|
Lecturer(s)
|
-
Barešová Petra, Ing. MSc, Ph.D.
|
|
Course content
|
Summary of studied subject - Marketing 4.0 - The role of marketing communication in marketing mix - Communication process, integrated marketing communication - Marketing communication plan - Traditional forms of marketing communication - New forms of marketing communication - Evaluating of effectiveness of promotion campaign - Advertising and communication agency - Practical examples and the best practice
|
|
Learning activities and teaching methods
|
Lecturing, Dialogic (Discussion, conversation, brainstorming), Methods for working with texts (Textbook, book), Projection (static, dynamic)
- Participation in classes
- 26 hours per semester
- Home preparation for classes
- 32 hours per semester
- Term paper
- 18 hours per semester
- Preparation for course credit
- 35 hours per semester
|
| prerequisite |
|---|
| Knowledge |
|---|
| Knowledge of Marketing and Marketing applications |
| Knowledge of Marketing and Marketing applications |
| learning outcomes |
|---|
| 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. |
| teaching methods |
|---|
| Lecturing |
| Lecturing |
| Methods for working with texts (Textbook, book) |
| Methods for working with texts (Textbook, book) |
| Projection (static, dynamic) |
| Projection (static, dynamic) |
| Dialogic (Discussion, conversation, brainstorming) |
| Dialogic (Discussion, conversation, brainstorming) |
| assessment methods |
|---|
| Written examination |
| Analysis of the student's performance |
| Analysis of the student's performance |
| 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.
-
Fill, Chris. Marketing communications : interactivity, communities and content. 5th ed. Harlow : Prentice Hall : Financial Times, 2009. ISBN 978-0-273-71722-5.
-
Frey, P. Marketingová komunikace: nové trendy 3.0. Praha, 2011. ISBN 978-80-7261-237-6.
-
Karlíček, Miroslav. Marketingová komunikace : jak komunikovat na našem trhu. 1. vyd. Praha : Grada, 2011. ISBN 978-80-247-3541-2.
-
Přikrylová, Jana. Moderní marketingová komunikace. 1. vyd. Praha : Grada, 2010. ISBN 978-80-247-3622-8.
-
SMITH, P. R. a Ze ZOOK. Marketing communications: offline and online integration, engagement and analytics.. London, 2016. ISBN 978-0-7494-7340-2.
-
Vysekalová, Jitka. Psychologie reklamy. Praha : Grada, 2012. ISBN 978-80-247-4005-8.
|