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Lecturer(s)
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Honzek Martin, Mgr.
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Barešová Petra, Ing. MSc, Ph.D.
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Course content
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Summary of studied subject - The role of marketing communication in marketing mix - Communication process, integrated marketing communication - Marketing communication plan - Traditional forms of marketing communication - New forms of marketing communication - Evaluating of effectiveness of promotion campaign - Advertising and communication agency - Practical examples and the best practice
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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)
- Participation in classes
- 26 hours per semester
- Home preparation for classes
- 32 hours per semester
- Term paper
- 18 hours per semester
- Preparation for course credit
- 35 hours per semester
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| prerequisite |
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| Knowledge |
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| Knowledge of marketing |
| Knowledge of marketing |
| learning outcomes |
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| explain the terminology related to marketing communication |
| explain the terminology related to marketing communication |
| define analyses related to marketing communication |
| define analyses related to marketing communication |
| describe the communication mix and the individual tools of marketing communication. |
| describe the communication mix and the individual tools of marketing communication. |
| define the target group |
| define the target group |
| describe current trends in marketing communication |
| describe current trends in marketing communication |
| Skills |
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| propose a marketing communication plan |
| propose a marketing communication plan |
| propose and work with the target group within the framework of marketing communication |
| propose and work with the target group within the framework of marketing communication |
| be able to work with individual marketing communication tools |
| be able to work with individual marketing communication tools |
| be able to search for current trends in marketing communication |
| be able to search for current trends in marketing communication |
| be able to use analyses necessary for creating marketing communication |
| be able to use analyses necessary for creating marketing communication |
| teaching methods |
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| Knowledge |
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| Methods for working with texts (Textbook, book) |
| Methods for working with texts (Textbook, book) |
| Dialogic (Discussion, conversation, brainstorming) |
| Dialogic (Discussion, conversation, brainstorming) |
| Lecturing |
| Projection (static, dynamic) |
| Projection (static, dynamic) |
| Lecturing |
| Teamwork |
| Teamwork |
| assessment methods |
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| Grade (Using a grade system) |
| Written examination |
| Analysis of the student's performance |
| Analysis of the student's performance |
| Written examination |
| Grade (Using a grade system) |
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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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Fill, Chris. Marketing communications : interactivity, communities and content. 5th ed. Harlow : Prentice Hall : Financial Times, 2009. ISBN 978-0-273-71722-5.
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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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