| Course Unit Code | 116-0530/02 |
|---|
| Number of ECTS Credits Allocated | 4 ECTS credits |
|---|
| Type of Course Unit * | Choice-compulsory |
|---|
| Level of Course Unit * | First Cycle, Second Cycle |
|---|
| Year of Study * | |
|---|
| Semester when the Course Unit is delivered | Summer Semester |
|---|
| Mode of Delivery | Face-to-face |
|---|
| Language of Instruction | English |
|---|
| Prerequisites and Co-Requisites | Course succeeds to compulsory courses of previous semester |
|---|
| Name of Lecturer(s) | Personal ID | Name |
|---|
| SPA50 | doc. Ing. Vojtěch Spáčil, CSc. |
| 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. |
| Learning Outcomes of the Course Unit |
|---|
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 |
|---|
1. Integrated marketing communication.
2. Marketing communication models.
3. Targets and target groups of marketing communication.
4. Advertising.
5. Public relations.
6. Sponsoring.
7. Sales promotion.
8. Personal selling.
9. Direct marketing.
10. Marketing communication planning.
11. Assessment of marketing communication efficiency.
12. Applications of marketing communication.
13. Contemporary trends in marketing communication.
14. Institutional and legislation framework of marketing communication. |
| Recommended or Required Reading |
|---|
| Required Reading: |
|---|
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. |
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. |
| Recommended Reading: |
|---|
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. |
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. |
| Planned learning activities and teaching methods |
|---|
| Lectures, Tutorials, Project work, Practical training |
| Assesment methods and criteria |
|---|
| Tasks are not Defined |