| Course Unit Code | 116-0330/03 |
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| Number of ECTS Credits Allocated | 5 ECTS credits |
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| Type of Course Unit * | Choice-compulsory type B |
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| Level of Course Unit * | First Cycle |
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| Year of Study * | Second Year |
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| Semester when the Course Unit is delivered | Summer Semester |
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| Mode of Delivery | Face-to-face |
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| Language of Instruction | Czech |
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| Prerequisites and Co-Requisites | Course succeeds to compulsory courses of previous semester |
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| Name of Lecturer(s) | Personal ID | Name |
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| SPA50 | doc. Ing. Vojtěch Spáčil, CSc. |
| BAL045 | Ing. Tomáš Balcar |
| NAV121 | Ing. Tereza Prešnajderová, Ph.D. |
| Summary |
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| This cours deals the marketing communication mainly within the consumer markets. It is focused on theoretical terms identification as well as on development of creativeness and ability to solve practical problems from the area of marketing communication planning, managing and evaluation. |
| Learning Outcomes of the Course Unit |
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1. To outline the elements of marketing communication mix.
2. To design an optimal structure of marketing communication mix for a product within the consumer market.
3. To set up a plan for marketing communication activities.
4. To assess the marketing communication efficiency by means of measuring ang testing.
5. To judge the content of marketing communication activities in light of legislation and ethics. |
| Course Contents |
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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.
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| Recommended or Required Reading |
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| Required Reading: |
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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. |
KARLÍČEK, M. et al. Marketingová komunikace: Jak komunikovat na našem trhu. 2. vyd. Praha: Grada, 2016. 224 s. ISBN 978-80-247-3541-2.
PŘIKRYLOVÁ, Jana a kol. Moderní marketingová komunikace. 2. vyd. Praha: Grada, 2019. 344 s. ISBN 978-80-271-0787-2.
VYSEKALOVÁ, Jitka a Jiří MIKEŠ. Reklama. Jak dělat reklamu. 4. akt a dopl. vyd. Praha: Grada, 2018. 296 s. ISBN 978-80-247-5865-7. |
| Recommended Reading: |
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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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BUREŠOVÁ, Jitka. Online marketing: Od webových stránek k sociálním sítím. Praha: Grada, 2022. 288 s. ISBN 978-80-271-1680-5.
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.
VYSEKALOVÁ, Jitka a Jiří MIKEŠ. Image a firemní identita. 2. akt a rozš. vyd. Praha: Grada, 2020. 224 s. ISBN 978-80-271-2841-9.
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| Planned learning activities and teaching methods |
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| Lectures, Tutorials, Project work |
| Assesment methods and criteria |
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| Task Title | Task Type | Maximum Number of Points
(Act. for Subtasks) | Minimum Number of Points for Task Passing |
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| Credit and Examination | Credit and Examination | 100 (100) | 51 |
| Credit | Credit | 35 | 20 |
| Examination | Examination | 65 | 30 |