Course: Marketing Communication

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Course title Marketing Communication
Course code KOD/CMK
Organizational form of instruction Lecture
Level of course Master
Year of study not specified
Semester Winter and summer
Number of ECTS credits 5
Language of instruction Czech
Status of course unspecified
Form of instruction unspecified
Work placements This is not an internship
Recommended optional programme components None
  • Švec Roman, Ing. Ph.D.
Course content
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.

Learning activities and teaching methods
Monologic (reading, lecture, briefing), Dialogic (discussion, interview, brainstorming), E-learning
  • Preparation for credit - 30 hours per semester
  • Preparation for classes - 52 hours per semester
  • Preparation for exam - 30 hours per semester
  • Class attendance - 8 hours per semester
Learning outcomes
The aim of this course is to enlarge students? knowledge of marketing communication as a tool of the marketing mix. Students are able to design a marketing communication strategy and can demonstrate a basic knowledge of the management of the promotion mix.
Students are able to design a marketing communication strategy and they have a basic knowledge of the promotion mix management.
Students must have knowledge of marketing management.

Assessment methods and criteria
Written examination, Essay, Test

Credit Requirements: Students will be evaluated by 2 credit tests. Minimum achievement 50 % of each, which is, in total, minimum of 20 points out of 40. Examination Requirements: Students pass a written test on problems being discussed during the semester 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. For final assessment there are all achieved points included. If a student fails to meet the minimum requirements for any of the parts of the exam, he/she has to repeat the whole exam. There are two possibilities of the replacement.
Recommended literature
  • Marketing & Media.
  • Marketing a komunikace.
  • 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..
  • Strategie.
  • Zákon č. 40/95 o regulaci reklamy.
  • Foret, M. Marketingová komunikace. Computer Press Brno, 2003.
  • FREY, P. Marketingová komunikace.. Praha: Management Press, 2008.
  • HESKOVÁ, M., ŠTARCHOŇ, P. Marketingová komunikace a moderní trendy v marketingu.. Praha: Oeconomica, 2009.
  • Horáková, I., Stejskalová, D., Škápová, H. Strategie firemní komunikace. Praha: Management Press, 2000.
  • Karlíček, M., Král, P. Marketingová komunikace: Jak komunikovat na našem trhu.. Praha, 2011. ISBN 978-80-247-3541-2.
  • 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., ARMSTRONG, G. Principles of Marketing. Prentice Hall, 2000.
  • KOTLER, P., KELLER, K. L. Marketing, management. Praha: Grada Publishing, 2007.
  • 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.
  • Svoboda, V. Public relations - Moderně a účinně. Prah Grada, 2009.
  • 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