Lecturer(s)
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Kwarteng Michael Adu, doc. Ing. 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), Teamwork
- Participation in classes
- 26 hours per semester
- Term paper
- 18 hours per semester
- Preparation for examination
- 30 hours per semester
- Home preparation for classes
- 44 hours per semester
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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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Discuss the objectives of marketing communications. Understand the marketing communications mix and its role. Explain the key elements of the marketing communications process. Discuss the seven steps in the marketing communications planning process. Demonstrate awareness of some of the key ethical and legal issues related to marketing communications |
Discuss the objectives of marketing communications. Understand the marketing communications mix and its role. Explain the key elements of the marketing communications process. Discuss the seven steps in the marketing communications planning process. Demonstrate awareness of some of the key ethical and legal issues related to marketing communications |
Diskutujte o cílech marketingové komunikace. Pochopit marketingový komunikační mix a jeho roli. Vysvětlete klíčové prvky procesu marketingové komunikace. Diskutujte o sedmi krocích v procesu plánování marketingové komunikace. Prokázat povědomí o některých klíčových etických a právních otázkách souvisejících s marketingovou komunikací |
Diskutujte o cílech marketingové komunikace. Pochopit marketingový komunikační mix a jeho roli. Vysvětlete klíčové prvky procesu marketingové komunikace. Diskutujte o sedmi krocích v procesu plánování marketingové komunikace. Prokázat povědomí o některých klíčových etických a právních otázkách souvisejících s marketingovou komunikací |
teaching methods |
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Lecturing |
Teamwork |
Teamwork |
Lecturing |
Dialogic (Discussion, conversation, brainstorming) |
Dialogic (Discussion, conversation, brainstorming) |
Methods for working with texts (Textbook, book) |
Methods for working with texts (Textbook, book) |
Projection (static, dynamic) |
Projection (static, dynamic) |
assessment methods |
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Written examination |
Analysis of seminar paper |
Analysis of seminar paper |
Grade (Using a grade system) |
Written examination |
Grade (Using a grade system) |
Recommended literature
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BELCH, George E. a Michael A. BELCH. Advertising and promotion: an integrated marketing communications perspective. 10th global ed. Singapore?: McGraw-Hill Education, 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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HEINZE, Aleksej, Gordon FLETCHER, Tahir RASHID a Ana CRUZ. Digital and social media marketing: a results-driven approach. London, 2017. ISBN 978-1-138-91791-0.
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KOTLER, Philip, Hermawan KARTAJAYA a Iwan SETIAWAN. Marketing 4.0: moving from traditional to digital. Hoboken, 2017. ISBN 978-1-119-34120-8.
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SCOTT, David Meerman. he new rules of marketing & PR: how to use social media, online video, mobile applications, blogs, news releases, and viral marketing to reach buyers directly. Hoboken, 2017. ISBN 978-1-119-36241-8.
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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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