116-0330/03 – Marketing Communication (MK)
Gurantor department | Department of Marketing and Business | Credits | 5 |
Subject guarantor | doc. Ing. Vojtěch Spáčil, CSc. | Subject version guarantor | doc. Ing. Vojtěch Spáčil, CSc. |
Study level | undergraduate or graduate | Requirement | Choice-compulsory type B |
Year | 2 | Semester | summer |
| | Study language | Czech |
Year of introduction | 2019/2020 | Year of cancellation | |
Intended for the faculties | EKF | Intended for study types | Bachelor |
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:
Recommended literature:
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
Occurrence in study plans
Occurrence in special blocks
Assessment of instruction