MAK Marketing communication

Institute of Technology and Business in České Budějovice
summer 2018
Extent and Intensity
2/3/0. 6 credit(s). Type of Completion: zk (examination).
Teacher(s)
Ing. Marie Slabá, Ph.D. (lecturer)
Ing. Bc. Veronika Humlerová, Ph.D. (seminar tutor)
Guaranteed by
Ing. Marie Slabá, Ph.D.
Department of Tourism and Marketing – Faculty of Corporate Strategy – Rector – Institute of Technology and Business in České Budějovice
Timetable of Seminar Groups
MAK/P01: Wed 11:25–12:55 B3, M. Slabá
MAK/S01: Tue 9:40–11:10 D516, Tue 11:25–12:10 D516, V. Humlerová
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, 2011. ISBN 978-80-247-3541-2. info
  • PŘIKRYLOVÁ, J. Moderní marketingová komunikace. Praha: Grada, 2010. ISBN 978-80-247-3622-8. info
  • FREY, Petr. Marketingová komunikace : to nejlepší z nových trendů. 2., rozš. vyd. Praha: Management Press, 2008, 195 pp. ISBN 978-80-7261-160-7. Obsah info
  • PELSMACKER, Patrick de, Maggie GEUENS and Joeri van den BERGH. Marketingová komunikace. In Expert. Praha: Grada, 2003, 581 s. Expert. ISBN 80-247-0254-1. info
    recommended literature
  • VAREY, Richard J. Marketing Communication : An Introduction to Contemporary Issues [elektronický zdroj]. Routledge, 2001. 415 s. ISBN 9780203466919
  • SVOBODA, V. Public relations moderně a účinně. 2. vydání, Praha : Grada, 2009. ISBN 978-80-247-2866-7
  • VYSEKALOVÁ, Jitka a kolektiv. Emoce v marketingu : jak oslovit srdce zákazníka. 1. vydání. Praha: Grada Publishing, a.s., 2014, 289 pp. ISBN 978-80-247-4843-6. info
  • VAŠTÍKOVÁ, Miroslava. Marketing služeb : efektivně a moderně. 2., aktualiz. a rozš. vyd. Praha: Grada Publishing, a.s., 2014, 268 pp. ISBN 978-80-247-5037-8. info
  • KOTLER, Philip and Gary ARMSTRONG. Principles of marketing. 15th global ed. Harlow: Pearson, 2014, 716 pp. ISBN 978-0-273-78699-3. info
  • KOTLER, Philip and Levin Lane KELLER. Marketing management. 14. vyd. Praha: Grada Publishing, a.s., 2013, 814 pp. ISBN 978-80-247-4150-5. 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
Preparation for Lectures10 
Preparation for Seminars, Exercises, Tutorial2031
Preparation for the Final Test3094
presentation27 
seminar project2020
Attendance on Lectures18 
Attendance on Seminars/Exercises/Tutorial/Excursion3111
Total:156156
Assessment Methods and Assesment Rate
Test – final 70 %
Presentation 10 %
Seminary Work 20 %
Language of instruction
Czech
The course is also listed under the following terms summer 2011, winter 2011, summer 2012, winter 2012, summer 2013, winter 2013, summer 2014, summer 2019, summer 2020, summer 2021.
  • Enrolment Statistics (summer 2018, recent)
  • Permalink: https://is.vstecb.cz/course/vste/summer2018/MAK