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Lecturer(s)
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Barešová Petra, Ing. MSc, Ph.D.
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Course content
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Summary of studied subject - Marketing 4.0 - The role of marketing communication in marketing mix - Communication process - Marketing communication plan - Traditional forms of marketing communication - New forms of marketing communication - Evaluating of effectiveness of promotion campaign - Advertising and communication agency
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Learning activities and teaching methods
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Lecturing, Dialogic (Discussion, conversation, brainstorming), Methods for working with texts (Textbook, book), Projection (static, dynamic)
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| prerequisite |
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| Knowledge |
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| Knowledge of Marketing and Marketing applications |
| Knowledge of Marketing and Marketing applications |
| learning outcomes |
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| The student has knowledge about single parts of communication mix and their applications by a form of integrated marketing communication. He is able to compile and implement a communication plan with optimal usage of single Media and new trends of marketing communication.He also plans the usage of the new forms of marketing communication and is elegible to work up the basis of printing, radio, television and other Media. He orientates himself in assesment of effectivity of message communication and is able to change campaign operatively according to market response. |
| The student has knowledge about single parts of communication mix and their applications by a form of integrated marketing communication. He is able to compile and implement a communication plan with optimal usage of single Media and new trends of marketing communication.He also plans the usage of the new forms of marketing communication and is elegible to work up the basis of printing, radio, television and other Media. He orientates himself in assesment of effectivity of message communication and is able to change campaign operatively according to market response. |
| definovat marketingovou komunikaci a vysvětlit fungování komunikace |
| definovat marketingovou komunikaci a vysvětlit fungování komunikace |
| popsat plán marketingové komunikace včetně modelů a analýz, které se dají používat v marketingové komunikaci |
| popsat plán marketingové komunikace včetně modelů a analýz, které se dají používat v marketingové komunikaci |
| vyjmenovat nástroje marketingové komunikace, jejich hlavní výhody a nevýhody, a využití v praxi |
| vyjmenovat nástroje marketingové komunikace, jejich hlavní výhody a nevýhody, a využití v praxi |
| popsat retail marketing a affiliate marketing |
| popsat retail marketing a affiliate marketing |
| vyhledat trendy a novinky z oblasti marketingu marketingové komunikace |
| vyhledat trendy a novinky z oblasti marketingu marketingové komunikace |
| define marketing communication and explain how communication works |
| define marketing communication and explain how communication works |
| describe the marketing communication plan, including models and analyses that can be used in marketing communication |
| describe the marketing communication plan, including models and analyses that can be used in marketing communication |
| list the tools of marketing communication, their main advantages and disadvantages, and their use in practice |
| list the tools of marketing communication, their main advantages and disadvantages, and their use in practice |
| describe retail and affiliate marketing |
| describe retail and affiliate marketing |
| search for trends and news in the field of marketing and marketing communication |
| search for trends and news in the field of marketing and marketing communication |
| Skills |
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| navrhnout cílovou skupinu pro marketingovou komunikaci |
| navrhnout cílovou skupinu pro marketingovou komunikaci |
| pracovat s aplikacemi zaměřenými na cílové skupiny zákazníků |
| pracovat s aplikacemi zaměřenými na cílové skupiny zákazníků |
| pracovat s aplikací pro tvorbu newsletterů |
| pracovat s aplikací pro tvorbu newsletterů |
| pracovat v aplikaci Canva |
| pracovat v aplikaci Canva |
| používat symboly značky v rámci marketingové komunikaci |
| používat symboly značky v rámci marketingové komunikaci |
| design the target group for marketing communication |
| design the target group for marketing communication |
| work with applications aimed at target customer groups |
| work with applications aimed at target customer groups |
| work with the application for creating newsletters |
| work with the application for creating newsletters |
| work in Canva |
| work in Canva |
| use brand symbols in marketing communications |
| use brand symbols in marketing communications |
| teaching methods |
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| Knowledge |
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| Dialogic (Discussion, conversation, brainstorming) |
| Dialogic (Discussion, conversation, brainstorming) |
| Lecturing |
| Lecturing |
| Methods for working with texts (Textbook, book) |
| Projection (static, dynamic) |
| Projection (static, dynamic) |
| Methods for working with texts (Textbook, book) |
| assessment methods |
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| Analysis of the student's performance |
| Written examination |
| Analysis of the student's performance |
| Written examination |
| Grade (Using a grade system) |
| Grade (Using a grade system) |
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Recommended literature
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BELCH, George E. & Michael A. BELCH. Advertising and promotion: an integrated marketing communications perspective. 2015. ISBN 978-981-4575-11-9.
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CLOW, Kenneth E. a Donald BAACK. Integrated advertising, promotion, and marketing communications: Kennethe, E. Clow, Donald Baack.. Harlow, Essex, England, 2012. ISBN 978-0-273-75328-5.
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Frey, P. Marketingová komunikace: nové trendy 3.0. Praha, 2011. ISBN 978-80-7261-237-6.
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Karlíček, Miroslav. Marketingová komunikace : jak komunikovat na našem trhu. 1. vyd. Praha : Grada, 2011. ISBN 978-80-247-3541-2.
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Přikrylová, Jana. Moderní marketingová komunikace. 1. vyd. Praha : Grada, 2010. ISBN 978-80-247-3622-8.
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SMITH, P. R. a Ze ZOOK. Marketing communications: offline and online integration, engagement and analytics.. London, 2016. ISBN 978-0-7494-7340-2.
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Vysekalová, Jitka. Psychologie reklamy. Praha : Grada, 2012. ISBN 978-80-247-4005-8.
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