116-0530 – Marketingová komunikace (MCE)

Garantující katedraKatedra marketingu a obchodu
Garant předmětudoc. Ing. Vojtěch Spáčil, CSc.
Odkaz na web
Úroveň studiapregraduální nebo graduální
Verze předmětu
Kód verzeRok zavedeníRok zrušeníKredity
116-0530/01 2008/2009 2008/2009 4
116-0530/02 2009/2010 4
116-0530/03 2014/2015 5

Cíle předmětu vyjádřené dosaženými dovednostmi a kompetencemi

1. To outline the elements of marketing communication mix. 2. To design an optimal structure of marketing communication mix for a product within the consumer market. 3. To set up a plan for marketing communication activities. 4. To assess the marketing communication efficiency by means of measuring ang testing. 5. To judge the content of marketing communication activities in light of legislation and ethics.

Vyučovací metody

Přednášky
Cvičení (v učebně)
Projekt

Anotace

This module deals with basic elements and concepts of the marketing communication mainly within the consumer markets. The purpose is to show students the context within which marketing communication decisions are often made. The objective is to explain the develoment of strategies that enable organisations to communicate more effectively with their consumers.

Povinná literatura:

DE PELSMACKER, P., GEUENS, M. and J. VAN DEN BERGH. Marketing Communications: A European Perspective. 5th edition. New Jersey: Pearson Education, 2013. ISBN 978-0-273-77322-1. FILL, Chris. Marketing Communications: brands, experiences and participation. 6th edition. New Jersey: Pearson Education, 2013. ISBN 978-0-273-77054-1. MORIARTY, S., MITCHELL. N. and W. WELLS. Advertising. Principles&Practice. 8th edition. New Jersey: Pearson Education, 2013. ISBN 978-0-13-500938-3.

Doporučená literatura:

BELCH, G. E. and M. A. BELCH. Advertising and Promotion: An Integrated Marketing Communications Perspective. New York: McGraw-Hill/Irwin, 2012. ISBN 978-007-131440-4. CLOW, K. E. and D. BAACK. Integrated Advertising, Promotion and Marketing Communication. 3rd edition. New Jersey: Pearson Education, 2008. 544 p. ISBN-10: 0 132 38209 1. HACKLEY, Chris. Advertising & Promotion: An integrated Marketing Communications Approach. 2nd Edition. London: Sage, 2013. ISBN 978-1-84920-145-2.

Doporučené doplňkové aktivity v rámci studijního programu

Praxe jako součást předmětu

Prerekvizity

Předmět nemá žádné prerekvizity.

Korekvizity

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