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Lecturer(s)
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Švandová Zuzana, Ing. Ph.D.
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Course content
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Lectures: 1.Strategy of corporate communication 2.Communications with stakeholders and target market segments 3.Corporate identity and image 4.Corporate culture 5.Brand management and evaluation 6.Company's internal communications 7.Public relations 8.Media relations 9.Crisis communication 10. Marketing communication - optimization of communications mix 11.International advertising and promotion 12.B2B sector communications 13.External corporate communications 14.Case study - corporate communications Seminars: 1.Integrated communication - case study 2.Corporate design, Corporate image analysis 3.Internal communication - case study 4.Brand strategy, Creating a brand, positioning - case study 5.Crisis communication - case study
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Learning activities and teaching methods
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Monological explanation (lecture, presentation,briefing), Dialogue metods(conversation,discussion,brainstorming), Self-study (text study, reading, problematic tasks, practical tasks, experiments, research, written assignments)
- Preparation for credit
- 10 hours per semester
- Preparation for exam
- 20 hours per semester
- Class attendance
- 42 hours per semester
- Semestral paper
- 20 hours per semester
- Home preparation for classes
- 20 hours per semester
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Learning outcomes
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The subject acquaints students with corporate communication. In a detail it informs students about strategy, internal corporate communications, corporate identity and image, corporate culture. It explains communications with customers, brand communications, public relations, B2B communications and international communications.
Student obtains knowledge in accordance with requirements and the course programme. - understands marketing communication in the content of marketing - understands the relationship between internal and external communications, media and methods of internal communication, communications with trading companies, customers B2C and B2B communications. - creates awareness of methods and procedures for corporate communication problem solving in practice.
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Prerequisites
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Study in the fields of Business, Management. Graduation of Marketing, Marketing Communication, Marketing Research.
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Assessment methods and criteria
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Written exam
- - participation in seminars - 80% - - assessed seminar project of group coursework, that will be presented Exam: written - min. 70%
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Recommended literature
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HEJLOVÁ, D. Public relations. Praha: Grada Publishing, 2015. ISBN 978-80-247-5022-4.
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HORÁKOVÁ, I., STEJSKALOVÁ, D., ŠKAPOVÁ, H. Strategie firemní komunikace. Management Press, 2000. ISBN 978-80-7261-178-2.
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KARLÍČEK, M. a P. KRÁL. Marketingová komunikace: Jak komunikovat na našem trhu. Praha, 2011. ISBN 978-80-247-3541-2.
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KELLER, K. Strategické řízení značky. Praha, 2007. ISBN 978-80-247-1481-3.
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TAYLOR, D. Brand management- budování značky od vize k cíli. Brno, 2007. ISBN 978-80-251-1818-4.
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VYSEKALOVÁ,J.; MIKEŠ,J. Image a firemní identita. Praha, 2009. ISBN 978-80-247-2790-5.
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ZOOK,Z and P.R. SMITH. Marketing Communications: Offline and Online Integration,Engagement and Analytics. London: Kogan Page, 2016. ISBN 978-0749473402.
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