|
Lecturer(s)
|
-
Banyar Milan, doc. PhDr. Ph.D.
|
|
Course content
|
- Marketing communications. - Classical tools of marketing communications vs new trends in marketing communications. - Guerilla marketing. - Viral marketing. - Product placement. - Event marketing. - On-line marketing. - Mobile marketing. - New trends in other areas of marketing communications.
|
|
Learning activities and teaching methods
|
Monologic (Exposition, lecture, briefing), Dialogic (Discussion, conversation, brainstorming)
- Participation in classes
- 14 hours per semester
- Term paper
- 30 hours per semester
- Preparation for examination
- 40 hours per semester
|
| prerequisite |
|---|
| Knowledge |
|---|
| Prerequisities are not set. |
| Prerequisities are not set. |
| learning outcomes |
|---|
| Guerilla Marketing |
| Guerilla Marketing |
| The student is well informed in new marketing communications techniques, has knowledge about theoretical solutions of new trends in marketing communications, particular types of new media and is able to independently and creatively apply theory in their own research or when realizing new forms of marketing communications campaigns. |
| The student is well informed in new marketing communications techniques, has knowledge about theoretical solutions of new trends in marketing communications, particular types of new media and is able to independently and creatively apply theory in their own research or when realizing new forms of marketing communications campaigns. |
| 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 |
|---|
| Monologic (Exposition, lecture, briefing) |
| Dialogic (Discussion, conversation, brainstorming) |
| Lecturing |
| Lecturing |
| Monologic (Exposition, lecture, briefing) |
| Dialogic (Discussion, conversation, brainstorming) |
| Dialogic (Discussion, conversation, brainstorming) |
| Dialogic (Discussion, conversation, brainstorming) |
| Skills |
|---|
| Lecturing |
| Lecturing |
| Dialogic (Discussion, conversation, brainstorming) |
| Dialogic (Discussion, conversation, brainstorming) |
| assessment methods |
|---|
| Knowledge |
|---|
| Written examination |
| Analysis of seminar paper |
| Analysis of seminar paper |
| Analysis of a presentation given by the student |
| Analysis of a presentation given by the student |
| Composite examination (Written part + oral part) |
| Composite examination (Written part + oral part) |
| Written examination |
|
Recommended literature
|
-
Blažková, M. Jak využít internet v marketingu. . Praha, 2005.
-
Frey, P. Marketingová komunikace: to nejlepší z nových trendů. . Praha, 2008.
-
Hesková M., Štarchoň, P. Marketingová komunikace a moderní trendy v marketingu. . Praha, 2009.
-
Horňák, P. Reklama ? teoreticko-historické aspekty reklamy a marketingovej komunikácie. . Zlín, 2010.
-
Hughes, M. Buzzmarketing: Přimějte lidi, aby o vás mluvili. . Praha, 2006.
-
Lehu, Jean-Marc. Branded entertainment : Product placement & Brand Strategy in the Entertainment Business. . Philadelphia, 2007.
-
Levinson, J. C. Guerilla marketing. Nejúčinnejší a finančně nenáročný marketing! . Brno, 2009.
-
Lindstrom, M. Nákupologie. Pravda a lži o tom, proč nakupujeme. . Brno, 2009.
-
Pelsmacker, P. a kol. Marketingová komunikace. Praha, 2003.
-
Schultz, D. E. Moderní reklama - umění zaujmout. . Praha, 1995.
-
Stuchlík, P., Dvořáček, M. Marketing na internetu. Praha, 2000.
-
Šindler, P. Event marketing: Jak vyuţít emoce v marketingové komunikaci. Praha, 2003.
-
Tellis, G., J. Reklama a podpora prodeje.. Praha, 2000.
-
Zyman, S., Armin, B. Konec reklamy, jak jsme ji dosud znali. . Praha, 2004.
|