116-0330/03 – Marketing Communication (MK)

Gurantor departmentDepartment of Marketing and BusinessCredits5
Subject guarantordoc. Ing. Vojtěch Spáčil, CSc.Subject version guarantordoc. Ing. Vojtěch Spáčil, CSc.
Study levelundergraduate or graduateRequirementChoice-compulsory type B
Year2Semestersummer
Study languageCzech
Year of introduction2019/2020Year of cancellation
Intended for the facultiesEKFIntended for study typesBachelor
Instruction secured by
LoginNameTuitorTeacher giving lectures
BAL045 Ing. Tomáš Balcar
NAV121 Ing. Tereza Prešnajderová, Ph.D.
SKA0137 Ing. Adam Skácel
SPA50 doc. Ing. Vojtěch Spáčil, CSc.
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

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.

Way of continuous check of knowledge in the course of semester

Individual and team solution of case studies, the presentation of team semester project, mid-term text, mixed exam – written test and oral exam.

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: 2019/2020 Summer semester)
Task nameType of taskMax. number of points
(act. for subtasks)
Min. number of pointsMax. počet pokusů
Credit and Examination Credit and Examination 100 (100) 51
        Credit Credit 35  20
        Examination Examination 65  30 3
Mandatory attendence participation: Participation of 50% on seminars.

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Conditions for subject completion and attendance at the exercises within ISP: In order to receive credit, you must participate in the semester project, make a paired presentation, and complete individual assignments in consultation with the teacher.

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Occurrence in study plans

Academic yearProgrammeBranch/spec.Spec.ZaměřeníFormStudy language Tut. centreYearWSType of duty
2024/2025 (B0311A050015) Informatics in Economy P Czech Ostrava 2 Choice-compulsory type B study plan
2024/2025 (B0414A050001) Marketing (S02) Marketing and business P Czech Šumperk 2 Choice-compulsory type B study plan
2024/2025 (B0414A050001) Marketing (S02) Marketing and business P Czech Ostrava 2 Choice-compulsory type B study plan
2024/2025 (B0414A050001) Marketing (S01) Marketing Communication MK P Czech Ostrava 1 Compulsory study plan
2023/2024 (B0311A050015) Informatics in Economy P Czech Ostrava 2 Choice-compulsory type B study plan
2023/2024 (B0414A050001) Marketing (S02) Marketing and business P Czech Šumperk 2 Choice-compulsory type B study plan
2023/2024 (B0414A050001) Marketing (S02) Marketing and business P Czech Ostrava 2 Choice-compulsory type B study plan
2023/2024 (B0414A050001) Marketing (S01) Marketing Communication MK P Czech Ostrava 1 Compulsory study plan
2022/2023 (B0311A050015) Informatics in Economy P Czech Ostrava 2 Choice-compulsory type B study plan
2022/2023 (B0414A050001) Marketing (S02) Marketing and business P Czech Ostrava 2 Choice-compulsory type B study plan
2022/2023 (B0414A050001) Marketing (S01) Marketing Communication MK P Czech Ostrava 1 Compulsory study plan
2022/2023 (B0414A050001) Marketing (S02) Marketing and business P Czech Šumperk 2 Choice-compulsory type B study plan
2021/2022 (B0414A050001) Marketing (S02) Marketing and business P Czech Ostrava 2 Choice-compulsory type B study plan
2021/2022 (B0414A050001) Marketing (S01) Marketing Communication MK P Czech Ostrava 1 Compulsory study plan
2020/2021 (B0414A050001) Marketing (S01) Marketing Communication MK P Czech Ostrava 1 Compulsory study plan
2020/2021 (B0414A050001) Marketing (S02) Marketing and business P Czech Ostrava 2 Choice-compulsory type B study plan
2019/2020 (B0414A050001) Marketing (S01) Marketing Communication MK P Czech Ostrava 1 Compulsory study plan
2019/2020 (B0414A050001) Marketing (S02) Marketing and business P Czech Ostrava 2 Choice-compulsory type B study plan

Occurrence in special blocks

Block nameAcademic yearForm of studyStudy language YearWSType of blockBlock owner

Assessment of instruction



2022/2023 Summer
2021/2022 Summer
2020/2021 Summer
2019/2020 Summer