RLZ_HRM HR Marketing

Institute of Technology and Business in České Budějovice
summer 2025
Extent and Intensity
2/2/0. 5 credit(s). Type of Completion: zk (examination).
Teacher(s)
Ing. Michaela Procházková, PhD. (lecturer)
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
Prerequisites (in Czech)
OBOR(CAP)
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 aim of the course is to introduce students to the principles of HR marketing. The main topics of the course include distinguishing the basic forms and tools of HR marketing, analyzing the labor market with regard to the future development of the company and the process of building the employer's brand and value. The subject is devoted to the application of marketing principles in human resource management from the moment employees start to their eventual dismissal, all in accordance with the context of sustainability.
Learning outcomes
After successfully completing the course, the student: - understands basic marketing principles, - applies marketing mix tools in HR, - proposes marketing research projects in HR, - analyzes the labor market with regard to the future development of the company, - understands the process of building an employer's brand and values.
Syllabus
Lectures 1. Introduction to HR marketing in the context of sustainability. 2. Tools and methods of HR marketing. 3. HR marketing and communication mix. 4. Internal HR marketing. 5. External HR marketing. 6. Analysis of the internal labor market and the STP process in HRM. 7. Analysis of the labor market and competitive environment. 8. Sustainable innovation in recruitment and talent management. 9. Creation of a green employer brand. 10. Employer value and employee loyalty. 11. Candidate experience and link to sustainability. 12. Measuring the sustainability and effectiveness of HR marketing strategies. 13. CSR and its connection with HR marketing. Seminars 1. HR marketing in accordance with the Green Deal. 2. Practical application of HR marketing tools and methods. 3. HR marketing mix. 4. Internal campaigns focused on the Green Deal area. 5. External campaigns focused on the Green Deal area. 6. Preparation of HR marketing strategy. 7. Digital recruitment and talent management. 8. Creating a green employer brand. 9. Analysis of the current EVP in the context of sustainability. 10. Greening Candidate experience. 11. Content preparation for green HR marketing campaigns. 12. Practical analysis of ecological indicators in HR marketing. 13. Proposal of an ecological CSR campaign.
Literature
    required literature
  • KOZEL, Roman; Lenka MYNÁŘOVÁ and Hana SVOBODOVÁ. Moderní metody a techniky marketingového výzkumu. 1. vydání. Praha: Grada Publishing, a.s., 2011, 304 pp. ISBN 978-80-247-3527-6. info
  • TEGZE, J., 2018. Jak hledat zaměstnance v 21. století. Praha: Grada. ISBN 978-80-271-0551-9.
  • MYSLIVCOVÁ, S., K. MARŠÍKOVÁ, P. ŠVERMOVÁ a V. MACHÁČKOVÁ, 2017. Personální marketing a budování značky zaměstnavatele. Liberec: Technická univerzita v Liberci. ISBN 978- 80-7494-382-9.
  • KOTLER, P. a K. L. KELLER, 2013. Marketing management. 14. vyd. Praha: Grada. ISBN 978-80-247-4150-5.
  • MALÝ, L., 2022. HR Marketing. Jak na efektivní náborové kampaně. Kolín: Workoholix. ISBN 978-80-11-01931-0.
Organizační formy výuky
Lecture
Seminar
Tutorial
Komplexní výukové metody
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 assignments1218
Preparation for Lectures13 
Preparation for Seminars, Exercises, Tutorial1326
Preparation for the Final Test3838
Self-study. 30
Attendance on Lectures26 
Attendance on Seminars/Exercises/Tutorial/Excursion2616
Participation in the final test.22
Total:130130
Metody hodnocení a jejich poměr
Test – final 70%
Plnění dílčích úkolů (in Czech) 30%
Podmínky testu

To successfully complete the course, it is necessary to achieve a minimum of 70% in total from the continuous and final assessment under the conditions specified below.

In the continuous assessment, students may obtain up to 30 points, i.e. 30%. In the final assessment, students may obtain up to 70 points, i.e. 70%.

The overall course grading, i.e. points from the final assessment (70–0) plus points from the continuous assessment (30–0), is as follows:
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

Students in the full-time form of study are required to attend at least 70% of contact teaching activities, i.e. all classes except lectures. If the attendance requirement is not met, the student will automatically receive the grade “-”.


Language of instruction
Czech
Further comments (probably available only in Czech)
The course is taught annually.
The course is taught every week.
Teacher's information

Attendance in all forms of teaching is governed by a separate internal regulation of VŠTE (Student Attendance Records at VŠTE). For full-time students, 70% attendance at seminars is mandatory.

Students with an individual study plan (ISP) will complete only a 100-point final test during the examination period. However, students are required to contact the course instructor immediately after their individual study plan (ISP) has been approved; otherwise, their ISP will not be taken into consideration.

The course is also listed under the following terms winter 2021, winter 2022, winter 2023, winter 2024.
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