OPF:MARBKMCO Marketing Communication - Course Information

MARBKMCO Marketing Communication

Extent and Intensity

0/0. 5 credit(s). Type of Completion: zk (examination).

Teacher(s)

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

Prerequisites

MARBAMAR Marketing || MARBEMAR Marketing || MARBKMAR Marketing || MARBPMAR Marketing || PEMBAMAR Marketing || PEMBEMAR Marketing || PEMBKMAR Marketing || PEMBPMAR Marketing
Successfull completion of course is conditioned by successfully passing of the basic course Marketing.

Course Enrolment Limitations

The course is also offered to the students of the fields other than those the course is directly associated with.

fields of study / plans the course is directly associated with

• Accounting and Taxes (programme OPF, B_EKOMAN)

Course objectives

The aim of the course is to get students acquainted with basic terms of marketing communication theory. Students are led to understand implementation methods of different kinds of marketing communication used for obtaining better position of a company on the market. They are studying how to create and use advertisement and its particular types, how to use and develop sales support, personal selling, direct marketing, Public Relations and sponsoring. Lectures are also focused on use of up-to-date trends in marketing communication, media and advertising agencies planning and marketing communication legislative restrictions. The ability and art of creative management in the above mentioned areas of interest are becoming significant advantage for a trade company on an increasingly competitive environment.

Syllabus

• 1. Definition of main terms in the area of marketing communication, sense and purpose of segmentation, targeting, positioning, target groups.
  2. Marketing communication aims and communication process
  3. Marketing communication regulation, ethics in advertisement, international regulation
  4. Market in the area of advertisement and advertising agencies, their characteristics
  5. Advertisement
  6. The role of psychology in advertising
  7. Emotions and participants in advertising message, social advertisement
  8. Sales support definition, its planning and usage
  9. Personal selling
  10. Public Relations, Sponsoring, Event marketing
  11. Direct marketing
  12. Communication mix planning, budgeting, valuation of different instruments efficiency
  13. Measurement and testing of advertisement and sales support impact

Literature

required literature
• KIMMEL, A. J. Marketing Communication: new approaches, technologies and styles (selected chapters). Oxford University Press, 2005. ISBN 978-0-19-927695-0. info
• COPLEY, P. Marketing communications management: concepts and theories, cases and practices. Amsterdam: Elsevier, 2004. ISBN 0-7506-5294-2. info
• VAREY, R. J. Marketing communication: principles and practice (selected chapters). London: Routledge, 2002. ISBN 0-415-23040-3. info

recommended literature
• SMITH, P.R. a Z. ZOOK. Marketing Communications: Integrating Offline and Online with Social Media. 2011. ISBN 9780749461935. info
• PERCY, L. Strategic Integrated Marketin Communication: Theory and Practice. 2008. ISBN 9780080878294. info
• PELSMACKER, P., GEUENS, M., BERGH, J. Marketing communications - European perspective (selected chapters). Prentice Hall, 2007. ISBN 978-0-273-70693-9. info
• WOOD, G.,. Marketing Communications. 2005. ISBN 9780080501314. info
• GOVONI, N. A. P. Dictionary of Marketing Communications. 2004. ISBN 9780080878294. info
• KITCHEN, P. J. a P. de PELSMACKER. Integrated Marketing Communications: A Primer. 2004. ISBN 9780203502860. info
• SMITH, P. R., TAYLOR, J. Marketing communications (selected chapters). London: Kogan Page, 2004. ISBN 0-7494-4265-4. info
• BLYTHE, J. Essentials of Marketing Communications (selected chapters). Harlow: Pearson Education Limited, 2003. ISBN 0-273-65858-1. info
• BRIERLEY, S. The Advertising Handbook (selected chapters). London: Routledge, 2002. ISBN 0-415-24391-2. info
• HARRISON, S. Public Relations: an introduction. London: Thomson, 2000. ISBN 1-86152-547-8. info

Teaching methods

One-to-One tutorial
Skills demonstration
Students' self-study

Assessment methods

Written exam

Language of instruction

English

Further comments (probably available only in Czech)

The course can also be completed outside the examination period.
Information on the extent and intensity of the course: Přednáška 12 HOD/SEM.

Teacher's information

Seminar work, written exam

Activity	Difficulty [h]
Konzultace	6
Ostatní studijní zátěž	97
Přednáška	6
Zkouška	40
Summary	149

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