Course: Marketing Communications

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Course title Marketing Communications
Course code KAE/MAC
Organizational form of instruction Seminary
Level of course Master
Year of study not specified
Semester Winter
Number of ECTS credits 4
Language of instruction English
Status of course Compulsory-optional
Form of instruction Face-to-face
Work placements This is not an internship
Recommended optional programme components None
Lecturer(s)
  • Závodný Pospíšil Jan, PhDr. Ph.D.
Course content
- Basic concepts of communication process - Advertising - Personal selling - Support sales - PR - Public Relations - Sponsorship - Direct marketing - Communication strategy - New Trends in Marketing Communications

Learning activities and teaching methods
Lecture, Monologic Lecture(Interpretation, Training)
  • Attendace - 24 hours per semester
  • Homework for Teaching - 40 hours per semester
  • Semestral Work - 10 hours per semester
  • Preparation for the Course Credit - 26 hours per semester
Learning outcomes
Marketing Communications is a term which is dealing with communications of commercial and non-commercial messages to the market through marketing communications channels. The aim of the course is to introduce students with the theory of basic forms of marketing communications. During the course students will be familiar with concepts such as advertising, personal selling, sales promotion, public relations and many more. The course focuses on the practical application of marketing tools. Students will study case studies and actively participate in the course.
After completion of the course students know basic concepts of marketing communications. They are capable to understand the basic operation of creative marketing communications, know the tools and resources used in marketing communications, as well as basic knowledge for designing communication strategies.
Prerequisites
Not established special requirements.

Assessment methods and criteria
Written exam, Seminar Work

Requirements for the credit: passing a written test and active participation in seminars. The course is finished with exam. During the semester students will work on a seminar paper on a topic to be determined in the first lesson. They are allowed two absences in the seminars. The study includes the use of e -learning environment Moodle. Students logs as directed by the www.kae.cz Grading scale: A 91-100 B 82-90 C 73-81 D 64-72 E 55-63
Recommended literature
  • & Bačuvčík, R. (2010). Žena a muž v marketingové komunikaci. Zlín: Verbum.
  • Bernays, E. L. (2011). Crystallizing Public Opinion. London.
  • DU PLESSIS, Erik. (2005). The advertised mind: groundbreaking insights into how our brains respond to advertising. Kogan Page Publishers.
  • Foret, M. (2003). Marketingová komunikace. Brno: Computer Press.
  • Osvaldová, B., & Halada, J. (2007). Praktická encyklopedie žurnalistiky a marketingové komunikace. Praha: Nakladatelství Libri.
  • PELSMACKER, P., GEUENS, M., BERGH, J. (2005). Foundations of Marketing Communications: A European Perspective. New York: Financial Times/Prentice Hall.
  • PELSMACKER, P., GEUENS, M., BERGH, J. (2003). Marketingová komunikace. Praha: Grada.
  • PERCY, Larry. (2014). Strategic integrated marketing communications. London: Routledge.
  • WILCOX, Dennis L, Glen T CAMERON a Bryan H REBER. (2014). Public relations: strategies and tactics. New York: Pearson.


Study plans that include the course
Faculty Study plan (Version) Branch of study Category Recommended year of study Recommended semester
Faculty of Arts Applied Economic Studies (2015) Economy - Winter
Faculty of Arts Specialised French for Economic Practice (2016) Philological sciences - -