116-0530/03 – Marketing Communication (MCE)
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 | Compulsory |
Year | 1 | Semester | summer |
| | Study language | English |
Year of introduction | 2014/2015 | Year of cancellation | |
Intended for the faculties | EKF | Intended for study types | Bachelor, Follow-up Master |
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 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:
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, exam – written test.
E-learning
Other requirements
Case studies, seminar paper, control test.
Prerequisities
Subject has no prerequisities.
Co-requisities
Subject has no co-requisities.
Subject syllabus:
1. Integrated marketing communication.
2. Marketing communication models.
3. Target groups and objectives of marketing communication.
4. Advertising.
5. Public relations.
6. Sponsoring.
7. Sales promotion.
8. Personal selling.
9. Direct marketing.
10. Contemporary trends in marketing communication.
11. Marketing communication planning.
12. Assessment of marketing communication efficiency.
13. Applications of marketing communication.
14. Institutional and legislation framework of marketing communication.
Conditions for subject completion
Occurrence in study plans
Occurrence in special blocks
Assessment of instruction