Ukončeno v akademickém roce 2020/2021

Marketingová komunikace

Typ studia	bakalářskénavazující magisterské
Jazyk výuky	angličtina
Kód	116-0530/02
Zkratka	MCE
Název předmětu česky	Marketingová komunikace
Název předmětu anglicky	Marketing Communication
Kreditů	4
Garantující katedra	Katedra marketingu a obchodu
Garant předmětu	doc. Ing. Vojtěch Spáčil, CSc.

Osnova předmětu

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.

Povinná literatura

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. .
MORIARTY, S., MITCHELL. N. and W. WELLS. Advertising. Principles&Practice. 10th edition. New Jersey: Pearson Education, 2019. .

Doporučená literatura

BELCH, G. E. and M. A. BELCH. Advertising and Promotion: An Integrated Marketing Communications Perspective. 11th edition New York: McGraw-Hill/Irwin, 2018. .
CLOW, K. E. and D. BAACK. Integrated Advertising, Promotion and Marketing Communication. 8th edition. New Jersey: Pearson Education, 2018. .
HACKLEY, Chris. Advertising & Promotion: An integrated Marketing Communications Approach. 2nd Edition. London: Sage, 2013. ISBN 978-1-84920-145-2.

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