Course Content - Lectures: 1. Marketing communication and its role in marketing mix. MC definition, MC subject. Usage of MC, types of communication. Processes - one-step and two-step models (schemes), celebrity usage. Historical overview of MC. MC impact, specifics on international markets. Planning of MC, factors influencing communication strategy. Campaign planning. Communication message setting. Budget assignment methods. Communication research and measurement of communication efficiency. 2. Integrated marketing communication. Tools of MC: Advertising. History of advertising, importance, types and formes of advertising. Product placement. Sales promotion. Objectives, means and techniques. Public relations. Functions and activities of PR. Media relations. Crisis communication. Sponsoring. History and characteristics. 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. Exhibitions and fairs, their development. Online communication. Internet usage - medium, research, communication with customers. Media (TV, print, radio, Internet, media out-of-home etc.) and media planning. 4. Regulation in MC. Laws, regulations, self-regulation. Associations connected with self-regulation. Ethically problematic fields in MC. The communication industry. New trends in marketing communication, usage of the new trends in marketing. Future in MC - challenges and barriers.
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Marketing & Media.
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Marketing a komunikace.
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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..
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Strategie.
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Zákon č. 40/95 o regulaci reklamy.
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Foret, M. Marketingová komunikace. Computer Press Brno, 2003.
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FREY, P. Marketingová komunikace.. Praha: Management Press, 2008.
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HESKOVÁ, M., ŠTARCHOŇ, P. Marketingová komunikace a moderní trendy v marketingu.. Praha: Oeconomica, 2009.
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Horáková, I., Stejskalová, D., Škápová, H. Strategie firemní komunikace. Praha: Management Press, 2000.
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Karlíček, M., Král, P. Marketingová komunikace: Jak komunikovat na našem trhu.. Praha, 2011. ISBN 978-80-247-3541-2.
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Keller, K. L. Strategické řízení značky. Praha: Grada Publishing, 2007.
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Kohout, J. Veřejné mínění, image a metody public relations. Praha, Management Press, 1999.
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KOTLER, P., ARMSTRONG, G. Principles of Marketing. Prentice Hall, 2000.
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KOTLER, P., KELLER, K. L. Marketing, management. Praha: Grada Publishing, 2007.
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Kotler, P., Wong, V., Saunders, J., Armstrong, G. Moderní marketing. Praha: Grada Publishing, 2007.
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Koudelka, J. Spotřební chování a marketing. Praha: Grada Publishing, 1997.
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Ogilvy, D. Ogilvy o reklamě. Praha: Management Press, 1996.
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Přibová, M. Strategické řízení značky. Praha: Ekopress, 2000.
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Schwab, R. Kommunikationspolitik im Handel, Handelsmarketing. Berlin: Gruyter, 1984.
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Svoboda, V. Public relations - Moderně a účinně. Prah Grada, 2009.
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Tellis, J. G. Reklama a podpora prodeje. Praha: Grada Publishing, 2000.
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