| 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 |
| Lecturer(s) |
|---|
|
| 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)
|
| 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. |
| Prerequisites |
|
Pre-requisites: study in the fields of Economics, Business, Management, Finance. Graduation of Marketing, basic marketing knowledge
KMG/MK ----- or ----- KMG/MKG |
| 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 |
|
| Study plans that include the course |
| Faculty | Study plan (Version) | Category of Branch/Specialization | Recommended semester |
|---|