PEMNAMK2 Marketing Communication 2

School of Business Administration in Karvina
Winter 2022
Extent and Intensity
2/1/0. 5 credit(s). Type of Completion: zk (examination).
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.
Thu 10:35–12:10 B207
  • Timetable of Seminar Groups:
PEMNAMK2/01: Thu 12:15–13:00 B207, K. Matušínská
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 20 student(s).
Current registration and enrolment status: enrolled: 20/20, only registered: 0/20
fields of study / plans the course is directly associated with
Course objectives
The aim 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.
  • Importance and conception of marketing communication, basic terminology and principles. Consumer´s shopping habits and psychology.
    The essence is the definition of the basic terms from marketing communication area. The attentions is paid to the comparison of off-line and on-line marketing communication tools. There is also description of consumer as the personality and important factors influencing his or her purchasing habits including new information technology.
    Marketing communication and brand value
    Brands create customer value because they reduce both the effort and the risk of buying things. Today, there is far more interest in brands and recognition of their importance than before. This area of marketing presents very crucial part. The aim is to define the brand life cycle, brand positioning, brand strategy and communication. Success stories of branding complete this issue in practical point of view.
    Selected issues of marketing communication mix
    Sense of psychology and emotions in advertising. Marketing communication in the place of sale, the benefit of sensory marketing and merchandising. Corporate identity and image. Effective marketing communication in the crisis period of the company. The effectiveness and utilization rate of addressable and non-addressable media in direct marketing.
    Selected new trends in marketing communication and their application in practice
    The traditional marketing communication tools are not so effective today therefore there is the effort to implement in marketing communication campaigns new approaches and new media as content marketing, viral marketing, ambient marketing, viral marketing experiential marketing, product placement, mobile marketing and so on.
    Planning and implementation of integrated marketing communication campaigns, case studies
    The importance of integration and coordination of all communication tools for the purpose of clear, consist and convincing message synergetic effect explanation. Practical demonstration of IMC campaigns, cost efficiency and communication impact of campaigns with the use of ATL communication in comparison with the use of BTL communications and TTL communications.
    Specifics of marketing communication in selected markets
    There are a lot of different types of market with their own specifics and demand for marketing communication tools considering the type of product, target group, communication budget and so on. Marketing communication specifics will be presented in the area of an international market, market of services, B2B market, nonprofit organizations market.
    required literature
  • FILL, CH. Essentials of Marketing Communications. Harlow: Pearson Education Limited., 2011. ISBN 978-0-273-73844-2. info
  • HACKLEY, CH. Advertising & Promotion. An Integrated Marketing Communications Approach. 2nd ed. London: Sage Publications Ltd., 2010. ISBN 978-1-84920-145-2. info
    recommended literature
  • BLAKEMAN, R. Integrated Marketing Communication: Creative Strategy from Idea to Implementation. London: Rowman & Littlefield, 2014. ISBN 978-1-4422-2121-5. info
  • MATUŠÍNSKÁ, K., STOKLASA, M. Marketing Communication. Karviná: OPF Karviná, 2014. ISBN 978-80-7510-041-2. info
  • ANG, L. Principles of Integrated Marketing Communications. Melbourne: Cambridge University Press, 2014. ISBN 978-1-107-64918-7. 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
Teaching methods
Lecture with presentation in Power-point
Assessment methods
Written exam
Language of instruction
Further Comments
Study Materials
The course can also be completed outside the examination period.
Teacher's information
attendance in seminars 50 %, seminar paper, defence of seminar paper, final written exam
The course is also listed under the following terms Winter 2016, Winter 2017, Winter 2018, Winter 2019, Winter 2020, Winter 2021, Winter 2023.
  • Enrolment Statistics (Winter 2022, recent)
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