Marketing in Education (KIK/E-MAR)

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  • 5 credits
  • Lecturer: Mgr. Tomáš Javorčík, Ph.D.
  • Lessons (Lectures + Workshops + Seminars): 0 + 2 + 0 [hours/week]
  • Semester: Winter/ Summer
  • Credit test preceding examination: None
  • Teaching methods: individual work, group work, presentations, debates
  • Registration for examination: electronic
  • Examination method: Marketing project (seminar work).

Course Description:

A graduate of the Marketing in Education course acquires competence for marketing and management of schools, universities and non-profit organisations. Students design their own marketing projects. A project should contain a mission statement of the chosen institution, a SWOT analysis of the internal strengths and weaknesses and the external opportunities and threats of this institution, and a design for one activity of the marketing management and communication of this institution.

Structure and Content:

  • introduction to marketing
  • corporate identity and brand building;
  • marketing analysis;
  • marketing mix;
  • integrated marketing communication;
  • advertising;
  • public relations;
  • event marketing;
  • internet marketing;
  • social media marketing.

Literature:

  • KAPOUN, Pavel. Marketing, komunikace a propagace školy. 1st ed. Ostrava: Ostravská univerzita v Ostravě, 2011, 65 pp.
  • KAPOUN, Pavel. Využití webu, blogu a sociálních sítí v komunikaci školy. 1st ed. Ostrava: Ostravská univerzita v Ostravě, 2011, 58 pp.
  • USUNIER, Jean-Claude and Julie Anne LEE. Marketing across cultures. 5th ed. Harlow, Essex, England: Pearson Education, 2009, xvi, 479 pp. ISBN 02-737-1391-4.
  • PARENTE, Donald E. Advertising campaign strategy: a guide to marketing communication plans. 4th ed., International student ed. Mason, OH: South Western/CENGAGE Learning, 2006. ISBN 03-244-2282-2.

Updated: 03. 10. 2022