OPF:PEMBKMK1 Marketing Communication 1 - Course Information

PEMBKMK1 Marketing Communication 1

Extent and Intensity

12/0/0. 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
Contact Person: Ing. Kateřina Matušínská, Ph.D.

Timetable

Fri 25. 9. 11:25–13:00 A211, Fri 6. 11. 11:25–13:00 A211, Fri 27. 11. 11:25–13:00 A211

Prerequisites (in Czech)

FAKULTA(OPF) && TYP_STUDIA(B) && FORMA(K) && ROCNIK(3)

Course Enrolment Limitations

The course is also offered to the students of the fields other than those the course is directly associated with.
The capacity limit for the course is 30 student(s).
Current registration and enrolment status: enrolled: 0/30, only registered: 0/30

fields of study / plans the course is directly associated with

• Business Economics and Management (programme OPF, B_EKOMAN, specialization Marketing and Trade)

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. Students learn about marketing communication mix. It means how to create and use advertisement and its particular types, how to use and develop sales promotion, personal selling, direct marketing, public relations, sponsorship and on-line marketing communication. Lectures are also focused on use of up-to-date trends in marketing communication, marketing communication legislative restrictions, marketing research and planning of marketing communication, the use of marketing communication agencies services.

Syllabus

• 1. Definition of main terms in the area of marketing communication, marketing communication mix
  2. Marketing communication aims and communication process, process STP
  3. Advertisement
  4. Sales promotion
  5. Personal selling
  6. Public Relations
  7. Direct marketing
  8. Sponsorship and on-line marketing communication
  9. New trends in marketing communication
  10.Regulation and ethics in marketing communication
  11.Marketing communication planning
  12.Measurement and testing of marketing communication effectiveness
  13.Market in the area of marketing communication agencies, case study (IMC)
  

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
• PŘIKRYLOVÁ, J., JAHODOVÁ, H. Moderní marketingová komunikace. Praha: Grada Publishing, 2010. ISBN 978-80-247-3622-8. info

recommended literature
• VYSEKALOVÁ, J. Psychologie reklamy. 4. vyd. Praha: Grada Publishing, 2012. ISBN 978-80-247-4005-8. info
• FREY, P. Marketingová komunikace: nové trendy 3.0. Praha: Management Press, 2011. ISBN 978-80-7261-237-6. info
• HACKLEY, CH. Advertising & Promotion. An Integrated Marketing Communications Approach. 2nd ed. London: Sage Publications Ltd., 2010. ISBN 978-1-84920-145-2. info
• PELSMACKER, P., GEUENS, M, BERGH, J. Marketingová komunikace. Praha: Grada Publishing, 2003. ISBN 80-247-0254-1. info

Teaching methods

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

Assessment methods

Written exam

Language of instruction

Czech

Further comments (probably available only in Czech)

Study Materials
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 paper and its presentation. The evaluation of the seminar paper by the teacher before examination. Final written exam to verify the knowledge of the subject.

• Enrolment Statistics (Winter 2020, recent)
  
• Permalink: https://is.slu.cz/course/opf/winter2020/PEMBKMK1