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Lecturer(s)
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Skálová Petra, Ing. Mgr. Ph.D.
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Course content
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Entrepreneurship. Company environment. Business opportunities in sports. Typology of companies. Company financing. Company effectiveness and its categories. Asset and capital structure of a company. Business plan. Concept and characteristics of management. Strategic management. Sport management. Concept of marketing and its tools. Marketing management and sports. Marketing information system. Product. Life cycle of a product. Communication and promotion. Setting of prices in marketing. Distribution channels Sponsoring in physical education and sports.
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Learning activities and teaching methods
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Students' portfolio, Individual study, Lecture, Seminar
- Undergraduate study programme term essay (20-40)
- 30 hours per semester
- Presentation preparation (report) (1-10)
- 8 hours per semester
- Preparation for an examination (30-60)
- 40 hours per semester
- Contact hours
- 52 hours per semester
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| prerequisite |
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| Knowledge |
|---|
| None. |
| Skills |
|---|
| none |
| Competences |
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| N/A |
| learning outcomes |
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| Knowledge |
|---|
| to use the basic economic terms |
| to identify main categories and types of company |
| to use the main management and marketing terminology |
| to specify the marketing mix and its particular components |
| Skills |
|---|
| to choose the available tools and metods in managing of sport companies |
| to choose particular tools of marketing mix and use them in managing activities of sport companies |
| Competences |
|---|
| N/A |
| teaching methods |
|---|
| Knowledge |
|---|
| Lecture |
| Seminar |
| Individual study |
| Students' portfolio |
| Skills |
|---|
| Individual study |
| Competences |
|---|
| Seminar |
| assessment methods |
|---|
| Knowledge |
|---|
| Written exam |
| Seminar work |
| Individual presentation at a seminar |
| Skills |
|---|
| Seminar work |
| Competences |
|---|
| Written exam |
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Recommended literature
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Čáslavová, Eva. Management v tělesné výchově a sportu : (vybrané kapitoly). 2. vyd. Praha : Karolinum, 2007. ISBN 978-80-246-0050-5.
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Foret, Miroslav. Marketingová komunikace. 3., aktualiz. vyd. Brno : Computer Press, 2011. ISBN 978-80-251-3432-0.
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Foret, Miroslav. Marketingový průzkum : poznáváme svoje zákazníky. 2., aktualiz. vyd. Brno : BizBooks, 2012. ISBN 978-80-2650-038-4.
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Hannagan, Tim J. Marketing pro neziskový sektor. Praha : Management Press, 1996. ISBN 80-85943-07-7.
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Hobza, Vladimír; Rektořík, Jaroslav. Základy ekonomie sportu. Praha : Ekopress, 2006. ISBN 80-86929-04-3.
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Kotler, Philip; Keller, Kevin Lane. Marketing management. 14. vyd. Praha : Grada, 2013. ISBN 978-80-247-4150-5.
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Novotný, Jiří. Ekonomika sportu : vybrané kapitoly. Vyd. 2. Praha : Oeconomica, 2009. ISBN 978-80-245-1521-2.
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Slavík, Jakub. Marketing a strategické řízení ve veřejných službách : jak poskytovat zákaznicky orientované veřejné služby. 1. vyd. Praha : Grada, 2014. ISBN 978-80-247-4819-1.
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Synek, Miloslav. Podniková ekonomika. 5., pĹeprac. a dopl. vyd. V Praze : C.H. Beck, 2010. ISBN 978-80-7400-336-3.
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Vlaštíková, Miroslava. Marketing služeb : efektivně a moderně. 2., aktualiz. a rozš. vyd. Praha : Grada Publishing, 2014. ISBN 978-80-247-5037-8.
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