PEMNKMK2 Marketing Communication 2

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 subject is to understand the terminology of marketing communication. The subject provides an integrated overview of the different forms of marketing communications, focusing on individual elements of the marketing communication mix. The subject focuses on their functions and theoretical foundations, and especially on their practical use. Students will gain knowledge especially in the area of new trends in marketing communications.
Syllabus
  • 1. Importance and conception of marketing communication, basic terminology and principles
    2. Consumer´s shopping behavior and psychology
    3. Marketing communication and brand value
    4. Psychology and emotion in advertising
    5. Marketing communication in the place of sale, sensory marketing, merchandising
    6. Corporate identity and image
    7. Effective marketing communication in the crisis period of the company
    8. The effectiveness and utilization rate of addressable and non-addressable media in direct marketing
    9. The form and the utilization rate of sponsorship in marketing communication activities of companies
    10.Selected new trends in marketing communication
    11.New trends in marketing communication effectiveness measuring
    12.Planning and implementation of integrated marketing communication campaigns, case studies
    13.Specifics of marketing communication in selected markets (international market, market of services, B2B market, nonprofit organizations market)


Literature
    required literature
  • 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. a H. JAHODOVÁ. Moderní marketingová komunikace. Praha: Grada Publishing, 2010. ISBN 978-80-247-3622-8. info
  • HESKOVÁ, M. a P. ŠTARCHOŇ. Marketingová komunikace a moderní trendy v marketingu. Praha: Oeconomica, 2009. ISBN 9788024515205. info
    recommended literature
  • MATUŠÍNSKÁ, K. a M. STOKLASA. Marketingová komunikace. Karviná: SU OPF, 2014. ISBN 978-80-7510-000-9. info
  • VYSEKALOVÁ, J. a KOL. Chování zákazníka. Jak odkrýt tajemství "černé skříňky". Praha: Grada Publishing, 2011. ISBN 978-80-247-3528-3. info
  • SMITH, P. a Z. ZOOK. Marketing Communications: Integrating offline and online with social media. 5th ed. London: Kogan Page Limited, 2011. ISBN 978-0-7494-6193-5. info
  • FREY, P. Marketingová komunikace: nové trendy 3.0. Praha: Management Press, 2011. ISBN 978-80-7261-237-6. info
  • PELSMACKER, P., M. GEUENS a J. BERGH. Marketingová komunikace. Praha: Grada Publíshing, 2003. ISBN 80-247-0254-1. info
Teaching methods
One-to-One tutorial
Skills demonstration
Students' self-study
Assessment methods
Grade
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.
  • Enrolment Statistics (Winter 2016, recent)
  • Permalink: https://is.slu.cz/course/opf/winter2016/PEMNKMK2