Předmět Marketing Communication (KOD / MC)

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Materiál	Typ	Datum	Počet stažení

Obsah

Study topics:1. Terminology of marketing communication. Role of marketing communication in marketing mix. Theory and evolution of communication, its usage.2. Communication process - components, tools and functions, communication schemes/models, opinion leader and former, celebrities used in MC process.3. Planning of marketing communication. Strategies. Campaign planning. Budget assignment methods. Communication research and measurement of communication efficiency.4. Tools of MC. Advertising. History of advertising, importance, types and forms of advertising. Product placement.5. Sales promotion. Objectives, means and techniques.6. Public relations. Functions and activities of PR. Media relations. Crisis communication. Sponsoring. History and characteristics.7. Direct marketing. Forms and types of direct marketing.8. Personal selling. Objectives and forms of personal selling. Ethics of sellers.9. Event marketing, its planning. Typology of events. Exhibitions and fairs, their development.10. Online communication. Internet usage - medium, research, communication with customers.11. Media (TV, print, radio, Internet, media out-of-home etc.) and media planning.12. The communication industry.13. Regulation in MC. Laws, regulations, self-regulation. Associations connected with self-regulation. Ethically problematic fields in MC.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 to the learning support.2. Goal setting and targeting3. Tasks introduction.4. Case study - advertisement - proposal5. Case study - media campaign6. Case study - sales promotion tactics7. Case study - PR activities - corporate identity, media relations8. Case study - crisis communication.9. Personal selling, presentation and expressions in personal selling10. Direct marketing, its role in MC - direct mail.11. 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.

Získané způsobilosti

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

Literatura

http://bookboon.com/cs/marketing-communications-ebookEgan, J. (2015). Marketing communications (Second edition). London: Sage. Kotler, P., Armstrong, G., & Wong, V. (2008). Principles of marketing (5th European ed). Upper Saddle River, N.J: Pearson Prentice Hall. http://bookboon.com/cs/web-2-0-and-social-media-for-business-ebook

Požadavky

Credit requirements:Elaboration and presentation of team papers. Voluntary individual work elaboration and presentation is assessed separately. Exam 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. The test is followed by an essay, which proves deeper knowledge. The essay is possible to pass through oral examination in reasoned cases. Final assessment and grades:For final assessment all achieved points are being included. Final grades are following:93 - 100 points = 1 (excellent)85 - 92 points = 1- (very good)77 - 84 points = 2 (good)69 - 76 points = 2- (satisfactory)60 - 68 points = 3 (passed)less than 60 = 4 (failed)

Garant

Ing. Viktor VOJTKO, Ph.D.

Vyučující

Ing. Iveta Broučková, Ph.D.Ing. Viktor VOJTKO, Ph.D.Ing. Iveta Broučková, Ph.D.Ing. Radim Dušek, Ph.D.Ing. Viktor VOJTKO, Ph.D.