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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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1. - 2. Characteristics of basic concepts in marketing and marketing communication; 3. - 4. Marketing communication - essence, significance, basic principles, and functions of marketing communication; 5. Advertising; 6. Sales promotion; 7. Personal selling; 8. Public relations; 9. Direct marketing; 10. Corporate identity and its role in the marketing communication system; 11. - 12. Alternative and new forms of marketing communication; 13. Integrated marketing communication.
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Learning activities and teaching methods
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Lecturing
- Participation in classes
- 26 hours per semester
- Home preparation for classes
- 24 hours per semester
- Preparation for examination
- 26 hours per semester
- Term paper
- 24 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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| define basic terms in the field of marketing and marketing communication |
| define basic terms in the field of marketing and marketing communication |
| describe functions, principles and types of marketing communication |
| describe functions, principles and types of marketing communication |
| explain what traditional tools of marketing communication are |
| explain what traditional tools of marketing communication are |
| explain what new and alternative forms of marketing communication are |
| explain what new and alternative forms of marketing communication are |
| orient yourself in the definition and scope of the basic forms of marketing communication and its relationship to advertising |
| orient yourself in the definition and scope of the basic forms of marketing communication and its relationship to advertising |
| Skills |
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| to reflect on the basic theoretical principles of marketing communication |
| to reflect on the basic theoretical principles of marketing communication |
| identify traditional tools of marketing communication and new, alternative forms of marketing communication |
| identify traditional tools of marketing communication and new, alternative forms of marketing communication |
| set marketing communication goals |
| set marketing communication goals |
| evaluate communication campaigns |
| evaluate communication campaigns |
| implement your own proposal for a communication campaign |
| implement your own proposal for a communication campaign |
| 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 |
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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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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, Pavel. Kreativita v reklamě. Zlín: VeRBum, 2014. ISBN 978-80-87500-49-1.
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HORŇÁK, Pavel. Reklama: teoreticko-historické aspekty reklamy a marketingovej komunikácie. Zlín: VeRBum, 2018. ISBN 978-80-87500-94-1.
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JURÁŠKOVÁ, Olga; HORŇÁK, Pavel a kol. Velký slovnik marketingových komunikací. Praha: Grada Publishing, 2012. ISBN 978-80-247-4354-7.
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KARLÍČEK, Miroslav a kol. Marketingova komunikace, jak komunikovat na našem trhu. Praha: Grada publishing. 2016.
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KARLÍČEK, Miroslav. Jak na marketingovou komunikaci. Praha: Grada, 2023. ISBN 978-80-271-5013-7.
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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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PŘIKRYLOVÁ, Jana. Moderní marketingová komunikace. 2., zcela přepracované vydání. Praha , Grada Publishing, 2019. ISBN 9788027107872.
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VYSEKALOVÁ, Jitka a MIKEŠ, Jiří. Reklama, jak dělat reklamu. Praha: Grada, 2018. ISBN 9788024758657.
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