Course: Marketing Communication

« Back
Course title Marketing Communication
Course code KKM/MARKO
Organizational form of instruction Lecture + Lesson
Level of course Master
Year of study not specified
Semester Summer
Number of ECTS credits 5
Language of instruction Czech
Status of course Compulsory
Form of instruction unspecified
Work placements unspecified
Recommended optional programme components None
Lecturer(s)
Course content
Lectures: 1. Basic terms of marketing communication. Theoretical background and development of communication. 2. Targets and strategies of marketing communication. Communication process. 3. Environmental factors and their influence on the creation of the communication mix. Analysis of environment and suitable methods and techniques of marketing mix. 3. The budget of the communication strategy and its effectiveness. 4. Communication mix tools and their optimization. 5. Advertising its types, advertising media, advertising regulation and measurement of its effectiveness. Creating effective advertising 6. Sales promotion, characteristics and features, on-site sales. 7. Public relations. Publicity. Communication means used in public relations. 8. Personal sales, characteristics and functions, personal sales process and trader's ability. 9. Sponsorship, characteristics and functions, tax treatment of sponsorship. 10. Direct marketing. Forms of direct marketing. 11. Marketing communication between organizations, characteristics, functions and differences of use of marketing communication tools. 12. Marketing communication on the Internet. Presentation on the Internet and its new forms. 13. Marketing communication in the 21st century and possibilities of its development in connection with Digitization 4.0. Exercises: 1. Introduction to the study, assignment of the basic topic of the semester and determination of the partial topics of the seminar papers. Methodology of seminar work. 2. The communication process. Problem definition and definition of research questions. 3. Using methods and techniques of marketing research. 4. Setting goals and communication strategy. 5. Excursion focused on the topic. 6. Presentation of an external expert on the subject. 7. Partial control of semester work. 8. Presentation of an external expert on the subject. 9. Preparing for the presentation of the seminar paper the principles of public speaking. 10. Consultation and preparation for presentation of seminar papers, organizational matters. 11. Presentation of the seminar paper before a commission composed of external experts, evaluation of students' work.

Learning activities and teaching methods
Monologic (reading, lecture, briefing), Dialogic (discussion, interview, brainstorming)
  • Semestral paper - 30 hours per semester
  • Class attendance - 56 hours per semester
  • Preparation for exam - 50 hours per semester
  • Preparation for credit - 14 hours per semester
Learning outcomes
Objective of the course in terms of learning outcomes and competences The aim of the course is to broaden the basic knowledge of marketing in marketing promotion - marketing communication and communication mix. Concepts and strategies of marketing communication, components of the communication process, optimal building of the communication mix. Communication research and communication efficiency measurement. Characteristics of the advertising market. Orientation in the legal and ethical field governing commercial communication in the Czech Republic and the 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.
Prerequisites
Students must have knowledge of marketing management.

Assessment methods and criteria
Oral examination, Test

Credit Requirements: Elaboration of a seminary work on a selected topic. Examination Requirements: Students must pass a written test on problems being discussed during the semester and which are explained in the prescribed literature. A score of 70% for correct answers is demanded. The test is followed by an oral examination.
Recommended literature
  • Listina základních práv a svobod.
  • Marketing & Media.
  • Marketing a komunikace.
  • Strategie.
  • Foret, M. Marketingová komunikace. Computer Press Brno, 2003.
  • Hesková, M. a kol. Marketingová komunikace a přímý marketing. Jindřichův Hradec: FM VŠE, 2005.
  • Horáková, I., Stejskalová, D., Škápová, H. Strategie firemní komunikace. Praha: Management Press, 2000.
  • Keller, K. L. Strategické řízení značky. Praha: Grada Publishing, 2007.
  • Kohout, J. Veřejné mínění, image a metody public relations. Praha, Management Press, 1999.
  • Kotler, P., Keller, K.L. Marketing, management. Praha: Grada Publishing, 2006.
  • Kotler, P., Wong, V., Saunders, J., Armstrong, G. Moderní marketing. Praha: Grada Publishing, 2007.
  • Koudelka, J. Spotřební chování a marketing. Praha: Grada Publishing, 1997.
  • Ogilvy, D. Ogilvy o reklamě. Praha: Management Press, 1996.
  • Přibová, M. Strategické řízení značky. Praha: Ekopress, 2000.
  • Schwab, R. Kommunikationspolitik im Handel, Handelsmarketing. Berlin: Gruyter, 1984.
  • Tellis, J. G. Reklama a podpora prodeje. Praha: Grada Publishing, 2000.


Study plans that include the course
Faculty Study plan (Version) Category of Branch/Specialization Recommended year of study Recommended semester
Faculty: Faculty of Agriculture and Technology Study plan (Version): Agribussines (2014) Category: Agriculture and forestry 1 Recommended year of study:1, Recommended semester: Summer