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Lecturer(s)
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Course content
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1.-2. Concepts of integrated marketing communication. 3. Theory for project development. 4. Project assignment/goals/expectations. 5. Communication with the project client. 6.-7. Ongoing mentoring and feedback. 8.-9. Project presentation. 10.-11. Feedback. 12.-13. Project implementation/theory put into practice.
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Learning activities and teaching methods
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- Participation in classes
- 10 hours per semester
- Home preparation for classes
- 115 hours per semester
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| prerequisite |
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| Knowledge |
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| Prerequisities are not set. |
| Prerequisities are not set. |
| learning outcomes |
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| knowledge of the issue of building a marketing plan |
| knowledge of the issue of building a marketing plan |
| knowledge of creating a communication mix |
| knowledge of creating a communication mix |
| knowledge of the links between areas of marketing communication |
| knowledge of the links between areas of marketing communication |
| knowledge of the social role of marketing communication |
| knowledge of the social role of marketing communication |
| knowledge of the media level of marketing communication |
| knowledge of the media level of marketing communication |
| Skills |
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| create a marketing plan |
| create a marketing plan |
| create a marketing communication plan |
| create a marketing communication plan |
| plan a complementary marketing communication |
| plan a complementary marketing communication |
| create a plan of communication with media |
| create a plan of communication with media |
| plan an integrated marketing communication in various areas |
| plan an integrated marketing communication in various areas |
| teaching methods |
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| Knowledge |
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| Lecturing |
| Lecturing |
| Dialogic (Discussion, conversation, brainstorming) |
| Dialogic (Discussion, conversation, brainstorming) |
| Skills |
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| Dialogic (Discussion, conversation, brainstorming) |
| Dialogic (Discussion, conversation, brainstorming) |
| assessment methods |
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| Knowledge |
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| Analysis of a presentation given by the student |
| Analysis of a presentation given by the student |
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Recommended literature
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HEJLOVÁ, Denisa. ?Public relations. Praha: Grada Publishing, 2015. ISBN 978-80-247-5022-4.
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HES, Aleš a KNIHOVÁ, Ladislava. Moderní marketingové trendy. Praha: Vysoká škola finanční a správní, 2023. ISBN 978-80-7408-253-5.
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Johnson, Michael. Branding: in five and half steps. London: Thames & Hudson, 2015. ISBN 9780500518960.
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Karlíček, Miroslav. Marketingová komunikace: jak komunikovat na našem trhu. Praha, 2016. ISBN 978-80-247-5769-8.
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KITCHEN, Philip J. Integrated marketing communications: a global brand-driven approach. 2nd ed. 2021. Cham: Palgrave Macmillan, 2022. ISBN 978-3-030-76415-9.
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SCOTT, David Meerman. The 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: Wiley, 2017. ISBN 9781119362418.
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Šula, Tomáš. Ambientní média v reklamě. UTB ve Zlíně, 2017. ISBN 978-80-7454-682-2.
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