, marketingové komunikace ad.),
- vyjmenovat a popsat historické fáze vývoje marketingu,
- vysvětlit rozdíl mezi mikroprostředím, mezoprostředím a makroprostředím,
- vyjmenovat a popsat různé typy poptávky a na ně navazující typy marketingu,
- detailně popsat komplexní produkt,
- popsat a vysvětlit základní principy tvorby cen a na ně navazujících metod,
- popsat a vysvětlit model komunikačního procesu,
- vyjmenovat jednotlivé typy marketingových komunikací, popsat jejich účel, principy a postupy,
- vyjmenovat prvky komunikační kampaně a popsat proces její tvorby.

DOVEDNOSTI
Student umí v rámci zadané ročníkové práce realizované v týmu:
- zpracovat analýzu marketingového prostředí vybrané kulturní instituce/projektu,
- zpracovat analýzu marketingového mixu vybraného kulturního produktu/projektu,
- na základě jasně pojmenovaných cílů a cílových skupin navrhnout komunikační kampaň vybraného kulturního projektu, a to včetně plánu přípravy a realizace, časového harmonogramu a rozpočtu kampaně,
- prezentovat a diskutovat navrženou komunikační kampaň se členy svého týmu i pedagogem předmětu.

ZPŮSOBILOSTI
Student je schopen:
- společně s týmem definovat úkoly, naplánovat je v čase a rozdělit mezi jednotlivé členy týmu,
- pracovat systematicky se svým časem, definovat vlastní úkoly a aktivity, plnit zadané úkoly s ohledem na stanovené termíny i potřeby ostatních členů týmu,
- komunikovat s týmem, diskutovat navržená řešení a dojít k společnému konsensu,
- kriticky a samostatně nastudovat klíčové i doplňující materiály a prameny zadané pedagogem.
Syllabus
  • A two-semester subject focuses on the basics of marketing and marketing communications, within which students learn both the necessary theory and terminology of the field, and with a variety of useful information and experience in marketing practice. The knowledge and skills are a prerequisite for successful follow-up course taught in the third year of undergraduate study marketing research and also for the quality of workmanship and implementation bachelor graduation project. - Introduction to marketing. - Marketing environment. - The behavior of buyers. - Market and targeted marketing. - Product. - Brand Building. - Price. - Distribution. - Introduction to marketing communications, communication mix and communication campaign. - Advertising. - Public relations. - Media and Media Market Association. - Support sales. - Personal selling. - Direct marketing. - Internet marketing. - Viral marketing. - Socially responsible marketing. - Marketing information system.
Literature
    required literature
  • Toscani, O.: Reklama je navoněná zdechlina. Praha: Slovart, 1996. ISBN: 80-85871-82-3. info
  • ZYMAN, Sergio a Armin A. BROTT. Konec reklamy, jak jsme ji dosud znali. Praha: Management Press, 2004. Knihovna světového managementu. ISBN 80-7261-107-0.
  • GOODACRE, Jonathan, Michal LÁZŇOVSKÝ a Martina PECKOVÁ ČERNÁ. The Audience in Centre Stage: Audience Segmentation System in European Theatres [online]. Praha: Academy of Performing Arts in Prague, 2021. ISBN 978-80-7331-585-6
  • THOMPSON, Derek. Hitmakeři: tajemství popularity v éře rozptylování. Přeložil Filip DRLÍK. V Brně: Jan Melvil Publishing, 2017. Žádná velká věda. ISBN 978-80-7555-026-2.
  • ŘEZÁČ, Jan. Web ostrý jako břitva. Brno: House of Řezáč, s.r.o. ISBN 978-80-270-0644-1. 2014. info
  • CIALDINI, Robert B. Zbraně vlivu: manipulativní techniky a jak se jim bránit. Brno: Jan Melvil. ISBN 978-80-87270-32-5. 2012. info
  • GODIN, S. Fialová kráva – Marketing konečně jinak! Praha: Fragment. ISBN 978-80-253-1120-2. 2010. info
    recommended literature
  • Levinson, J. C.: Guerilla Marketing. Brno: Computer Press. ISBN: 978-80-251-2472-7. info
  • Godin, S.: Buzz marketing - Přimějte lidi, aby o vás mluvili. Praha: Management Press. ISBN: 80-7261-153-4. info
  • TOMANDL, Ján. Jak účinně oslovit média: media relations v podnikání, správě, kultuře i neziskovém sektoru. Computer Press: Computer Press. ISBN 978-80-251-3457-3. 2011. info
  • www.marketingovenoviny.cz. info
  • www.m-journal.cz. info
  • Kotler, P.: Marketing Management, Praha: Grada Publishing, 2007. ISBN 80-247-1359-4. info
  • HILL, Elizabeth. Creative arts marketing. Third edition. London: Routledge, Taylor & Francis Group. ISBN 978-1-138-21376-0. 2018. info
    not specified
  • www.mediaguru.cz
Teaching methods
Lectures and self according to the recommended sources. Essay (winter semester) and a marketing plan fictitious project (summer semester). Regular instruction: - The number of contact hours per week: 2 - Number of hours the student's self week: 3
Assessment methods
Classified credit, the granting of which is subject to: - 80% participation in class, - The processing of intermediate class assignments, - Processing seminar work / marketing plan fictitious project - Successful completion of a written test. Overall grading according to ECTS scale will be calculated according to the following formula, which basically includes: - Assessment of intermediate class assignments (H1) - Assessment test (H2) - Evaluation of the seminar work / marketing plan fictitious project (H3) [(H1 x k1) + (k2 x H2) + (H3 x K3)] / 6
Language of instruction
Czech
Follow-Up Courses
The course is also listed under the following terms Winter 2014, Winter 2015, Winter 2016, Winter 2017, Winter 2018, Winter 2019, Winter 2020, Winter 2021, Winter 2023.

DDMZ202 Marketing I

Theatre Faculty
Winter 2021
Extent and Intensity
1/1/3. 2 credit(s). Type of Completion: graded credit.
Teacher(s)
doc. MgA. Hana Průchová, Ph.D. (lecturer)
Guaranteed by
prof. MgA. Blanka Chládková
Theatre Management and Stage Technology Department – Dean’s Office – Theatre Faculty – Janáček Academy of Performing Arts
Supplier department: Theatre Management and Stage Technology Department – Dean’s Office – Theatre Faculty – Janáček Academy of Performing Arts
Timetable
Tue 8:30–10:00 107
Prerequisites
Successful completion of the first year bachelor degree studies in Theatre Management.
Course Enrolment Limitations
The course is only offered to the students of the study fields the course is directly associated with.
fields of study / plans the course is directly associated with
Course objectives
o acquaint students with the basics of marketing and terminology, history and development of this discipline. - Introduce students to the marketing environment, behavior of buyers, market and targeted marketing, marketing mix and marketing communications. Derskriptory: students know in detail the different types of marketing communication tools, including current trends in the field. - Are opbeznámeni with the issue of marketing information system and touch topics that will be discussed more deeply in the subject of marketing research.
Learning outcomes (in Czech)
ZNALOSTI
Student dokáže:
- vysvětlit základní termíny marketingu (marketing, marketingový mix, komunikační mix, diferencovaný marketing, segmentace trhu – trží zacílení – tržní umístění, marketingové komunikace ad.),
- vyjmenovat a popsat historické fáze vývoje marketingu,
- vysvětlit rozdíl mezi mikroprostředím, mezoprostředím a makroprostředím,
- vyjmenovat a popsat různé typy poptávky a na ně navazující typy marketingu,
- detailně popsat komplexní produkt,
- popsat a vysvětlit základní principy tvorby cen a na ně navazujících metod,
- popsat a vysvětlit model komunikačního procesu,
- vyjmenovat jednotlivé typy marketingových komunikací, popsat jejich účel, principy a postupy,
- vyjmenovat prvky komunikační kampaně a popsat proces její tvorby.

