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Lecturer(s)
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Káčerková Eliška, Mgr. Ph.D.
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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
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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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| 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 |
| 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 |
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| Knowledge |
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| 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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Foret, Miroslav. Marketingová komunikace. Vyd. 1. Brno : Computer Press, 2006. 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. Praha, 2016. ISBN 978-80-247-5769-8.
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Přikrylová, Jana. Moderní marketingová komunikace. 1. vyd. Praha : Grada, 2010. ISBN 978-80-247-3622-8.
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Vysekalová, J., Mikeš, J. Reklama, jak dělat reklamu. Praha: Grada, 2007.
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