VŠTE:RLZ_HRM HR Marketing - Course Information

RLZ_HRM HR Marketing

Extent and Intensity

2/1/0. 4 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

• Human Resource Management (programme VŠTE, RLZ) (2)

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
• MALÝ, L., 2022. HR Marketing. Jak na efektivní náborové kampaně. Kolín: Workoholix. ISBN 978-80-11-01931-0.
• 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.
• 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

Forms of Teaching

Lecture
Seminar
Tutorial

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

Activities	Number of Hours of Study Workload
	Daily Study	Combined Study
Dílčí úkoly (in Czech)	12	18
Preparation for Lectures	13
Preparation for Seminars, Exercises, Tutorial	26	38
Preparation for the Final Test	12	34
Attendance on Lectures	26
Attendance on Seminars/Exercises/Tutorial/Excursion	13	12
Účast na závěrečném testu (in Czech)	2	2
Total:	104	104

Assessment Methods and Assesment Rate

Test – final 70 %
Plnění dílčích úkolů (in Czech) 30 %

Language of instruction

Czech

Further comments (probably available only in Czech)

The course is taught annually.
The course is taught every week.

• Enrolment Statistics (recent)
  
• Permalink: https://is.vstecb.cz/course/vste/summer2025/RLZ_HRM