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Lecturer(s)
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Ondrušková Dana, Ing. Mgr. Ph.D.
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Course content
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Course content: Introduction to marketing strategies and marketing communication. Basic tools of marketing analysis and their practical application. Analysis of marketing messages and communication strategies. Interpretation of advertising and marketing materials (advertisements, media content, communication campaigns). Work with case studies in the field of marketing and communication. Discussion of current marketing trends and strategies in an international and francophone context. Presentation and defence of the results of marketing analyses. Development of professional terminology and communication skills in French.
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Learning activities and teaching methods
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Dialogic Lecture (Discussion, Dialog, Brainstorming), Activating (Simulations, Games, Dramatization), Group work, Analyzing and producing audiovisual content
- Attendace
- 12.5 hours per semester
- Preparation for the Course Credit
- 12.5 hours per semester
- Homework for Teaching
- 25 hours per semester
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Learning outcomes
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The aim of the course is to develop an understanding of the fundamental principles of marketing strategies and marketing analysis tools and to acquire the ability to apply them in practical situations. Students will become familiar with selected methods for analysing marketing communication and communication strategies and will learn how to apply these tools when working on case studies in the fields of marketing and communication.
After completing the course, the student will be able to: understand the basic principles of marketing strategies and marketing communication, navigate selected marketing analysis tools and understand their practical application, analyse marketing messages and communication strategies using selected analytical methods, apply the acquired knowledge when working on case studies in the field of marketing and communication, interpret the results of marketing analyses and present their conclusions in professional discussions.
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Prerequisites
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French language proficiency at the B2 level
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Assessment methods and criteria
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Dialog, Systematic Observation of Student
Completion of the course is conditional upon the student's attendance in classes, systematic preparation for individual sessions, active participation in seminars, study of the relevant academic literature, and participation in a final oral discussion in which the acquired knowledge is assessed.
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Recommended literature
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Armstrong, Kotler. Marketing. .
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Helfer, Orsoni, Sabri. (2023). Marketing. Paris.
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