VŠTE:MAK Marketing Communication - Course Information
MAK Marketing Communication
Institute of Technology and Business in České Budějovicesummer 2013
- Extent and Intensity
- 0/2. 2 credit(s). Type of Completion: z (credit).
- Teacher(s)
- Ing. Marie Slabá, Ph.D. (seminar tutor)
- Guaranteed by
- Ing. Marie Slabá, Ph.D.
Department of Human Resource Management – Faculty of Corporate Strategy – Rector – Institute of Technology and Business in České Budějovice - Timetable of Seminar Groups
- MAK/S01: Fri 11:35–13:05 B2, M. Slabá
MAK/S02: Mon 13:10–14:40 D415, M. Slabá - Prerequisites (in Czech)
- FORMA ( P )
- Course Enrolment Limitations
- The course is offered to students of any study field.
The capacity limit for the course is 60 student(s).
Current registration and enrolment status: enrolled: 0/60, only registered: 0/60 - Course objectives supported by learning outcomes
- The aim of the subject is deepening and extending the students´ knowledge from the field of marketing. Students will actively participate in leading the seminars and they will have the possibility of influencing the content and the course of the subject themselves. In the course students will be familiarized with the communication mix and its particular tools. On the basis of the realization and presentation of their seminar work students perfect their theoretical, practical, communication and presentation skills.
After the completion of the course, the student:
- masters the basic and advanced tools of communication mix
- is able to prepare an overall marketing communication strategy. The successful graduate understands the necessity of creating a strategy of marketing communication and applies his/her acquired knowledge to a particular practical example.
- Syllabus
- 1. Basic theoretical principles of marketing communication, communication process 2. Marketing communication aims, strategy and planning 3. Advertising - history, present 4. Advertising - legal regulation of advertising, autoregulation and ethic in advertising 5. Advertising - sorts of advertising, advertising media (traditional vs. alternative), evaluation of advertising effectiveness 6. sales support - aims and tools of sales support, POP and POS materials, types of sales support 7. Direct marketing - instruments of direct marketing 8. Public relations - characteristics, target groups and instruments of PR 9. Event marketing, trade fairs, exhibitions, sponsoring 10. Personal selling 11. Marketing communication in internet environment - communication mix and internet (PR, sales support, advertising and direct marketing on the internet) 12. New trends in marketing communication 13. 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 22 Preparation for Seminars, Exercises, Tutorial 4 4 Attendance on Seminars/Exercises/Tutorial/Excursion 26 26 Total: 52 52 - Assessment Methods and Assesment Rate
- Presentation 40 %
Seminary Work 60 %
- Language of instruction
- Czech
- Enrolment Statistics (summer 2013, recent)
- Permalink: https://is.vstecb.cz/course/vste/summer2013/MAK