Ing. Kateřina Matušínská, Ph.D. - lecture, seminar, exam, final evaluation
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LECTURER
ORGANIZATIONAL AFFAIRS
Students
must work out task individually
according to teacher´s instructions (5 points).
Students prepare examples regarding the
concrete lectures. This task will be given one week in advance. Students must take an test in IS of marketing communication basics up to October, 31, 2021 (the content of the first lecture) in order to check their supposed knowledge in the marketing communicaiton field (10 points).
Students obtain all needed detailed information
at first lecture/seminar.
Students
also work out irregular activities (short
case studies, news) during lectures or seminars. These activities are evaluated
(1 activity = 0.5 point). These points are extra - bonus (not included in total
evaluation).
Course evaluation: Task + practice test in IS = 15 points and final written test = 25
points + extra points from
potential activities. Students need at least
60 % of total points not to fail.
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Studijní materiály
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Odpovědník
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STUDY MATERIALS
There is no study text, it is necessary to study from
presentations from lectures and seminars which will be available in IS during the semester. It is also recommended to study from the additional study text Marketing communication 1.
Chyba: Odkazovaný objekt neexistuje nebo nemáte právo jej číst.
https://is.slu.cz/el/opf/zima2021/PEMNAMK2/2933031/PEMNAMK2_-_literature.pdf
Marketing Communication study text
PRESENTATIONS FROM LECTURES
Cancellation of the lecture - November 30, 2021
Presentation supported with lecturer´s comments.
TEST OF MARKETING COMMUNICATION BASICS - UP TO OCTOBER 31, 2021
INSTRUCTIONS:
The aim of this test is to verify your basic knowledge in the field of marketing communication which is the content of the first lecture (presentation). The test contains 10 questions. Only one option is correct, which means that you can get 10 points totally. The time limit is 10 minutes. Good luck :-)
INDIVIDUAL TASKS
Tasks dates of presentation
LIST OF TASKS (it will be determined by lecturer)
|
|
Topic of lecture |
Task for students |
|
1. |
MARKETING
COMMUNICATION AND BRAND VALUE |
Contemporary rebranding (repositioning) of
brands. |
|
2. |
PSYCHOLOGY AND
EMOTIONS IN ADVERTISING |
Subliminal advertising. |
|
3. |
MARKETING
COMMUNICATION IN THE PLACE OF SALE, SENSORY MARKETING AND MERCHANDISING |
Sensory marketing in the shops, POP-UP stores |
|
4. |
CORPORATE IDENTITY
AND IMAGE |
Whitewashing, Astroturfing |
|
5. |
EFFECTIVE MARKETING
COMMUNICATION IN THE CRISIS PERIOD OF THE COMPANY |
Successful and unsuccessful marketing
communication of the company in crisis. |
|
6. |
THE EFFECTIVENESS
AND UTILIZATION RATE OF MEDIA IN DIRECT MARKETING |
Actual creative direct marketing campaigns. |
|
7. |
SELECTED NEW TRENDS
IN MARKETING COMMUNICATION |
Product placement (virtual PP, in-game
advertising), Content marketing |
|
8. |
PLANNING AND
IMPLEMENTATION OF IMC CAMPAIGNS |
Marketing communications campaigns included
the COVID-19 problematics |
|
9. |
SPECIFICS OF
MARKETING COMMUNICATION IN SELECTED MARKETS |
Country-of-origin effect, Ethnocentrism, Adaptation
of marketing communication campaigns according to various markets around the
world |