Interactive Syllabus

A.      REQUIREMENTS OF THE SUBJECT, FINAL GRADES

• Students must work out seminar work (project) individually. Students obtain detailed information at first lecture/seminar.
• Subject evaluation: Seminar work (presentation) = 40 % and final written test = 60 % + extra points from activities. Students need at least 60 % of total points not to fail.

EVALUATION OF THE COURSE

 B.      SEMINAR WORK (PROJECT) – MY FAVOURITE BRAND DURING A PANDEMIC PERIOD

• The task is to 1) create the composition of the marketing communications mix and determine the concrete communication tools that are used in the marketing communication campaign of your favourite brand. (7 x 1 point) and 2) find the answer to question: What changes has the company (brand) implemented in its marketing communications with regard to an existence of coronavirus? (change of advertisement, slogan, communication with customers, …) (3 points)
•  Use the template in IS to work out the project.
• The uploading of the presentation to IS is needed up to November 30, 2021!!!    

C.      Content and time frame of course:

• September 24, 2021: Defining the main concepts in the field of marketing communication, STP, goals of marketing communication and communication process.
• October 22, 2021: Advertising - the importance of psychology, referrals and emotions, sales promotion, personal selling, direct marketing, public relations, sponsorship and online marketing communication.
• November 26, 2021: New trends in marketing communication, planning and measuring of marketing communication effectiveness.