Course: Marketing Communication

» List of faculties » EF » KMG
Course title Marketing Communication
Course code KMG/MKO
Organizational form of instruction Lecture + Seminary
Level of course Bachelor
Year of study not specified
Semester Winter
Number of ECTS credits 3
Language of instruction Czech
Status of course Compulsory-optional
Form of instruction Face-to-face
Work placements Course does not contain work placement
Recommended optional programme components None
  • Švandová Zuzana, Ing. Ph.D.
  • Burešová Jitka, Ing. Ph.D.
Course content
Lectures (topics): 1.Marketing communication and the marketing mix, basic concepts and terminology. 2.Communication process, theoretical background, methods and models. 3.Designing an enterprise communication strategy. 4.Marketing communication budget. 5.Advertising. 6.Personal sales. 7.Sales support. 8.Trade fairs and exhibitions. 9.Public relations. 10.Sponsoring. 11.Direct marketing, database marketing. 12.Direct sales - case study. 13.New trends in marketing communication - viral and guerrilla communication, electronic communication, communication of companies on social networks. 14.A practical example of marketing communication in an enterprise - a lecture by an expert. Seminars (topics): 1.Communication tools - basic terminology. 2.Electronic communication - examples. 3.Direct mail - samples of addressed mail in mailboxes. 4.Event marketing - examples of events for employees, business partners, and customers. 5.Product placement - examples of companies marketing communication. 6.Viral communication - examples of marketing communication. 7.Guerrilla communication - examples of marketing communication.

Learning activities and teaching methods
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
  • Semestral paper - 20 hours per semester
  • Class attendance - 42 hours per semester
Learning outcomes
The subject informs students in a more detailed way about different forms of markeitng communication, advertising, personnal selling, public relations, sales support, an exhibitioning and sponsorship.
Students obtain knowledge in given course in accordance with requirements and course programme. - to understand marketing communication in the content of marketing and the role of marketing communication in the marketing mix - to understand the relationship between advertising, personal selling, Public Relations, sponsorship, fairs and exhibitions, Direct marketing, Databases marketing, Direct Selling, Sales Promotion and the other forms of marketing communications. - to create awareness of methods and procedures for problem solving in marketing communication practice - the communication process, create strategy, the marketing communication budget.
Pre-requisites: study in the fields of Economics, Business, Management, Finance. Graduation of Marketing, basic marketing knowledge
----- or -----

Assessment methods and criteria
Written exam

Requirements for the credits: - participation on seminars - 80% - assessed seminar project of group coursework, that will be presented Exam: written - min. 70%
Recommended literature
  • BELCH George E. et Michael A. BELCH. Advertising and promotion: an integrated marketing communications perspective. New York:McGraw-Hill Education. ISBN 101260259315.
  • HEJLOVÁ Denisa. Public relations. Praha: GRADA Publishing, 2015. ISBN 978-80-247-5022-4.
  • JANOUCH Viktor. Internetový marketing. Brno: Computer Press, 2020. ISBN 978-80-251-5.
  • PŘIKRYLOVÁ Jana. Moderní marketingová komunikace. Praha: GRADA Publishing, 2019. ISBN 978-80-271-0787.

Study plans that include the course
Faculty Study plan (Version) Category of Branch/Specialization Recommended year of study Recommended semester