Course: Marketing Communication

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Course title Marketing Communication
Course code KOD/MK
Organizational form of instruction Lecture + Lesson
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 Compulsory-optional, Optional
Form of instruction Face-to-face
Work placements This is not an internship
Recommended optional programme components None
  • Švec Roman, Ing. Ph.D.
  • Pícha Kamil, doc. Ing. Ph.D.
  • Šalamoun Jan, Ing.
Course content
Course Content - Study Topics: 1. Marketing communication and its role in the marketing mix. MC definition, MC subject. Usage of MC, types of communication. Processes - one-step and two-step models (schemes), celebrity usage. 2. Historical overview of MC. MC impact, specifics on international markets. Planning of MC, factors influencing communication strategy. 3. Campaign planning. Communication message setting. Budget assignment methods. Communication research and measurement of communication efficiency. 4. Integrated marketing communication. Tools of MC: Advertising. History of advertising, importance, types and forms 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. Direct marketing. Forms and types of direct marketing. 8. Personal selling. Objectives and forms of personal selling. Ethics of sellers. 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. The communication industry. 13. Regulation in MC. Laws, regulations, self-regulation. Associations connected with self-regulation. Ethically problematic fields in MC. 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 the 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 code breaking. 13. Presentations of teamwork - discussion.

Learning activities and teaching methods
Monologic (reading, lecture, briefing), Dialogic (discussion, interview, brainstorming), E-learning, Work with multi-media resources (texts, internet, IT technologies), Project-based learning, Practical training
  • Class attendance - 52 hours per semester
  • Preparation for classes - 1 hour per semester
  • Preparation for exam - 35 hours per semester
  • Semestral paper - 26 hours per semester
  • Preparation for credit - 13 hours per semester
Learning outcomes
This course aims 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 understanding of the management of the promotion mix. 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. Students are also able to explain the basic principles of communication campaign effectiveness, describe key functions of the various communication tools, design a communications campaign and defend their proposals.
Students must have knowledge of marketing management.

Assessment methods and criteria
Oral examination, Written examination, Essay, Seminar work, Self-reflection, Interim evaluation

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 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.
Recommended literature
  • Marketing & Media.
  • Marketing a komunikace.
  • Strategie.
  • Zákon č. 40/95 o regulaci reklamy.
  • Egan, J. Marketing communications (Second edition). London: Sage, 2015. ISBN 978-1-4462-5902-3.
  • HESKOVÁ, M., ŠTARCHOŇ, P. Marketingová komunikace a moderní trendy v marketingu.. Praha: Oeconomica, 2009.
  • 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.
  • Kotler, P., Armstrong, G., & Wong, V. Principles of marketing (5th European ed). Upper Saddle River, N.J: Pearson Prentice Hall., 2008. ISBN 978-0-273-71156-8.
  • Kotler, P., Wong, V., Saunders, J., Armstrong, G. Moderní marketing. Praha: Grada Publishing, 2007.

Study plans that include the course
Faculty Study plan (Version) Category of Branch/Specialization Recommended year of study Recommended semester
Faculty: Faculty of Economics Study plan (Version): Management and Business Economics (3) Category: Economy 2 Recommended year of study:2, Recommended semester: Winter
Faculty: Faculty of Economics Study plan (Version): Management of Commerce (1) Category: Economy 2 Recommended year of study:2, Recommended semester: Winter