Marketing and Brand Management

Objective of the course:

Aims of the course unit: To acquaint students with basic economic categories, quantities and models of economic theory as a theoretical basis for the study of related economic and managerial disciplines. Students will master the basic economic theoretical approaches to individual decision-making in solving problems in economic practice. Upon successful completion of this course, students will understand the principles of decision-making of economic entities at the microeconomic level and key factors affecting macroeconomic balance.

Syllabus:

1. Basic economic concepts, economic cycle, limits of production possibilities.
2. Consumer decision-making in product and service markets.
3. Company decision-making in product and service markets.
4. Decision-making of households in factor markets.
5. Decision-making of companies in the markets of production factors.
6. Market equilibrium. Market and company efficiency. Market failure. State microeconomic policy.
7. Measurement of macroeconomic performance. Economic policy, tools and functions.
8. Money market.
9. Determinants of macroeconomic equilibrium in the short run - aggregate demand.
10. Macroeconomic imbalances, economic cycle, inflation, unemployment.
11. Options for treating macroeconomic imbalances. Economic growth and its determinants.

Objective of the course:

Aims of the course unit: Extension and unification of knowledge for the use of text components of office programs (MS Office, Open Office, Google) in order to achieve effective and quality use of these software packages. The acquired knowledge and skills will be used both during the study and in practice.

Syllabus:

1. Introduction to Microsoft Word, startup, help, program settings, automatic corrections.
2. Text formatting: Page layout, font, paragraphs, text editing, application of styles, templates, headers and footers, page numbering.
3. Use of automatic functions: Creation of contents, lists of literature, tables, pictures, index, notes.
4. Working with a table: Breakpoints, tabs, text to table conversion and vice versa, table creation, table formatting, calculations.
5. Visual effects: Standard clip art, custom images (size, 3D object), text wrapping, equation editor, Wordart and Smartart.
6. Mail Merge: Create and use mailing lists, created labels, envelopes and letters.
7. User cooperation: Comments, monitored changes, document comparison, document locking. ALTERNATIVES TO MICROSOFT WORD
8. Using the Google Docs text editor: Creating, moving and deleting documents, formatting text and paragraphs, working with graphics and tables, creating content, page numbering, headers and footers.
9. Using the Open Office text editor
10. Formatting text and paragraphs, working with graphics and tables, creating content, page numbering, headers and footers. MICROSOFT POWERPOINT
11. Presentation: Creating a presentation, editing and formatting images, principles and recommendations.
12. Presentation: Creating animations and transitions. Notes on the presentation, starting the presentation, the course of the presentation.

Objective of the course:

Aims of the course unit: To acquaint students with basic mathematical procedures and possibilities of their use in economics, investing and decision-making. The course is one of the basic elements of the professional part of the field of study.

Syllabus:

1. Numerical sets and operations with numbers - representation of numbers (natural, integer, decimal number, fraction, rational and irrational numbers, decimal development of natural number), operations with real numbers, absolute value of a real number and its geometric meaning, representation of real numbers or its approximation on the number axis, sets (basic concepts, set operations of unification, intersection, difference), intervals of real numbers and operations with them, representation on the number axis.
2. Variable, algebraic expressions - introduction, domain, polynomials and operations with them, modifications of expressions, notation of dependencies using variables, modeling of real situation using expressions.
3. Linear and quadratic equations and inequalities - solution of linear equations and inequalities with one unknown, solution of quadratic equations with one unknown, product and quotient form of equations and inequalities.
4. Equations and inequalities with absolute value, higher order equations - linear equations and inequalities with absolute value, quadratic equations with absolute value, zero points of higher degree polynomials.
5. Systems of equations - addition and substitution method, matrix algebra, use of matrices and determinants in solving systems of linear equations, (Gaussian elimination method, Cramer's rule).
6. Propositional logic, combinatorics - propositional logic, tables of truth values ​​of compound propositions, introduction of the term factorial, combination number, Pascal's triangle, binomial theorem, basics of combinatorics: permutations, combinations, variations.
7. Numerical sequences and their properties - search for dependencies, their mathematical interpretation and notation, graphical representation of sequences, properties of sequences (monotonicity, constraint, limits), arithmetic and geometric sequences.
8. Functions and their properties I - introduction of the term, domain, domain of values, graph of a function, basic properties of functions, linear, quadratic and linear polynomial functions.
9. Functions and their properties II - inverse functions, power functions and square root, exponential and logarithmic functions, functions with absolute value, limits of functions.
10. Derivation of a function - definition and basic properties, derivation of elementary and compound functions, tangent and normal to a plane curve.
11. Use of function derivatives - use of the first and second derivatives (monotonicity of a function, extrema, convexity and concavity).
12. The course of a function - drawing a graph of a function that does not belong to the elementary functions.