DOVEDNOSTI
Student umí v rámci zadané ročníkové práce realizované v týmu:
- zpracovat analýzu marketingového prostředí vybrané kulturní instituce/projektu,
- zpracovat analýzu marketingového mixu vybraného kulturního produktu/projektu,
- na základě jasně pojmenovaných cílů a cílových skupin navrhnout komunikační kampaň vybraného kulturního projektu, a to včetně plánu přípravy a realizace, časového harmonogramu a rozpočtu kampaně,
- prezentovat a diskutovat navrženou komunikační kampaň se členy svého týmu i pedagogem předmětu.

ZPŮSOBILOSTI
Student je schopen:
- společně s týmem definovat úkoly, naplánovat je v čase a rozdělit mezi jednotlivé členy týmu,
- pracovat systematicky se svým časem, definovat vlastní úkoly a aktivity, plnit zadané úkoly s ohledem na stanovené termíny i potřeby ostatních členů týmu,
- komunikovat s týmem, diskutovat navržená řešení a dojít k společnému konsensu,
- kriticky a samostatně nastudovat klíčové i doplňující materiály a prameny zadané pedagogem.
Syllabus
  • A two-semester subject focuses on the basics of marketing and marketing communications, within which students learn both the necessary theory and terminology of the field, and with a variety of useful information and experience in marketing practice. The knowledge and skills are a prerequisite for successful follow-up course taught in the third year of undergraduate study marketing research and also for the quality of workmanship and implementation bachelor graduation project. - Introduction to marketing. - Marketing environment. - The behavior of buyers. - Market and targeted marketing. - Product. - Brand Building. - Price. - Distribution. - Introduction to marketing communications, communication mix and communication campaign. - Advertising. - Public relations. - Media and Media Market Association. - Support sales. - Personal selling. - Direct marketing. - Internet marketing. - Viral marketing. - Socially responsible marketing. - Marketing information system.
Literature
    required literature
  • Kotler, P., Keller, K. L.: Marketing management. Praha: Grada Publishing. ISBN: 978-80-247-1359-5. info
  • Toscani, O.: Reklama je navoněná zdechlina. Praha: Slovart, 1996. ISBN: 80-85871-82-3. info
  • ZYMAN, Sergio a Armin A. BROTT. Konec reklamy, jak jsme ji dosud znali. Praha: Management Press, 2004. Knihovna světového managementu. ISBN 80-7261-107-0.
  • KLEIN, Naomi. Bez loga. Přeložil Pavel KAAS. Praha: Argo, 2005. Zip (Argo: Dokořán). ISBN 80-7203-671-8.
  • THOMPSON, Derek. Hitmakeři: tajemství popularity v éře rozptylování. Přeložil Filip DRLÍK. V Brně: Jan Melvil Publishing, 2017. Žádná velká věda. ISBN 978-80-7555-026-2.
  • CIALDINI, Robert B. Zbraně vlivu: manipulativní techniky a jak se jim bránit. Brno: Jan Melvil. ISBN 978-80-87270-32-5. 2012. info
  • GODIN, S. Fialová kráva – Marketing konečně jinak! Praha: Fragment. ISBN 978-80-253-1120-2. 2010. info
    recommended literature
  • Kotler, P., Trias de Bes, F.: Inovativní marketing. Praha: Grada Publishing. ISBN: 80-247-0921-X. info
  • Knight, P.: Vysoce efektivní marketingový plán. Praha: Grada Publishing. ISBN: 978-80-247-1999-3. info
  • Vysekalová, J., Mikeš, J.: Image a firemní identina. Praha: Grada Publishing. ISBN: 978-80-247-2790-5 . info
  • Taylor, D.: Brand management. Brno: Computer Press. ISBN: 978-80-251-1818-4. info
  • Vaštíková, M.: Marketing služeb - efektivně a moderně. Praha: Grada Publishing. ISBN: 978-80-247-2721-9. info
  • Šindler, P.: Event marketing. Jak využít emoce v marketingové komunikaci. Praha: Grada Publishing. ISBN 80-247-0646-6. info
  • Toscani, O.: Reklama je navoněná zdechlina. Praha: Slovart, 1996. ISBN: 80-85871-82-3. info
  • Vysekalová, J., Mikeš, J.: Reklama - Jak dělat reklamu. Praha: Grada Publishing. ISBN: 978-80-247-2001-2. info
  • Vysekalová, J.: Psychologie reklamy. Praha: Grada. ISBN: 978-80247-2196-5. info
  • Křížek, Z., Crha, I.: Jak psát reklamní text. Praha: Grada Publishing. ISBN: 978-80-247-2452-2. info
  • Nash, E.: Direkt marketing. Praha: Computer Press. ISBN 80-7226-838-4. info
  • Svoboda, V.: Public relations - moderně a účinně. Praha: Grada Publishing. ISBN: 80-247-0564-8. info
  • Pospíšil, P.: Efektivní Public Relations a media relations. Praha: Computer Press. ISBN 80-7226-823-6. info
  • Levinson, J. C.: Guerilla Marketing. Brno: Computer Press. ISBN: 978-80-251-2472-7. info
  • Godin, S.: Buzz marketing - Přimějte lidi, aby o vás mluvili. Praha: Management Press. ISBN: 80-7261-153-4. info
  • Earls, M.: 7 principů masového marketingu - Jak dostat dav na svoji stranu. Brno: Computer Press. ISBN: 80-7261-153-4. info
  • TOMANDL, Ján. Jak účinně oslovit média: media relations v podnikání, správě, kultuře i neziskovém sektoru. Computer Press: Computer Press. ISBN 978-80-251-3457-3. 2011. info
  • www.marketingovenoviny.cz. info
  • www.m-journal.cz. info
  • www.mam.ihned.cz. info
    not specified
  • www.mediaguru.cz
Teaching methods
Lectures and self according to the recommended sources. Essay (winter semester) and a marketing plan fictitious project (summer semester). Regular instruction: - The number of contact hours per week: 2 - Number of hours the student's self week: 3
Assessment methods
Classified credit, the granting of which is subject to: - 80% participation in class, - The processing of intermediate class assignments, - Processing seminar work / marketing plan fictitious project - Successful completion of a written test. Overall grading according to ECTS scale will be calculated according to the following formula, which basically includes: - Assessment of intermediate class assignments (H1) - Assessment test (H2) - Evaluation of the seminar work / marketing plan fictitious project (H3) [(H1 x k1) + (k2 x H2) + (H3 x K3)] / 6
Language of instruction
Czech
Follow-Up Courses
The course is also listed under the following terms Winter 2014, Winter 2015, Winter 2016, Winter 2017, Winter 2018, Winter 2019, Winter 2020, Winter 2022, Winter 2023.

