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Lecturer(s)
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Barešová Petra, Ing. MSc, Ph.D.
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Course content
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Summary of studied subject - Marketing 4.0 - The role of marketing communication in marketing mix - Communication process - Marketing communication plan - Traditional forms of marketing communication - New forms of marketing communication - Evaluating of effectiveness of promotion campaign - Advertising and communication agency
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Learning activities and teaching methods
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Lecturing, Dialogic (Discussion, conversation, brainstorming), Methods for working with texts (Textbook, book), Projection (static, dynamic)
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| prerequisite |
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| Knowledge |
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| Knowledge of Marketing and Marketing applications |
| Knowledge of Marketing and Marketing applications |
| learning outcomes |
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| definovat marketingovou komunikaci a vysvětlit fungování komunikace |
| definovat marketingovou komunikaci a vysvětlit fungování komunikace |
| popsat plán marketingové komunikace včetně modelů a analýz, které se dají používat v marketingové komunikaci |
| popsat plán marketingové komunikace včetně modelů a analýz, které se dají používat v marketingové komunikaci |
| vyjmenovat nástroje marketingové komunikace, jejich hlavní výhody a nevýhody, a využití v praxi |
| vyjmenovat nástroje marketingové komunikace, jejich hlavní výhody a nevýhody, a využití v praxi |
| popsat retail marketing a affiliate marketing |
| popsat retail marketing a affiliate marketing |
| vyhledat trendy a novinky z oblasti marketingu marketingové komunikace |
| vyhledat trendy a novinky z oblasti marketingu marketingové komunikace |
| define marketing communication and explain how communication works |
| define marketing communication and explain how communication works |
| describe the marketing communication plan, including models and analyses that can be used in marketing communication |
| describe the marketing communication plan, including models and analyses that can be used in marketing communication |
| list the tools of marketing communication, their main advantages and disadvantages, and their use in practice |
| list the tools of marketing communication, their main advantages and disadvantages, and their use in practice |
| describe retail and affiliate marketing |
| describe retail and affiliate marketing |
| search for trends and news in the field of marketing and marketing communication |
| search for trends and news in the field of marketing and marketing communication |
| Skills |
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| navrhnout cílovou skupinu pro marketingovou komunikaci |
| navrhnout cílovou skupinu pro marketingovou komunikaci |
| pracovat s aplikacemi zaměřenými na cílové skupiny zákazníků |
| pracovat s aplikacemi zaměřenými na cílové skupiny zákazníků |
| pracovat s aplikací pro tvorbu newsletterů |
| pracovat s aplikací pro tvorbu newsletterů |
| pracovat v aplikaci Canva |
| pracovat v aplikaci Canva |
| používat symboly značky v rámci marketingové komunikaci |
| používat symboly značky v rámci marketingové komunikaci |
| design the target group for marketing communication |
| design the target group for marketing communication |
| work with applications aimed at target customer groups |
| work with applications aimed at target customer groups |
| work with the application for creating newsletters |
| work with the application for creating newsletters |
| work in Canva |
| work in Canva |
| use brand symbols in marketing communications |
| use brand symbols in marketing communications |
| teaching methods |
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| Knowledge |
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| Dialogic (Discussion, conversation, brainstorming) |
| Dialogic (Discussion, conversation, brainstorming) |
| Lecturing |
| Lecturing |
| Methods for working with texts (Textbook, book) |
| Projection (static, dynamic) |
| Projection (static, dynamic) |
| Methods for working with texts (Textbook, book) |
| assessment methods |
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| Analysis of the student's performance |
| Written examination |
| Analysis of the student's performance |
| Written examination |
| Grade (Using a grade system) |
| Grade (Using a grade system) |
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Recommended literature
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BELCH, George E. & Michael A. BELCH. Advertising and promotion: an integrated marketing communications perspective. 2015. ISBN 978-981-4575-11-9.
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CLOW, Kenneth E. a Donald BAACK. Integrated advertising, promotion, and marketing communications: Kennethe, E. Clow, Donald Baack.. Harlow, Essex, England, 2012. ISBN 978-0-273-75328-5.
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Frey, P. Marketingová komunikace: nové trendy 3.0. Praha, 2011. ISBN 978-80-7261-237-6.
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Karlíček, Miroslav. Marketingová komunikace : jak komunikovat na našem trhu. 1. vyd. Praha : Grada, 2011. ISBN 978-80-247-3541-2.
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Přikrylová, Jana. Moderní marketingová komunikace. 1. vyd. Praha : Grada, 2010. ISBN 978-80-247-3622-8.
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SMITH, P. R. a Ze ZOOK. Marketing communications: offline and online integration, engagement and analytics.. London, 2016. ISBN 978-0-7494-7340-2.
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Vysekalová, Jitka. Psychologie reklamy. Praha : Grada, 2012. ISBN 978-80-247-4005-8.
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