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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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Course programme: 1. The Role of Marketing Communication in the Marketing Mix 2. The Communication Process 3. Creative Strategy 4. The Marketing Communication Budget 5. An Example of an Integrated Marketing Communication Program 6. Advertising 7. Personal Selling 8. Public Relations 9. Sponsorship 10. Fairs and Exhibitions 11. Direct Marketing, Databases Marketing 12. Direct Selling 13. Sales Promotion 14. The other Forms of Marketing Communications.
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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 exam
- 20 hours per semester
- Semestral paper
- 20 hours per semester
- Class attendance
- 42 hours per semester
- Preparation for credit
- 10 hours per semester
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Learning outcomes
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The subject informs students in a more detailed way about different forms of firm? 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.
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Prerequisites
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Pre-requisites: study in the fields of Economics, Business, Management, Finance. Graduation of Marketing, basic marketing knowledge
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Assessment methods and criteria
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Written exam
Requirements for the credits: - participation on 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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FREY, Petr. Marketingová komunikace, to nejlepší z nových trendů. Praha: Management Press, 2008. ISBN 978-80-7261-160-7.
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PELSMACKER, Patrick de. Marketingová komunikace. Praha: Grada, 2003. ISBN 80-247-0254-.
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PŘIKRYLOVÁ, Jana a Hana JAHODOVÁ. PŘIKRYLOVÁ, Jana a Hana JAHODOVÁ. Moderní marketingová komunikace: Umění zaujmout.. Praha, 2010. ISBN 978-80-247-3622-.
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SVOBODA, Václav. Public relations moderně a účinně: Umění zaujmout.. Praha:Grada, 2009. ISBN 978-80-247-2866-7.
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ŠVANDOVÁ, Zuzana. Úvod do marketingové komunikace.. Liberec, 2012. ISBN 80-708-3637-7.
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Tellis,G.J. Reklama a podpora prodeje. Grada Praha, 2000. ISBN 80-7169-997-7.
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