MARPMAKA Marketing Communication

School of Business Administration in Karvina
Summer 2011
Extent and Intensity
2/1/0. 3 credit(s). Type of Completion: z (credit).
Teacher(s)
Ing. Kateřina Matušínská, Ph.D. (lecturer)
Ing. Michal Stoklasa, Ph.D. (lecturer)
Ing. Kateřina Matušínská, Ph.D. (seminar tutor)
Ing. Michal Stoklasa, Ph.D. (seminar tutor)
Guaranteed by
doc. Ing. Emanuel Šustek, CSc.
Department of Business Economics and Management – School of Business Administration in Karvina
Course Enrolment Limitations
The course is also offered to the students of the fields other than those the course is directly associated with.
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.
Syllabus
  • 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
Literature
    required literature
  • DE PELSMACKER, P., GEUENS, M., VAN DEN BERGH, J. Marketing communications. Prentice Hall, 2006. ISBN 9780273706939. info
    recommended literature
  • BLYTHE, J. Essentials of Marketing Communications. Prentice Hall, 2005. ISBN 0 273 65858 1. info
Language of instruction
English
Further comments (probably available only in Czech)
The course can also be completed outside the examination period.
The course is also listed under the following terms Summer 2009, Summer 2010, Summer 2012, Summer 2013, Winter 2013, Summer 2014, Winter 2014, Summer 2015.
  • Enrolment Statistics (Summer 2011, recent)
  • Permalink: https://is.slu.cz/course/opf/summer2011/MARPMAKA