116-0530/03 – Marketing Communication (MCE)

Gurantor departmentDepartment of Marketing and BusinessCredits5
Subject guarantordoc. Ing. Vojtěch Spáčil, CSc.Subject version guarantordoc. Ing. Vojtěch Spáčil, CSc.
Study levelundergraduate or graduateRequirementCompulsory
Year1Semestersummer
Study languageEnglish
Year of introduction2014/2015Year of cancellation
Intended for the facultiesEKFIntended for study typesFollow-up Master, Bachelor
Instruction secured by
LoginNameTuitorTeacher giving lectures
PAW031 Ing. Pavlína Kozáková, 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+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 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. 6th edition. New Jersey: Pearson Education, 2017. ISBN 978-1-292-13576-2. 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, 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

Full-time form (validity from: 2014/2015 Summer semester, validity until: 2021/2022 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 40  20
        Examination Examination 60  31 3
Mandatory attendence participation: 50% participation on seminars

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Conditions for subject completion and attendance at the exercises within ISP: working out seminars projects, pair presentation, mid-term test

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Occurrence in study plans

Academic yearProgrammeField of studySpec.ZaměřeníFormStudy language Tut. centreYearWSType of duty
2022/2023 (B0413A050047) Business Administration P English Ostrava 3 Compulsory study plan
2019/2020 (N6208) Economics and Management (6208T062) Marketing and Business P English Ostrava 1 Compulsory study plan
2018/2019 (N6208) Economics and Management (6208T062) Marketing and Business P English Ostrava 1 Compulsory study plan
2017/2018 (N6208) Economics and Management (6208T062) Marketing and Business P English Ostrava 1 Compulsory study plan
2016/2017 (N6208) Economics and Management (6208T062) Marketing and Business P English Ostrava 1 Compulsory study plan
2015/2016 (N6208) Economics and Management (6208T062) Marketing and Business P English Ostrava 1 Compulsory study plan
2014/2015 (N6208) Economics and Management (6208T062) Marketing and Business (00) Marketing and Business P Czech Ostrava 1 Compulsory study plan
2014/2015 (N6208) Economics and Management (6208T062) Marketing and Business P Czech Ostrava 1 Choice-compulsory study plan

Occurrence in special blocks

Block nameAcademic yearForm of studyStudy language YearWSType of blockBlock owner

Assessment of instruction



2015/2016 Summer