|
Lecturer(s)
|
|
|
|
Course content
|
1. Classic marketing communication tools vs. new trends in marketing communication. 2. Modern trends in MK on social networks. 3. Content marketing. 4. Viral trends in MK. 5. Influencer marketing. 6. Product placement. 7. Modern technologies in MC - Augmented/Virtual Reality. 8. AI - Artificial intelligence in marketing communication. 9. Modern trends in online marketing. 10. Digital formats in OOH advertising. 11. Guerrilla marketing and ambient media. 12. Event marketing. 13. Digital tools in retail marketing.
|
|
Learning activities and teaching methods
|
- Term paper
- 49 hours per semester
- Preparation for examination
- 50 hours per semester
- Participation in classes
- 26 hours per semester
|
| 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) |
|
Recommended literature
|
-
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.
-
Banyár, Milan. Nové trendy v marketingovej komunikácii. Bratislava: Book & book, 2015. ISBN 978-80-89652-13-6.
-
BELCH, George E. a BELCH, Michael A. Advertising and promotion: an integrated marketing communications perspective. New York, NY: McGraw-Hill Education, 2021. ISBN 978-1-260-57099-1.
-
DODSON, Ian. The art of digital marketing: the definitive guide to creating strategic, targeted and measurable online campaigns. 2016. ISBN 9781119265719.
-
Karlíček, Miroslav. Marketingová komunikace: jak komunikovat na našem trhu. Praha, 2016. ISBN 978-80-247-5769-8.
-
KING, Katie. Using artificial intelligence in marketing: how to harness AI and maintain the competitive edge. London, United Kingdom; New York, Ny: Kogan Page Limited, 2019. ISBN 9780749483395.
-
KITCHEN, Philip J. Integrated marketing communications: a global brand-driven approach. Cham: Palgrave Macmillan, 2022. ISBN 978-3-030-76415-9.
-
PŘIKRYLOVÁ, Jana. Moderní marketingová komunikace. 2., zcela přepracované vydání. Praha , Grada Publishing, 2019. ISBN 9788027107872.
-
SCOTT, David Meerman. NEW RULES OF MARKETING & PR: how to use social media, online video, mobile applications, blogs.. , news releases, and viral marketing to reach buye. John Wiley & Sons, 2020. ISBN 9781119651543.
-
SEMERÁDOVÁ, Tereza a WEINLICH, Petr. Marketing na Facebooku a Instagramu. Brno: Computer Press, 2019. ISBN 978-80-251-4959-1.
|