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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. Characteristics of basic concepts in the field of marketing and marketing communication 2. Marketing communication 3. Advertising: Advertising in the system of marketing communication. Characteristics and communication philosophy of advertising. Basic functions of advertising 4. Sales support 5. Personal sales 6. Public relations 7. Direct marketing 8. New trends in marketing communication 9. Corporate identity and its role in the system of marketing communication 10. Integrated marketing communication
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Learning activities and teaching methods
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Lecturing
- Participation in classes
- 28 hours per semester
- Home preparation for classes
- 20 hours per semester
- Preparation for examination
- 22 hours per semester
- Term paper
- 30 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 |
| Orientate yourself in basic terms and terminology in the field of marketing and marketing communication |
| Orientate yourself in basic terms and terminology in the field of marketing and marketing communication |
| Understand the individual functions, principles and types of marketing communication |
| Understand the 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 |
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| 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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Foret, Miroslav. Marketingová komunikace. 2., aktualiz. vyd. Brno : Computer Press, 2008. ISBN 80-251-1041-9.
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Hesková M., Štarchoň, P. Marketingová komunikace a moderní trendy v marketingu. . Praha, 2009.
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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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JURÁŠKOVÁ, Olga a Pavel HORŇÁK. Velký slovník marketingových komunikací. Praha. ISBN 978-80-247-4354-7.
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Karlíček, Miroslav. Marketingová komunikace : jak komunikovat na našem trhu. 1. vyd. Praha : Grada, 2011. ISBN 978-80-247-3541-2.
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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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