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Lecturer(s)
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Course content
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Full-time study: Lectures: 1. Terminology of marketing communication. Role of marketing communication in marketing mix, communication process - components, tools and functions. Theory and evolution of the communication. 2. Communication process, communication scheme, opinion leader and former, celebrities used in MC process. 3. Strategies, tactics and planning of marketing communication. Budget assignment methods. Communication research and measurement of communication efficiency. 4. Tools of MC: Advertising: Advertising market in the Czech Republic. History of advertisement, importance, types of advertising. Advertisement efficiency assessment. 5. Media (TV, print, radio, Internet, media out-of-home etc.) and media planning. 6. Sales promotion. Objectives, means and techniques, efficiency measurement. 7. Public relations. Communications techniques used in public relations. 8. Crisis communication. Sponsoring. History and characteristics. Relation to other promotion tools. Sponsoring and revenue tax. 9. Personal selling. Objectives and forms of personal selling. Ethics of sellers. 10. Direct marketing. Forms and types of direct marketing. 11. Event marketing, its planning. Typology of events. Product placement. Exhibitions and fairs, their development. 12. Regulation in MC. Law regulation, self-regulation. Association connected with self-regulation. Ethically problematic fields in MC. 13. Usage of MC - commercial, non-profit, public and international markets. The communication industry. 14. New trends in marketing communication, usage of the new trends in marketing. Future in MC - challenges and barriers. Seminars: 1. Introduction to the seminar. Introduction of the e-learning support. 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 expressions in 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. 14. Summary of the course. Credits. Part-time study: Consultations: 1. Terminology of marketing communication. Role of marketing communication in marketing mix, communication process - components, tools and functions. Theory and evolution of the communication. Communication process, communication scheme, opinion leader and former, celebrities used in MC process. Strategies, tactics and planning of marketing communication. Budget assignment methods. Communication research and measurement of communication efficiency. 2. Tools of MC: Advertising: Advertising market in the Czech Republic. History of advertisement, importance, types of advertising. Advertisement efficiency assessment.Media (TV, print, radio, Internet, media out-of-home etc.) and media planning. Sales promotion. Objectives, means and techniques, efficiency measurement. Public relations. Communications techniques used in public relations. Crisis communication. Sponsoring. History and characteristics. Relation to other promotion tools. Sponsoring and revenue tax. 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. Product placement. Exhibitions and fairs, their development. Regulation in MC. Law regulation, self-regulation. Association connected with self-regulation. Ethically problematic fields in MC. 4. Usage of MC - commercial, non-profit, public and international markets. 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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Learning activities and teaching methods
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Monologic (reading, lecture, briefing), Dialogic (discussion, interview, brainstorming)
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Learning outcomes
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The aim of this course is to enlarge students' knowledge on the promotion as a tool of marketing mix. Students will get information about basic tools of communication mix, their regulations, ethics etc. - all experienced on case studies and specific examples.
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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unspecified
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Assessment methods and criteria
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Test
Full-time study: Credit Requirements: Elaboration and presentation of a team work. Voluntary individual work elaboration and presentation is assessed separately. Getting at least 20 points from the whole assessment. 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. Part-time study: Credit Requirements: 2 writtent tests, minimum achievement 50 %. 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 oral examination.
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Recommended literature
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Marketing & Media.
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Marketing a komunikace.
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Strategie.
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Zákon č. 40/95 o regulaci reklamy.
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Zákon 138/2002.
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Zákon 40/1995 Sb. o regulaci reklamy ve znění pozdějších předpisů, 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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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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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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