Objective of the course:

Aims of the course unit: The course focuses on mastering the principles of professional work in processing a selected professional topic based on search, selection and classification of resources and use of knowledge gained from previous studies, including the ability to apply them independently in solving a specific problem. Students will get acquainted with the methods of creating professional work and basic approaches to quantitative and qualitative research, work with literature and other sources and information sources. They will practice practical methods of effective learning and work with professional text. Upon successful completion, students will be able to effectively search and sort resources, select appropriate methods of processing professional text, formulate the basic principles of the problem, formulate research questions, write and publish professional text.

Syllabus:

1. Introduction to the methodology of scientific work.
2. Professional text writing - formal and stylistic principles of word processing.
3. Work with the topic, setting goals, creating a text.
4. Forms of professional / academic texts.
5. Sources and methods of obtaining information - search in EIZ and on the Internet.
6. Citation and plagiarism.
7. Evaluation of science, evaluation of resource quality.
8. Ethics of scientific work.
9. Research methods, research questions, research design, hypotheses, variables.
10. Qualitative research - methods, interviews.
11. Qualitative research - methods, interviews.
12. Methods of data evaluation and interpretation, statistical data evaluation.

Objective of the course:

Aims of the course unit: The course serves as a legal propaedeutics for creating a legal framework for subjects that touch on legal issues and which the student of this program completes in other phases of study.

Syllabus:

1. The phenomenon of law, legal norms.
2. Sources of law.
3. Creation of legal norms.
4. Legal cultures.
5. Subjects of law.
6. System of law.
7. Interpretation of law.
8. Implementation of legal standards.
9. Legal relations.
10. Legal liability.
11. Application of law.
12. Rule of law.

Objective of the course:

ims of the course unit: The aim of the course is to acquaint students with the main principles of sociological approach to the analysis of social phenomena and with the main topics of sociological thinking. Students will learn basic technical terminology, get acquainted with the main sociological theories and areas of sociological analysis. This knowledge will enable them to reflect more deeply on the problems of contemporary society and support the development of their critical thinking. Upon successful completion of this course, students will gain an overview of the main issues, concepts and principles of sociology as a scientific discipline and will significantly expand their cultural and social outlook in the functioning of contemporary societies and their current challenges and problems. Learning outcomes of the course unit are focused on the acquisition of basic knowledge and skills of sociological thinking and their application to the analysis of current social phenomena.

Syllabus:

1. Principles of sociology and sociological perspectives, origin of sociology as a science, founders of sociology.
2. Basic sociological paradigms and approaches, main sociological theoretical directions and figures.
3. Culture, individual and society, socialization.
4. Conformity, deviation and social control.
5. Social stratification and inequality, social mobility.
6. Groups, organizations and bureaucracies.
7. Economic system and work, economic globalization.
8. Main characteristics of the labor market in the EU.
9. Basics of demography and main demographic trends in the European context.
10. Urbanization and environment.
11. Mass media and communication.
12. Basics of sociological research methodology and main sociological research methods.

Objective of the course:

Aims of the course unit: Unification and extension of knowledge using spreadsheets Microsoft Excel, Open Office calc, or Google Docs. The main goal is to gain practical knowledge about the use of functions, charts, and other spreadsheet tools. Ability to efficiently process large data using filtering, sorting, PivotTables or database functions.

