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Marketing Communication

Type of study BachelorFollow-up Master
Language of instruction English
Code 116-0530/03
Abbreviation MCE
Course title Marketing Communication
Credits 5
Coordinating department Department of Marketing and Business
Course coordinator doc. Ing. Vojtěch Spáčil, CSc.

Subject syllabus

1. Integrated marketing communication.
2. Marketing communication models.
3. Target groups and objectives of marketing communication.
4. Advertising.
5. Public relations.
6. Sponsoring.
7. Sales promotion.
8. Personal selling.
9. Direct marketing.
10. Contemporary trends in marketing communication.
11. Marketing communication planning.
12. Assessment of marketing communication efficiency.
13. Applications of marketing communication.
14. Institutional and legislation framework of marketing communication.

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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