VŠTE:MAK Marketing Communication - Course Information
MAK Marketing Communication
Institute of Technology and Business in České Budějovicewinter 2011
- Extent and Intensity
- 0/2. 2 credit(s). Type of Completion: z (credit).
- Guaranteed by
- Ing. Marie Slabá, Ph.D.
Department of Civil Engineering – Faculty of Technology – Rector – Institute of Technology and Business in České Budějovice - Prerequisites (in Czech)
- MAR Marketing && OBOR ( CAP )
- Course Enrolment Limitations
- The course is offered to students of any study field.
- Course objectives supported by learning outcomes
- The course Marketing Communication deepens knowledge of marketing. The course is focused on Marketing Communication and main tools of Marketing Communication. The aim of the course is not only deepened theoretical knowledge of students, but also developed practical abilities of students. These abilities will be proved by their application in the proposal of marketing communication strategy and suitable tools of communication mix for concrete product or service.
- Syllabus
- 1. Basic theory of marketing communication, process of marketing communication
- 2. Aims, strategy and planning of marketing communication
- 3. Advertising – history, present, regulation of advertising, self- regulation and advertising ethics
- 4. Advertising – types, media (traditional, vs. alternative), evaluation of effectiveness of advertising
- 5. Sales promotions – aims and tools of sales promotions, POP, POS, types of sales promotions
- 6. Direct marketing – tools of direct marketing
- 7. Public relations
- 8. Event marketing, trade fairs, sponsoring, ambush marketing
- 9. Personal selling
- 10. Marketing communication and communication mix and internet (PR, sales promotions, advertising and direct marketing at internet)
- 11. New trends in marketing communication
- 12. Case studies
- Literature
- required literature
- PŘIKRYLOVÁ, Jana and Hana JAHODOVÁ. Moderní marketingová komunikace. In Expert. 1. vyd. Praha: Grada, 2010, 303 s. Expert. ISBN 978-80-247-3622-8. Obsah info
- FORET, Miroslav. Marketingová komunikace. Computer press, 2006. ISBN 80-251-1041-9. 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
- recommended literature
- 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
- KOTLER, Philip and Kevin Lane KELLER. Marketing management. 1. vyd. Praha: Grada, 2007, 788 pp. ISBN 978-80-247-1359-5. Obsah info
- SVOBODA, V. Public relations moderně a účinně. 2. vydání, Praha : Grada, 2009. ISBN 978-80-247-2866-7
- Forms of Teaching
- Seminar
- Teaching Methods
- Group Teaching - Cooperation
Brainstorming
Teaching Supported by Multimedia Technologies
- Student Workload
Activities Number of Hours of Study Workload Daily Study Combined Study Preparation and presentation of the essay 22 Preparation for Seminars, Exercises, Tutorial 4 Attendance on Seminars/Exercises/Tutorial/Excursion 26 Total: 52 0 - Assessment Methods and Assesment Rate
- Presentation 40 %
Seminary Work 60 %
- Language of instruction
- Czech
- Further comments (probably available only in Czech)
- General note: Vypsán pouze pro uznání předmětů.
- Enrolment Statistics (winter 2011, recent)
- Permalink: https://is.vstecb.cz/course/vste/winter2011/MAK