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Lecturer(s)
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Course content
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Lectures (topics): 1. The relationship between marketing communication and the marketing mix; definition of key terms. 2. Communication theory, processes, approaches and models. 3. Developing a communication strategy within an organisation. 4. Budgeting for marketing communication. 5. Offline advertising 6. Online advertising 7. Personal selling. 8. Sales promotion. 9. Trade fairs and exhibitions. 10. Public relations. 11. Sponsorship. 12. Direct marketing, database marketing. 13. Direct sales - a case study. 14. New trends in marketing communication Seminars (topics): 1. Communication tools - basic concepts 2. Product placement 3. Electronic communication 4. Viral and guerrilla communication 5. Event marketing 6. Augmented and virtual reality in marketing communication.
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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), Seminár, Students' portfolio
- 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
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Learning outcomes
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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.
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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
KMG/MK
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Assessment methods and criteria
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Written exam
Conditions communicated at the first seminar and lecture.
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Recommended literature
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BELCH George E. et Michael A. BELCH. Advertising and promotion: an integrated marketing communications perspective. New York: McGraw-Hill Education. ISBN 101260259315.
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EGAN John. Marketing communications. SAGE, 2023. ISBN 978-1-5297-8120-5.
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HEJLOVÁ Denisa. Public relations. Praha: GRADA Publishing, 2015. ISBN 978-80-247-5022-4.
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JANOUCH Viktor. Internetový marketing. Brno: Computer Press, 2020. ISBN 978-80-251-5.
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KOUDELKOVÁ Petra. Digitální marketing v nové éře regulace. 2026. ISBN 978-80-271-5910-9.
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PŘIKRYLOVÁ Jana. Moderní marketingová komunikace. Praha: GRADA Publishing, 2019. ISBN 978-80-271-0787.
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