MARPMAKA Marketing Communication

Obchodně podnikatelská fakulta v Karviné
léto 2010
Rozsah
2/1/0. 3 kr. Ukončení: z.
Vyučující
Ing. Kateřina Matušínská, Ph.D. (přednášející)
Ing. Michal Stoklasa, Ph.D. (přednášející)
Ing. Kateřina Matušínská, Ph.D. (cvičící)
Ing. Michal Stoklasa, Ph.D. (cvičící)
Garance
doc. Ing. Emanuel Šustek, CSc.
Katedra podnikové ekonomiky a managementu – Obchodně podnikatelská fakulta v Karviné
Omezení zápisu do předmětu
Předmět je nabízen i studentům mimo mateřské obory.
Mateřské obory/plány
Cíle předmětu
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.
Osnova
  • 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 - 1. part
    6. Advertisement - 2. part
    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
Literatura
    povinná literatura
  • DE PELSMACKER, P., GEUENS, M., VAN DEN BERGH, J. Marketing communications. Prentice Hall, 2006. ISBN 9780273706939. info
    doporučená literatura
  • BLYTHE, J. Essentials of Marketing Communications. Prentice Hall, 2005. ISBN 0 273 65858 1. info
Vyučovací jazyk
Angličtina
Informace učitele
seminar work, 70% participation in seminar, credit test
Další komentáře
Předmět je dovoleno ukončit i mimo zkouškové období.
Předmět je zařazen také v obdobích léto 2009, léto 2011, léto 2012, léto 2013, zima 2013, léto 2014, zima 2014, léto 2015.