Syllabus:

1. MICROSOFT EXCEL Spreadsheet control: Cells, cell format, relative and absolute addressing, status bar.
2. Automatic functions: Inserting functions, finding suitable functions from the list, copying cells.
3. Use of more complex functions: Mathematical functions, statistical functions, functions when, countif, sumif, search functions.
4. Functions for working with text and date: Functions find, left, right, part, date, year, month day.
5. Working with matrices: Use of matrix notation and calculation of basic matrix operations as calculation of determinant, sum and product of matrices, inverse matrices, transposed matrices.
6. Graphic processing of numerical data.
7. Creation of graphs, graph editing.
8. Search and filtering
9. PivotTables: Creating, modifying, using, multidimensional tables, filtering.
10. Advanced tools: Solution search, data table, scenarios, solver, analytical tools.
11. ALTERNATIVES TO MICROSOFT EXCEL, Google Docs spreadsheet application: Basic overview, cell formatting, use of functions, advanced tools.
12. Open Office Calc: Basic overview, cell formatting, use of functions, advanced tools.

Objective of the course:

Aims of the course unit: The student knows and can explain the basic knowledge of general psychology, developmental psychology, social psychology and personality psychology, which belong to the basic psychological disciplines. Critically analyzes and implements the findings of general psychology. He applies methodology and methods of psychology in solving some practical problems in the field of people management.

Syllabus:

1. Subject, tasks, classification and importance of psychological sciences.
2. History of psychology and main directions of contemporary psychology.
3. Basics of methodology and methods of psychology.
4. Cognitive processes.
5. Emotions and motivation.
6. Memory and learning.
7. Basics of ontogenetic psychology, determinants of psychological development.
8. Man in the web of interpersonal relationships.
9. Personality - origin, development, formation, structure, dynamics.
10. Personality traits.
11. Cognition of personality.
12. Coping with difficult life situations.

Objective of the course:

Aaims of the course unit: To acquaint students with basic statistical concepts and basic data processing procedures; basics of probability calculus and mathematical statistics; Principle of regression and correlation analysis. Show the possibilities of analysis and presentation of statistical data. Upon successful completion, students will understand the content and be able to use basic statistical tools that they will use in related professional subjects and use them in practice.

Syllabus:

1. Descriptive statistics.
2. Characteristics of position and variability.
3. Combinatorics. Introduction to probability theory.
4. Classical definition of probability, conditional probability.
5. Random phenomena. Probability multiplication and addition theorem.
6. Random variables. Description of probability distributions of random variables. Characteristics of one-dimensional random variables.
7. Basic probability distribution.
8. Random sampling, sampling surveys.
9. Basics of the theory of statistical estimates and testing of statistical hypotheses.
10. Introduction to mathematical statistics, basic concepts.
11. Introduction to regression and correlation analysis, one-dimensional analysis of variance, analysis in contingency tables.
12. Methods of time series analysis (elementary methods of time series decomposition description, adaptive approaches to time series model).

Objective of the course:

Aims of the course unit: The student will gain basic theoretical knowledge in the field of accounting, will be acquainted with the current legal regulation of accounting for entrepreneurs in the Czech Republic. The main emphasis is placed on basic accounting operations on balance sheet accounts, the generation of costs and revenues, the creation and reporting of profit or loss, which is common to all world-respected accounting systems. After completing the course, the student will be able to capture the current economic operations occurring in small and medium enterprises, prepare financial statements, will also be able to use the information contained in financial statements for management and decision-making purposes.

Syllabus:

1. The essence and importance of accounting. Accounting tools.
2. Balance theory. Balance: functions and content. Derivation of balance sheet accounts, opening of accounts.
3. Costs and revenues. Accounting documentation, chronology, systematics.
4. Checking the accuracy of accounting entries. Closing the books. Reporting. Profit and loss statement: structure and arrangement options.
5. Fixed assets (recognition, valuation, reporting), methods of acquisition of fixed assets.
6. Fixed assets (expression of wear and tear, methods of disposal and their accounting and reporting).
7. Purchased inventories (definition, classification, recognition, valuation, accounting method A, B).
8. Financial assets (cash register, bank account, money on the way, long-term, short-term financial assets).
9. Supplier-customer relations, VAT accounting, accounting of liabilities and receivables from employees.
10. Capital accounts and long-term liabilities, reserves.
11. Closing process

Objective of the course:

Aims of the course unit: The aim of the course is to acquaint students with basic concepts of management in relation to a controlled system. The course provides students with basic knowledge and skills for managing organizations. It creates the basis for follow-up study, especially of managerially oriented subjects.

