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Marketing Communication

Marketing Communication
116-0530/01
angličtina Marketing Communication
116-0530/02
angličtina Marketing Communication
116-0530/03
angličtina

Summary

This module deals with basic elements and concepts of the marketing communication mainly within the consumer markets. The purpose is to show students the context within which marketing communication decisions are often made. The objective is to explain the develoment of strategies that enable organisations to communicate more effectively with their consumers.

Literature

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. 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 angličtina, angličtina, angličtina
Code 116-0530
Abbreviation MCE
Course title Marketing Communication
Coordinating department Department of Marketing and Business
Course coordinator doc. Ing. Vojtěch Spáčil, CSc.