PEMBKMCO Marketing Communication

School of Business Administration in Karvina
Winter 2021
Extent and Intensity
12/0/0. 5 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.
Fri 24. 9. 9:45–11:20 A211, Fri 22. 10. 9:45–11:20 A211, Fri 26. 11. 9:45–11:20 A211
FAKULTA ( OPF ) && TYP_STUDIA ( B ) && FORMA ( K ) && ( MARBAMAR Marketing || MARBEMAR Marketing || MARBKMAR Marketing || MARBPMAR Marketing || PEMBAMAG Marketing || PEMBAMAR Marketing || PEMBEMAR Marketing || PEMBKMAG Marketing || PEMBKMAR Marketing || PEMBKMKT Marketing || PEMBPMAG Marketing || PEMBPMAR Marketing || PEMBPMKT Marketing ) && ROCNIK ( 3 )
Successfull completion of course is conditioned by successfully passing of the basic course Marketing.
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 28 student(s).
Current registration and enrolment status: enrolled: 1/28, only registered: 0/28
fields of study / plans the course is directly associated with
Course objectives
The aim of the course is to get students acquainted with basic terms of marketing communication theory. Students are led to understand implementation methods of different kinds of marketing communication used for obtaining better position of a company on the market. They are studying how to create and use advertisement and its particular types, how to use and develop sales support, personal selling, direct marketing, Public Relations and sponsoring. Lectures are also focused on use of up-to-date trends in marketing communication, media and advertising agencies planning and marketing communication legislative restrictions. The ability and art of creative management in the above mentioned areas of interest are becoming significant advantage for a trade company on an increasingly competitive environment.
  • 1. Definition of main terms in the area of marketing communication, sense and purpose of segmentation, targeting, positioning, target groups.
    2. Marketing communication aims and communication process
    3. Marketing communication regulation, ethics in advertisement, international regulation
    4. Market in the area of advertisement and advertising agencies, their characteristics
    5. Advertisement
    6. The role of psychology in advertising
    7. Emotions and participants in advertising message, social advertisement
    8. Sales support definition, its planning and usage
    9. Personal selling
    10. Public Relations, Sponsoring, Event marketing
    11. Direct marketing
    12. Communication mix planning, budgeting, valuation of different instruments efficiency
    13. Measurement and testing of advertisement and sales support impact
    required literature
  • MATUŠÍNSKÁ, K., STOKLASA, M. Marketing Communication. Karviná: OPF Karviná, 2014. ISBN 978-80-7510-041-2. info
  • KIMMEL, A. J. Marketing Communication: new approaches, technologies and styles (selected chapters). Oxford University Press, 2005. ISBN 978-0-19-927695-0. info
  • COPLEY, P. Marketing communications management: concepts and theories, cases and practices. Amsterdam: Elsevier, 2004. ISBN 0-7506-5294-2. info
  • VAREY, R. J. Marketing communication: principles and practice (selected chapters). London: Routledge, 2002. ISBN 0-415-23040-3. info
    recommended literature
  • MATUŠÍNSKÁ, K., STOKLASA, M. Marketing in Theory and Practice in a new and modern way. Karviná: OPF Karviná, 2014. ISBN 978-80-7510-044-3. info
  • SMITH, P.R. a Z. ZOOK. Marketing Communications: Integrating Offline and Online with Social Media. 2011. ISBN 9780749461935. info
  • PERCY, L. Strategic Integrated Marketin Communication: Theory and Practice. 2008. ISBN 9780080878294. info
  • PELSMACKER, P., GEUENS, M., BERGH, J. Marketing communications - European perspective (selected chapters). Prentice Hall, 2007. ISBN 978-0-273-70693-9. info
  • WOOD, G.,. Marketing Communications. 2005. ISBN 9780080501314. info
  • GOVONI, N. A. P. Dictionary of Marketing Communications. 2004. ISBN 9780080878294. info
  • KITCHEN, P. J. a P. de PELSMACKER. Integrated Marketing Communications: A Primer. 2004. ISBN 9780203502860. info
  • SMITH, P. R., TAYLOR, J. Marketing communications (selected chapters). London: Kogan Page, 2004. ISBN 0-7494-4265-4. info
  • BLYTHE, J. Essentials of Marketing Communications (selected chapters). Harlow: Pearson Education Limited, 2003. ISBN 0-273-65858-1. info
  • BRIERLEY, S. The Advertising Handbook (selected chapters). London: Routledge, 2002. ISBN 0-415-24391-2. info
  • HARRISON, S. Public Relations: an introduction. London: Thomson, 2000. ISBN 1-86152-547-8. info
Teaching methods
One-to-One tutorial
Skills demonstration
Students' self-study
Assessment methods
Written exam
Language of instruction
Further comments (probably available only in Czech)
Study Materials
The course can also be completed outside the examination period.
Information on the extent and intensity of the course: Přednáška 12 HOD/SEM.
Teacher's information
Seminar work, written exam
ActivityDifficulty [h]
Ostatní studijní zátěž97
The course is also listed under the following terms Winter 2014, Winter 2015, Winter 2016, Winter 2017, Winter 2018, Winter 2019, Winter 2020.
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