Syllabus:

1. Concept of management, definition of basic terms.
2. Historical roots of management, development and main development directions in the past and present.
3. Management schools.
4. Profile and personality of the manager. Managerial work styles.
5. Decision making processes.
6. Planning.
7. Organizing.
8. Motivation and stimulation of employees. Human Resource Management.
9. Control.
10. Process management.
11. Communication and negotiation.
12. Stress management and contemporary management problems

Objective of the course:

Aims of the course unit: To acquaint students with basic concepts, methods and techniques in the field of human resources management. Clarify the role of human resource management in the organization. Students will gain the necessary skills and knowledge in relevant areas with an emphasis on employee motivation, performance management and remuneration system. It provides students with the foundation necessary to perform managerial functions.

Syllabus:

1. Introduction to human resources management, application of human resources management in organizational management.
2. 2. Organizational management, organizational structures.
3. The role and personality of the manager, management styles.
4. Recruitment, resources and tools.
5. Selection of employees and methods used.
6. Adaptation of the employee and its area.
7. Performance management and its determinants.
8. Education and development.
9. Working career and its possibilities.
10. Remuneration systems.
11. Evaluation of employees and its methods.
12. Activities of human resources and manager in human resources management in the organization.

Objective of the course:

Aims of the course unit: The course of marketing is focused on clarifying a number of important concepts and procedures associated with the analysis of the environment in which the company operates and the company's position in the market. Subsequently, it deals with issues of consumer and organizational purchasing behavior, market segmentation and targeting a selected market segment, individual tools of the marketing mix and the issue of their management in meeting the company's marketing goals. At the same time, the course introduces students to the specifics of service marketing. After completing this course, students should especially understand the essence of targeted marketing and be able to apply the acquired knowledge and skills in developing a marketing plan.

Syllabus:

1. Development of marketing. Marketing concept. Specifics of service marketing.
2. Market and its participants. The main characteristics of the business environment. Market description.
3. Psychological dimension of consumer buying behavior. Purchasing decision-making process. Brands and their role in influencing shopping behavior. Customer behavior in the B2B (B2B) market.
4. Marketing research as an area of ​​marketing information system. Breakdown of research according to the nature of information and methods. Compilation and implementation of a research project. Marketing research in services.
5. Methods of external environment analysis. Internal analysis procedures. SWOT analysis.
6. Market segmentation. Segmentation criteria for consumer and organizational markets. Selection of the target segment and determination of market positioning (positioning).
7. The role of marketing in strategic planning. Features and content of the marketing plan. Specifics of marketing planning in services.
8. Tactical tools for marketing plan implementation. Extended marketing mix in services.
9. Marketing mix: product and its characteristics. Product development options. Product mix management.
10. Marketing mix: price and its perception by the customer. Pricing and pricing strategies.
11. Marketing mix: marketing communication. Communication mix tools, their classification and use.
12. Marketing mix: availability and distribution strategies. Choice of distribution channels and distribution management.

Objective of the course:

Aims of the course unit: The course is focused on the company and its functioning in a market economy. The aim is to provide students with an overview of business opportunities and its main objectives, possible forms of business, assets invested in the business, sources of its coverage, creation and distribution of the company's economic result and create the basis for studying related economic subjects. Business economics is focused on the introductory issues of economics and management of the company as a whole, but also its individual functions: production, production, personnel and human resources, logistics, business and economic-financial. Her study is about understanding the general, economic, organizational, production, market and management aspects of business processes that take place in the company in the interrelationships between them.

