Course Catalogue 2011/2012

Objectives and content: This class introduces to attendants a current development in advertising and media both in CR and world. On practical examples it explains principles of camaign development with emphasis on key advertising idea, consumer insight and product benefits. Variety of media types are discussed, examples included. It teaches students the ability to use brand pyramid theory as a tool for approaching emocional and rational parts of brand. Students will learn key media metrics (reach, frequency, rating, GRPs, TRPs, CPT, CPP, etc.) and their usage. During the course, students score ten selected advertising campaigns and evaluate their creative quality, their advertising idea and other properties. Evaluation also includes presentation in front of the class and following discussion. Student also master acquired skills via practising on variaty of task, e.g. to create a brief for advertising agancy with the brand repositioning as a goal.

Objectives and content: The module provides the students with the introduction to the basic terms of enterprising and doing business. Drawing from the logic of the corporation’s life cycle this course characterises all major aspects of corporation’s business life including strategic decision making and important financial and business decisions. The course concentrates on entrepreneurship, starting-up business and determinants of healthy business practices and economic decision making. It provides overview of basic forms of economic subjects and specifies their relationships and importance of well functioning enterprises to national economy. The course draws special attention to current issues of the Czech enterprising environment.

Learning outcomes: This introductory course characterises major business topics for starting-up and successful running of business ventures. After completion of this course the students shall understand the major determinants of running successful business, financing the start-ups and coping with usual business problems.

Course outline:

Objectives and content: The module introduces an analysis of business operations from several standpoints. In particular, it concentrates on purchasing and selling activities, on managing the firm’s production, on problems of funding and investment decision making and it also introduces supporting analytical methods for evaluation of activities in concern. The module provides conceptual and methodological resources for specific professional issues and business tasks that follow in further more advanced courses.

Learning outcomes: After completion of this course the students will understand major determinants of running successful business. The student should understand how well is the business managed and where the weak and the strong points of business performance are. Students will also recognise where and when to apply specific analytical methods.

Course outline:

Objectives and Content:  The course gives a basic introduction to the Economic Policy, both the theoretical and the practical point of view. The goals, types and instruments of the basic areas of microeconomic and macroeconomic policy, and problems of economic and social development are introduced. The course covers following topics:

Objectives and content: The main aim of the course is to give a brief introduction of the European economic integration processes after the World War II. The structure of the course is devided into the several topics:

Objectives and content: The subject introduces the basic definitions and approaches of management in context of decision-making of economic subjects. It presents the concept and methodological basis for consequential professional subjects and for illustration of applications and specifics in the Czech conditions. It covers basic aspects of subject areas of management from the process point of view.

Objectives and content: The subject introduces processes of solving decision problems and basic methods and instruments of decision making under certainty, risk and uncertainty. It enables to gain knowledge  and skills to undergo rational steps in decision making process. It develops students’ skills in applying basic decision making methods. It enables to gain knowledge in choosing suitable style of decision making and to master acquired theoretical knowledge for solving decision problems in business practice.

• Decision making processes and their structure
• Basic methods of decision making under certainty
• Basic methods of decision making under risk and uncertainty
• Participative decision making

Objectives and content: The course introduces basic concepts of strategic marketing, provides overview of approaches, methods and procedures which are prerequisites for creation of strategic documents as one of the basic requirements for business prosperity.

• Marketing and its development to strategic marketing
• Input analyses and development predictions
• Marketing objectives and strategies
• Strategies of individual components of marketing mixture
• Strategy implementation and control

Objectives and content: The main aim of this subject is to acquaint the students with the basic terms in psychology. The attention is given to the trend of psychology, the problems of personality, its substructures and factors influencing its development. The aim of the subject is also a practical application of acquired knowledge (performance and performance motivation, the operating of a work group or a team etc.).

• Basic terms and trends of psychology: Basic terms of general psychology, a survey of basic psychological disciplines (psychoanalysis, behaviorism, humanistic psychology).
• Personality: Characteristics of a personality, factors influencing the development of a personality (internal, external and self-determining), substructures of a personality, temperament, character, motivation and abilities.
• Performance and performance motivation: Factors influencing performance, motivation, stimulation.
• Motivation of human behavior: General theories of motivating human behavior and specific theories of work manners.
• Basic terms of social psychology: Social group, work group and work team, social role and position, social norms, communication.

Objectives and content: The subject introduces the history of public relations in context of general development of marketing communications. The way of communication aimed on the understanding of public, on positive perception and message receiving. Public relations is introduced as a part of marketing mixture and a part of social analysis of trends and expected effects.

• Mission of public relations
  
• Process
  
• Strategy
  
• Tactics
  
• Applications
  
• Case studies

Objectives and content: The main goal of this subject is to acquaint  the students with the basic relations of the sociology of management, interfacing information from  sociology, psychology and other branches /or example human resources. The communication within the firm, the system of human resources management and the culture of organization together with all its consequences will be emphasized.

• Communication and interaction: Kinds, forms and means of communication.
• Organization: Sociology of enterprise, social system of organization, work and teams.          
• System of work with people inside a company: selection of employees, adaptation, education and work career.
• Culture of organization: Strong and weak culture of organization, change of organization of culture, enterprise identity and image, company and national culture, intercultural management.
• Work and profession: changes of work and work routines in connection with the accent on flexibility.
• Society: culture, vertical differentiation and social mobility.

Objectives and content: The aim of the subject is to provide students with theoretical economic background for understanding and consideration of various tax systems. Moreover students will obtain information on mutual interrelations between current political and tax systems.  As a part of it students will be able to evaluate impact of taxation on economy and society in developed countries. The subject covers all basic problems of tax theory (tax efficiency, equity, incidence, stimulation and stabilization function of taxes) and tax policy in developed countries (OECD members). The course also pays attention to current issues of tax coordination and harmonization.

Course outline:

• History of tax theories
• Introduction to taxation
• Tax shift and incidence on competitive markets in monopoly environment
• Taxation and equity
• Macroeconomic consequences of taxation
• Taxation in different countries