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Lecturer(s)
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Burešová Jitka, Ing. Ph.D.
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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.Corporate identity and image 3.Internal communication 4.Corporate culture 5.Brand management and evaluation 6.Communications with stakeholders and target market segments 7.Public relations 8.International advertising and promotion 9.B2B sector communications, External 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
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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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Horáková,STEJSKALOVÁ, D.; ŠKAPOVÁ. Strategie firemní komunikace.. Praha, 2008. 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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SVOBODA, V. Public relations - moderně a účinně. Praha, 2009. ISBN 978-80-247-2866-7.
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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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