MAK Marketing communication

Institute of Technology and Business in České Budějovice
summer 2021
Extent and Intensity
2/3/0. 6 credit(s). Type of Completion: zk (examination).
Teacher(s)
Ing. Radim Dušek, Ph.D. (lecturer)
Mgr. Petr Šuleř, PhD. (seminar tutor)
Ing. Mgr. Martin Vítek, Ph.D., MBA (seminar tutor)
Guaranteed by
Ing. Radim Dušek, Ph.D.
Department of Tourism and Marketing – Faculty of Corporate Strategy – Rector – Institute of Technology and Business in České Budějovice
Supplier department: Department of Tourism and Marketing – Faculty of Corporate Strategy – Rector – Institute of Technology and Business in České Budějovice
Timetable of Seminar Groups
MAK/A7: Sun 9. 5. 8:00–9:30 B5, 9:40–11:10 B5, 11:25–12:55 B5, Sun 16. 5. 8:00–9:30 B5, 9:40–11:10 B5, 11:25–12:55 B5, 13:05–14:35 B5, M. Vítek
MAK/P01: Wed 13:05–14:35 N004, M. Vítek
MAK/S01: Wed 16:30–18:00 N007 and each even Thursday 14:50–16:20 B2, P. Šuleř, M. Vítek
Prerequisites
knowledge of marketing basics
Course Enrolment Limitations
The course is offered to students of any study field.
Course objectives supported by learning outcomes
The aim of the course is to extend students' knowledge of marketing with a focus on marketing communication mix. During the course the students will get acquainted with the marketing communication mix and its individual tools, the history of marketing communication, legal regulations and current trends in marketing communication and marketing communication mix. By creating a marketing project of a fictitious subject and presenting the results of the project in front of the group, the student improves his / her theoretical, practical, communication and presentation skills and is able to prepare a marketing communication proposal for different types of products.
Learning outcomes
student is able:
to analyze basic and advanced communication mix tools
to prepare an overall marketing communication strategy
to design appropriate communication mix tools for different products
A successful graduate understands the necessity of creating a marketing communication strategy and applies acquired knowledge on a concrete practical example of processing the communication mix of the selected product.
Syllabus
  • 1. Introduction to marketing communication
  • 2. The communication process, the marketing communication model
  • 3. Marketing Communication Strategy, Integrated Marketing Communication
  • 4. Advertising - Legal Regulation of Advertising, Self-Regulation and Ethics in Advertising
  • 5. Advertising - Types of Advertising, Advertising Media, Media Planning
  • 6. Sales promotion, point of sales
  • 7. Public relations and sponsorship
  • 8. Corporate Identity
  • 9. Direct marketing
  • 10. Trade Fairs and Exhibitions, B2B Communications
  • 11. Event marketing, personal sales
  • 12. Internet communication
  • 13. New trends in marketing communications
Literature
    required literature
  • KARLÍČEK, M and P KRÁL. Marketingová komunikace: jak komunikovat na našem trhu. Praha: Grada. ISBN 978-80-247-3541-2. 2011. info
  • PŘIKRYLOVÁ, J. Moderní marketingová komunikace. Praha: Grada. ISBN 978-80-247-3622-8. 2010. info
  • FREY, Petr. Marketingová komunikace : to nejlepší z nových trendů. 2., rozš. vyd. Praha: Management Press. 195 pp. ISBN 978-80-7261-160-7. 2008. Obsah info
  • PELSMACKER, Patrick de, Maggie GEUENS and Joeri van den BERGH. Marketingová komunikace. In Expert. Praha: Grada. 581 s. Expert. ISBN 80-247-0254-1. 2003. info
    recommended literature
  • SVOBODA, V. Public relations moderně a účinně. 2. vydání, Praha : Grada, 2009. ISBN 978-80-247-2866-7
  • VAREY, Richard J. Marketing Communication : An Introduction to Contemporary Issues [elektronický zdroj]. Routledge, 2001. 415 s. ISBN 9780203466919
  • VYSEKALOVÁ, Jitka a kolektiv. Emoce v marketingu : jak oslovit srdce zákazníka. 1. vydání. Praha: Grada Publishing, a.s. 289 pp. ISBN 978-80-247-4843-6. 2014. info
  • VAŠTÍKOVÁ, Miroslava. Marketing služeb : efektivně a moderně. 2., aktualiz. a rozš. vyd. Praha: Grada Publishing, a.s. 268 pp. ISBN 978-80-247-5037-8. 2014. info
  • KOTLER, Philip and Gary ARMSTRONG. Principles of marketing. 15th global ed. Harlow: Pearson. 716 pp. ISBN 978-0-273-78699-3. 2014. info
  • KOTLER, Philip and Levin Lane KELLER. Marketing management. 14. vyd. Praha: Grada Publishing, a.s. 814 pp. ISBN 978-80-247-4150-5. 2013. info
Forms of Teaching
Lecture
Seminar
Tutorial
Teaching Methods
Frontal Teaching
Group Teaching - Cooperation
Project Teaching
Critical Thinking
Individual Work– Individual or Individualized Activity
Teaching Supported by Multimedia Technologies
Student Workload
ActivitiesNumber of Hours of Study Workload
Daily StudyCombined Study
Essay2020
Preparation for Lectures20 
Preparation for Seminars, Exercises, Tutorial2732
Preparation for the Final Test2490
Attendance on Lectures26 
Attendance on Seminars/Exercises/Tutorial/Excursion3914
Total:156156
Assessment Methods and Assesment Rate
Test – final 70 %
Essay 30 %
Exam conditions
Continuous evaluations:

essay - 30 points (i.e. 30 %)

Final evaluation:

final test – 70 points (i.e. 70 %)

Grading for the course, i.e. points for the final test (70 - 0) + points for the course test (30 - 0): A 100 – 90, B 89.99 – 84, C 83.99 – 77, D 76.99 – 73, E 72.99 – 70, FX 69.99 – 30, F 29.99 – 0.

Language of instruction
Czech
Teacher's information
Lectures will be realized via MS Teams in real time according to the relevant timetable. The lectures will be also recorded and made available for part-time students in the VSTE IS. Seminars will be realized via MS Teams in real time according to the relevant timetable. Attendance in lessons is defined in a separate internal standard of ITB (Evidence of attendance of students at ITB). It is compulsory, except of the lectures, for full-time students to attend 70 % lesson of the subjet in a semester.
The course is also listed under the following terms summer 2011, winter 2011, summer 2012, winter 2012, summer 2013, winter 2013, summer 2014, summer 2018, summer 2019, summer 2020.
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