Marketing Consulting and Outsourcing

Teachers

Included in study programs

Teaching results

By completing the course, students gain knowledge about the essence of marketing consulting and its position in economic consulting and other consulting disciplines. They will get acquainted with individual approaches to counseling, procedures used in counseling and with counseling entities. They will gain knowledge about the positions and types of marketing consultants as bearers of consulting performance and their professional flexibility. They will get acquainted with the possibilities of marketing outsourcing as part of consulting.
Graduates of the course will be able to implement the necessary counseling performance using appropriate counseling metrics and models. They will learn to design and evaluate the effectiveness of outsourcing marketing operations and programs. They understand the complex counseling process. They can solve various tasks and problems of clients related to marketing and business management using appropriate consulting metrics and outsourcing approach.
Upon successful completion of the course, students will acquire competencies that will enable them to apply in consulting positions in all types of consulting organizations, in specialized marketing entities or as individual consultants. They will be able to solve problems of strategic and operational nature of companies. They will acquire a systematic, innovative and proactive approach to various business, managerial and marketing situations, their evaluation and solution. They will acquire professional flexibility and ethics.

Indicative content

Introduction to marketing consulting. Economic, management and marketing consulting. industry and market consulting. Approaches to counseling. Consulting entities. Management and marketing of consulting entities. Consulting models. Consulting metrics. Typology of marketing consulting. Outsourcing. Benefits and risks of outsourcing. Models and outsourcing management. Outsourcing as consulting.

Support literature

1. HANULÁKOVÁ, Eva – DAŇO, Ferdinand. Marketingové poradenstvo a outsourcing. Modely, ľudia a trendy. Bratislava: Vydavateľstvo EKONÓN, 2021. 327 s. ISBN 978-80-225-4962-2
2. BAAIJ, Marc G. Introduction to Management Consultancy. SAGE Publications Ltd., 2022. 376 s. ISBN 1529758424
3. CALVERT, Markham. Art of Consultancy. Legend Press Ltd, 2020. 288 s. ISBN 1789550815
4. GALFORD, Robert – GREEN, Charles. The Trusted Advisor: 20th Anniversary Edition. FREE PR, 2021. 336 s. ISBN 1982157100
5. GALLIMORE, Derek. Inside Outsourcing: How Remote Work, Offshoring & Global Employment is Changing the World. Outsource Accelerator, 2022. 472 s. ISBN 978-1739623005
6. WICKHAM, Louise – WILCOCK, Jeremy. Business and management Consulting. Sixth Edition. Pearson, 2020. 310 s. ISBN 978-1-292-25949-9

Syllabus

1. Consulting - concept, essence, meaning and use. Economic, management and marketing consulting. History of consulting. Approaches to modern consulting. Critique of consulting. 2. Sectoral approach to counseling. Consulting services market. Business environment of consulting entities. Clients of consulting entities. 3. Consulting organizations. Breakdown of consulting organizations. Consulting organizations as professional companies. Specialized consulting organizations. 4. Counselors as holders of counseling. Typology of advisors. Marketing consultant. Consulting competencies. Consulting performance. 5. Professional flexibility and ethics of the consultant. Counselor training. 6. Counseling models and counseling process. 7. Consulting metrics. 8. General marketing consulting. 9. Specialized marketing consulting. 10. Outsourcing - concept, essence. History of outsourcing. Breakdown of outsourcing. 11. Strategic and operational benefits and risks of outsourcing. Outsourcing risk management model. 12. Outsourcing process. Outsourcing process models. Outsourcing management. Outsourcing contract. 13. Areas of use of outsourcing in marketing. Trends in marketing outsourcing.

Requirements to complete the course

20% continuous semester assessment
20% semester work
60% written exam

Student workload

Workload: 156 hours
Attendance at lectures: 24 hours
Semester project processing: 40 hours
Preparation for written verification of knowledge: 30 hours
Preparation for the exam: 62 hour

Language whose command is required to complete the course

Slovak, English

Date of the latest change: 03.03.2024