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Lecturer(s)
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Banyar Milan, doc. PhDr. Ph.D.
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Course content
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- characteristics of basic concepts in the field of marketing and marketing communication; - marketing communication: The essence, meaning, basic principles of marketing communication; - advertisement; - sales promotion; - personal sale; - public relations; - direct marketing; - new trends in marketing communication; - corporate identity and its role in the marketing communication system; - integrated marketing communication.
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Learning activities and teaching methods
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- Participation in classes
- 12 hours per semester
- Home preparation for classes
- 36 hours per semester
- Preparation for examination
- 40 hours per semester
- Term paper
- 37 hours per semester
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| prerequisite |
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| Knowledge |
|---|
| Prerequisities are not set. |
| Prerequisities are not set. |
| learning outcomes |
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| Theoretical basis of marketing communication |
| Theoretical basis of marketing communication |
| Basic terms and terminology in the field of marketing and marketing communication |
| Basic terms and terminology in the field of marketing and marketing communication |
| Functions, principles and types of marketing communication |
| Functions, principles and types of marketing communication |
| Traditional tools of marketing communication |
| Traditional tools of marketing communication |
| New and alternative forms of marketing communication |
| New and alternative forms of marketing communication |
| Skills |
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| Reflect on the basic theoretical principles of marketing communication |
| Reflect on the basic theoretical principles of marketing communication |
| Orientation in basic terms and terminology in the field of marketing and marketing communication |
| Orientation in basic terms and terminology in the field of marketing and marketing communication |
| Understand individual functions, principles and types of marketing communication |
| Understand individual functions, principles and types of marketing communication |
| Define traditional tools of marketing communication and their possibilities of use in marketing practice |
| Define traditional tools of marketing communication and their possibilities of use in marketing practice |
| Define new, alternative forms of marketing communication and their possibilities of use in marketing practice |
| Define new, alternative forms of marketing communication and their possibilities of use in marketing practice |
| teaching methods |
|---|
| Knowledge |
|---|
| Lecturing |
| Lecturing |
| Dialogic (Discussion, conversation, brainstorming) |
| Dialogic (Discussion, conversation, brainstorming) |
| Skills |
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| Lecturing |
| Lecturing |
| Dialogic (Discussion, conversation, brainstorming) |
| Dialogic (Discussion, conversation, brainstorming) |
| assessment methods |
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| Knowledge |
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| Preparation of a presentation |
| Preparation of a presentation |
| Written examination |
| Written examination |
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Recommended literature
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Banyár, Milan. GUERILLA, VIRAL. BUZZ, WORD OF MOUTH MARKETING - Implementácia nových foriem marketingovej komunikácie do prostredia slovenskej a českej marketingovej praxe. Bratislava : Univerzita Komenského, 2018. ISBN 978-80-223-4590-3.
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Banyár, Milan. Značka a logo - vizuálne prvky značky a ich význam v procese brandingu. Zlín : Univerzita Tomáše Bati ve Zlíně, 2017. ISBN 978-80-7454-681-5.
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Frey, P. Marketingová komunikace: nové trendy 3.0. Praha, 2011. ISBN 978-80-7261-237-6.
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Horňák, P. Kreativita reklamy. Zlín: VeRBuM, 2014. ISBN 978-80-87500-49-.
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Horňák, Pavel. Reklama: teoreticko-historické aspekty reklamy a marketingovej komunikácie. Zlín : VeRBuM, 2018.
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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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Paulovčáková, Lucie. Marketing: přístup k marketingovému řízení. Praha: Univerzita Jana Amose Komenského, 2015. ISBN 9788074521171.
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PŘIKRYLOVÁ, Jana. Moderní marketingová komunikace. 2., zcela přepracované vydání. Praha , Grada Publishing, 2019. ISBN 9788027107872.
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Vysekalová, J., Mikeš, J. Reklama, jak dělat reklamu. Praha: Grada, 2007.
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