B_HRM HR Marketing

Institute of Technology and Business in České Budějovice
winter 2025
Extent and Intensity
2/1/0. 4 credit(s). Type of Completion: zk (examination).
Teacher(s)
Ing. Miluše Balková, Ph.D. (seminar tutor)
Ing. Michaela Procházková, PhD. (seminar tutor)
Guaranteed by
Ing. Miluše Balková, Ph.D.
Department of Human Resource Management – Faculty of Corporate Strategy – Rector – Institute of Technology and Business in České Budějovice
Supplier department: Department of Human Resource Management – Faculty of Corporate Strategy – Rector – Institute of Technology and Business in České Budějovice
Timetable of Seminar Groups
B_HRM/K02: Sun 12. 10. 11:25–12:55 E7, Sun 9. 11. 8:00–12:30 D416, Sun 30. 11. 9:40–12:40 E7, M. Procházková
B_HRM/P01: Wed 8:00–9:30 E4, M. Procházková
B_HRM/S01: each even Friday 11:25–12:55 E7, M. Procházková
B_HRM/S02: each odd Friday 11:25–12:55 E5, M. Procházková
Course Enrolment Limitations
The course is also offered to the students of the fields other than those the course is directly associated with.
fields of study / plans the course is directly associated with
Course objectives supported by learning outcomes
The course aims to introduce students to the principles of HR marketing. The main topics of the course include the distinction of basic forms and tools of HR marketing, labor market analysis with regard to the future development of the company and the process of building the employer brand and value. The course is dedicated to the application of marketing principles in human resource management from the moment of employee recruitment to their eventual dismissal.
Learning outcomes
After completing the course, the student will understand basic HR marketing principles, apply marketing mix tools in HR, design marketing research projects in HR, analyze the labor market with regard to the future development of the company, understand the process of building the employer brand and value.
Syllabus
Lectures 1. Introduction to HR marketing. 2. HR marketing tools and methods. 3. HR marketing and communication mix. 4. Internal HR marketing. 5. External HR marketing. 6. Internal labor market analysis and STP process in HRM. 7. Labor market and competitive environment analysis. 8. Innovation in recruitment and talent management. 9. Creating an employer brand. 10. Employer value and employee loyalty. 11. Candidate experience. 12. Measuring sustainability and effectiveness of HR marketing strategies. 13. CSR and its connection with HR marketing. Seminars 1. HR marketing. 2. Practical application of HR marketing tools and methods. 3. HR marketing mix. 4. Internal campaigns. 5. External campaigns. 6. Preparing an HR marketing strategy. 7. Digital recruitment and talent management. 8. Employer branding. 9. Analysis of the current EVP. 10. Candidate experience. 11. Content preparation for HR marketing campaigns. 12. Practical analysis of indicators in HR marketing. 13. CSR campaign design.
Literature
    required literature
  • MALÝ, Lubor. HR MARKETING Jak na efektivní náborové kampaně. Kolín:Workoholix, 2022. info
  • TEGZE, J. Jak hledat zaměstnance v 21. století. 2018. ISBN 978-80-271-0551-9. info
  • MYSLIVCOVÁ; K MARŠÍKOVÁ; P ŠVERMOVÁ and V MACHÁČKOVÁ. Personální marketing a budování značky zaměstnavatele. Liberec: Technická univerzita v Liberci, 2017. ISBN 978-80-7494-382-9. info
    recommended literature
  • KOTLER, Philip and Levin Lane KELLER. Marketing management. 14. vyd. Praha: Grada Publishing, a.s., 2013, 814 pp. ISBN 978-80-247-4150-5. info
  • KOZEL, Roman; Lenka MYNÁŘOVÁ and Hana SVOBODOVÁ. Moderní metody a techniky marketingového výzkumu. In Expert. 1. vyd. Praha: Grada, 2011, 304 pp. Expert. ISBN 978-80-247-3527-6. info
Forms of Teaching
Lecture
Seminar
Consultation
Teaching Methods
Frontal Teaching
Group Teaching - Cooperation
Project Teaching
Brainstorming
Critical Thinking
Individual Work– Individual or Individualized Activity
Teaching Supported by Multimedia Technologies
Student Workload
ActivitiesNumber of Hours of Study Workload
Daily StudyCombined Study
Partial tasks1218
Preparation for Lectures13 
Preparation for Seminars, Exercises, Tutorial2638
Preparation for the Final Test1234
Attendance on Lectures26 
Attendance on Seminars/Exercises/Tutorial/Excursion1312
Participation in the final test22
Total:104104
Assessment Methods and Assesment Rate
Exam – written 70 %
Performance of partial tasks 30 %
Exam conditions
To successfully complete the course, it is necessary to achieve a total of at least 70% in the interim and final assessment under the conditions set out below. In the interim assessment, 30 points can be obtained, i.e. 30%. In the final assessment, a total of 70 points can be obtained, i.e. 70%. Overall classification of the course, i.e. points for the final assessment (70 - 0) + points from the interim assessment (30 - 0): A 100 - 90, B 89.99 - 84, C 83.99 - 77, D 76.99 - 73, E 72.99 - 70, FX 69.99 - 30, F 29.99 - 0. A full-time student is obliged to meet the mandatory 70% attendance requirement in contact classes, i.e. everything except lectures. If attendance is not met, the student will automatically be classified as "-".
Language of instruction
Czech
Further comments (probably available only in Czech)
The course is taught annually.
Teacher's information
Participation in all forms of teaching is regulated by a separate internal standard of VŠTE (Record of student attendance at VŠTE). For full-time students, 70% attendance is mandatory in seminars. Students with an individual study plan will only take a 100-point final test in the subject during the examination period. However, students are obliged to contact the teacher immediately after approval of the individual study plan (ISP); if the student fails to do so, his/her ISP will not be taken into account.
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