Syllabus:

1. The essence of the company and business, business environment. Business and enterprise. Business environment. Business surroundings.
2. Production factors and their classification. Classification of production factors. Combination of production factors.
3. The efficiency of the company and its categories. Costs and their relation to production factors. The result of business activity, its quantification and use. Evaluation of cost-effectiveness.
4. Classification of enterprises. Legal form of business. Business area. Business size.
5. Business life cycle. Starting a business. Business growth and its stabilization. Business crisis, remediation. Dissolution of the company.
6. Property of the company. Property structure of the company. Fixed assets. Current assets.
7. Capital structure of the company. Own resources. Liabilities.
8. Valuation of company assets. Valuation of fixed assets. Valuation of current assets. Valuation of equity and debt. Business valuation.
9. Objectives of the company and its functions. Company activities - business functions, market - marketing, development management, innovation, introduction of new productions - production preparation and efficiency of production preparation, purchasing and supply, production. Production process management in space and time, technical service of production, sales - sales.
10. Specifics of individual types of business. Manufacturing company. Service company. Business in tourism. Business in healthcare.
11. Financial planning. Financial planning process. The process of creating a financial plan.
12. Investment activity. Investment return method. Payback time method. Net present value method. Internal rate of return method.

Objective of the course:

Aims of the course unit: To acquaint students with important areas of the complex of financial management and financing of companies with emphasis on the key importance of financial stability as a determining factor of competitiveness. Clarify the essence of the described facts and point out the basic principles and characteristics. Define the basic areas of financial management in the context of business management. Explain to students the issue of risk associated with business and the key importance of risk management in the planning and operation of the company.

Syllabus:

1. Basics of business finance.
2. Financial decision-making of the company.
3. Time factor and risk in financial decision making.
4. Risk management.
5. Property and financial structure of the company.
6. Current assets of the company and its management.
7. Financial analysis I.
8. Financial analysis II.
9. Sources and forms of company financing I.
10. Sources and forms of company financing II.
11. Financial planning.
12. Capital planning and investment decisions.

Objective of the course:

ims of the course unit: Regional development is an independent discipline based on the theory of regional economics. At the same time, from a empirical point of view, regional development can be characterized as development processes taking place at the regional level, which are set in the context of regional development policy at the national level and at the level of the European Union. Within such a defined framework, the aim of the course is to acquaint students with the basic theoretical concepts of regional economics, as well as with their application as a basis for regional policies. Attention will also be paid to actors who play a key role in development at the regional and local level (companies, institutions, ....). The student will gain a relatively comprehensive view of regional development, which will allow him to actively participate in analysis, formation of regional policy strategies and implementation of regional development support programs at all territorial levels (state, region, municipality). Special emphasis will be placed at all stages on gaining the above knowledge in terms of the role of the company in regional development.

Syllabus:

1. Regional economics - basic concepts as a theoretical basis for regional policies I.
2. Regional economics - basic concepts as a theoretical basis for regional policies II.
3. Regional development - natural development of regions and its consequences (disparities) - historical excursion.
4. Regional policy as a tool for guiding regional development, causes and historical development (both).
5. Regional policy in the European Union - causes, goals and principles, historical development and its position in EU policies.
6. Instruments of EU regional policy support - European structural and investment funds, other initiatives - motivation, principles of operation.
7. EU regional policy in the period 2014-2020, institutions and legislation.
8. Regional policy in the Czech Republic - causes, historical development.
9. Regional policy in the Czech Republic in the period 2014 - 2020, institutions and instruments.
10. Regional development as a context of business development.
11. Enterprise as an important player in development at the regional and local level.

Objective of the course:

Aims of the course unit: Students will learn the principles and methods of professional work, work with literature and sources and other heuristic materials and information sources. They will practically try working with professional text and independent creative activity. They will individually consult their partial steps to fulfill the goal of work with the supervisor and the seminar leader. The output is the elaboration of a working version of the bachelor's thesis.

Syllabus:

1. Methods of obtaining resources, data and information.
2. Reading a professional text, research, critique of sources, principles of data interpretation, scientific facts.
3. Use of sources and their citations, principles of correct citation, the most common citation errors. General rules for bibliographic citations according to the ČSN ISO 690 standard.
4. Methodology of sociological research, qualitative and quantitative methods.
5. Selected research methods and techniques suitable for the elaboration of a bachelor's thesis.
6. Content structuring and hierarchization of the text and the main parts of the bachelor thesis.
7. Internal form of bachelor thesis and stylistics.
8. Characteristics of individual basic parts of the bachelor thesis.
9. External form of bachelor thesis, formal requirements.
10. Time management. Effective time schedule of work progress during the elaboration of the bachelor's thesis.
11. Presentation of the bachelor's thesis, preparation for discussion and discussion within the defense of the bachelor's thesis.
12. Group and individual consultations, presentation of interim results.

