Marketing Communication

Zkratka předmětu KOD/MC
Název předmětu Marketing Communication
Akademický rok 2018/2019
Pracoviště / Zkratka KOD/MC
Název Marketing Communication
Akreditováno/Kredity Ano/5
Rozsah hodin Přednáška 2 HOD/TYD Cvičení 2 HOD/TYD
Vyučovací jazyk angličtina
Nahrazovaný předmět
Vyloučené předměty KOD/KMK, KOD/MK
Podmiňující
Způsob zakončení Zkouška
Forma zakončení Kombinovaná
Zápočet před zkouškou Ano
Vyučovaný semestr Zimní
Cíle předmětu (anotace)

This course aims to enlarge students' knowledge on the promotion as a tool of the marketing mix. Students will get information about the basic tools of communication mix, their regulations, ethics etc. The gained skills are examined by solving practical project.

Požadavky na studenta

Credit requirements:
Elaboration and oral presentation of team papers. Individual approach and actions. Gained knowledge will be tested repeatedly. These requirements will be scored. The student needs to achieve at least 20 points out of 40.

Exam requirements:
Students pass a written test on problems being discussed during the term and on problems explained in the prescribed literature. 70% correctness of the test is demanded. The test is followed by an essay, which proves deeper knowledge. The essay is possible to pass through oral examination in reasoned cases. 50 % correctness is required.

For final assessment, all achieved points are being included.

Obsah

Study topics:
1. Marketing communication and its role in marketing mix. MC definition, MC subject. Usage of MC, types of communication. Processes - one-step and two-step models (schemes), celebrity usage.
2. Historical overview of MC. MC impact, specifics on international markets. Planning of MC, factors influencing communication strategy.
3. Campaign planning. Communication message setting. Budget assignment methods. Communication research and measurement of communication efficiency.
4. Integrated marketing communication. Tools of MC. Advertising. History of advertising, importance, types and forms of advertising. Product placement.
5. Sales promotion. Objectives, means and techniques.
6. Public relations. Functions and activities of PR. Media relations. Crisis communication. Sponsoring. History and characteristics.
7. Direct marketing. Forms and types of direct marketing.
8. Personal selling. Objectives and forms of personal selling. Ethics of sellers.
9. Event marketing, its planning. Typology of events. Exhibitions and fairs, their development.
10. Online communication. Internet usage - medium, research, communication with customers.
11. Media (TV, print, radio, Internet, media out-of-home etc.) and media planning.
12. The communication industry.
13. Regulation in MC. Laws, regulations, self-regulation. Associations connected with self-regulation. Ethically problematic fields in MC.
14. New trends in marketing communication, usage of the new trends in marketing. Future in MC - challenges and barriers.

Seminars:
1. Introduction to the seminar. Introduction to the learning support.
2. Tasks introduction. Team setting.
3. Goal setting and targeting
4. Case study - advertisement - proposal
5. Case study - media campaign
6. Case study - sales promotion tactics
7. Case study - PR activities - corporate identity, media relations
8. Case study - crisis communication.
9. Personal selling, presentation and expressions in personal selling
10. Direct marketing, its role in MC - direct mail.
11. Case study - Event planning.
12. Ethics in advertising, case studies of codex breaking.
13. Presentations of team work - discussion.


Předpoklady - další informace k podmíněnosti studia předmětu

Students must have knowledge of marketing management.

Získané způsobilosti

Students are able to design a marketing communication strategy and they have a basic knowledge of the promotion mix management.

Garanti a vyučující
  • Garanti: Ing. Iveta Broučková, Ph.D.
  • Přednášející: Ing. Iveta Broučková, Ph.D., Ing. Radim Dušek, Ph.D.
  • Cvičící: Ing. Iveta Broučková, Ph.D., Ing. Radim Dušek, Ph.D.
Literatura
  • http://bookboon.com/cs/marketing-communications-ebook
  • Egan, J. (2015). Marketing communications (Second edition). London: Sage.
  • Kotler, P., Armstrong, G., & Wong, V. (2008). Principles of marketing (5th European ed). Upper Saddle River, N.J: Pearson Prentice Hall.
  • http://bookboon.com/cs/web-2-0-and-social-media-for-business-ebook
Vyučovací metody

Monologická (výklad, přednáška, instruktáž), Dialogická (diskuze, rozhovor, brainstorming), E-learning, Projektová výuka, Praktická výuka

Hodnotící metody

Písemná zkouška, Esej, Seminární práce, Sebereflexe, Průběžné hodnocení

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