1. Integrated marketing communication. Marketing communication mix. Company communication integration. Integration levels. Barriers of integrated communication. Integrated communication plan.
2. Marketing communication models. Hierarchy efekts model. Model of attitudes creation and alternation. Irritation model. Brand mistake model.
3. Targets and target groups of marketing communication. Marketing communication targets. Factors influencing creation of marketing communication targets. Market segmentation. Targeting. Positioning.
4. Advertising. Advertising definition. Informative, persuasive and reminded advertising. Reasonable and emotional advertising. Communication message creation with respect to communication targets. Advertising instruments. Research for advertising.
5. Public relations. Importance of public relations. PR target groups. PR instruments. Corporation identity. Lobbying. Role of PR in critical situations.
6. Sponsoring. Principle of sponsoring. Possibilities of sponsoring utilization. Sponsoring target groups. Types of sponsoring programms.
7. Sales promotion. Targets and target groups of sales promotion. Sales promotion instruments and their utilization. Marketing communication in the point of sale. Marchandising. Roles of exhibitions and trade fairs in marketing communication.
8. Personal selling. Utilization of personal selling in marketing communication. Phases of personal selling. Sellers management. Seller‘s personality. Multi-level marketing.
9. Direct marketing. Principle and targets of direct marketing. Types and instruments for direct marketing. Telemarketing. Direct mail. Database marketing. Customer relationship management.
10. Marketing communication planning. Marketing communication budget creation. Marketing communication strategies. Media planning. Media choice. Marketing communication activities implementation and coordination.
11. Assessment of marketing communication efficiency. Possibilities of measurement and testing of marketing communication efficiency. Advertisement evaluation. Measurement of PR and sponsoring efficiency.
12. Applications of marketing communication. E-communication. Marketing communication on B2B markets. International marketing communication.
13. Contemporary trends in marketing communication. Event marketing. Product placement. Guerilla marketing. Viral marketing. Social marketing.
14. Institutional and legislation framework of marketing communication. Associations and agencies for marketing communication. Advertising and PR agencies. Marketing communication agencies choise. Advertisement legal regulations in Czech Republic. Ethics in marketing communication.
2. Marketing communication models. Hierarchy efekts model. Model of attitudes creation and alternation. Irritation model. Brand mistake model.
3. Targets and target groups of marketing communication. Marketing communication targets. Factors influencing creation of marketing communication targets. Market segmentation. Targeting. Positioning.
4. Advertising. Advertising definition. Informative, persuasive and reminded advertising. Reasonable and emotional advertising. Communication message creation with respect to communication targets. Advertising instruments. Research for advertising.
5. Public relations. Importance of public relations. PR target groups. PR instruments. Corporation identity. Lobbying. Role of PR in critical situations.
6. Sponsoring. Principle of sponsoring. Possibilities of sponsoring utilization. Sponsoring target groups. Types of sponsoring programms.
7. Sales promotion. Targets and target groups of sales promotion. Sales promotion instruments and their utilization. Marketing communication in the point of sale. Marchandising. Roles of exhibitions and trade fairs in marketing communication.
8. Personal selling. Utilization of personal selling in marketing communication. Phases of personal selling. Sellers management. Seller‘s personality. Multi-level marketing.
9. Direct marketing. Principle and targets of direct marketing. Types and instruments for direct marketing. Telemarketing. Direct mail. Database marketing. Customer relationship management.
10. Marketing communication planning. Marketing communication budget creation. Marketing communication strategies. Media planning. Media choice. Marketing communication activities implementation and coordination.
11. Assessment of marketing communication efficiency. Possibilities of measurement and testing of marketing communication efficiency. Advertisement evaluation. Measurement of PR and sponsoring efficiency.
12. Applications of marketing communication. E-communication. Marketing communication on B2B markets. International marketing communication.
13. Contemporary trends in marketing communication. Event marketing. Product placement. Guerilla marketing. Viral marketing. Social marketing.
14. Institutional and legislation framework of marketing communication. Associations and agencies for marketing communication. Advertising and PR agencies. Marketing communication agencies choise. Advertisement legal regulations in Czech Republic. Ethics in marketing communication.