PEMBKMK1 Marketing Communication 1

School of Business Administration in Karvina
Winter 2016
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
Contact Person: Ing. Kateřina Matušínská, Ph.D.
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. Students learn about marketing communication mix. It means how to create and use advertisement and its particular types, how to use and develop sales promotion, personal selling, direct marketing, public relations, sponsorship and on-line marketing communication. Lectures are also focused on use of up-to-date trends in marketing communication, marketing communication legislative restrictions, marketing research and planning of marketing communication, the use of marketing communication agencies services.
Syllabus
  • 1. Definition of main terms in the area of marketing communication, marketing communication mix
    2. Marketing communication aims and communication process, process STP
    3. Advertisement
    4. Sales promotion
    5. Personal selling
    6. Public Relations
    7. Direct marketing
    8. Sponsorship and on-line marketing communication
    9. New trends in marketing communication
    10.Regulation and ethics in marketing communication
    11.Marketing communication planning
    12.Measurement and testing of marketing communication effectiveness
    13.Market in the area of marketing communication agencies, case study (IMC)
Literature
    required literature
  • MATUŠÍNSKÁ, K. a M. STOKLASA. Marketingová komunikace. Karviná: SU OPF, 2014. ISBN 978-80-7510-000-9. info
  • KARLÍČEK, M. a P. KRÁL. Marketingová komunikace - Jak komunikovat na našem trhu. Praha: Grada Publishing, 2011. ISBN 978-80-247-3541-2. info
  • PŘIKRYLOVÁ, J., JAHODOVÁ, H. Moderní marketingová komunikace. Praha: Grada Publishing, 2010. ISBN 978-80-247-3622-8. info
    recommended literature
  • VYSEKALOVÁ, J. Psychologie reklamy. 4. vyd. Praha: Grada Publishing, 2012. ISBN 978-80-247-4005-8. info
  • FREY, P. Marketingová komunikace: nové trendy 3.0. Praha: Management Press, 2011. ISBN 978-80-7261-237-6. info
  • HACKLEY, CH. Advertising & Promotion. An Integrated Marketing Communications Approach. 2nd ed. London: Sage Publications Ltd., 2010. ISBN 978-1-84920-145-2. info
  • PELSMACKER, P., GEUENS, M, BERGH, J. Marketingová komunikace. Praha: Grada Publishing, 2003. ISBN 80-247-0254-1. info
Teaching methods
One-to-One tutorial
Skills demonstration
Seminar classes
Students' self-study
Assessment methods
Written exam
Language of instruction
Czech
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 paper and its presentation. The evaluation of the seminar paper by the teacher before examination. Final written exam to verify the knowledge of the subject.
The course is also listed under the following terms Winter 2015, Winter 2017, Winter 2018, Winter 2019, Winter 2020, Winter 2021, Winter 2022, Winter 2023.
  • Enrolment Statistics (Winter 2016, recent)
  • Permalink: https://is.slu.cz/course/opf/winter2016/PEMBKMK1