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Lecturer(s)
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Course content
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1.-2. Definition of contemporary integrated marketing communication. 3. Integrated marketing communication in the digital world. 4.-5. Synergy of online and offline communication activities. 6.-7. Modern integrated marketing communication tools. 8.-9. User experience across communication activities. 10.-12. Different approaches to modern integrated marketing through target groups. 13. Modern processes in integrated marketing communication management.
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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
- 10 hours per semester
- Term paper
- 90 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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| 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 |
|---|
| 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 |
|---|
| Knowledge |
|---|
| Teamwork |
| Individual work of students |
| Individual work of students |
| Teamwork |
| Dealing with situational issues - learning in situations |
| Students working in pairs |
| Students working in pairs |
| Lecturing |
| Lecturing |
| Dealing with situational issues - learning in situations |
| assessment methods |
|---|
| 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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BELCH, George E. a Michael A. BELCH. Advertising and promotion: an integrated marketing communications perspective. 10th global ed. Singapore?: McGraw-Hill Education, 2015. ISBN 978-981-4575-11-9.
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CLOW, Kenneth E. a Donald BAACK. Integrated advertising, promotion, and marketing communications: Kennethe, E. Clow, Donald Baack.. Harlow, Essex, England, 2012. ISBN 978-0-273-75328-5.
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Eger, Ludvík; Prantl, David; Ptáčková, Karolína. Komerční komunikace. 2., přepracované a rozšířené vydání. Plzeň: ZČU v Plzni, 2017. ISBN 9788026106890.
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FUCHS, Christian. Social media: a critical introduction. Thousand Oaks, California: SAGE, 2014. ISBN 9781446296868.
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HES, Aleš a KNIHOVÁ, Ladislava. Moderní marketingové trendy. Praha: Vysoká škola finanční a správní, 2023. ISBN 978-80-7408-253-5.
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Jesenský, Daniel. Marketingová komunikace v místě prodeje. Praha : Grada Publishing, 2018.
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Johnson, Michael. Branding: in five and a half steps. London: Thames & Hudson, 2016. ISBN 9780500518960.
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Karlíček, Miroslav. Marketingová komunikace: jak komunikovat na našem trhu. Praha, 2016. ISBN 978-80-247-5769-8.
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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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KOTLER, P., KELLER, K. L. Marketing management. Boston: Pearson, 2016. ISBN 978-1-292-09262-1.
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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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Percy, Larry. Strategic integrated marketing communications. Third edition. London: Routledge, Taylor & Francis Group, 2018. ISBN 9781138058323.
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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. The 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: Wiley. 2017.
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