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Lecturer(s)
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Banyar Milan, doc. PhDr. Ph.D.
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Březíková Radka, Ing.
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Course content
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- classic tools of marketing communication vs. new trends in marketing communication; - Guerilla marketing: The beginnings of guerilla marketing and its historical development, J. C. Levinson (father of Guerilla marketing), characteristics of guerilla marketing tools, functions and goals of guerilla marketing, prerequisites for successful implementation of guerilla marketing within the marketing communication system; - viral marketing; - Product placement; - Event marketing; - online marketing; - mobile marketing; - trends in other areas of marketing communication: Trends in advertising, non-traditional forms of advertising (street art, graffiti and advertising, laser projection, holograms, interactive projection systems, lenticular films, kinetic advertising, etc.), trends in direct marketing, merchandising, trends and their future within the system of marketing communication.
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Learning activities and teaching methods
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- Term paper
- 49 hours per semester
- Preparation for examination
- 50 hours per semester
- Participation in classes
- 26 hours per semester
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| prerequisite |
|---|
| Knowledge |
|---|
| Prerequisities are not set. |
| Prerequisities are not set. |
| learning outcomes |
|---|
| Guerilla Marketing |
| Guerilla Marketing |
| Ambient Media |
| Ambient Media |
| Product Placement |
| Product Placement |
| Online Marketing |
| Online Marketing |
| Viral Marketing |
| Viral Marketing |
| Skills |
|---|
| Ability to identify, criticize and apply the principles of Guerilla Marketing |
| Ability to identify, criticize and apply the principles of Guerilla Marketing |
| Ability to identify, criticize and apply the principles of using Ambient media |
| Ability to identify, criticize and apply the principles of using Ambient media |
| Ability to identify, criticize and apply the principles of Product Placement |
| Ability to identify, criticize and apply the principles of Product Placement |
| Ability to identify, criticize and apply the principles of Online Marketing |
| Ability to identify, criticize and apply the principles of Online Marketing |
| Ability to identify, criticize and apply the principles of Viral Marketing |
| Ability to identify, criticize and apply the principles of Viral Marketing |
| 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 |
|---|
| Knowledge |
|---|
| Composite examination (Written part + oral part) |
| Composite examination (Written part + oral part) |
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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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Banyár, Milan. Nové trendy v marketingovej komunikácii. Bratislava: Book & book, 2015. ISBN 978-80-89652-13-6.
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Frey, Petr. Marketingová komunikace : nové trendy a jejich využití. Vyd. 1. Praha : Management Press, 2005. ISBN 8072611291.
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Horňák, P. Kreativita reklamy. Zlín: VeRBuM, 2014. ISBN 978-80-87500-49-.
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Janouch, Viktor. Internetový marketing. Brno : Computer Press, 2014. ISBN 978-80-251-4311-7.
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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. 2., zcela přepracované vydání. Praha , Grada Publishing, 2019. ISBN 9788027107872.
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Scott, David Meerman. The new rules of marketing and PR : how to use social media, blogs, news releases, online video, & viral marketing to reach buyers directly. 2nd ed. Hoboken, N.J. : Wiley, 2010. ISBN 978-0-470-54781-6.
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Semerádová, Tereza; Weinlich, Petr. Marketing na Facebooku a Instagramu: využijte naplno organický dosah i sponzorované příspěvky. Brno : Computer Press, 2019. ISBN 978-80-251-4959-1.
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