Předmět Marketing Communication (PEM / BPMCO)

Na serveru studentino.cz naleznete nejrůznější studijní materiály: zápisky z přednášek nebo cvičení, vzorové testy, seminární práce, domácí úkoly a další z předmětu PEM / BPMCO - Marketing Communication, Obchodně-podnikatelská fakulta v Karviné, Slezská univerzita v Opavě (SU).

Materiál	Typ	Datum	Počet stažení

Obsah

1. Definition of main terms in the area of marketing communication, sense and purpose of segmentation, targeting, positioning, target groups.2. Marketing communication aims and communication process3. Marketing communication regulation, ethics in advertisement, international regulation4. Market in the area of advertisement and advertising agencies, their characteristics5. Advertisement6. Emotions and participants in advertising message, social advertisement7. Sales support definition, its planning and usage8. Personal selling9. Public Relations, Sponsoring, Event marketing10. Direct marketing11. Communication mix planning, budgeting, valuation of different instruments efficiency12. Measurement and testing of advertisement and sales support impact1. Definition of basic terms: elements of communication mix, advertisement, sales promotion, personal selling, public relations, direct marketing, sponsoring, B2B, B2C. Integrated marketing communication. Segmentation and basic segmentation criteria. Targeting. Positioning. Mass and target marketing.2. Marketing communication definition and goals. Communication strategy. The stages of communication process.3. Regulatory environment of advertisement. Adviser for advertising. Unfair competition. Self-regulation. Codex of advertisement. Principles of advertising practices. Problematic advertised products. Marketing communication regulation, approaching the EU.4. Advertising and communication associations. Selected Czech competitions in the area of MC. The basic media terms. Advertising agencies, market, functions, types, ownership, and organisation structure, worldwide advertising agencies. The choice of advertising agency, agency provisions, creativity management.5. History of advertisement. Definition, main features, types of advertisement. Advertisement versus Czech consumers. B2B advertisement.6. Sense of psychology in advertisement. ATL, BTL, TTL communication. Teasing. New marketing communication trends and their application in practise. Subliminal advertisement.7. Persuasion through emotions, definition, function of emotions, methods of emotion stimulation (drama, humour, music, erotic, fear, warmth). Persuasion through recommendation, types, model of reliable and attractive source, model of information transfer, use of recommendations, their valuation.8. Sales support definition, its meaning, advantages and disadvantages. The target groups and ways of sales support. POP x POS. Merchandising. Marketing research of sales support. 3D advertisement and its typology. Trade fairs and exhibitions.9. Psychological aspects of personal selling, body language, sales interview, objections solving. Nature and behaviour of the salesperson. The stages of personal selling. Sellers´ management and planning.10. P.R definition, aims and their advantages and disadvantages. Advertising x P.R. Publicity. Lobbying. Internal and external communication. Testing of P.R. effects. Crisis communication. Corporate identity and image. Sense and types of sponsoring. Event marketing and its typology.11. D.M. definition and goals. Target groups - B2B x B2C. Media and instruments. Passive and active D.M. Social and ethic problems of D.M. application. CRM. Database marketing. Geomarketing. New interactive media and their use in D.M.12. The stages of marketing communication planning. Communication goals. Medial mix. Methods of budgeting. Formation of effective advertising message. Cinema advertising. Internet advertising.13. Advertising effect testing, laboratory experiments, fieldwork, data collection, and measurement of advertising and sales support effects. The basic marketing research terms. The qualitative research methods (focus group, semantic differential, projective techniques). The eye-camera use. Effective advertisement attributes.

Získané způsobilosti

The aim of the course is to get students acquainted with marketing communication. Students acquire basic knowledge in the area of basic terminology, process STP, marketing communication mix, marketing communication legislation and ethics, planning and measuring of marketing communication effects.

Literatura

MATUŠÍNSKÁ, K., STOKLASA, M. Marketing Communication. Karviná: OPF Karviná, 2014. ISBN 978-80-7510-041-2.KIMMEL, A. J. Marketing Communication: new approaches, technologies and styles (selected chapters). Oxford University Press, 2005. ISBN 978-0-19-927695-0.VAREY, R. J. Marketing communication: principles and practice (selected chapters). London: Routledge, 2002. ISBN 0-415-23040-3.COPLEY, P. Marketing Communications Management: concepts and theories, cases and practices. Oxford, 2004. ISBN 0-7506-5294-2.nullBLYTHE, J. Essentials of Marketing Communications (selected chapters). Harlow: Pearson Education Limited, 2003. ISBN 0-273-65858-1.ENNEV, CH. T., WAITE, N. Financial services Marketing: an international guide to principles and practice. Amsterdam: Elsevier Butterworth-Heinemann, 2007. ISBN 0-7506-6997-7.nullnullPELSMACKER, P., GEUENS, M., BERGH, J. Marketing communications - European perspective (selected chapters). Prentice Hall, 2007. ISBN 978-0-273-70693-9.nullSMITH, P. R., TAYLOR, J. Marketing communications (selected chapters). London: Kogan Page, 2004. ISBN 0-7494-4265-4.MATUŠÍNSKÁ, K., STOKLASA, M. Marketing in Theory and Practice in a new and modern way. Karviná: OPF Karviná, 2014. ISBN 978-80-7510-044-3.HARRISON, S. Public Relations: an introduction. London: Thomson, 2000. ISBN 1-86152-547-8.nullBRIERLEY, S. The Advertising Handbook (selected chapters). London: Routledge, 2002. ISBN 0-415-24391-2.

Požadavky

attendance in seminars 70 %, seminar paper, final written exam

Garant

Ing. Kateřina MATUŠÍNSKÁ, Ph.D.

Vyučující

Ing. Kateřina MATUŠÍNSKÁ, Ph.D.Ing. Michal STOKLASA, Ph.D.