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Lecturer(s)
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Banyar Milan, doc. PhDr. Ph.D.
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Březíková Radka, Ing.
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Course content
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- marketing communication: characteristics of basic concepts and theoretical background in the field of marketing and marketing communication; - classic tools of marketing communication vs. new trends in marketing communication; - Guerilla marketing; - viral marketing; - Product placement; - Event marketing; - online marketing; - mobile marketing; - new trends in other areas of marketing communication: new trends in advertising, non-traditional forms of advertising, new trends in direct marketing, merchandising, new trends and their future within the marketing communication system.
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Learning activities and teaching methods
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- Participation in classes
- 12 hours per semester
- Home preparation for classes
- 37 hours per semester
- Preparation for examination
- 38 hours per semester
- Term paper
- 38 hours per semester
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| prerequisite |
|---|
| 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 |
|---|
| Knowledge |
|---|
| Preparation of a presentation |
| Preparation of a presentation |
| Composite examination (Written part + oral part) |
| Composite examination (Written part + oral part) |
| 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. Nové trendy v marketingovej komunikácii. Bratislava: Book & book, 2015. ISBN 978-80-89652-13-6.
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Frey, Petr. Marketingová komunikace: nové trendy 3.0. 3. rozš. vyd.. Praha: Management Press, 2015. ISBN 80-247-0254-1.
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Horňák, P. Kreativita reklamy. Zlín: VeRBuM, 2014. ISBN 978-80-87500-49-.
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Janouch, Viktor. Internetový marketing. Brno : Computer Press, 2014. ISBN 978-80-251-4311-7.
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PŘIKRYLOVÁ, Jana. Moderní marketingová komunikace. 2., zcela přepracované vydání. Praha , Grada Publishing, 2019. ISBN 9788027107872.
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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.
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Scott, David Meerman. The new rules of marketing and PR : how to use social media, blogs, news releases, online video, & viral marketing to reach buyers directly. Hoboken: Wiley, 2017. ISBN 9781119362418.
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Semerádová, Tereza; Weinlich, Petr. Marketing na Facebooku a Instagramu: využijte naplno organický dosah i sponzorované příspěvky. Brno : Computer Press, 2019. ISBN 978-80-251-4959-1.
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