MAK Marketing Communication

Institute of Technology and Business in České Budějovice
winter 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
ActivitiesNumber of Hours of Study Workload
Daily StudyCombined Study
Preparation and presentation of the essay22 
Preparation for Seminars, Exercises, Tutorial4 
Attendance on Seminars/Exercises/Tutorial/Excursion26 
Total:520
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.
The course is also listed under the following terms summer 2011, summer 2012, winter 2012, summer 2013, winter 2013, summer 2014, summer 2018, summer 2019, summer 2020, summer 2021.
  • Enrolment Statistics (winter 2011, recent)
  • Permalink: https://is.vstecb.cz/course/vste/winter2011/MAK