LMS
https://lms.vsb.cz/course/view.php?id=132473
Marketing Communication
| Type of study | Bachelor |
|---|---|
| Language of instruction | Czech |
| Code | 116-0330/03 |
| Abbreviation | MK |
| Course title | Marketing Communication |
| Credits | 5 |
| Coordinating department | Department of Marketing and Business |
| Course coordinator | doc. Ing. Vojtěch Spáčil, CSc. |
Subject syllabus
1. Marketing communication development and principles.
2. Integrated marketing communication.
3. Targets and target groups of marketing communication.
4. Advertising .
5. Public relations and sponsoring.
6. Sales promotion.
7. Personal selling.
8. Direct marketing.
9. Trades and exhibitions.
10. Contemporary trends in marketing communication.
11. Marketing communication planning.
12. Assessment of marketing communication efficiency.
13. Institutional and legislation framework of marketing communication.
2. Integrated marketing communication.
3. Targets and target groups of marketing communication.
4. Advertising .
5. Public relations and sponsoring.
6. Sales promotion.
7. Personal selling.
8. Direct marketing.
9. Trades and exhibitions.
10. Contemporary trends in marketing communication.
11. Marketing communication planning.
12. Assessment of marketing communication efficiency.
13. Institutional and legislation framework of marketing communication.
E-learning
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 .
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.
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.