Objective of the course:

Aims of the course unit: To acquaint students with methods of personnel work in the field of job analysis, human resources planning, recruitment, selection, hiring and adaptation of employees, evaluation, remuneration and training of employees and employee care.

Syllabus:

1. Concept of personnel work.
2. Job analysis.
3. Human resource planning.
4. Recruitment.
5. Selection of employees.
6. Recruitment.
7. Adaptation of employees.
8. Evaluation of employees.
9. Remuneration of employees.
10. Employee training.
11. Employee motivation.
12. Employee care.

Objective of the course:

Aims of the course unit: The aim of the course is to introduce students to the issues of environmental impacts of economic development. The introduction will explain the basic concepts in the field of environment (environment), the current state, trends and economic impacts of environmental policy. Based on the acquired knowledge, the topics of the relationship between economics and the environment will be followed up at various scales. Emphasis will also be placed on the legislative and strategic grounding of the issue. At the end of the course the student will be able to understand, explain and critically evaluate current environmental problems with regard to their economic impacts.

Syllabus:

1. Basic concepts.
2. Global environmental problems and their economic impacts.
3. Pillars of sustainable development.
4. Development and current state of the environment (with emphasis on the Czech Republic).
5. The relationship between the environment and the economy.
6. Economic instruments of environmental policy in the Czech Republic.
7. Legislative and strategic instruments of the environmental policy of the Czech Republic.
8. EU environmental policy.
9. Environmental policy in companies.
10. Globalization and environmental impacts of economic development.
11. Selected problems of environmental impacts of economic activity (in the Czech Republic).
12. Selected problems of environmental impacts of economic activity (in the world).

Objective of the course:

Aim of the course is to master the practical foundations of economic functions and legal rules of operation of entities operating in the market, especially commercial companies. The course also provides a basic orientation in tax issues related to companies established under Czech law.

Syllabus:

1. Introduction to the issue, historical development of commercial law.
2. Entrepreneur, consumer, business plan.
3. Establishment and creation of a business company, nature and legal characteristics of the partnership and founding agreement, requirements of the partnership and founding agreement, invalidity of the establishment of the company.
4. Basic concepts of company law. Public trading companies. Limited partnerships. Limited liability company. Joint stock companies.
5. The position of the partner in the company, an overview of his rights and obligations.
6. Rights and obligations of statutory bodies towards the company, establishment and termination of functions, supervisory board, prohibition of competition.
7. Dissolution of the company and its legal consequences, dissolution of the company in liquidation. Company liquidation without liquidation, transformations of companies, mergers, divisions, change of legal form.
8. Business register and collection of documents.
9. Business obligations, specifics of business relations.
10. Origin, change, obligation.
11. Securing and confirming debt.
12. Termination of obligation.

Objective of the course:

Aim of the course is to increase the connection of study with the needs of practice, ie the needs of real economic life and thus better respond to the requirements of future potential employers. This course should enable the student to verify the acquired knowledge in the field of their field of study by their practical application in specific situations of common activities of various types of economics and business management and gain completely new knowledge that will help them supplement theoretical knowledge and gain a more comprehensive orientation in a particular issue. .

Syllabus:

At the introductory seminar, students will be introduced to the conditions, content and organization of professional practice. They will also receive all the necessary forms:

1. Assignment of professional experience.
2. Framework agreement on cooperation in the implementation of professional practice.
3. Final report on the implementation of professional practice.

Objective of the course:

Aims of the course unit: Managerial skills represent a comprehensive set of competencies focused on the application level to strengthen the role of managers in their leadership, management and development dimension. The course is focused on mastering the basic procedures of the three roles of the leading employee: manager - leader - coach, ie the prism of management - leadership - employee development. Students will learn the principles, techniques and methods of leadership, management and development of employees. They will learn to use them as management techniques, procedures and methods for effectively managing the role of a manager and for their own self-development.

