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Marketing Communication

Marketing Communication
116-0330/01
čeština Marketing Communication
116-0330/02
čeština Marketing Communication
116-0330/03
čeština Marketing Communication
116-0330/04
čeština

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.

Literature

DE PELSMACKER, P., GEUENS, M. and J. VAN DEN BERGH. Marketing Communications: A European Perspective. 7th ed. New Jersey: Pearson Education, 2021. ISBN 978-1-292327891.
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 .

Advised 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.


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Language of instruction čeština, čeština, čeština, čeština
Code 116-0330
Abbreviation MK
Course title Marketing Communication
Coordinating department Department of Marketing and Business
Course coordinator doc. Ing. Vojtěch Spáčil, CSc.