DDMZ202 Marketing I

Theatre Faculty
Winter 2020
Extent and Intensity
1/1/3. 2 credit(s). Type of Completion: graded credit.
Teacher(s)
doc. MgA. Hana Průchová, Ph.D. (lecturer)
Guaranteed by
prof. MgA. Blanka Chládková
Theatre Management and Stage Technology Department – Dean’s Office – Theatre Faculty – Janáček Academy of Performing Arts
Supplier department: Theatre Management and Stage Technology Department – Dean’s Office – Theatre Faculty – Janáček Academy of Performing Arts
Timetable
Tue 8:30–9:15 107, Tue 9:15–10:00 107
Prerequisites
Successful completion of the first year bachelor degree studies in Theatre Management.
Course Enrolment Limitations
The course is only offered to the students of the study fields the course is directly associated with.
fields of study / plans the course is directly associated with
Course objectives
o acquaint students with the basics of marketing and terminology, history and development of this discipline. - Introduce students to the marketing environment, behavior of buyers, market and targeted marketing, marketing mix and marketing communications. Derskriptory: students know in detail the different types of marketing communication tools, including current trends in the field. - Are opbeznámeni with the issue of marketing information system and touch topics that will be discussed more deeply in the subject of marketing research.
Learning outcomes (in Czech)
ZNALOSTI
Student dokáže:
- vysvětlit základní termíny marketingu (marketing, marketingový mix, komunikační mix, diferencovaný marketing, segmentace trhu – trží zacílení – tržní umístění, marketingové komunikace ad.),
- vyjmenovat a popsat historické fáze vývoje marketingu,
- vysvětlit rozdíl mezi mikroprostředím, mezoprostředím a makroprostředím,
- vyjmenovat a popsat různé typy poptávky a na ně navazující typy marketingu,
- detailně popsat komplexní produkt,
- popsat a vysvětlit základní principy tvorby cen a na ně navazujících metod,
- popsat a vysvětlit model komunikačního procesu,
- vyjmenovat jednotlivé typy marketingových komunikací, popsat jejich účel, principy a postupy,
- vyjmenovat prvky komunikační kampaně a popsat proces její tvorby,
- vysvětlit pojem marketingový informační systém,
- vysvětlit rozdíl mezi kvantitativním a kvalitativním výzkumem.

DOVEDNOSTI
Student umí v rámci zadané ročníkové práce realizované v týmu:
- zpracovat analýzu marketingového prostředí vybrané kulturní instituce/projektu,
- zpracovat analýzu marketingového mixu vybraného kulturního produktu/projektu,
- na základě jasně pojmenovaných cílů a cílových skupin navrhnout komunikační kampaň vybraného kulturního projektu, a to včetně plánu přípravy a realizace, časového harmonogramu a rozpočtu kampaně,
- prezentovat a diskutovat navrženou komunikační kampaň se členy svého týmu i pedagogem předmětu.

ZPŮSOBILOSTI
Student je schopen:
- společně s týmem definovat úkoly, naplánovat je v čase a rozdělit mezi jednotlivé členy týmu,
- pracovat systematicky se svým časem, definovat vlastní úkoly a aktivity, plnit zadané úkoly s ohledem na stanovené termíny i potřeby ostatních členů týmu,
- komunikovat s týmem, diskutovat navržená řešení a dojít k společnému konsensu,
- kriticky a samostatně nastudovat klíčové i doplňující materiály a prameny zadané pedagogem.
Syllabus
  • A two-semester subject focuses on the basics of marketing and marketing communications, within which students learn both the necessary theory and terminology of the field, and with a variety of useful information and experience in marketing practice. The knowledge and skills are a prerequisite for successful follow-up course taught in the third year of undergraduate study marketing research and also for the quality of workmanship and implementation bachelor graduation project. - Introduction to marketing. - Marketing environment. - The behavior of buyers. - Market and targeted marketing. - Product. - Brand Building. - Price. - Distribution. - Introduction to marketing communications, communication mix and communication campaign. - Advertising. - Public relations. - Media and Media Market Association. - Support sales. - Personal selling. - Direct marketing. - Internet marketing. - Viral marketing. - Socially responsible marketing. - Marketing information system.
Literature
    required literature
  • Kotler, P., Keller, K. L.: Marketing management. Praha: Grada Publishing. ISBN: 978-80-247-1359-5. info
  • Toscani, O.: Reklama je navoněná zdechlina. Praha: Slovart, 1996. ISBN: 80-85871-82-3. info
  • THOMPSON, Derek. Hitmakeři: tajemství popularity v éře rozptylování. Přeložil Filip DRLÍK. V Brně: Jan Melvil Publishing, 2017. Žádná velká věda. ISBN 978-80-7555-026-2.
  • KLEIN, Naomi. Bez loga. Přeložil Pavel KAAS. Praha: Argo, 2005. Zip (Argo: Dokořán). ISBN 80-7203-671-8.
  • ZYMAN, Sergio a Armin A. BROTT. Konec reklamy, jak jsme ji dosud znali. Praha: Management Press, 2004. Knihovna světového managementu. ISBN 80-7261-107-0.
  • CIALDINI, Robert B. Zbraně vlivu: manipulativní techniky a jak se jim bránit. Brno: Jan Melvil. ISBN 978-80-87270-32-5. 2012. info
  • GODIN, S. Fialová kráva – Marketing konečně jinak! Praha: Fragment. ISBN 978-80-253-1120-2. 2010. info
    recommended literature
  • Kotler, P., Trias de Bes, F.: Inovativní marketing. Praha: Grada Publishing. ISBN: 80-247-0921-X. info
  • Knight, P.: Vysoce efektivní marketingový plán. Praha: Grada Publishing. ISBN: 978-80-247-1999-3. info
  • Vysekalová, J., Mikeš, J.: Image a firemní identina. Praha: Grada Publishing. ISBN: 978-80-247-2790-5 . info
  • Taylor, D.: Brand management. Brno: Computer Press. ISBN: 978-80-251-1818-4. info
  • Vaštíková, M.: Marketing služeb - efektivně a moderně. Praha: Grada Publishing. ISBN: 978-80-247-2721-9. info
  • Šindler, P.: Event marketing. Jak využít emoce v marketingové komunikaci. Praha: Grada Publishing. ISBN 80-247-0646-6. info
  • Toscani, O.: Reklama je navoněná zdechlina. Praha: Slovart, 1996. ISBN: 80-85871-82-3. info
  • Vysekalová, J., Mikeš, J.: Reklama - Jak dělat reklamu. Praha: Grada Publishing. ISBN: 978-80-247-2001-2. info
  • Vysekalová, J.: Psychologie reklamy. Praha: Grada. ISBN: 978-80247-2196-5. info
  • Křížek, Z., Crha, I.: Jak psát reklamní text. Praha: Grada Publishing. ISBN: 978-80-247-2452-2. info
  • Nash, E.: Direkt marketing. Praha: Computer Press. ISBN 80-7226-838-4. info
  • Svoboda, V.: Public relations - moderně a účinně. Praha: Grada Publishing. ISBN: 80-247-0564-8. info
  • Pospíšil, P.: Efektivní Public Relations a media relations. Praha: Computer Press. ISBN 80-7226-823-6. info
  • Levinson, J. C.: Guerilla Marketing. Brno: Computer Press. ISBN: 978-80-251-2472-7. info
  • Godin, S.: Buzz marketing - Přimějte lidi, aby o vás mluvili. Praha: Management Press. ISBN: 80-7261-153-4. info
  • Earls, M.: 7 principů masového marketingu - Jak dostat dav na svoji stranu. Brno: Computer Press. ISBN: 80-7261-153-4. info
  • TOMANDL, Ján. Jak účinně oslovit média: media relations v podnikání, správě, kultuře i neziskovém sektoru. Computer Press: Computer Press. ISBN 978-80-251-3457-3. 2011. info
  • www.marketingovenoviny.cz. info
  • www.m-journal.cz. info
  • www.mam.ihned.cz. info
    not specified
  • www.mediaguru.cz
Teaching methods
Lectures and self according to the recommended sources. Essay (winter semester) and a marketing plan fictitious project (summer semester). Regular instruction: - The number of contact hours per week: 2 - Number of hours the student's self week: 3
Assessment methods
Classified credit, the granting of which is subject to: - 80% participation in class, - The processing of intermediate class assignments, - Processing seminar work / marketing plan fictitious project - Successful completion of a written test. Overall grading according to ECTS scale will be calculated according to the following formula, which basically includes: - Assessment of intermediate class assignments (H1) - Assessment test (H2) - Evaluation of the seminar work / marketing plan fictitious project (H3) [(H1 x k1) + (k2 x H2) + (H3 x K3)] / 6
Language of instruction
Czech
Follow-Up Courses
The course is also listed under the following terms Winter 2014, Winter 2015, Winter 2016, Winter 2017, Winter 2018, Winter 2019, Winter 2021, Winter 2022, Winter 2023.

