Internal and Human Recource Marketing
- Credits: 5
- Ending: Examination
- Range: 24sP
- Semester: summer
- Year: 3
- Faculty of Commerce
Teachers
Included in study programs
Teaching results
Knowledge: by completing the course, students gain comprehensive knowledge of the current state of scientific cognition in the theory and practice of marketing within the company. They will get acquainted with individual concepts, goals, tools and activities of internal and HR marketing. They will acquire knowledge that will enable them to orient themselves in the broader context of marketing and management activities, personnel policy, internal communication and interpersonal relationships. They will come to understand the contribution of internal and HR marketing to the development of corporate culture, employee satisfaction and engagement, and to building the company's reputation as an employer.
Skills: graduates of the course will learn to creatively develop a system of tools, procedures and metrics of internal and HR marketing in their interaction. They will become capable to identify, analyze and understand problems and phenomena in the labor market. They will become able to participate in projects and solve the practical dimension of marketing in the field of personnel work of the company. They can then initiate new procedures and approaches in shaping such an internal environment that will lead to improved overall performance and value of the company.
Competences: by successfully completing the course, students will acquire professional competencies in the field of recruitment, motivation, education, development and management of employees so that they attain an orientation to the needs of an external customer and follow marketing principles within the company. They are able to manage the processes of change that concerns intra-company and inter-company relations in connection with the development of the labor market. They will be able to design their own projects and take responsibility for competent solutions.
Indicative content
Internal marketing as part of a holistic marketing concept. HR marketing as an integrated concept. 4P internal marketing mix. 4P human resources marketing mix. Basic areas of research in internal and HR marketing. Job as a product. Labor cost. Remuneration for work performance and employee motivation. Satisfaction with work and its measurement. Engagement theories. Acquisition of employees. Job seeker as an external customer. Internal work environment as a place of implementation of internal marketing. Employee as an internal customer. Personal development and profiling of employees. Mobility and orientation of employees. Employer brand building strategy. Effective internal communication, its forms, tools and channels. Internal marketing as an element of corporate culture. Information and communication technologies in internal and HR marketing.
Support literature
1. Matušovičová, M., Korčoková, M., Ožvoldová, K. (2022). Interný a personálny marketing. Bratislava: Vydavateľstvo EKONÓM.
2. Armstrong, M., Taylor, S. (2020). Armstrong΄s Handbook of Human Resource Management Practice. London: Kogan Page Ltd.
3. Mishra, T. (2023). Human Resource Management and Internal Marketing. New York: Taylor & Francis Group.
4. Myslivcová, S. (2019). Personální marketing v řízení lidských zdrojů. Brno: Masarykova univerzita.
Syllabus
1. Internal marketing and HR marketing. Internal marketing as part of a holistic marketing concept. HR marketing as an integrated concept. 4P internal marketing mix. 4P human resources marketing mix. 2. Basic areas of research in internal and HR marketing. Human resources department and its tasks. The importance and function of the HR department in marketing and management activities within the company. 3. Job as a product. Planning and creating the optimal structure of employees. Work analysis. Job design. Smart working. 4. Price of labor. Remuneration for work performance and employee motivation. Total reward. Current trends in providing employee benefits. 5. Satisfaction and commitment of employees. Satisfaction with work and its measurement. Engagement theories. The role of the leader. 6. Acquisition of employees. Labor market as a place of implementation of HR marketing. Recruitment and selection of employees. Job seeker as an external customer. 7. Employment relations and working conditions. Internal work environment as a place of implementation of internal marketing. Employee as an internal customer. Employee care. 8. Personal development and profiling of employees. The process of corporate education of employees and methods of education. Career management and talent management in the company. Age diversity in the workplace. 9. Mobility and orientation of employees. Staff deployment system. Work and social adaptation. Teamwork. 10. Employer brand building strategy. The process of building an employer's brand. Employer Value Offer (EVP) and brand activation. 11. Internal communication and internal PR. Effective internal communication, its forms, tools and channels. 12. Internal marketing as an element of corporate culture. The essence, features, manifestations and typology of corporate culture. Employees as bearers of the brand. 13. Information and communication technologies in internal and HR marketing. Digitalization of activities, social networks, online networking, gamification and augmented reality.
Requirements to complete the course
10% continuous semester assessment
20% semester work
70% written exam
Student workload
Workload: 130 hours
Attendance at lectures: 24 hours
Attendance at seminars: 0 hours
Preparation for seminars: 0 hours
Semester project processing: 39 hours
Preparation for written verification of knowledge: 13 hours
Preparation for the exam: 54 hours
Language whose command is required to complete the course
Slovak
Date of approval: 01.04.2022
Date of the latest change: 17.10.2023