RLZ_HRM HR Marketing

Institute of Technology and Business in České Budějovice
winter 2023
Extent and Intensity
2/1/0. 4 credit(s). Type of Completion: zk (examination).
Teacher(s)
Ing. Miluše Balková, Ph.D. (seminar tutor)
Ing. Tsolmon Jambal, Ph.D. (seminar tutor)
Mgr. Štěpánka Jenešová (assistant)
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
RLZ_HRM/Z3: Sat 23. 9. 11:25–12:55 B3, 13:05–14:35 B3, Sat 30. 9. 14:50–16:20 E1, 16:30–18:00 E1, Sat 9. 12. 14:50–16:20 B3, 16:30–18:00 B3, M. Balková, T. Jambal
RLZ_HRM/P01: Thu 9:40–11:10 B1, M. Balková
RLZ_HRM/S01: Fri 11:25–12:10 N107, T. Jambal
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 is focused on HR marketing as a tool to create a quality company brand towards job candidates as well as current employees, so company will be able to gain enough capable and loyal candidates and provide existing employees conditions for their complete satisfaction. The course deals with the application of marketing principles in human resource management from the moment of recruitment to the final step - staff dismissal.
Learning outcomes
After successful completion of the course, the student:
30.1 understands the basic marketing principles,
30.2 applies the tools of the marketing mix in   HR,
30.3 proposes marketing research projects in   HR,
30.4 analyzes the labor market with regard to the future development of the company,
30.5 understands the process of building an employer's brand.
Syllabus
  • Lectures
  • 1. Introduction to the course.
  • 2. Historical development of marketing.
  • 3. Characteristics of HR marketing.
  • 4. STP process in HR marketing.
  • 5. Personnel research - characteristics, process, importance of individual research techniques, personnel audit.
  • 6. Marketing mix in   HR marketing.
  • 7. Labor market.
  • 8. Building the employer's brand.
  • 9. HR areas and their connection to the marketing mix.
  • 10. Communication in   HR marketing.
  • 11. Communication mix tools.
  • 12. Use of social networks in the field of HR marketing.
  • 13. Building business and professional contacts.
  • Seminars
  • 1.-2. Relationship between marketing, marketing communication and HR (30.1)
  • 3.-4. Preparation of a marketing plan in   HR
  • 5.-6. Copywriting and HR communication
  • 7.-8. Information sources for labor market analysis
  • 9.-10. Ethical approaches to the creation of marketing messages (30.1)
  • 11.-12. New technologies in   HR marketing, internet presentation and social media
  • 13 Mass media and their use for HR
Literature
    required literature
  • KOTLER, P. a G. ARMSTRONG, 2010. Principles of Marketing. London: Pearson Education Ltd. ISBN 978-01-370-0669-4.
  • KOTLER, P. a G. ARMSTROG, 2004. Marketing. 6. vyd. Praha: Grada. ISBN 80-247-0513-3.
  • BOE, A., 2000. Úspěšný networking: zábavné a prosperující obchodní vztahy. Brno: J. Alman. ISBN 80-86135-10-1.
  • KOTLER, P. et al., 2013. Moderní marketing. Praha: Grada. ISBN 978-80-247-1545-2.
  • KOTLER, P. a K. L. KELLER, 2013. Marketing management. 14. vyd. Praha: Grada. ISBN 978-80-247-4150-5.
  • BEDNÁŘ, V., 2013 Sociální vztahy v organizaci a jejich management. Praha: Grada. ISBN 978-80-247-4211-3.
  • WALTER, B. a D. KREMMEL, 2016. Employer Brand Management. Berlin: Springer. ISBN 978-36-5806-937-7
  • SMITH, R. D., 2017. Strategic Planning for Public. [s. l.]: Taylor & Francis. ISBN 978-13-51983-3-89.
  • FORET, M., 2016. Marketing pro začátečníky. Praha: Edika, Albatros Media a.s. ISBN 978-80-2660-260-6.
  • KARLÍČEK, M. et al., 2013. Základy marketingu. Praha: Grada. ISBN 978-80-247-4208-3.
  • SÁLOVÁ, A. et al., 2015. Copywriting, pište texty, které prodávají. Brno: Computer press. ISBN 978-80-251-4589-0.
  • 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.
  • KOZEL, R., 2011. Moderní metody a techniky marketingového výzkumu. Praha: Grada, ISBN 978-80-247-3527-6.