DDMZ202 Marketing I

Theatre Faculty
Winter 2019
Extent and Intensity
1/1/3. 2 credit(s). Type of Completion: graded credit.
Teacher(s)
doc. MgA. Hana Průchová, Ph.D. (lecturer)
Guaranteed by
prof. MgA. Blanka Chládková
Theatre Management and Stage Technology Department – Dean’s Office – Theatre Faculty – Janáček Academy of Performing Arts
Supplier department: Theatre Management and Stage Technology Department – Dean’s Office – Theatre Faculty – Janáček Academy of Performing Arts
Timetable
Tue 8:30–10:00 107
Prerequisites
Successful completion of the first year bachelor degree studies in Theatre Management.
Course Enrolment Limitations
The course is only offered to the students of the study fields the course is directly associated with.
fields of study / plans the course is directly associated with
Course objectives
o acquaint students with the basics of marketing and terminology, history and development of this discipline. - Introduce students to the marketing environment, behavior of buyers, market and targeted marketing, marketing mix and marketing communications. Derskriptory: students know in detail the different types of marketing communication tools, including current trends in the field. - Are opbeznámeni with the issue of marketing information system and touch topics that will be discussed more deeply in the subject of marketing research.
Learning outcomes (in Czech)
ZNALOSTI
Student dokáže:
- vysvětlit základní termíny marketingu (marketing, marketingový mix, komunikační mix, diferencovaný marketing, segmentace trhu – trží zacílení – tržní umístění, marketingové komunikace ad.),
- vyjmenovat a popsat historické fáze vývoje marketingu,
- vysvětlit rozdíl mezi mikroprostředím, mezoprostředím a makroprostředím,
- vyjmenovat a popsat různé typy poptávky a na ně navazující typy marketingu,
- detailně popsat komplexní produkt,
- popsat a vysvětlit základní principy tvorby cen a na ně navazujících metod,
- popsat a vysvětlit model komunikačního procesu,
- vyjmenovat jednotlivé typy marketingových komunikací, popsat jejich účel, principy a postupy,
- vyjmenovat prvky komunikační kampaně a popsat proces její tvorby,
- vysvětlit pojem marketingový informační systém,
- vysvětlit rozdíl mezi kvantitativním a kvalitativním výzkumem.

DOVEDNOSTI
Student umí v rámci zadané ročníkové práce realizované v týmu:
- zpracovat analýzu marketingového prostředí vybrané kulturní instituce/projektu,
- zpracovat analýzu marketingového mixu vybraného kulturního produktu/projektu,
- na základě jasně pojmenovaných cílů a cílových skupin navrhnout komunikační kampaň vybraného kulturního projektu, a to včetně plánu přípravy a realizace, časového harmonogramu a rozpočtu kampaně,
- prezentovat a diskutovat navrženou komunikační kampaň se členy svého týmu i pedagogem předmětu.

ZPŮSOBILOSTI
Student je schopen:
- společně s týmem definovat úkoly, naplánovat je v čase a rozdělit mezi jednotlivé členy týmu,
- pracovat systematicky se svým časem, definovat vlastní úkoly a aktivity, plnit zadané úkoly s ohledem na stanovené termíny i potřeby ostatních členů týmu,
- komunikovat s týmem, diskutovat navržená řešení a dojít k společnému konsensu,
- kriticky a samostatně nastudovat klíčové i doplňující materiály a prameny zadané pedagogem.
Syllabus
  • A two-semester subject focuses on the basics of marketing and marketing communications, within which students learn both the necessary theory and terminology of the field, and with a variety of useful information and experience in marketing practice. The knowledge and skills are a prerequisite for successful follow-up course taught in the third year of undergraduate study marketing research and also for the quality of workmanship and implementation bachelor graduation project. - Introduction to marketing. - Marketing environment. - The behavior of buyers. - Market and targeted marketing. - Product. - Brand Building. - Price. - Distribution. - Introduction to marketing communications, communication mix and communication campaign. - Advertising. - Public relations. - Media and Media Market Association. - Support sales. - Personal selling. - Direct marketing. - Internet marketing. - Viral marketing. - Socially responsible marketing. - Marketing information system.
Literature
    recommended literature
  • Kotler, P., Keller, K. L.: Marketing management. Praha: Grada Publishing. ISBN: 978-80-247-1359-5. info
  • Kotler, P., Trias de Bes, F.: Inovativní marketing. Praha: Grada Publishing. ISBN: 80-247-0921-X. info
  • Knight, P.: Vysoce efektivní marketingový plán. Praha: Grada Publishing. ISBN: 978-80-247-1999-3. info
  • Vysekalová, J., Mikeš, J.: Image a firemní identina. Praha: Grada Publishing. ISBN: 978-80-247-2790-5 . info
  • Taylor, D.: Brand management. Brno: Computer Press. ISBN: 978-80-251-1818-4. info
  • Vaštíková, M.: Marketing služeb - efektivně a moderně. Praha: Grada Publishing. ISBN: 978-80-247-2721-9. info
  • Šindler, P.: Event marketing. Jak využít emoce v marketingové komunikaci. Praha: Grada Publishing. ISBN 80-247-0646-6. info
  • Toscani, O.: Reklama je navoněná zdechlina. Praha: Slovart, 1996. ISBN: 80-85871-82-3. info
  • Vysekalová, J., Mikeš, J.: Reklama - Jak dělat reklamu. Praha: Grada Publishing. ISBN: 978-80-247-2001-2. info
  • Vysekalová, J.: Psychologie reklamy. Praha: Grada. ISBN: 978-80247-2196-5. info
  • Křížek, Z., Crha, I.: Jak psát reklamní text. Praha: Grada Publishing. ISBN: 978-80-247-2452-2. info
  • Nash, E.: Direkt marketing. Praha: Computer Press. ISBN 80-7226-838-4. info
  • Svoboda, V.: Public relations - moderně a účinně. Praha: Grada Publishing. ISBN: 80-247-0564-8. info
  • Pospíšil, P.: Efektivní Public Relations a media relations. Praha: Computer Press. ISBN 80-7226-823-6. info
  • Levinson, J. C.: Guerilla Marketing. Brno: Computer Press. ISBN: 978-80-251-2472-7. info
  • Godin, S.: Buzz marketing - Přimějte lidi, aby o vás mluvili. Praha: Management Press. ISBN: 80-7261-153-4. info
  • Earls, M.: 7 principů masového marketingu - Jak dostat dav na svoji stranu. Brno: Computer Press. ISBN: 80-7261-153-4. info
  • TOMANDL, Ján. Jak účinně oslovit média: media relations v podnikání, správě, kultuře i neziskovém sektoru. Computer Press: Computer Press. ISBN 978-80-251-3457-3. 2011. info
  • www.marketingovenoviny.cz. info
  • www.m-journal.cz. info
  • www.mam.ihned.cz. info
Teaching methods
Lectures and self according to the recommended sources. Essay (winter semester) and a marketing plan fictitious project (summer semester). Regular instruction: - The number of contact hours per week: 2 - Number of hours the student's self week: 3
Assessment methods
Classified credit, the granting of which is subject to: - 80% participation in class, - The processing of intermediate class assignments, - Processing seminar work / marketing plan fictitious project - Successful completion of a written test. Overall grading according to ECTS scale will be calculated according to the following formula, which basically includes: - Assessment of intermediate class assignments (H1) - Assessment test (H2) - Evaluation of the seminar work / marketing plan fictitious project (H3) [(H1 x k1) + (k2 x H2) + (H3 x K3)] / 6
Language of instruction
Czech
Follow-Up Courses
The course is also listed under the following terms Winter 2014, Winter 2015, Winter 2016, Winter 2017, Winter 2018, Winter 2020, Winter 2021, Winter 2022, Winter 2023.

