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Lecturer(s)
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Gamalová Kamila, Mgr. MBA
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Course content
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1. Definition of contemporary integrated marketing communication 2. - 3. Integrated marketing communication in the digital world 4. - 5. Synergy of on-line and off-line communication activities 6. - 7. Modern tools of integrated marketing communication 8. User experience across communication activities 9. - 10. Different concept of modern integrated marketing through target groups 11. - 12. Modern processes in management of integrated marketing communication 13. Feedback
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Learning activities and teaching methods
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Lecturing, Teamwork, Individual work of students, Students working in pairs, Dealing with situational issues - learning in situations
- Participation in classes
- 28 hours per semester
- Home preparation for classes
- 50 hours per semester
- Term paper
- 42 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. |
| Skills |
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| Prerequisities are not set. |
| Prerequisities are not set. |
| learning outcomes |
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| Knowledge |
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| Define Contemporary Integrated Marketing Communication. |
| Define Contemporary Integrated Marketing Communication. |
| Explain Integrated Marketing Communication in the Digital World. |
| Explain Integrated Marketing Communication in the Digital World. |
| Explain Synergy of On-line and Off-line Communication Activities. |
| Explain Synergy of On-line and Off-line Communication Activities. |
| Describe Modern Tools of Integrated Marketing Communication. |
| Describe Modern Tools of Integrated Marketing Communication. |
| Describe Different Concepts of Modern Integrated Marketing Communication Through Target Groups. |
| Describe Different Concepts of Modern Integrated Marketing Communication Through Target Groups. |
| Skills |
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| Apply Contemporary Integrated Marketing Communication. |
| Apply Contemporary Integrated Marketing Communication. |
| Apply Integrated Marketing Communication in the Digital World. |
| Apply Integrated Marketing Communication in the Digital World. |
| Create Synergy of On-line and Off-line Communication Activities. |
| Create Synergy of On-line and Off-line Communication Activities. |
| Apply Modern Tools of Integrated Marketing Communication. |
| Apply Modern Tools of Integrated Marketing Communication. |
| Create Different Concept of Modern Integrated Marketing Communication Through Target Groups. |
| Create Different Concept of Modern Integrated Marketing Communication Through Target Groups. |
| teaching methods |
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| Knowledge |
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| Dialogic (Discussion, conversation, brainstorming) |
| Dialogic (Discussion, conversation, brainstorming) |
| Monologic (Exposition, lecture, briefing) |
| Monologic (Exposition, lecture, briefing) |
| Skills |
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| Individual work of students |
| Individual work of students |
| Students working in pairs |
| Students working in pairs |
| Analysis of a presentation |
| Analysis of a presentation |
| assessment methods |
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| Knowledge |
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| Preparation of a presentation, giving a presentation |
| Preparation of a presentation, giving a presentation |
| Analysis of seminar paper |
| Analysis of seminar paper |
| Grade (Using a grade system) |
| Grade (Using a grade system) |
| Analysis of the student's performance |
| Analysis of the student's performance |
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Recommended literature
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BELCH, George E. a Michael A. BELCH. Advertising and Promotion: An Integrated Marketing Communications Perspective (12th ed.). New York: McGraw-Hill Education, 2020. ISBN 978-1260087711.
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DUNCAN, Tom a Sandra E. Caywood. IMC: The Next Generation: Five Steps for Delivering Value and Measuring Returns Using Marketing Communication. New York: McGraw-Hill Education, 2019. ISBN 978-0078028984.
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KOTLER, Philip, Kevin Lane, KELLER a Alexader CHERNEV. Marketing Management. Boston: Pearson, 2021. ISBN 978-1292404813.
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PARNELL, John A. Strategic Management: Theory and Practice. Los Angeles: SAGE Publications, Ltd, 2014. ISBN 978-1452234984.
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Smith, P. R., a Zook, Z. Integrated Marketing Communications: A European Perspective (2nd ed.). Routledge, 2016. ISBN 978-1138779614.
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