116-0330/01 – Marketing Communication (MK)

Gurantor departmentDepartment of Marketing and BusinessCredits4
Subject guarantordoc. Ing. Vojtěch Spáčil, CSc.Subject version guarantordoc. Ing. Vojtěch Spáčil, CSc.
Study levelundergraduate or graduateRequirementCompulsory
Year1Semestersummer
Study languageCzech
Year of introduction2009/2010Year of cancellation2020/2021
Intended for the facultiesEKFIntended for study typesFollow-up Master
Instruction secured by
LoginNameTuitorTeacher giving lectures
FIC0020 Mgr. Slavomíra Ficeriová
PAW031 Ing. Pavlína Kozáková, Ph.D.
SPA50 doc. Ing. Vojtěch Spáčil, CSc.
VIL0054 Ing. Miriam Vilášková
Extent of instruction for forms of study
Form of studyWay of compl.Extent
Full-time Credit and Examination 2+2

Subject aims expressed by acquired skills and competences

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.

Teaching methods

Lectures
Tutorials
Project work
Practical training

Summary

This cours deals the marketing communication mainly within the consumer markets. It is focused on theoretical terms identification as well as on development of creativeness and ability to solve practical problems from the area of marketing communication planning, managing and evaluation.

Compulsory literature:

DE PELSMACKER, P., GEUENS, M. and J. VAN DEN BERGH. Marketing Communications: A European Perspective. 7th ed. New Jersey: Pearson Education, 2021. ISBN 978-1-292327891. FILL, Chris. Marketing Communications: Brands, Experiences and Participation. 8th edition. New Jersey: Pearson Education, 2019. ISBN 978-1-292-23500-4. MORIARTY, S., MITCHELL. N. and W. WELLS. Advertising. Principles&Practice. 10th edition. New Jersey: Pearson Education, 2019. ISBN 9780134480435.

Recommended literature:

BELCH, G. E. and M. A. BELCH. Advertising and Promotion: An Integrated Marketing Communications Perspective. 11th edition New York: McGraw-Hill/Irwin, 2018. ISBN 9781259548147. CLOW, K. E. and D. BAACK. Integrated Advertising, Promotion and Marketing Communication. 8th edition. New Jersey: Pearson Education, 2018. ISBN 9780134484136. HACKLEY, Chris. Advertising & Promotion: An integrated Marketing Communications Approach. 2nd Edition. London: Sage, 2013. ISBN 978-1-84920-145-2.

Additional study materials

Way of continuous check of knowledge in the course of semester

Individuální a týmové řešení případových studií, prezentace týmového semestrálního projektu, zápočtový test, kombinovaná zkouška – písemný test a ústní zkouška.

E-learning

Other requirements

Psychology is the prerequsite.

Prerequisities

Subject has no prerequisities.

Co-requisities

Subject has no co-requisities.

Subject syllabus:

1. Marketing communication development and principles. 2. Integrated marketing communication. 3. Targets and target groups of marketing communication. 4. Advertising I. 5. Advertising II. 6. Public relations and sponsoring. 7. Sales promotion. 8. Personal selling. 9. Direct marketing. 10. Trades and exhibitions. 11. Contemporary trends in marketing communication. 12. Marketing communication planning. 13. Assessment of marketing communication efficiency. 14. Institutional and legislation framework of marketing communication.

Conditions for subject completion

Full-time form (validity from: 2009/2010 Summer semester, validity until: 2017/2018 Summer semester)
Task nameType of taskMax. number of points
(act. for subtasks)		Min. number of pointsMax. počet pokusů
Exercises evaluation and Examination Credit and Examination 100 (100) 51
        Exercises evaluation Credit 35  16
        Examination Examination 65  35 3
Mandatory attendence participation: 50% of participation on seminars

Show history

Conditions for subject completion and attendance at the exercises within ISP:

Show history

Occurrence in study plans

Academic yearProgrammeBranch/spec.Spec.ZaměřeníFormStudy language Tut. centreYearWSType of duty
2019/2020 (N6208) Economics and Management (6208T062) Marketing and Business P Czech Ostrava 1 Compulsory study plan
2018/2019 (N6208) Economics and Management (6208T062) Marketing and Business P Czech Ostrava 1 Compulsory study plan
2017/2018 (N6208) Economics and Management (6208T062) Marketing and Business P Czech Ostrava 1 Compulsory study plan
2016/2017 (N6208) Economics and Management (6208T062) Marketing and Business P Czech Ostrava 1 Compulsory study plan
2015/2016 (N6208) Economics and Management (6208T062) Marketing and Business P Czech Ostrava 1 Compulsory study plan
2014/2015 (N6208) Economics and Management (6208T062) Marketing and Business P Czech Ostrava 1 Compulsory study plan
2014/2015 (N6202) Economic Policy and Administration (6202T095) Economics and Law in Journalism P Czech Ostrava 1 Compulsory study plan
2013/2014 (N6208) Economics and Management (6208T062) Marketing and Business P Czech Ostrava 1 Compulsory study plan
2013/2014 (N6208) Economics and Management (6208T062) Marketing and Business (01) Marketing and Business P Czech Ostrava 1 Compulsory study plan
2013/2014 (N6202) Economic Policy and Administration (6202T095) Economics and Law in Journalism P Czech Ostrava 1 Compulsory study plan
2012/2013 (N6208) Economics and Management (6208T062) Marketing and Business (01) Marketing and Business P Czech Ostrava 1 Compulsory study plan
2012/2013 (N6202) Economic Policy and Administration (6202T095) Economics and Law in Journalism P Czech Ostrava 1 Compulsory study plan
2011/2012 (N6208) Economics and Management (6208T062) Marketing and Business (01) Marketing and Business P Czech Ostrava 1 Compulsory study plan
2011/2012 (N6202) Economic Policy and Administration (6202T095) Economics and Law in Journalism P Czech Ostrava 1 Compulsory study plan
2010/2011 (N6202) Economic Policy and Administration (6202T095) Economics and Law in Journalism P Czech Ostrava 1 Compulsory study plan
2010/2011 (N6208) Economics and Management (6208T062) Marketing and Business (01) Marketing and Business P Czech Ostrava 1 Compulsory study plan
2009/2010 (N6208) Economics and Management (6208T062) Marketing and Business (01) Marketing and Business P Czech Ostrava 1 Compulsory study plan
2009/2010 (N6202) Economic Policy and Administration (6202T095) Economics and Law in Journalism P Czech Ostrava 1 Compulsory study plan

Occurrence in special blocks

Block nameAcademic yearForm of studyStudy language YearWSType of blockBlock owner

Assessment of instruction



2019/2020 Summer
2018/2019 Summer
2016/2017 Summer
2015/2016 Summer
2013/2014 Summer
2012/2013 Summer
2011/2012 Summer
2010/2011 Summer
2009/2010 Summer