DDMZ202 Marketing I, II

Theatre Faculty
Winter 2018
Extent and Intensity
1/1/3. 2 credit(s). Type of Completion: graded credit.
Teacher(s)
doc. MgA. Hana Průchová, Ph.D. (lecturer)
Guaranteed by
prof. MgA. Blanka Chládková
Theatre Management and Stage Technology Department – Dean’s Office – Theatre Faculty – Janáček Academy of Performing Arts
Supplier department: Theatre Management and Stage Technology Department – Dean’s Office – Theatre Faculty – Janáček Academy of Performing Arts
Timetable
Tue 8:30–10:00 107
Prerequisites
EVER ( DDML202 Marketing I, II )
Successful completion of the first year bachelor degree studies in Theatre Management.
Course Enrolment Limitations
The course is only offered to the students of the study fields the course is directly associated with.
fields of study / plans the course is directly associated with
Course objectives
o acquaint students with the basics of marketing and terminology, history and development of this discipline. - Introduce students to the marketing environment, behavior of buyers, market and targeted marketing, marketing mix and marketing communications. Derskriptory: students know in detail the different types of marketing communication tools, including current trends in the field. - Are opbeznámeni with the issue of marketing information system and touch topics that will be discussed more deeply in the subject of marketing research.
Syllabus
  • A two-semester subject focuses on the basics of marketing and marketing communications, within which students learn both the necessary theory and terminology of the field, and with a variety of useful information and experience in marketing practice. The knowledge and skills are a prerequisite for successful follow-up course taught in the third year of undergraduate study marketing research and also for the quality of workmanship and implementation bachelor graduation project. - Introduction to marketing. - Marketing environment. - The behavior of buyers. - Market and targeted marketing. - Product. - Brand Building. - Price. - Distribution. - Introduction to marketing communications, communication mix and communication campaign. - Advertising. - Public relations. - Media and Media Market Association. - Support sales. - Personal selling. - Direct marketing. - Internet marketing. - Viral marketing. - Socially responsible marketing. - Marketing information system.
Literature
    recommended literature
  • Kotler, P., Keller, K. L.: Marketing management. Praha: Grada Publishing. ISBN: 978-80-247-1359-5. info
  • Kotler, P., Trias de Bes, F.: Inovativní marketing. Praha: Grada Publishing. ISBN: 80-247-0921-X. info
  • Knight, P.: Vysoce efektivní marketingový plán. Praha: Grada Publishing. ISBN: 978-80-247-1999-3. info
  • Vysekalová, J., Mikeš, J.: Image a firemní identina. Praha: Grada Publishing. ISBN: 978-80-247-2790-5 . info
  • Taylor, D.: Brand management. Brno: Computer Press. ISBN: 978-80-251-1818-4. info
  • Vaštíková, M.: Marketing služeb - efektivně a moderně. Praha: Grada Publishing. ISBN: 978-80-247-2721-9. info
  • Šindler, P.: Event marketing. Jak využít emoce v marketingové komunikaci. Praha: Grada Publishing. ISBN 80-247-0646-6. info
  • Toscani, O.: Reklama je navoněná zdechlina. Praha: Slovart, 1996. ISBN: 80-85871-82-3. info
  • Vysekalová, J., Mikeš, J.: Reklama - Jak dělat reklamu. Praha: Grada Publishing. ISBN: 978-80-247-2001-2. info
  • Vysekalová, J.: Psychologie reklamy. Praha: Grada. ISBN: 978-80247-2196-5. info
  • Křížek, Z., Crha, I.: Jak psát reklamní text. Praha: Grada Publishing. ISBN: 978-80-247-2452-2. info
  • Nash, E.: Direkt marketing. Praha: Computer Press. ISBN 80-7226-838-4. info
  • Svoboda, V.: Public relations - moderně a účinně. Praha: Grada Publishing. ISBN: 80-247-0564-8. info
  • Pospíšil, P.: Efektivní Public Relations a media relations. Praha: Computer Press. ISBN 80-7226-823-6. info
  • Levinson, J. C.: Guerilla Marketing. Brno: Computer Press. ISBN: 978-80-251-2472-7. info
  • Godin, S.: Buzz marketing - Přimějte lidi, aby o vás mluvili. Praha: Management Press. ISBN: 80-7261-153-4. info
  • Earls, M.: 7 principů masového marketingu - Jak dostat dav na svoji stranu. Brno: Computer Press. ISBN: 80-7261-153-4. info
  • www.marketingovenoviny.cz. info
  • www.m-journal.cz. info
  • www.mam.ihned.cz. info
Teaching methods
Lectures and self according to the recommended sources. Essay (winter semester) and a marketing plan fictitious project (summer semester). Regular instruction: - The number of contact hours per week: 2 - Number of hours the student's self week: 3
Assessment methods
Classified credit, the granting of which is subject to: - 80% participation in class, - The processing of intermediate class assignments, - Processing seminar work / marketing plan fictitious project - Successful completion of a written test. Overall grading according to ECTS scale will be calculated according to the following formula, which basically includes: - Assessment of intermediate class assignments (H1) - Assessment test (H2) - Evaluation of the seminar work / marketing plan fictitious project (H3) [(H1 x k1) + (k2 x H2) + (H3 x K3)] / 6
Language of instruction
Czech
Follow-Up Courses
Further comments (probably available only in Czech)
Information on course enrolment limitations: Pro úspěšný zápis předmětu si zaregistrujte též odpovídající předmět v letním semestru (podle předpokladu "EVER")
The course is also listed under the following terms Winter 2014, Winter 2015, Winter 2016, Winter 2017, Winter 2019, Winter 2020, Winter 2021, Winter 2022, Winter 2023.

