Consultations: 1. Terminology of marketing communication. Role of promotion in marketing, the communication process - components, tools and functions. Theory and evolution of communications. New trends in marketing and their utility in marketing communication. The strategy and planning of marketing communication. Budget assignment methods. 2. Communication research and measurement of communication efficiency. Micro and macro-environmental factors affecting the creation of a promotion mix. Consumer behaviour and communication opportunities. Brand management and its utility in a communication strategy. The advertisement market in the Czech Republic. The advertisement market in the Czech Republic. Ethics, regulation and laws in advertising. The advertisement code. The history, importance and types of advertising. Advertisement media. Advertisement efficiency assessment 3. Below-the-line advertising activities (BTL). 3-dimensional advertising. Efficiency measurement. Sales promotion. Sales promotion means and techniques, efficiency measurement. Public relations. Publicity. Communications techniques used in public relations. Crisis communication. 4. Sponsoring. History and characteristics. Relation to other promotion tools. Sponsoring and revenue tax. Personal selling, direct selling. Classification of direct selling. Direct selling ethics. Direct marketing. Forms of direct marketing.
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The aim of the course is to expand the basic knowledge of marketing in the field of marketing tools promotion - marketing communication and communication mix. Concept and strategy of marketing communication, components of the communication process, optimal compilation of the communication mix. Communication research and measuring the effectiveness of communication. Characteristics of the advertising market. Orientation in the legal and ethical area governing commercial communication in the Czech Republic and EU countries. Issues of advertising, sales promotion, public relations, personal sales, direct marketing. Case studies develop practical skills in using communication mix tools.
Students are able to design a marketing communication strategy and have basic knowledge of promotion management.
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Autorský zákon.
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Listina základních práv a svobod.
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Marketing & Media.
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Marketing a komunikace.
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Strategie.
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Zákon č. 2/93 Sb.
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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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Hesková, M. a kol. Marketingová komunikace a přímý marketing. Jindřichův Hradec: FM VŠE, 2005.
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Horáková, I., Stejskalová, D., Škápová, H. Strategie firemní komunikace. Praha: Management Press, 2000.
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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., Keller, K.L. Marketing, management. Praha: Grada Publishing, 2006.
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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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Tellis, J. G. Reklama a podpora prodeje. Praha: Grada Publishing, 2000.
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