PEMBPMKK Marketing Communication

School of Business Administration in Karvina
Winter 2024
Extent and Intensity
2/1/0. 6 credit(s). Type of Completion: zk (examination).
Teacher(s)
Ing. Kateřina Matušínská, Ph.D. (lecturer)
Ing. Veronika Kopřivová, Ph.D. (seminar tutor)
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.
Timetable
Tue 11:25–13:00 MS
  • Timetable of Seminar Groups:
PEMBPMKK/01: Tue 13:05–13:50 A211, V. Kopřivová
PEMBPMKK/02: Thu 10:35–11:20 MS, except Thu 21. 11., except Thu 5. 12. ; and Thu 21. 11. 10:35–11:20 B206, Thu 5. 12. 10:35–11:20 B206, V. Kopřivová
Prerequisites (in Czech)
FAKULTA(OPF) && TYP_STUDIA(B) && FORMA(P) && ( MARBAMAR Marketing || MARBEMAR Marketing || MARBKMAR Marketing || MARBPMAR Marketing || PEMBAMAG Marketing || PEMBAMAR Marketing || PEMBEMAR Marketing || PEMBKMAG Marketing || PEMBKMAR Marketing || PEMBKMKT Marketing || PEMBPMAG Marketing || PEMBPMAR Marketing || PEMBPMKT Marketing ) && !NOWANY( PEMBAMAC Marketing Communication )
Course Enrolment Limitations
The course is only offered to the students of the study fields the course is directly associated with.

The capacity limit for the course is 64 student(s).
Current registration and enrolment status: enrolled: 53/64, only registered: 1/64
fields of study / plans the course is directly associated with
Syllabus
  • 1. Defining the main terms in the field of marketing communication, marketing communication mix
    Definition and development of marketing communication. Basic terms related to marketing and marketing communication. A brief description of individual elements of the marketing communication mix – advertising, sales promotion, personal selling, public relations, direct marketing, sponsorship and online marketing communication. Integrated marketing communication.
    2. Communication goals, communication process, STP
    General objectives of marketing communication. Lasswell's communication scheme. Cybernetic model of communication. Model AIDA, DAGMAR. Opinion leadership. The use of teasing communication tactics in  marketing communication. Segmentation – characteristics, characteristics of a segment, segmentation criteria, reverse segmentation. Targeting – characteristics, market targeting strategy, market gap. Creating a position (positioning) - characteristics and meaning, strategy of incorrect creation of a position, position map, change of position - repositioning.
    3. Above-line marketing communication
    Meaning and characteristics of advertising. Types of advertisements according to different points of view. Specific forms of advertising – B2B advertising, in-door advertising, cooperative, 3D, comparative deceptive, subliminal and social. Media mix – classic media and ambient media. Emotions and recommenders in advertising. Psychology in advertising.
    4. Below-line marketing communication
    Sales support - characteristics, types of sales support, tools, sensory marketing, merchandising, pop-up stores. Personal selling - characteristics, meaning of body language. Public relations - characteristics, tools, internal versus external public, publicity, lobbying, CSR, corporate identity and corporate image, crisis communication. Direct marketing - characteristics, addressed and non-addressed tools, legislation, loyalty programs, CRM, geomarketing. Sponsorship - characteristics, types of sponsorship, ambush sponsorship, sponsorship fit. Online marketing communication - current trends, web presentation of the company, use of social networks for marketing purposes. Marketing communication mix offline versus offline. The importance of new trends in marketing communication and their use within the Czech Republic and in the world and according to target groups of customers. Characteristics, meaning and tools of guerilla marketing, viral marketing, product placement, digital marketing, partner marketing, experiential marketing, green marketing and others.
    5. Marketing communication and branding
    The importance of branding in marketing. Creation of brand positioning and its graphic representation. Rebranding versus repositioning. Brand requirements. The basic function of the brand. A systems approach to brand management. Brand equity. Brand strategy. Selected terms from the field of brand such as ambassador, private brand, commercial brand, cobranding, internal brand, brand vitality, brand caliber and others.
    6. Legislation and ethics in marketing communication
    Basic legal standards in  marketing communication. Civil Code - unfair competition. Unfair business practices targeting customers. Hidden advertisement. Other problematic products within their presentation from the point of view of legislation (alcohol, tobacco products, weapons, medicines, financial services, food, children and advertising, unsolicited advertising, etc.). Ethics in marketing communication – Council for advertising (self-regulation of advertising, code of ethics, Copy advice service, resolved cases). Activities and services of other associations within the framework of ensuring the code of ethics in marketing communication – AOP, POPAI, ADMEZ, APRA.
