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Lecturer(s)
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Course content
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Discussed topics: -Marketing communication; -Classical tools of marketing communication vs new trends in marketing communication; -Guerilla marketing; -Viral marketing; -Product placement; -Event marketing; -On-line marketing; -Mobile marketing; -New trends in other areas of marketing communication
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Learning activities and teaching methods
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unspecified
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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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| Guerilla Marketing |
| Guerilla Marketing |
| Ambient Media |
| Ambient Media |
| Product Placement |
| Product Placement |
| Online Marketing |
| Online Marketing |
| Viral Marketing |
| Viral Marketing |
| Skills |
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| 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 |
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| Knowledge |
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| Lecturing |
| Lecturing |
| Dialogic (Discussion, conversation, brainstorming) |
| Dialogic (Discussion, conversation, brainstorming) |
| Skills |
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| Lecturing |
| Lecturing |
| Dialogic (Discussion, conversation, brainstorming) |
| Dialogic (Discussion, conversation, brainstorming) |
| assessment methods |
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| Knowledge |
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| Composite examination (Written part + oral part) |
| Composite examination (Written part + oral part) |
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Recommended literature
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DODSON, Ian. The art of digital marketing: the definitive guide to creating strategic, targeted and measurable online campaigns. 2016. ISBN 9781119265719.
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KJAER, Anne, Lise. The Trend Management Toolkit. 2014. ISBN 978-1349475193.
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KRÁL, Petr, Hana MACHKOVÁ, Markéta LHOTÁKOVÁ a Gina COOK. International marketing: theory, practices and new trends. 2016. ISBN 9788024521527.
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MCDONALD, Jason. ocial media marketing workbook: how to use social media for business. 2019. ISBN 1539598144.
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OTLER, Philip, KARTAJAYA, Hermawan & Iwan SETIAWAN. Marketing 4.0 moving from traditional to digital. 2017. ISBN 1119341205.
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SCOTT, MEERMAN, David. 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. 2017. ISBN 978-1119362418.
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