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Lecturer(s)
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Kosina David, Ing.
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Chovancová Miloslava, doc. Ing. CSc.
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Course content
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- Basic concepts of the communication process - Advertising - Personal selling - Sales promotion - PR - Public Relations - Sponsorship - Direct marketing - Communication strategy - New Trends in Marketing Communications
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Learning activities and teaching methods
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Lecture, Monologic Lecture(Interpretation, Training)
- Attendace
- 24 hours per semester
- Homework for Teaching
- 40 hours per semester
- Semestral Work
- 10 hours per semester
- Preparation for the Course Credit
- 26 hours per semester
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Learning outcomes
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The first lecture of the course will be held on Wednesday 27. September 2023 Marketing Communications is a term which is dealing with communications of commercial and non-commercial messages to the market through marketing communications channels. The aim of the course is to introduce students with the theory of basic forms of marketing communications. During the course students will be familiar with concepts such as advertising, personal selling, sales promotion, public relations and many more. The course focuses on the practical application of marketing tools. Students will study case studies and actively participate in the course.
After completion of the course students know basic concepts of marketing communications. They are capable to understand the basic operation of creative marketing communications, know the tools and resources used in marketing communications, as well as the basic knowledge for designing communication strategies.
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Prerequisites
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Not established special requirements.
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Assessment methods and criteria
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Written exam, Seminar Work
Requirements for the credit: seminar work and presentation of the work. The topic of the seminar work topic will be specified in the first lesson. The study includes the use of e -learning environment Moodle. Students log in Moodle according to the guidelines published at https://kems.upol.cz/en/ Grading scale: A 91-100 B 82-90 C 73-81 D 64-72 E 55-63
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Recommended literature
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& Bačuvčík, R. (2010). Žena a muž v marketingové komunikaci. Zlín: Verbum.
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Bernays, E. L. (2011). Crystallizing Public Opinion. London.
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DU PLESSIS, Erik. (2005). The advertised mind: groundbreaking insights into how our brains respond to advertising. Kogan Page Publishers.
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Foret, M. (2003). Marketingová komunikace. Brno: Computer Press.
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Osvaldová, B., & Halada, J. (2007). Praktická encyklopedie žurnalistiky a marketingové komunikace. Praha: Nakladatelství Libri.
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PELSMACKER, P., GEUENS, M., BERGH, J. (2005). Foundations of Marketing Communications: A European Perspective. New York: Financial Times/Prentice Hall.
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PELSMACKER, P., GEUENS, M., BERGH, J. (2003). Marketingová komunikace. Praha: Grada.
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PERCY, Larry. (2014). Strategic integrated marketing communications. London: Routledge.
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WILCOX, Dennis L, Glen T CAMERON a Bryan H REBER. (2014). Public relations: strategies and tactics. New York: Pearson.
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