116-0530/02 – Marketing Communication (MCE)

Gurantor departmentDepartment of Marketing and BusinessCredits4
Subject guarantordoc. Ing. Vojtěch Spáčil, CSc.Subject version guarantordoc. Ing. Vojtěch Spáčil, CSc.
Study levelundergraduate or graduate
Study languageEnglish
Year of introduction2009/2010Year of cancellation
Intended for the facultiesEKF, FEIIntended for study typesBachelor, Follow-up Master
Instruction secured by
LoginNameTuitorTeacher giving lectures
NAV121 Ing. Tereza Prešnajderová, Ph.D.
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+0

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

Project work


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.

Compulsory literature:

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.

Recommended literature:

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.

Way of continuous check of knowledge in the course of semester


Other requirements

Solving case studies, submitting seminar work, writing control test.


Subject has no prerequisities.


Subject has no co-requisities.

Subject syllabus:

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

Conditions for subject completion

Full-time form (validity from: 2009/2010 Summer semester)
Task nameType of taskMax. number of points
(act. for subtasks)
Min. number of points
Exercises evaluation and Examination Credit and Examination 100 (100) 51
        Exercises evaluation Credit 35  16
        Examination Examination 65  35
Mandatory attendence parzicipation:

Show history

Occurrence in study plans

Academic yearProgrammeField of studySpec.ZaměřeníFormStudy language Tut. centreYearWSType of duty
2010/2011 (N6208) Economics and Management (6208T062) Marketing and Business (00) Marketing and Business P Czech Ostrava 1 Compulsory study plan
2009/2010 (N6208) Economics and Management (6208T062) Marketing and Business (00) Marketing and Business P Czech Ostrava 2 Compulsory study plan

Occurrence in special blocks

Block nameAcademic yearForm of studyStudy language YearWSType of blockBlock owner
Incoming Students 2014/2015 Full-time Czech Choice-compulsory 163 - International Office stu. block
Incoming students 2013/2014 Full-time Czech Choice-compulsory 163 - International Office stu. block
Incoming Students 2012/2013 Full-time Czech Choice-compulsory 163 - International Office stu. block