  • KUCHAŘ. P., 2007. Trh práce: Sociologická analýza. Praha: Karolinum. ISBN 978-80-2461-383-3.
    recommended literature
  • JÍROVÁ, H., 1999. Trh práce a politika zaměstnanosti. Praha: Vysoká škola ekonomická Praha. ISBN 80-7079-635-9.
  • VAN DER SLUIS, L. a S. VAN DE BUNT-KOKHUIS, 2009. Competing for talent. Assen: Van Gorcum. ISBN 978-90-232-4454- 7.
  • ŠIKÝŘ, M., 2014. Nejlepší praxe v řízení lidských zdrojů. Praha: Grada. ISBN 978-80-247-5212-9.
  • KELLER, K. L., 2007. Strategické řízení značky. Praha: Grada. ISBN 978-80-247-1481-3.
  • MOSLEY, R. W., 2007. Customer experience, organisational culture and the employer brand. Journal of Brand Management, 15(2). ISSN 1350-232X.
  • MINCHINGTON, B., 2006. Your employer brand. Attract, engage, retain. Torrensville: Collective learning Australia. ISBN 978-06- 464-6502-9.
  • ARMSTRONG, M., 2009. Armstrong’s handbook of human resource management practice. 11. vyd. London: Kogan Page. ISBN 978-07-4945-242-1.
  • MUSIL, J., 2010. Sociální a mediální komunikace. Praha: Univerzita Jana Amose Komenského. ISBN 978-80-7452-002-0
  • ÖSTERLE, H., E. FLEISCH a R. ALT, 2001. Business Networking, Shaping Collaboration Between Enterprises. [s. l.]: Berlin. ISBN 978-3-642-56502-1.
  • KARLÍČEK, M. et al., 2016. Marketingová komunikace: Jak komunikovat na našem trhu. 2., aktualiz. a dopl. vyd. Praha: Grada. ISBN 978-80-271-9064-5
  • CHMEL, Z., 1997. Propagace, public relations, media. Brno: Ante Masarykova univerzita, Filozofická fakulta. ISBN 80-902404-2-9.
  • D'AMBROSOVÁ, H., et al., 2014. Abeceda personalisty 2014. Olomouc: ANAG. ISBN 978-80-7263-646.
  • KOUBEK, J., 2000. ABC praktické personalistiky. Praha: Linde. ISBN 80-86131-25-4.
  • KELLER, J., 2011. Nová Sociální rizika a proč se jim nevyhneme. Praha: SLON. ISBN 978-80-7419-059-9.
  • DUDA, J., 2008. Řízení lidských zdrojů. Ostrava: Key Publishing. ISBN 978-80-87071-89-2.
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
ActivitiesNumber of Hours of Study Workload
Daily StudyCombined Study
Partial tasks2830
Preparation for Lectures13 
Preparation for Seminars, Exercises, Tutorial1042
Preparation for the Final Test1218
Attendance on Lectures26 
Attendance on Seminars/Exercises/Tutorial/Excursion1312
Final test22
Total:104104
Assessment Methods and Assesment Rate
Test – final 70 %
Fulfilling partial tasks 30 %
Exam conditions
For successful completion of the course it is necessary to achieve at least 70 % of the course and final test together under the conditions specified below. In the course test, students can get up to 30 points, i.e. 30 %. In the final test, students can get up to 70 points, i.e. 70 %. Grading for the course, i.e. points for the final test (70 - 0) + points for the course test (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. Students in the full-time form of study are obliged to participate in 70 % of the lessons (except for lectures). If this condition is not fulfilled, the student will automatically get “-” grade.

70 % attendance at seminars and exercises is compulsory for daily students.

Course test:

Fulfilling continuous tasks - 5 % (i.e. 5 points)

essay (10 Standard pages) - 25 % (i.e. 25 points)

Final test:

Final test - 70 % (i.e. 70 points)

Language of instruction
Czech
Further comments (probably available only in Czech)
The course is taught annually.
Teacher's information
The attendance in the lessons in all forms of study is dealt with by a special internal standard (Registration of VŠTE students attendance). 70 % attendance at seminars and exercises is compulsory for daily students.
The course is also listed under the following terms winter 2021, winter 2022, winter 2024.
  • Enrolment Statistics (winter 2023, recent)
  • Permalink: https://is.vstecb.cz/course/vste/winter2023/RLZ_HRM