DDMZ202 Marketing I, II

Theatre Faculty
Winter 2017
Extent and Intensity
1/1/3. 2 credit(s). Type of Completion: graded credit.
Teacher(s)
MgA. Jitka Honsová (lecturer)
Guaranteed by
prof. MgA. Blanka Chládková
Theatre Management and Stage Technology Department – Dean’s Office – Theatre Faculty – Janáček Academy of Performing Arts
Supplier department: Theatre Management and Stage Technology Department – Dean’s Office – Theatre Faculty – Janáček Academy of Performing Arts
Timetable
each odd Friday 8:30–11:45 305
Prerequisites
EVER ( DDML202 Marketing I, II )
Successful completion of the first year bachelor degree studies in Theatre Management.
Course Enrolment Limitations
The course is only offered to the students of the study fields the course is directly associated with.
fields of study / plans the course is directly associated with
Course objectives
o acquaint students with the basics of marketing and terminology, history and development of this discipline. - Introduce students to the marketing environment, behavior of buyers, market and targeted marketing, marketing mix and marketing communications. Derskriptory: students know in detail the different types of marketing communication tools, including current trends in the field. - Are opbeznámeni with the issue of marketing information system and touch topics that will be discussed more deeply in the subject of marketing research.
Syllabus
  • A two-semester subject focuses on the basics of marketing and marketing communications, within which students learn both the necessary theory and terminology of the field, and with a variety of useful information and experience in marketing practice. The knowledge and skills are a prerequisite for successful follow-up course taught in the third year of undergraduate study marketing research and also for the quality of workmanship and implementation bachelor graduation project. - Introduction to marketing. - Marketing environment. - The behavior of buyers. - Market and targeted marketing. - Product. - Brand Building. - Price. - Distribution. - Introduction to marketing communications, communication mix and communication campaign. - Advertising. - Public relations. - Media and Media Market Association. - Support sales. - Personal selling. - Direct marketing. - Internet marketing. - Viral marketing. - Socially responsible marketing. - Marketing information system.
Literature
    recommended literature
  • Kotler, P., Keller, K. L.: Marketing management. Praha: Grada Publishing. ISBN: 978-80-247-1359-5. info
  • Kotler, P., Trias de Bes, F.: Inovativní marketing. Praha: Grada Publishing. ISBN: 80-247-0921-X. info
  • Knight, P.: Vysoce efektivní marketingový plán. Praha: Grada Publishing. ISBN: 978-80-247-1999-3. info
  • Vysekalová, J., Mikeš, J.: Image a firemní identina. Praha: Grada Publishing. ISBN: 978-80-247-2790-5 . info
  • Taylor, D.: Brand management. Brno: Computer Press. ISBN: 978-80-251-1818-4. info
  • Vaštíková, M.: Marketing služeb - efektivně a moderně. Praha: Grada Publishing. ISBN: 978-80-247-2721-9. info
  • Šindler, P.: Event marketing. Jak využít emoce v marketingové komunikaci. Praha: Grada Publishing. ISBN 80-247-0646-6. info
  • Toscani, O.: Reklama je navoněná zdechlina. Praha: Slovart, 1996. ISBN: 80-85871-82-3. info
  • Vysekalová, J., Mikeš, J.: Reklama - Jak dělat reklamu. Praha: Grada Publishing. ISBN: 978-80-247-2001-2. info
  • Vysekalová, J.: Psychologie reklamy. Praha: Grada. ISBN: 978-80247-2196-5. info
  • Křížek, Z., Crha, I.: Jak psát reklamní text. Praha: Grada Publishing. ISBN: 978-80-247-2452-2. info
  • Nash, E.: Direkt marketing. Praha: Computer Press. ISBN 80-7226-838-4. info
  • Svoboda, V.: Public relations - moderně a účinně. Praha: Grada Publishing. ISBN: 80-247-0564-8. info
  • Pospíšil, P.: Efektivní Public Relations a media relations. Praha: Computer Press. ISBN 80-7226-823-6. info
  • Levinson, J. C.: Guerilla Marketing. Brno: Computer Press. ISBN: 978-80-251-2472-7. info
  • Godin, S.: Buzz marketing - Přimějte lidi, aby o vás mluvili. Praha: Management Press. ISBN: 80-7261-153-4. info
  • Earls, M.: 7 principů masového marketingu - Jak dostat dav na svoji stranu. Brno: Computer Press. ISBN: 80-7261-153-4. info
  • www.marketingovenoviny.cz. info
  • www.m-journal.cz. info
  • www.mam.ihned.cz. info
Teaching methods
Lectures and self according to the recommended sources. Essay (winter semester) and a marketing plan fictitious project (summer semester). Regular instruction: - The number of contact hours per week: 2 - Number of hours the student's self week: 3
Assessment methods
Classified credit, the granting of which is subject to: - 80% participation in class, - The processing of intermediate class assignments, - Processing seminar work / marketing plan fictitious project - Successful completion of a written test. Overall grading according to ECTS scale will be calculated according to the following formula, which basically includes: - Assessment of intermediate class assignments (H1) - Assessment test (H2) - Evaluation of the seminar work / marketing plan fictitious project (H3) [(H1 x k1) + (k2 x H2) + (H3 x K3)] / 6
Language of instruction
Czech
Follow-Up Courses
Further comments (probably available only in Czech)
Study Materials
Information on course enrolment limitations: Pro úspěšný zápis předmětu si zaregistrujte též odpovídající předmět v letním semestru (podle předpokladu "EVER")
The course is also listed under the following terms Winter 2014, Winter 2015, Winter 2016, Winter 2018, Winter 2019, Winter 2020, Winter 2021, Winter 2022, Winter 2023.

