OPF:MARBKMCO Marketing Communication - Course Information

MARBKMCO Marketing Communication

Extent and Intensity

0/0. 5 credit(s). Type of Completion: zk (examination).

Teacher(s)

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

Prerequisites

MARBAMAR Marketing || MARBEMAR Marketing || MARBKMAR Marketing || MARBPMAR Marketing || PEMBAMAR Marketing || PEMBEMAR Marketing || PEMBKMAR Marketing || PEMBPMAR Marketing
The subject takes up the subject Marketing.

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

• Accounting and Taxes (programme OPF, B_EKOMAN)

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
  6. Emotions and participants in advertising message, social advertisement
  7. Sales support definition, its planning and usage
  8. Personal selling
  9. Public Relations, Sponsoring, Event marketing
  10. Direct marketing
  11. Communication mix planning, budgeting, valuation of different instruments efficiency
  12. Measurement and testing of advertisement and sales support impact
  1. Definition of basic terms: elements of communication mix, advertisement, sales promotion, personal selling, public relations, direct marketing, sponsoring, B2B, B2C. Integrated marketing communication. Segmentation and basic segmentation criteria. Targeting. Positioning. Mass and target marketing.
  2. Marketing communication definition and goals. Communication strategy. The stages of communication process.
  3. Regulatory environment of advertisement. Adviser for advertising. Unfair competition. Self-regulation. Codex of advertisement. Principles of advertising practices. Problematic advertised products. Marketing communication regulation, approaching the EU.
  
  4. Advertising and communication associations. Selected Czech competitions in the area of MC. The basic media terms. Advertising agencies, market, functions, types, ownership, and organisation structure, worldwide advertising agencies. The choice of advertising agency, agency provisions, creativity management.
  5. History of advertisement. Definition, main features, types of advertisement. Advertisement versus Czech consumers. B2B advertisement.
  6. Sense of psychology in advertisement. ATL, BTL, TTL communication. Teasing. New marketing communication trends and their application in practise. Subliminal advertisement.
  7. Persuasion through emotions, definition, function of emotions, methods of emotion stimulation (drama, humour, music, erotic, fear, warmth). Persuasion through recommendation, types, model of reliable and attractive source, model of information transfer, use of recommendations, their valuation.
  8. Sales support definition, its meaning, advantages and disadvantages. The target groups and ways of sales support. POP x POS. Merchandising. Marketing research of sales support. 3D advertisement and its typology. Trade fairs and exhibitions.
  9. Psychological aspects of personal selling, body language, sales interview, objections solving. Nature and behaviour of the salesperson. The stages of personal selling. Sellers´ management and planning.
  10. P.R definition, aims and their advantages and disadvantages. Advertising x P.R. Publicity. Lobbying. Internal and external communication. Testing of P.R. effects. Crisis communication. Corporate identity and image. Sense and types of sponsoring. Event marketing and its typology.
  11. D.M. definition and goals. Target groups - B2B x B2C. Media and instruments. Passive and active D.M. Social and ethic problems of D.M. application. CRM. Database marketing. Geomarketing. New interactive media and their use in D.M.
  12. The stages of marketing communication planning. Communication goals. Medial mix. Methods of budgeting. Formation of effective advertising message. Cinema advertising. Internet advertising.
  13. Advertising effect testing, laboratory experiments, fieldwork, data collection, and measurement of advertising and sales support effects. The basic marketing research terms. The qualitative research methods (focus group, semantic differential, projective techniques). The eye-camera use. Effective advertisement attributes.
  

Literature

required literature
• 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
• ENNEV, CH. T., WAITE, N. Financial services Marketing: an international guide to principles and practice. Amsterdam: Elsevier Butterworth-Heinemann, 2007. ISBN 0-7506-6997-7. info
• PELSMACKER, P., GEUENS, M., BERGH, J. Marketing communications - European perspective (selected chapters). Prentice Hall, 2007. ISBN 978-0-273-70693-9. 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

English

Further comments (probably available only in Czech)

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

Activity	Difficulty [h]
Konzultace	6
Ostatní studijní zátěž	97
Přednáška	6
Zkouška	40
Summary	149

• Enrolment Statistics (Winter 2012, recent)
  
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