    7. Planning marketing communication and measuring the effects of marketing communication
    Marketing communication campaign planning process: situational analysis, determination of marketing communication goals and target groups, budget, marketing communication mix strategy (pull or push strategy, marketing communication mix elements, media mix), coordination and integration of marketing communication and its implementation. Selected media terms. Signmaking. Measuring the effects of marketing communication: impact versus reach, basic concepts and methods of marketing research, testing from a time point of view, storyboard, application of qualitative methods - semantic differential, projective techniques, group interview, electronic data collection methods - peoplemeter, audiometer, eye camera, RFID , psychogalvanometer, audiometer, tachystoscope.
    8. Specifics of marketing communication in different markets
    Marketing communication in services. Marketing communication of non-profit organizations. Marketing communication aimed at B2B customers. Communication strategy in an international environment. Political marketing communication.
Literature
    required literature
  • MATUŠÍNSKÁ, K. a M. STOKLASA, 2019. Marketingová komunikace – distanční studijní text. Karviná: OPF.
    recommended literature
  • PŘIKRYLOVÁ, Jana. Moderní marketingová komunikace. 2nd ed. Praha: Grada Publishing, 2019. ISBN 978-80-271-0787-2. info
  • KARLÍČEK, Miroslav. Marketingová komunikace: jak komunikovat na našem trhu. 2nd ed. Praha: Grada Publishing, 2016. ISBN 978-80-247-5769-8. info
  • LINDSTROM, M., 2012. Vyluxusované mozky. Praha: Management press. ISBN 978-80-7261-191-1.
  • JESENSKÝ, D. a kol., 2017. Marketingová komunikace v místě prodeje - POP, POS, In-store, Shopper Marketing. Praha: Grada Publishing. ISBN 978-80-271-0252-5.
  • PELSMACKER, P., M. GEUENS a J. BERGH, 2003. Marketingová komunikace. Praha: Grada Publishing. ISBN 80-247-0254-1.
  • JURÁŠKOVÁ, O. a P. HORŇÁK, 2012. Velký slovník marketingových komunikací. Praha: Grada Publishing. ISBN978-80-247-4354-7.
  • VYSEKALOVÁ, J. a J. MIKEŠ, 2010. Reklama – jak dělat reklamu. 3. vyd. Praha. Grada Publishing. ISBN 9788024734927.
  • LEVINSON, J. C., 2011. Guerilla marketing: Nejúčinnější a finančně nenáročný marketing. 2. vyd. Brno: Computer Press. ISBN 978-80-251-3546-4.
  • VYSEKALOVÁ, J., 2012. Psychologie reklamy. 4. vyd. Praha: Grada Publishing. ISBN 978-80-247-4005-
  • JANOUCH, V., 2014. Internetový marketing: Přilákejte návštěvníky a maximalizujte zisk. Brno: Computer Press. ISBN 9788025143117
  • CHALUPA, R., 2012. Efektivní krizová komunikace pro všechny manažery a PR specialisty. Praha: Grada publishing. ISBN 978-80-247-4234-2.
  • VYSEKALOVÁ, J. a J. MIKEŠ, 2009. Image a firemní identita. Praha: Grada publishing. ISBN 978-80-247-2790-5.
  • HEJLOVÁ, Denisa. Public relations. Grada, 2015. ISBN 9788024750224. info
  • JITKA, Vysekalová a kol. Emoce v marketingu: Jak oslovit srdce zákazníka. Praha: Grada Publishing, a.s., 2014, 296 pp. ISBN 978-80-247-4843-6. info
  • BEDNÁŘ, V. Marketing na sociálních sítích: Prosaďte se na Facebooku a Twitteru. Brno, 2011. ISBN 978-80-251-3320-0. info
Teaching methods
lecture, seminar
Assessment methods
compulsory active participation in seminars (min. 50 %), seminar work and it presentation (40 % of evaluation), written exam test (50 % of evaluation)
Language of instruction
Czech
Further Comments
Study Materials
The course can also be completed outside the examination period.
The course is also listed under the following terms Winter 2019, Winter 2022, Winter 2023.
  • Enrolment Statistics (recent)
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