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Lecturer(s)
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Course content
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Discussed topics: -Marketing communication; -Classical tools of marketing communication vs new trends in marketing communication; -Guerilla marketing; -Viral marketing; -Product placement; -Event marketing; -On-line marketing; -Mobile marketing; -New trends in other areas of marketing communication
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Learning activities and teaching methods
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- Participation in classes
- 26 hours per semester
- Term paper
- 99 hours per semester
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| prerequisite |
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| Knowledge |
|---|
| Prerequisities are not set. |
| Prerequisities are not set. |
| learning outcomes |
|---|
| Guerilla Marketing |
| Guerilla Marketing |
| Ambient Media |
| Ambient Media |
| Product Placement |
| Product Placement |
| Online Marketing |
| Online Marketing |
| Viral Marketing |
| Viral Marketing |
| Skills |
|---|
| Ability to identify, criticize and apply the principles of Guerilla Marketing |
| Ability to identify, criticize and apply the principles of Guerilla Marketing |
| Ability to identify, criticize and apply the principles of using Ambient media |
| Ability to identify, criticize and apply the principles of using Ambient media |
| Ability to identify, criticize and apply the principles of Product Placement |
| Ability to identify, criticize and apply the principles of Product Placement |
| Ability to identify, criticize and apply the principles of Online Marketing |
| Ability to identify, criticize and apply the principles of Online Marketing |
| Ability to identify, criticize and apply the principles of Viral Marketing |
| Ability to identify, criticize and apply the principles of Viral Marketing |
| teaching methods |
|---|
| Knowledge |
|---|
| Lecturing |
| Lecturing |
| Dialogic (Discussion, conversation, brainstorming) |
| Dialogic (Discussion, conversation, brainstorming) |
| Skills |
|---|
| Lecturing |
| Lecturing |
| Dialogic (Discussion, conversation, brainstorming) |
| Dialogic (Discussion, conversation, brainstorming) |
| assessment methods |
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| Knowledge |
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| Composite examination (Written part + oral part) |
| Composite examination (Written part + oral part) |
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Recommended literature
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BELCH, George E. a BELCH, Michael A. Advertising and promotion: an integrated marketing communications perspective. New York, NY: McGraw-Hill Education, 2021. ISBN 978-1-260-57099-1.
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DODSON, Ian. The art of digital marketing: the definitive guide to creating strategic, targeted and measurable online campaigns. 2016. ISBN 9781119265719.
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KING, Katie. Using artificial intelligence in marketing: how to harness AI and maintain the competitive edge. London, United Kingdom; New York, Ny: Kogan Page Limited, 2019. ISBN 9780749483395.
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KITCHEN, Philip J. Integrated marketing communications: a global brand-driven approach. Cham: Palgrave Macmillan, 2022. ISBN 978-3-030-76415-9.
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KOTLER, Philip, KARTAJAYA, Hermawan & Iwan SETIAWAN. Marketing 4.0 moving from traditional to digital. 2017. ISBN 1119341205.
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MCDONALD, Jason. Social media marketing workbook: how to use social media for business. 2019. ISBN 1539598144.
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SCOTT, David Meerman. NEW RULES OF MARKETING & PR: how to use social media, online video, mobile applications, blogs.. , news releases, and viral marketing to reach buye. John Wiley & Sons, 2020. ISBN 9781119651543.
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STIELER, Maximilian. Creating marketing magic and innovative future marketing trends: proceedings of the 2016 Academy of Marketing Science (AMS) Annual Conference. Cham, Switzerland: Springer, 2017.
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