VŠTE:MAK Marketing communication - Course Information
MAK Marketing communication
Institute of Technology and Business in České Budějovicesummer 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
Activities Number of Hours of Study Workload Daily Study Combined Study Essay 20 20 Preparation for Lectures 20 Preparation for Seminars, Exercises, Tutorial 27 32 Preparation for the Final Test 24 90 Attendance on Lectures 26 Attendance on Seminars/Exercises/Tutorial/Excursion 39 14 Total: 156 156 - 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.
- Enrolment Statistics (recent)
- Permalink: https://is.vstecb.cz/course/vste/summer2021/MAK