PEMBPMKK Marketing Communication

School of Business Administration in Karvina
Winter 2022
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 10:35–12:10 A211
  • Timetable of Seminar Groups:
PEMBPMKK/01: Tue 12:15–13:00 B101, 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 )
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 7 student(s).
Current registration and enrolment status: enrolled: 7/7, only registered: 4/7
fields of study / plans the course is directly associated with
Syllabus
  • Defining the main concepts in the field of marketing communication, marketing communication mix: Definition and development of marketing communication. Basic concepts related to marketing and marketing communication. Brief characteristics of individual elements of the marketing communication mix - advertising, sales support, personal sales, public relations, direct marketing, sponsorship and online marketing communication. Integrated marketing communication.
  • Communication goals, communication process, STP: General goals of marketing communication. Lasswell's communication scheme. Cybernetic model of communication. Model AIDA, DAGMAR. Opinion leadership. Use of communication tactics of leasing in marketing communication. Segmentation - characteristics, segment properties, segmentation criteria, opposite segmentation. Targeting - characteristics, market targeting strategies, market gap. Positioning - characteristics and significance, strategies of incorrect positioning, position map, change of position - repositioning.
  • Above-line marketing communication: Significance and characteristics of advertising. Types of ads according to different aspects. 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.
  • Underline marketing communication: Sales support - characteristics, types of sales support, tools, sensory marketing, merchandising, pop-up stores. Personal sales - 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, targeted and unaddressed tools, legislation, loyalty programs, CRM, geomarketing. Sponsorship - characteristics, types of sponsorship, ambush sponsorship, sponsorship fit. On-line marketing communication - current trends, web presentation of the company, use of social networks for marketing purposes.
  • New trends in marketing communication: Marketing communication mix off-line versus off-line. 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 guerrilla marketing, viral marketing, product placement and digital marketing.
  • Legislation and ethics in marketing communication: Basic legal norms in marketing communication. Civil Code - unfair competition. Unfair business practices targeted at customers. Hidden advertising. Other problematic products within their presentation in terms of legislation (alcohol, tobacco products, weapons, drugs, financial services, food, children and advertising, unsolicited advertising, etc.). Ethics in marketing communication - self-regulation of advertising, code of ethics, Copy advice service, resolved cases. Activities and services of other associations within the framework of ensuring a code of ethics in marketing communication - AOP, POPAI, ADMEZ, APRA.
  • Marketing communication planning and measuring the effects of marketing communication: Marketing communication campaign planning process: situation analysis, setting goals and target groups of marketing communication, budget, marketing communication mix strategy (pull or push strategy, elements of marketing communication mix, medial mix), coordination and integration marketing communication and its implementation. Selected media concepts. Signmaking. Measuring the effects of marketing communication: impact versus reach, basic concepts and methods of marketing research, time testing, storyboard, application of qualitative methods - semantic differential, projective techniques, group interview, electronic methods of data collection - peoplemeter, audiometer, eye camera, RFID , psychogalvanometer, audiometer, tachystoscope.
  • Market of communication agencies, case study (IMC: Significance, characteristics and activities of the Association of Communication Agencies (AKA) and the Association of Czech Advertising Agencies and Marketing Communications (AČRA MK). Types of communication agencies according to various aspects. Case studies of integrated marketing communication campaigns.
Literature
    required literature
  • MATUŠÍNSKÁ, K. a M. STOKLASA. Marketingová komunikace. Karviná: SU OPF, 2014. ISBN 978-80-7510-000-9. info
  • KARLÍČEK, M. a P. KRÁL. Marketingová komunikace - Jak komunikovat na našem trhu. Praha: Grada Publishing, 2011. ISBN 978-80-247-3541-2. info
  • JAHODOVÁ, H. a J. PŘIKRYLOVÁ. Moderní marketingová komunikace. Praha: Grada, 2010. ISBN 97880-247-3622-8. info
    recommended literature
  • 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.
  • HESKOVÁ, M. A P. ŠTARCHOŇ, 2009. Marketingová komunikace a moderní trendy v marketingu. Praha: Oeconomica. ISBN 9788024515205.
  • LEVINSON, J. C., 2011. Guerilla marketing: Nejúčinnější a finančně nenáročný marketing. 2. vyd. Brno: Computer Press. ISBN 978-80-251-3546-4.
  • PELSMACKER, P., M. GEUENS a J. BERGH, 2003. Marketingová komunikace. Praha: Grada Publishing. ISBN 80-247-0254-1.
  • VYSEKALOVÁ, J. a J. MIKEŠ, 2010. Reklama – jak dělat reklamu. 3. vyd. Praha. Grada Publishing. ISBN 9788024734927.
  • JANOUCH, V., 2014. Internetový marketing: Přilákejte návštěvníky a maximalizujte zisk. Brno: Computer Press. ISBN 9788025143117
  • VYSEKALOVÁ, J., 2012. Psychologie reklamy. 4. vyd. Praha: Grada Publishing. ISBN 978-80-247-4005-
  • VYSEKALOVÁ, J. a J. MIKEŠ, 2009. Image a firemní identita. Praha: Grada publishing. ISBN 978-80-247-2790-5.
  • CHALUPA, R., 2012. Efektivní krizová komunikace pro všechny manažery a PR specialisty. Praha: Grada publishing. ISBN 978-80-247-4234-2.
  • JURÁŠKOVÁ, O. a P. HORŇÁK, 2012. Velký slovník marketingových komunikací. Praha: Grada Publishing. ISBN978-80-247-4354-7.
  • LINDSTROM, M., 2012. Vyluxusované mozky. Praha: Management press. ISBN 978-80-7261-191-1.
  • 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. 60 %), seminar work and it presentation (40 % of evaluation), written exam test (60 % 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.
  • Enrolment Statistics (recent)
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