DDMZ202 Marketing I, II

Theatre Faculty
Winter 2016
Extent and Intensity
1/1/3. 2 credit(s). Type of Completion: graded credit.
Teacher(s)
doc. MgA. Hana Průchová, Ph.D. (lecturer)
Guaranteed by
prof. MgA. Blanka Chládková
Theatre Management and Stage Technology Department – Dean’s Office – Theatre Faculty – Janáček Academy of Performing Arts
Supplier department: Theatre Management and Stage Technology Department – Dean’s Office – Theatre Faculty – Janáček Academy of Performing Arts
Timetable
Tue 8:30–10:00 106
Prerequisites
EVER ( DDML202 Marketing I, II )
Successful completion of the first year bachelor degree studies in Theatre Management.
Course Enrolment Limitations
The course is only offered to the students of the study fields the course is directly associated with.
fields of study / plans the course is directly associated with
Course objectives
o acquaint students with the basics of marketing and terminology, history and development of this discipline. - Introduce students to the marketing environment, behavior of buyers, market and targeted marketing, marketing mix and marketing communications. Derskriptory: students know in detail the different types of marketing communication tools, including current trends in the field. - Are opbeznámeni with the issue of marketing information system and touch topics that will be discussed more deeply in the subject of marketing research.
Syllabus
  • A two-semester subject focuses on the basics of marketing and marketing communications, within which students learn both the necessary theory and terminology of the field, and with a variety of useful information and experience in marketing practice. The knowledge and skills are a prerequisite for successful follow-up course taught in the third year of undergraduate study marketing research and also for the quality of workmanship and implementation bachelor graduation project. - Introduction to marketing. - Marketing environment. - The behavior of buyers. - Market and targeted marketing. - Product. - Brand Building. - Price. - Distribution. - Introduction to marketing communications, communication mix and communication campaign. - Advertising. - Public relations. - Media and Media Market Association. - Support sales. - Personal selling. - Direct marketing. - Internet marketing. - Viral marketing. - Socially responsible marketing. - Marketing information system.
Literature
    recommended literature
  • Kotler, P., Keller, K. L.: Marketing management. Praha: Grada Publishing. ISBN: 978-80-247-1359-5. info
  • Kotler, P., Trias de Bes, F.: Inovativní marketing. Praha: Grada Publishing. ISBN: 80-247-0921-X. info
  • Knight, P.: Vysoce efektivní marketingový plán. Praha: Grada Publishing. ISBN: 978-80-247-1999-3. info
  • Vysekalová, J., Mikeš, J.: Image a firemní identina. Praha: Grada Publishing. ISBN: 978-80-247-2790-5 . info
  • Taylor, D.: Brand management. Brno: Computer Press. ISBN: 978-80-251-1818-4. info
  • Vaštíková, M.: Marketing služeb - efektivně a moderně. Praha: Grada Publishing. ISBN: 978-80-247-2721-9. info
  • Šindler, P.: Event marketing. Jak využít emoce v marketingové komunikaci. Praha: Grada Publishing. ISBN 80-247-0646-6. info
  • Toscani, O.: Reklama je navoněná zdechlina. Praha: Slovart, 1996. ISBN: 80-85871-82-3. info
  • Vysekalová, J., Mikeš, J.: Reklama - Jak dělat reklamu. Praha: Grada Publishing. ISBN: 978-80-247-2001-2. info
  • Vysekalová, J.: Psychologie reklamy. Praha: Grada. ISBN: 978-80247-2196-5. info
  • Křížek, Z., Crha, I.: Jak psát reklamní text. Praha: Grada Publishing. ISBN: 978-80-247-2452-2. info
  • Nash, E.: Direkt marketing. Praha: Computer Press. ISBN 80-7226-838-4. info
  • Svoboda, V.: Public relations - moderně a účinně. Praha: Grada Publishing. ISBN: 80-247-0564-8. info
  • Pospíšil, P.: Efektivní Public Relations a media relations. Praha: Computer Press. ISBN 80-7226-823-6. info
  • Levinson, J. C.: Guerilla Marketing. Brno: Computer Press. ISBN: 978-80-251-2472-7. info
  • Godin, S.: Buzz marketing - Přimějte lidi, aby o vás mluvili. Praha: Management Press. ISBN: 80-7261-153-4. info
  • Earls, M.: 7 principů masového marketingu - Jak dostat dav na svoji stranu. Brno: Computer Press. ISBN: 80-7261-153-4. info
  • www.marketingovenoviny.cz. info
  • www.m-journal.cz. info
  • www.mam.ihned.cz. info
Teaching methods
Lectures and self according to the recommended sources. Essay (winter semester) and a marketing plan fictitious project (summer semester). Regular instruction: - The number of contact hours per week: 2 - Number of hours the student's self week: 3
Assessment methods
Classified credit, the granting of which is subject to: - 80% participation in class, - The processing of intermediate class assignments, - Processing seminar work / marketing plan fictitious project - Successful completion of a written test. Overall grading according to ECTS scale will be calculated according to the following formula, which basically includes: - Assessment of intermediate class assignments (H1) - Assessment test (H2) - Evaluation of the seminar work / marketing plan fictitious project (H3) [(H1 x k1) + (k2 x H2) + (H3 x K3)] / 6
Language of instruction
Czech
Follow-Up Courses
Further comments (probably available only in Czech)
Information on course enrolment limitations: Pro úspěšný zápis předmětu si zaregistrujte též odpovídající předmět v letním semestru (podle předpokladu "EVER")
The course is also listed under the following terms Winter 2014, Winter 2015, Winter 2017, Winter 2018, Winter 2019, Winter 2020, Winter 2021, Winter 2022, Winter 2023.

DDMZ202 Marketing I, II

Theatre Faculty
Winter 2015
Extent and Intensity
1/1/3. 2 credit(s). Type of Completion: graded credit.
Teacher(s)
doc. MgA. Hana Průchová, Ph.D. (lecturer)
Guaranteed by
prof. MgA. Blanka Chládková
Theatre Management and Stage Technology Department – Dean’s Office – Theatre Faculty – Janáček Academy of Performing Arts
Supplier department: Theatre Management and Stage Technology Department – Dean’s Office – Theatre Faculty – Janáček Academy of Performing Arts
Timetable
Tue 8:30–10:00 107
Prerequisites
EVER ( DDML202 Marketing I, II )
Successful completion of the first year bachelor degree studies in Theatre Management.
Course Enrolment Limitations
The course is only offered to the students of the study fields the course is directly associated with.
fields of study / plans the course is directly associated with
Course objectives
o acquaint students with the basics of marketing and terminology, history and development of this discipline. - Introduce students to the marketing environment, behavior of buyers, market and targeted marketing, marketing mix and marketing communications. Derskriptory: students know in detail the different types of marketing communication tools, including current trends in the field. - Are opbeznámeni with the issue of marketing information system and touch topics that will be discussed more deeply in the subject of marketing research.
Syllabus
  • A two-semester subject focuses on the basics of marketing and marketing communications, within which students learn both the necessary theory and terminology of the field, and with a variety of useful information and experience in marketing practice. The knowledge and skills are a prerequisite for successful follow-up course taught in the third year of undergraduate study marketing research and also for the quality of workmanship and implementation bachelor graduation project. - Introduction to marketing. - Marketing environment. - The behavior of buyers. - Market and targeted marketing. - Product. - Brand Building. - Price. - Distribution. - Introduction to marketing communications, communication mix and communication campaign. - Advertising. - Public relations. - Media and Media Market Association. - Support sales. - Personal selling. - Direct marketing. - Internet marketing. - Viral marketing. - Socially responsible marketing. - Marketing information system.
Literature
    recommended literature
  • Kotler, P., Keller, K. L.: Marketing management. Praha: Grada Publishing. ISBN: 978-80-247-1359-5. info
  • Kotler, P., Trias de Bes, F.: Inovativní marketing. Praha: Grada Publishing. ISBN: 80-247-0921-X. info
  • Knight, P.: Vysoce efektivní marketingový plán. Praha: Grada Publishing. ISBN: 978-80-247-1999-3. info
  • Vysekalová, J., Mikeš, J.: Image a firemní identina. Praha: Grada Publishing. ISBN: 978-80-247-2790-5 . info
  • Taylor, D.: Brand management. Brno: Computer Press. ISBN: 978-80-251-1818-4. info
  • Vaštíková, M.: Marketing služeb - efektivně a moderně. Praha: Grada Publishing. ISBN: 978-80-247-2721-9. info
  • Šindler, P.: Event marketing. Jak využít emoce v marketingové komunikaci. Praha: Grada Publishing. ISBN 80-247-0646-6. info
  • Toscani, O.: Reklama je navoněná zdechlina. Praha: Slovart, 1996. ISBN: 80-85871-82-3. info
  • Vysekalová, J., Mikeš, J.: Reklama - Jak dělat reklamu. Praha: Grada Publishing. ISBN: 978-80-247-2001-2. info
  • Vysekalová, J.: Psychologie reklamy. Praha: Grada. ISBN: 978-80247-2196-5. info
  • Křížek, Z., Crha, I.: Jak psát reklamní text. Praha: Grada Publishing. ISBN: 978-80-247-2452-2. info
  • Nash, E.: Direkt marketing. Praha: Computer Press. ISBN 80-7226-838-4. info
  • Svoboda, V.: Public relations - moderně a účinně. Praha: Grada Publishing. ISBN: 80-247-0564-8. info
  • Pospíšil, P.: Efektivní Public Relations a media relations. Praha: Computer Press. ISBN 80-7226-823-6. info
  • Levinson, J. C.: Guerilla Marketing. Brno: Computer Press. ISBN: 978-80-251-2472-7. info
  • Godin, S.: Buzz marketing - Přimějte lidi, aby o vás mluvili. Praha: Management Press. ISBN: 80-7261-153-4. info
  • Earls, M.: 7 principů masového marketingu - Jak dostat dav na svoji stranu. Brno: Computer Press. ISBN: 80-7261-153-4. info
  • www.marketingovenoviny.cz. info
  • www.m-journal.cz. info
  • www.mam.ihned.cz. info
Teaching methods
Lectures and self according to the recommended sources. Essay (winter semester) and a marketing plan fictitious project (summer semester). Regular instruction: - The number of contact hours per week: 2 - Number of hours the student's self week: 3
Assessment methods
Classified credit, the granting of which is subject to: - 80% participation in class, - The processing of intermediate class assignments, - Processing seminar work / marketing plan fictitious project - Successful completion of a written test. Overall grading according to ECTS scale will be calculated according to the following formula, which basically includes: - Assessment of intermediate class assignments (H1) - Assessment test (H2) - Evaluation of the seminar work / marketing plan fictitious project (H3) [(H1 x k1) + (k2 x H2) + (H3 x K3)] / 6
Language of instruction
Czech
Follow-Up Courses
Further comments (probably available only in Czech)
Information on course enrolment limitations: Pro úspěšný zápis předmětu si zaregistrujte též odpovídající předmět v letním semestru (podle předpokladu "EVER")
The course is also listed under the following terms Winter 2014, Winter 2016, Winter 2017, Winter 2018, Winter 2019, Winter 2020, Winter 2021, Winter 2022, Winter 2023.

