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Lecturer(s)
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Vysušilová Petra, Bc. MSc.
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Waldhauserová Tereza, Mgr.
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Course content
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Course Content - Lectures: 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 formes 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. Personal selling. Objectives and forms of personal selling. Ethics of sellers. 8. Direct marketing. Forms and types of direct marketing. 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. Regulation in MC. Laws, regulations, self-regulation. Associations connected with self-regulation. Ethically problematic fields in MC. 13. The communication industry. 14. New trends in marketing communication, usage of the new trends in marketing. Future in MC - challenges and barriers. Course Content - Seminars: 1. Introduction to the seminar. 2. Goal setting and targeting 3. Case study ? advertisement 4. Case study ? media campaign 5. Case study ? evaluation of effectiveness 6. Case study ? sales promotion tactics 7. Case study ? PR activities 8. Case study ? crisis communication. 9. Personal selling, presentation and persuasive language personal selling 10. Direct marketing, its role in MC 11. Case study - Event planning. 12. Ethics in advertising, case studies of codex breaking. 13. Presentations of team work - discussion.
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Learning activities and teaching methods
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Monologic (reading, lecture, briefing), Dialogic (discussion, interview, brainstorming), E-learning
- Preparation for classes
- 13 hours per semester
- Preparation for exam
- 30 hours per semester
- Semestral paper
- 30 hours per semester
- Class attendance
- 52 hours per semester
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Learning outcomes
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This course aims to enlarge students' knowledge on the promotion as a tool of the marketing mix. Students will get information about the basic tools of communication mix, their regulations, ethics etc. The gained skills are examined by solving practical project.
Students are able to design a marketing communication strategy and they have a basic knowledge of the promotion mix management.
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Prerequisites
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Students must have knowledge of marketing management.
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Assessment methods and criteria
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Oral examination, Essay, Test, Self-reflection
Credit Requirements: Elaboration and oral presentation of team papers. Individual approach and activity. Gained knowledge will be tested repeatedly. These requirements will be scored. Student needs to achieve at least 20 points out of 40. 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. The test is followed by an essay, which proves deeper knowledge. The essay is possible to pass through oral examination in reasoned cases.
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Recommended literature
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Blythe. Essentials of Marketing Communication.
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Egan, J. Marketing Communication. London, 2007.
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Fill, C. Simply Marketing Communication. Harlow, 2006.
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Keller, K. L. Strategic brand management.
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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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Ogilvy, D. Ogilvy on Advertising.
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Tellis, J. G. Advertising and Sales Promotion Strategy.
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