Ing. Kateřina Matušínská, Ph.D. -
a guarantor, lecture, seminar, exam, final evaluation
Máte zapnutý náhled celé osnovy, zpět na běžné zobrazení.
Načítání a prohlížení osnovy může být v závislosti na množství obsahu pomalejší.
LECTURERS
ORGANIZATIONAL AFFAIRS
REQUIREMENTS OF THE SUBJECT, FINAL
MARKING:
- min. 50% of attendance is required (
(participation
also in lectures is highly recommended, taught in a comprehensive manner!)
.
- Students
must work out 6 individual task which are scored by 3 points per one individual task. These points are part of total evaluation. Students obtain detailed information at first
lecture/seminar.
- Students
also work out irregular activities (short
case studies, news, marketing games,
quizzes, crosswords
and so on) during lectures or seminars. These activities are evaluated
(1 activity = 1 point). These points are extra - bonus (not included in total
evaluation). Extra points can be also obtained from optional ongoing tests. In the case of maximum points from each test, it means one bonus point per one test.
- Subject evaluation: Individual tasks = 40 % (18 points) and final written test = 60 % (27 points) + extra bonus points from activities. Students need at
least 60 % of total points not to fail.
- FYI: 1) Non-participation in classes and non-fulfillment
of set tasks up to set deadlines cannot be replaced by additional tasks!
Kapitola obsahuje:
1
Studijní text
Kapitola obsahuje:
2
PDF
Kapitola obsahuje:
12
PDF
Kapitola obsahuje:
11
Studijní materiály
Kapitola obsahuje:
6
Odevzdávárna
6
Studijní materiály
Kapitola obsahuje:
3
Odpovědník
CONTENT OF LECTURES AND SEMINARS IN SHORT
|
|
Lectures –
winter semester |
|
1. |
Principles of marketing communications, marketing communication
process and goals |
|
2. |
STP on B2C market for the needs of marketing communication |
|
3. |
Advertising I. |
|
4. |
Advertising II. |
|
5. |
Sales promotion |
|
6. |
Personal selling +
Direct marketing |
|
7. |
Public relations
and marketing communication in crisis period |
|
8. |
On-line marketing
communication + Sponsorship |
|
9. |
Marketing
communication and branding |
|
10. |
Alternative forms
of marketing communication |
|
11. |
Marketing
communication planning and marketing communication efficiency testing |
|
12. |
Specifics of marketing
communication on selected markets with an emphasis on international markets |
|
13. |
Revision, preparing
for test (test), final course evaluation by students |
STUDY MATERIALS
Chyba: Odkazovaný objekt neexistuje nebo nemáte právo jej číst.
https://is.slu.cz/el/opf/zima2023/PEMBAMAC/2919072/PEMBAMAC_-_study_literature.pdf
LECTURES - PRESENTATIONS
SEMINARS - WORKSHEETS TO BE DOWNLOADED - BE READY FOR SEMINARS!
- Various activities will be worked out during the seminars.
- Some activities require downloading the materials available below.
- The materials are in word format, so you can write in them and make your own notes.
COMPULSORY INDIVIDUAL TASKS
INSTRUCTIONS RELATED TO INDIVIDUAL TASKS (INDIVIDUAL WORK)
-
It is your compulsory activity, which is scored and the points are part of the overall assessment.
- You are asked to work out 6 short case studies that relate to the elements of the marketing communication mix (they are ready for downloading below).
- You will do it on ongoing basis thanks to knowledge required from particular lessons and the instructions by lecturer.
- The case studies must then be submitted to the IS up to next seminar (one week).
- Each case study is scored with 3 points.
- If the case studies match, these students will be evaluated with 0 points. Plagiarism is not accepted! Be fair to yourself and others:-)
OPTIONAL PRACTICE TESTS - VERIFY YOUR KNOWLEDGE!
CONTENT OF TESTS:
PRACTICE TEST 1 - THE MAIN TERMINOLOGY FROM MARKETING COMMUNICATION, GENERAL OVERVIEW, GOALS OF MARKETING COMMUNICATION, STP PROCESS
PRACTICE TEST 2 - MARKETING COMMUNICATION MIX ELEMENTS
PRACTICE TEST 3 - NEW TRENDS IN MARKETING COMMUNICATION, PLANNING AND MEASURING OF MARKETING COMMUNICATION