N_PH_HRT_p HR Marketing and Talent Management

NEWTON University
summer 2026
Extent and Intensity
1/1. 4 credit(s). Type of Completion: graded credit.
Teacher(s)
Mgr. Markéta Paulínová (lecturer)
Mgr. Markéta Paulínová (seminar tutor)
Ing. Julie Holendová (alternate examiner)
Guaranteed by
Centre for Marketing – Academic Department – NEWTON University
Timetable
each odd Wednesday 18:30–20:00 WebinarJam
  • Timetable of Seminar Groups:
N_PH_HRT_p/01: Fri 13. 2. 8:00–11:10 PH Učebna 03, Fri 13. 3. 8:00–11:10 PH Učebna 05, Fri 10. 4. 8:00–11:10 Zoom.Praha5, M. Paulínová
Course Enrolment Limitations
The course is offered to students of any study field.
Course objectives

The course is focused on deepening students’ knowledge and skills in the area of the HR marketing approach. Its core aim is to introduce students to different types of marketing, the role of HR within HR marketing, how to conceptualize and implement an Employer Value Proposition (EVP) within a company, and how to design an attractive recruitment process. The course also covers HR marketing in practice, current trends in HR marketing, the role of language, visual design and overall communication aimed at the end user, as well as the psychology of decision-making in HR marketing.

Syllabus
    • 1. Introduction to HR marketing – basic concepts and the perception of HR marketing in the context of companies, employees, and potential employees.
    • 2. Outbound and inbound marketing – the use of individual types, combining approaches, and practical examples.
    • 3. The role of HR in HR marketing – key topics and the approach of HR and the marketing department.
    • 4. HR marketing today – brand perception (employer branding), changes in communication, and a paradigm shift.
    • 5. HR marketing in practice – HR marketing activities using the W-H-W model and the 5P+1 model of marketing communication.
    • 6. Brand archetypes – why it is important to position your brand and how this supports effective communication.
    • 7. Words, visuals, and communication – brand tone of voice and working with emotions.
    • 8. Culture of a modern organization – work environment, behavior, values, and goals of both the company and employees.
    • 9. Employer Value Proposition (EVP) – brand differentiation and promises to current and potential employees.
    • 10. Personnel marketing – the application of marketing principles in HR management from recruitment to employee termination.
    • 11. Recruitment using more than just social media (social media hiring) – how and where to advertise, working (not only) with social media, and online talent search.
    • 12. Psychology of decision-making in HR marketing – a basic overview of selected principles.
Literature
    recommended literature
  • MALÝ, Lubor. HR marketing: Jak na efektivní náborové kampaně. Praha: Workoholix, 2022. 231 s. ISBN 978-80-11-01932-7.
  • VRBOVÁ, Petra. Sociální sítě v budování značky zaměstnavatele. Písečná: Pasir tres s.r.o., 2022. 232 s. ISBN 978-80-11-05704-6.
  • HROMKOVÁ, Michaela. Personálny marketing a employer branding. Bratislava: VEDA, 2023. 205 s. ISBN 978-80-568-0245-8.
  • BARROW, Simon a Richard MOSLEY. The employer brand: Bringing the best of brand management to people at work. Chichester: John Wiley & Sons Ltd, 2005. 232 s. ISBN 978-0-470-01273-4.
Assessment methods

Conditions for obtaining a graded course credit:

  • Seminars are compulsory – minimum attendance of 75% (full-time/on-campus mode of study).
  • Completion of continuous assignments during the semester.
  • Preparation of a seminar paper on a selected topic and submission via the IS assignment system.

Form of the graded course credit:
An oral discussion of the seminar paper (1–2 questions) and the theoretical topics covered in lectures (1–2 questions).

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/N_PH_HRT_p