Course: Marketing Communication

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Course title Marketing Communication
Course code MUMM/1MKME
Organizational form of instruction Lecture + Seminary
Level of course Master
Year of study not specified
Semester Winter
Number of ECTS credits 4
Language of instruction English
Status of course unspecified
Form of instruction Face-to-face
Work placements This is not an internship
Recommended optional programme components None
Course availability The course is available to visiting students
Lecturer(s)
  • Kwarteng Michael Adu, doc. Ing. Ph.D.
Course content
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

Learning activities and teaching methods
Lecturing, Dialogic (Discussion, conversation, brainstorming), Methods for working with texts (Textbook, book), Projection (static, dynamic), Teamwork
  • Participation in classes - 26 hours per semester
  • Term paper - 18 hours per semester
  • Preparation for examination - 30 hours per semester
  • Home preparation for classes - 44 hours per semester
prerequisite
Knowledge
Knowledge of Marketing and Marketing applications
Knowledge of Marketing and Marketing applications
learning outcomes
Discuss the objectives of marketing communications. Understand the marketing communications mix and its role. Explain the key elements of the marketing communications process. Discuss the seven steps in the marketing communications planning process. Demonstrate awareness of some of the key ethical and legal issues related to marketing communications
Discuss the objectives of marketing communications. Understand the marketing communications mix and its role. Explain the key elements of the marketing communications process. Discuss the seven steps in the marketing communications planning process. Demonstrate awareness of some of the key ethical and legal issues related to marketing communications
Diskutujte o cílech marketingové komunikace. Pochopit marketingový komunikační mix a jeho roli. Vysvětlete klíčové prvky procesu marketingové komunikace. Diskutujte o sedmi krocích v procesu plánování marketingové komunikace. Prokázat povědomí o některých klíčových etických a právních otázkách souvisejících s marketingovou komunikací
Diskutujte o cílech marketingové komunikace. Pochopit marketingový komunikační mix a jeho roli. Vysvětlete klíčové prvky procesu marketingové komunikace. Diskutujte o sedmi krocích v procesu plánování marketingové komunikace. Prokázat povědomí o některých klíčových etických a právních otázkách souvisejících s marketingovou komunikací
teaching methods
Lecturing
Teamwork
Teamwork
Lecturing
Dialogic (Discussion, conversation, brainstorming)
Dialogic (Discussion, conversation, brainstorming)
Methods for working with texts (Textbook, book)
Methods for working with texts (Textbook, book)
Projection (static, dynamic)
Projection (static, dynamic)
assessment methods
Written examination
Analysis of seminar paper
Analysis of seminar paper
Grade (Using a grade system)
Written examination
Grade (Using a grade system)
Recommended literature
  • BELCH, George E. a Michael A. BELCH. Advertising and promotion: an integrated marketing communications perspective. 10th global ed. Singapore?: McGraw-Hill Education, 2015. ISBN 978-981-4575-11-9.
  • 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.
  • HEINZE, Aleksej, Gordon FLETCHER, Tahir RASHID a Ana CRUZ. Digital and social media marketing: a results-driven approach. London, 2017. ISBN 978-1-138-91791-0.
  • KOTLER, Philip, Hermawan KARTAJAYA a Iwan SETIAWAN. Marketing 4.0: moving from traditional to digital. Hoboken, 2017. ISBN 978-1-119-34120-8.
  • SCOTT, David Meerman. he new rules of marketing & PR: how to use social media, online video, mobile applications, blogs, news releases, and viral marketing to reach buyers directly. Hoboken, 2017. ISBN 978-1-119-36241-8.
  • SMITH, P. R. a Ze ZOOK. Marketing communications: offline and online integration, engagement and analytics.. London, 2016. ISBN 978-0-7494-7340-2.


Study plans that include the course
Faculty Study plan (Version) Category of Branch/Specialization Recommended year of study Recommended semester