DDMZ202 Marketing I, II

Theatre Faculty
Winter 2014
Extent and Intensity
1/1/3. 2 credit(s). Type of Completion: graded credit.
Teacher(s)
doc. MgA. Hana Průchová, Ph.D. (lecturer)
Guaranteed by
doc. Mgr. Jan Kolegar
Theatre Management and Stage Technology Department – Dean’s Office – Theatre Faculty – Janáček Academy of Performing Arts
Supplier department: Theatre Management and Stage Technology Department – Dean’s Office – Theatre Faculty – Janáček Academy of Performing Arts
Prerequisites
EVER ( DDML202 Marketing I, II )
Successful completion of the first year bachelor degree studies in Theatre Management.
Course Enrolment Limitations
The course is only offered to the students of the study fields the course is directly associated with.
fields of study / plans the course is directly associated with
Course objectives
o acquaint students with the basics of marketing and terminology, history and development of this discipline. - Introduce students to the marketing environment, behavior of buyers, market and targeted marketing, marketing mix and marketing communications. Derskriptory: students know in detail the different types of marketing communication tools, including current trends in the field. - Are opbeznámeni with the issue of marketing information system and touch topics that will be discussed more deeply in the subject of marketing research.
Syllabus
  • A two-semester subject focuses on the basics of marketing and marketing communications, within which students learn both the necessary theory and terminology of the field, and with a variety of useful information and experience in marketing practice. The knowledge and skills are a prerequisite for successful follow-up course taught in the third year of undergraduate study marketing research and also for the quality of workmanship and implementation bachelor graduation project. - Introduction to marketing. - Marketing environment. - The behavior of buyers. - Market and targeted marketing. - Product. - Brand Building. - Price. - Distribution. - Introduction to marketing communications, communication mix and communication campaign. - Advertising. - Public relations. - Media and Media Market Association. - Support sales. - Personal selling. - Direct marketing. - Internet marketing. - Viral marketing. - Socially responsible marketing. - Marketing information system.
Literature
  • Marketing obecně. info
  • Kotler, P., Keller, K. L.: Marketing management. Praha: Grada Publishing. ISBN: 978-80-247-1359-5. info
  • Kotler, P., Trias de Bes, F.: Inovativní marketing. Praha: Grada Publishing. ISBN: 80-247-0921-X. info
  • Kotler, P., Armstrong, G.: Marketing. Praha: Grada Publishing. ISBN: 80-247-0513-3. info
  • Jakubíková, D.: Strategický marketing. Praha: Grada Publishing. ISBN: 978-80-247-2690-8. info
  • Specifická témata z marketingu. info
  • Knight, P.: Vysoce efektivní marketingový plán. Praha: Grada Publishing. ISBN: 978-80-247-1999-3. info
  • Chlebovský, V.: CRM Řízení vztahů se zákazníky. Brno: Computer Press. ISBN: 80-251-0798-1. info
  • Vysekalová, J., Mikeš, J.: Image a firemní identina. Praha: Grada Publishing. ISBN: 978-80-247-2790-5 . info
  • Keller, K. L.: Strategické řízení značky. Praha: Grada Publishing. ISBN: 978-80-247-1481-3. info
  • Taylor, D.: Brand management. Brno: Computer Press. ISBN: 978-80-251-1818-4. info
  • Vaštíková, M.: Marketing služeb - efektivně a moderně. Praha: Grada Publishing. ISBN: 978-80-247-2721-9. info
  • Blažková, M.: Marketingové řízení a plánování pro malé a střední firmy. Praha: Grada Publishing. ISBN: 978-80-247-1535-3. info
  • Šindler, P.: Event marketing. Jak využít emoce v marketingové komunikaci. Praha: Grada Publishing. ISBN 80-247-0646-6. info
  • Reklama, Public relations, Direkt marketing ad... info
  • Toscani, O.: Reklama je navoněná zdechlina. Praha: Slovart, 1996. ISBN: 80-85871-82-3. info
  • Vysekalová, J., Mikeš, J.: Reklama - Jak dělat reklamu. Praha: Grada Publishing. ISBN: 978-80-247-2001-2. info
  • Vysekalová, J.: Psychologie reklamy. Praha: Grada. ISBN: 978-80247-2196-5. info
  • Křížek, Z., Crha, I.: Jak psát reklamní text. Praha: Grada Publishing. ISBN: 978-80-247-2452-2. info
  • Nash, E.: Direkt marketing. Praha: Computer Press. ISBN 80-7226-838-4. info
  • Svoboda, V.: Public relations - moderně a účinně. Praha: Grada Publishing. ISBN: 80-247-0564-8. info
  • Pospíšil, P.: Efektivní Public Relations a media relations. Praha: Computer Press. ISBN 80-7226-823-6. info
  • Levinson, J. C.: Guerilla Marketing. Brno: Computer Press. ISBN: 978-80-251-2472-7. info
  • Godin, S.: Buzz marketing - Přimějte lidi, aby o vás mluvili. Praha: Management Press. ISBN: 80-7261-153-4. info
  • Earls, M.: 7 principů masového marketingu - Jak dostat dav na svoji stranu. Brno: Computer Press. ISBN: 80-7261-153-4. info
  • Internetové odkazy. info
  • www.marketingovenoviny.cz. info
  • www.intuitivnimarketing.cz. info
  • www.m-journal.cz. info
  • www.mam.ihned.cz. info
Teaching methods
Lectures and self according to the recommended sources. Essay (winter semester) and a marketing plan fictitious project (summer semester). Regular instruction: - The number of contact hours per week: 2 - Number of hours the student's self week: 3
Assessment methods
Classified credit, the granting of which is subject to: - 80% participation in class, - The processing of intermediate class assignments, - Processing seminar work / marketing plan fictitious project - Successful completion of a written test. Overall grading according to ECTS scale will be calculated according to the following formula, which basically includes: - Assessment of intermediate class assignments (H1) - Assessment test (H2) - Evaluation of the seminar work / marketing plan fictitious project (H3) [(H1 x k1) + (k2 x H2) + (H3 x K3)] / 6
Language of instruction
Czech
Further comments (probably available only in Czech)
Information on course enrolment limitations: Pro úspěšný zápis předmětu si zaregistrujte též odpovídající předmět v letním semestru (podle předpokladu "EVER")
The course is also listed under the following terms Winter 2015, Winter 2016, Winter 2017, Winter 2018, Winter 2019, Winter 2020, Winter 2021, Winter 2022, Winter 2023.
  • Enrolment Statistics (recent)