B_PH_PBB_p Product Brand, Service Brand and Personal Brand

NEWTON University
summer 2026
Extent and Intensity
1/1. 4 credit(s). Type of Completion: zk (examination).
Teacher(s)
Ing. Adam Polášek (lecturer)
Ing. František Zjevík, DiS., MSc. et MSc. (seminar tutor)
Ing. Julie Holendová (alternate examiner)
Ing. František Zjevík, DiS., MSc. et MSc. (alternate examiner)
Guaranteed by
Mgr. Jitka Ludvíková
Centre for Marketing – Academic Department – NEWTON University
Timetable
each even Wednesday 18:30–20:00 WebinarJam
  • Timetable of Seminar Groups:
B_PH_PBB_p/01: each odd Tuesday 16:50–18:20 PH Učebna 04, F. Zjevík
B_PH_PBB_p/02: each odd Tuesday 18:30–20:00 PH Učebna 04, F. Zjevík
B_PH_PBB_p/03: each odd Tuesday 15:10–16:40 PH Učebna 04, F. Zjevík
Course Enrolment Limitations
The course is offered to students of any study field.
Course objectives
The aim of this course is to broaden the range of previously acquired knowledge in the field of marketing, not only from a theoretical perspective but primarily through practical examples. The teaching concept focuses on connecting existing knowledge with practice, therefore, industry professionals are invited to lectures as guest speakers to enrich students’ understanding. Particular attention is paid to the specifics of product brands, service brands (both public and private), non-profit organization brands, and the branding of cities and municipalities. The part of the course dedicated to personal branding is approached mainly from a practical perspective, encouraging students to think of themselves as brands that can support their career development. In connection with the individual topics covered, the importance of marketing communication, the elements of the marketing communication mix, and their practical application for the effective promotion of different brand categories is further emphasized.
Syllabus
  1. Brand and branding
  2. Employer branding
  3. Personal brand (self-presentation)
  4. Public relations and marketing communication supporting the brand
  5. Branding of cities/municipalities and non-profit organizations
  6. Tourism destination branding
Literature
  • GODIN, Seth. Tohle je marketing!. Praha: Grada, 2020. 208 s. ISBN 978-80-271-2567-8.
  • JAHODOVÁ, Hana; PŘIKRYLOVÁ, Jana. Moderní marketingová komunikace. Praha: Grada Publishing a.s., 2010, 2010. 320 s. ISBN 978-80-247-3622-8.
  • JAKUBÍKOVÁ, Dagmar. Marketing v cestovním ruchu. Praha: Grada, 2012. 313 s. ISBN 978-80-247-4209-0.
  • JAKUBÍKOVÁ, Dagmar. Marketingový management turistické destinace. [online]. 2006. Dostupné z: http://www.cestovni-ruch.cz/skolstvi/destinace.php.
  • VAŠŤÍKOVÁ, Miroslava. Marketing služeb - efektivně a moderně. Praha: GRADA, 2014. 272 s. ISBN 978-80-247-5037-8.
  • KELLER, Kevin; KOTLER, Philip. Marketing management. Praha: Grada, 2013. 814 s. ISBN 978-80-247-4150-5.
  • PALATKOVÁ, Monika. Marketingový management destinací. Praha: Grada Publishing, 2011. 207 s. ISBN 978-80-247-3749-2.
  • TOMAN, Miloš. Intuitivní marketing pro 21. století. Praha: Management Press, 2016. 163 s. ISBN 978-80-7261-399-1.
  • KAPUTA, Catherine. Staňte se značkou!. Praha: Management Press, 2011. 239 s. ISBN 978-80-7261-234-5.
Assessment methods
Course credit: preparation and timely submission of a semester project in accordance with the assignment
Exam: oral examination
Language of instruction
Czech
The course is also listed under the following terms summer 2025.
  • Enrolment Statistics (recent)
  • Permalink: https://is.newton.cz/course/nu/summer2026/B_PH_PBB_p