Syllabus:

1. Manager - leader - coach: three roles of a senior employee.
2. Managerial communication: principles, channels, pitfalls, forms.
3. Providing feedback, the art of giving and receiving praise and criticism.
4. Performance management and work with the management grid.
5. Managerial interviews: motivational, evaluative, reprimandable.
6. Methods and techniques of long-term work with subordinates.
7. Teamwork and work with team dynamics.
8. Motivation of employees and motivational tools of companies.
9. Coping with communication-intensive situations from managerial practice.
10. Coaching as a tool for employee development.
11. Basics of time and stress management.
12. Work-life-balance in practice.

Objective of the course:

Aims of the course unit: The course will enable students to acquire and deepen theoretical and practical knowledge of marketing and at the same time understand the broader context in the application of modern marketing approaches, including the application of neuromarketing research in a business environment characterized by globalization and new forms of competition. Attention is focused on current trends in consumer behavior in terms of generations X, Y, Z and Alpha. Emphasis is placed on digital marketing and its tools including social networks, SEM, eWOM, USG. The course uses numerous case studies and good examples from practice (best practices) from various sectors. After completing the course students will be able to: apply modern marketing approaches in practice, understand current trends in consumer behavior, select a target market, explain the differences between traditional and digital marketing, apply 7C digital marketing, design a mix of digital marketing tools.

Syllabus:

1. Marketing and globalization.
2. Current trends in consumer behavior and their impact on marketing.
3. Generations X, Y, Z and Alpha and marketing.
4. Neuromarketing and its practical use.
5. Brand marketing. 6. Influence of ICT on marketing. Mobil first index.
6. Influence of ICT on marketing. Mobil first index.
7. Traditional vs. Digital marketing. 7 C Digital Marketing.
8. Digital marketing tools. Search Engine Marketing SEM).
9. Use of social networks in marketing. Facebook, Instagram, Twitter, You Tube, Google.
10. E-Wom, user-generated content (USG), blog, influencers and their role in marketing.
11. Viral marketing, buzz marketing, astroturfing, ambush marketing, ambient marketing, guerrilla (grassroots) marketing.
12. Augmented reality, gamification, marketing campaigns on social networks and their measurability - practical lecture.

Objective of the course:

Aims of the course unit: The aim is to develop and deepen knowledge in the field of management and economics with theoretical and practical knowledge focused on public administration and self-government, even in relation to the EU. The student will gain an overview of methods, tools and techniques in practice that can be used in management and administration in public administration. The student will acquire practical knowledge of the internal functioning of the management system, including many specifics, pitfalls, examples of good practices and mistakes.

Syllabus:

1. Definitions and terms related to management and economy in public administration.
2. Public administration - legal, economic and organizational aspects, state administration and self-government, connection to the EU.
3. Specifics of management in public administration, theoretical approaches, EU issues.
4. Management models, management according to objectives in public administration.
5. Managerial functions - planning in public administration, including financial planning.
6. Managerial functions - organization in public administration, including structures, creation of documentation.
7. Managerial functions - leadership and motivation in public administration, including remuneration.
8. Managerial functions - control in public administration, including the system of financial control.
9. Duties of senior employees in terms of management and economy in public administration.
10. Analyzes in public administration and their economic aspects.
11. EU issues, international and supranational organizations and public administration.
12. Lecture of an expert from practice - duties and roles of senior employees in terms of management and economy.

Objective of the course:

Aims of the course unit: The aim of the course is to understand the basics of current processes of globalization or conflicting processes in the world economy and politics and their links to international trade and other forms of international economic relations.

Syllabus:

1. Introduction to the study, subject and methods of researching the global economy.
2. Origin and development of the world economy.
3. Structural changes in the world economy.
4. International division of labor and international economic relations. 5. International trade and development trends of world markets.
5. International trade and development trends of world markets.
6. International movement of production factors (capital and labor) and their development.
7. International monetary and financial system and their development.
8. Transnational corporations and their role in the world economy.
9. Integration processes in the world economy.
10. Changes in the distribution of economic potential in the world economy.
11. Global problems of the world economy.
12. ALTERNATIVES TO MICROSOFT EXCEL, Google Docs spreadsheet application: Basic overview, cell formatting, use of functions, advanced tools.
13. The relationship between politics and economics in the world economy.