Ukončeno v akademickém roce 2020/2021

Marketing Communication

Type of study	Follow-up Master
Language of instruction	Czech
Code	116-0330/01
Abbreviation	MK
Course title	Marketing Communication
Credits	4
Coordinating department	Department of Marketing and Business
Course coordinator	doc. Ing. Vojtěch Spáčil, CSc.

Osnova předmětu

1. Marketing communication development and principles.
2. Integrated marketing communication.
3. Targets and target groups of marketing communication.
4. Advertising I.
5. Advertising II.
6. Public relations and sponsoring.
7. Sales promotion.
8. Personal selling.
9. Direct marketing.
10. Trades and exhibitions.
11. Contemporary trends in marketing communication.
12. Marketing communication planning.
13. Assessment of marketing communication efficiency.
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. 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. .
MORIARTY, S., MITCHELL. N. and W. WELLS. Advertising. Principles&Practice. 10th edition. New Jersey: Pearson Education, 2019. .

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. .
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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