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Lecturer(s)
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Course content
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- concepts of integrated marketing communication; - theory for project processing; - project assignment / objectives / expectations; - communication with the project sponsor; - ongoing mentoring and feedback; - project presentation; - feedback; - project implementation / theory translated into practice.
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Learning activities and teaching methods
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- Participation in classes
- 26 hours per semester
- Home preparation for classes
- 94 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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Johnson, Michael. Branding: in five and a half steps. London: Thames & Hudson, 2016. ISBN 9780500518960.
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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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Šula, Tomáš. Ambientní média v reklamě. UTB ve Zlíně, 2017. ISBN 978-80-7454-682-2.
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Trott, Dave. Predatory Thinking. Macmillan London, 2013. ISBN 978-0-230-77066-9.
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