PEMBAMAC Marketing Communication

School of Business Administration in Karvina
Winter 2023
Extent and Intensity
2/1/0. 6 credit(s). Type of Completion: zk (examination).
Ing. Kateřina Matušínská, Ph.D. (lecturer)
Guaranteed by
Ing. Kateřina Matušínská, Ph.D.
Department of Business Economics and Management - School of Business Administration in Karvina
Contact Person: Ing. Kateřina Matušínská, Ph.D.
Thu 8:05–9:40 A412
  • Timetable of Seminar Groups:
PEMBAMAC/01: Thu 9:45–10:30 A412, K. Matušínská
Prerequisites (in Czech)
Course Enrolment Limitations
The course is only offered to the students of the study fields the course is directly associated with.

The capacity limit for the course is 12 student(s).
Current registration and enrolment status: enrolled: 3/12, only registered: 1/12
fields of study / plans the course is directly associated with
Course objectives
The aim of this course is to offer the current comprehensive overview of the fundamentals, techniques and applications of marketing communications.
  • 1. Defining the main terms in marketing communication, marketing communication mix
    Definition and development of marketing communication. Basic concepts related to marketing and marketing communications. Brief characteristics of individual elements of marketing communication mix - advertising, sales promotion, personal sales, public relations, direct marketing, sponsorship and online marketing communication. Integrated marketing communication.
    2. Communication goals, communication process, STP
    General objectives of marketing communication. Lasswell´s communication scheme. Cybernetic model of communication. Model AIDA, DAGMAR. Opinion leadership. Teasing in marketing communication. Segmentation – definition, characterization of segments, segmentation criteria, reverse segmentation. Targeting - definition, targeting strategy, market niche. Positioning - definition and meaning, types of position strategies, position map, repositioning.
    3. Above the line marketing communication
    Importance and characteristics of advertising. Types of ads according to various aspects. Specific forms of advertising - B2B advertising, in-door advertising, cooperative advertising, comparative, subliminal, misleading and social advertising. Medial mix - classic media and ambient media. Emotions and spokespersons in advertising. Psychology in advertising.
    4. Below the line marketing communication
    Sales Support - definition, sales support types, tools, sensory marketing, merchandising, pop-up stores. Personal selling - definition, meaning of body language. Public relations - definition, tools, internal vs. external public, publicity, lobbying, CSR, corporate identity and corporate image. Direct marketing - definition, addressable and non-addressable media, legislation, loyalty programs, CRM, geomarketing. Sponsorship - definition, types of sponsorship, ambush sponsorship, sponsorship fit. Online marketing communication - current trends, web presentation, social media.
    5. Planning of marketing communication and measuring of the marketing communication efficiency
    The planning process of marketing communication campaign: situation analysis, objectives and target groups of marketing communications, budget, strategy (marketing communication mix, medial mix, push and pull strategy), coordination and integration of marketing communication and its implementation. Selected media terms. Signmaking. Case studies of IMC. Measuring of the marketing communication efficiency: the impact versus outreach, basic concepts and methods of marketing research, testing regarding the time, storyboard, application of qualitative methods - semantic differential, projective techniques, focus group, electronic methods of data collection - peoplemeter, audiometer, eye camera, RFID, psychogalvanometer, audiometer, tachystoscope.
    6. New trends in marketing communication
    Marketing communication mix off-line versus off-line. Importance of new trends in marketing communication and their use in practice. Characteristics, meaning and tools of guerilla marketing, viral marketing, product placement, digital marketing, affiliate marketing, content marketing, experiential marketing, green marketing and others.
    7. Marketing communication and branding
    Brand importance in marketing. Brand positioning and its benefits and graphic visualization. Rebranding versus repositioning. Requirements for the brand. Basic brand functions. System approach to branding. Brand equity. Brand equity models. Brand management. Brand strategies. The selected terminology from branding as brand ambassador, private brand, trade mark, co-branding, internal branding, vitality of brand, brand caliber and others.
    8. Specifics of marketing communication in selected markets with an emphasis on international markets and specifics of marketing communication in crisis period of company
    Services marketing. Non-profit organizations marketing. B2B marketing. International marketing. Crisis situations. Types of crisis. The effect of corporate reputation during times of crisis. Crisis planning. Crisis communication team. Crisis manual. Communication strategies in crisis period.
    required literature
  • MATUŠÍNSKÁ, K, V BRACINÍKOVÁ and M STOKLASA. Essentials Aspects of Marketing Communications in a Digital Era. 2nd. Karviná: SU OPF Karviná, 2017. ISBN 978-80-7510-244-7. info
  • PELSMACKER, P, M GEUENS and J BERGH. Marketing Communications: a European Perspective. 7th. Harlow: Pearson Education Limited, 2021. ISBN 978-1-292-32789-1. info
    recommended literature
  • ANG, L. Principles of Integrated Marketing Communications. Melbourne: Cambridge University Press, 2014. ISBN 978-1-107-64918-7. info
  • BLAKEMAN, R. Integrated Marketing Communication: Creative strategy from Idea to Implementation. 3th. London: Rowman & Littlefield, 2018. ISBN 978-1-5381-0105-6. info
  • HACKLEY, CH and HACKLEY. Advertising & Promotion. 5th. London: Sage Publications Ltd, 2021. ISBN 978-1-5297-1850-8. info
  • KOTLER, Philip and Kevin Lane KELLER. Marketing Management. 15th. Harlow: Pearson Education Limited, 2016. ISBN 978-1-292-09262-1. info
  • ROSSITER, R J, L PERCY and L BERGKVIST. Marketing Communications: Objectives, Strategy, Tactics. London: Sage Publications Ltd, 2018. ISBN 978-1-5264-3865-2. info
  • CLOW, K and BAACK. Integrated Advertising, Promotion, and Marketing Communications. 9th. Harlow: Pearson Education Limited, 2022. ISBN 978-1-292-41121-7. info
Teaching methods
lecture, seminar
Assessment methods
min. 50% attendance in seminars, seminar work and its presentation (40% assessment), written exam (60% assessment)
Language of instruction
Further Comments
Study Materials
The course is also listed under the following terms Winter 2021, Winter 2022.
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