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Lecturer(s)
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Tlučhoř Jan, Ing. Ph.D.
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Ovesleová Hana, Mgr. Ph.D.
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Course content
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Basics of personal marketing (term, definition, instruments) The parameters of personal marketing (personal requirements and labor market, demographics, unemployment) Internal personal marketing (recruitment, personal selection) External HR marketing (recruitment, induction, evaluation, development, reward) Development of an employer brand (characteristics, analysis, preferences) Communicate employer brand (campaign, design concept) Personal marketing agencies and career networks, employment agencies Communication (talent attraction, strategies, media selection, trends) Online communication (SEA, SEO, websites, advertisements, advertising, job boards, social media) Offline communication (newspapers, magazines, outdoor advertising, radio, television, cinema, events, viral marketing) Personal marketing controlling, measurability PDSA cycle in personal marketing Personal marketing in a broad context
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Learning activities and teaching methods
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- Contact hours
- 26 hours per semester
- Graduate study programme term essay (40-50)
- 40 hours per semester
- unspecified
- 12 hours per semester
- Presentation preparation (report in a foreign language) (10-15)
- 15 hours per semester
- Preparation for comprehensive test (10-40)
- 11 hours per semester
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| prerequisite |
|---|
| Knowledge |
|---|
| none |
| Skills |
|---|
| To be able to communicate in German language |
| Competences |
|---|
| N/A |
| learning outcomes |
|---|
| Knowledge |
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| to explain how to effectively use HR marketing tools |
| to explain how to build a employer brand depending on human resources |
| Skills |
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| to identify HR strategy as a part of corporate and business strategies |
| to apply specialised terminology in the area of HRM, and use it in the expert discussion |
| Competences |
|---|
| N/A |
| N/A |
| teaching methods |
|---|
| Knowledge |
|---|
| Seminar |
| Case studies. Solving specific problems and human resources issues. |
| Skills |
|---|
| Seminar |
| Case studies. Solving specific problems and human resources issues. |
| Competences |
|---|
| Seminar |
| Case studies. Solving specific problems and human resources issues. |
| assessment methods |
|---|
| Knowledge |
|---|
| Seminar work |
| Individual presentation at a seminar |
| Test |
| Skills |
|---|
| Seminar work |
| Individual presentation at a seminar |
| Competences |
|---|
| Seminar work |
| Individual presentation at a seminar |
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Recommended literature
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Hagen, Alexander. Personalmarketing: Rekrutierung von Nachwuchskräften in deutschen Unternehmen. Brehmen : Europäischer Hochschulverlag, 2011. ISBN 978-3-86741-701-3.
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Kocianová, Renata. Personální činnosti a metody personální práce. Vyd. 1. Praha : Grada, 2010. ISBN 978-80-247-2497-3.
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Konschak, Berndt. Professionelles Personalmarketing. Freiburg : Haufe, 2014. ISBN 978-3648037669.
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Kriegler, Wolf Reiner. Praxishandbuch Employer Branding. Freiburg : Haufe, 2018. ISBN 978-3648111222.
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Štefko, Martin; Šlapák, Tim Čeněk. Praktický personální marketing. Praha : Ústav státu a práva AV ČR, 2015. ISBN 978-80-87439-19-7.
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