VŠTE:MAK Marketing Communication - Course Information

MAK Marketing Communication

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: Thu 16:20–17:50 A2, M. Slabá

Prerequisites (in Czech)

FORMA ( P )

Course Enrolment Limitations

The course is offered to students of any study field.

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 and marketing communication, 2. Communication process 3. Marketing communication strategy 4. Advertising - legal regulation of advertising, autoregulation and ethic in advertising, history, present 5. Advertising - sorts of advertising, advertising media (traditional vs. alternative) 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
Project Teaching
Brainstorming
Teaching Supported by Multimedia Technologies

Student Workload

Activities	Number of Hours of Study Workload
	Daily Study	Combined Study
Preparation and presentation of the project	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 30 %
Project – semestral 70 %

Language of instruction

Czech

• Enrolment Statistics (winter 2013, recent)
  
• Permalink: https://is.vstecb.cz/course/vste/winter2013/MAK