Předmět Marketing Communication (KOD / KMC)

Na serveru studentino.cz naleznete nejrůznější studijní materiály: zápisky z přednášek nebo cvičení, vzorové testy, seminární práce, domácí úkoly a další z předmětu KOD / KMC - Marketing Communication, Ekonomická fakulta, Jihočeská univerzita v Českých Budějovicích (JU).

Materiál	Typ	Datum	Počet stažení

Obsah

Full-time study:Lectures:1. Terminology of marketing communication. Role of marketing communication in marketing mix, communication process - components, tools and functions. Theory and evolution of the communication.2. Communication process, communication scheme, opinion leader and former, celebrities used in MC process.3. Strategies, tactics and planning of marketing communication. Budget assignment methods. Communication research and measurement of communication efficiency.4. Tools of MC: Advertising: Advertising market in the Czech Republic. History of advertisement, importance, types of advertising. Advertisement efficiency assessment.5. Media (TV, print, radio, Internet, media out-of-home etc.) and media planning.6. Sales promotion. Objectives, means and techniques, efficiency measurement.7. Public relations. Communications techniques used in public relations.8. Crisis communication. Sponsoring. History and characteristics. Relation to other promotion tools. Sponsoring and revenue tax.9. Personal selling. Objectives and forms of personal selling. Ethics of sellers.10. Direct marketing. Forms and types of direct marketing.11. Event marketing, its planning. Typology of events. Product placement. Exhibitions and fairs, their development.12. Regulation in MC. Law regulation, self-regulation. Association connected with self-regulation. Ethically problematic fields in MC.13. Usage of MC - commercial, non-profit, public and international markets. The communication industry.14. New trends in marketing communication, usage of the new trends in marketing. Future in MC - challenges and barriers.Seminars:1. Introduction to the seminar. Introduction of the e-learning support.2. Goal setting and targeting3. Case study - advertisement4. Case study - media campaign5. Case study - evaluation of effectiveness6. Case study - sales promotion tactics7. Case study - PR activities8. Case study - crisis communication.9. Personal selling, presentation and expressions in personal selling10. Direct marketing, its role in MC11. Case study - Event planning.12. Ethics in advertising, case studies of codex breaking.13. Presentations of team work - discussion.14. Summary of the course. Credits.Part-time study:Consultations:1. Terminology of marketing communication. Role of marketing communication in marketing mix, communication process - components, tools and functions. Theory and evolution of the communication. Communication process, communication scheme, opinion leader and former, celebrities used in MC process. Strategies, tactics and planning of marketing communication. Budget assignment methods. Communication research and measurement of communication efficiency.2. Tools of MC: Advertising: Advertising market in the Czech Republic. History of advertisement, importance, types of advertising. Advertisement efficiency assessment.Media (TV, print, radio, Internet, media out-of-home etc.) and media planning. Sales promotion. Objectives, means and techniques, efficiency measurement. Public relations. Communications techniques used in public relations. Crisis communication. Sponsoring. History and characteristics. Relation to other promotion tools. Sponsoring and revenue tax.3. Personal selling. Objectives and forms of personal selling. Ethics of sellers. Direct marketing. Forms and types of direct marketing. Event marketing, its planning. Typology of events. Product placement. Exhibitions and fairs, their development. Regulation in MC. Law regulation, self-regulation. Association connected with self-regulation. Ethically problematic fields in MC.4. Usage of MC - commercial, non-profit, public and international markets. The communication industry. New trends in marketing communication, usage of the new trends in marketing. Future in MC - challenges and barriers.

Získané způsobilosti

Students are able to design a marketing communication strategy and they have a basic knowledge of the promotion mix management.

Literatura

Foret, M. Marketingová komunikace. Computer Press Brno, 2003. FREY, P. Marketingová komunikace. Praha: Management Press, 2008. KOTLER, P., ARMSTRONG, G. Principles of Marketing. Prentice Hall, 2000. Svoboda, V. Public relations - Moderně a účinně. Prah Grada, 2009. Tellis, J. G. Reklama a podpora prodeje. Praha: Grada Publishing, 2000. Schwab, R. Kommunikationspolitik im Handel, Handelsmarketing. Berlin: Gruyter, 1984. Marketing & Media. Marketing a komunikace. KOTLER, P., KELLER, K. L. Marketing, management. Praha: Grada Publishing, 2007. HESKOVÁ, M., ŠTARCHOŇ, P. Marketingová komunikace a moderní trendy v marketingu. Praha: Oeconomica, 2009. Kotler, P., Wong, V., Saunders, J., Armstrong, G. Moderní marketing. Praha: Grada Publishing, 2007. Ogilvy, D. Ogilvy o reklamě. Praha: Management Press, 1996. Koudelka, J. Spotřební chování a marketing. Praha: Grada Publishing, 1997. Přibová, M. Strategické řízení značky. Praha: Ekopress, 2000. Keller, K. L. Strategické řízení značky. Praha: Grada Publishing, 2007. Strategie. Horáková, I., Stejskalová, D., Škápová, H. Strategie firemní komunikace. Praha: Management Press, 2000. Kohout, J. Veřejné mínění, image a metody public relations. Praha, Management Press, 1999. www.apra.czwww.ara.czZákon č. 40/95 o regulaci reklamy. Zákon 138/2002. Zákon 40/1995 Sb. o regulaci reklamy ve znění pozdějších předpisů, Obchodní zákoník 513/1991 Sb., Zákon 143/2001 Sb. o hospodářské soutěži, Zákon 634/1992 Sb. o ochraně spotřebitele, Zákon 13/1997 Sb. o pozemních komunikacích, Zákon 597/1992 Sb. o provozování rozhlasového a televizního vysílání, Zákon 101/2000 Sb. o ochraně osobních údajů, Občanský zákoník 40/1964 Sb. ve znění zákona 230/2008 Sb.

Požadavky

Full-time study:Credit Requirements:Elaboration and presentation of a team work. Voluntary individual work elaboration and presentation is assessed separately. Getting at least 20 points from the whole assessment.Examination Requirements:Students pass a written test on problems being discussed during the term and on problems explained in the prescribed literature. 70% correctness of the test is demanded. Part-time study:Credit Requirements:2 writtent tests, minimum achievement 50 %. Examination Requirements:Students pass a written test on problems being discussed during the semester and on problems explained in the prescribed literature. 70% correctness of the test is demanded. The test is followed by an oral examination.

Garant

Ing. Iveta Broučková, Ph.D.

Vyučující

Ing. Iveta Broučková, Ph.D.