B_SMaK Structure of Marketing Communications

University of Finance and Administration
Summer 2013
Extent and Intensity
2/0. 5 credit(s). Type of Completion: zk (examination).
Teacher(s)
Ing. Vilém Kunz, Ph.D. (seminar tutor)
PhDr. Marek Matějka (seminar tutor)
prof. PhDr. Dušan Pavlů, CSc. (seminar tutor)
Guaranteed by
prof. PhDr. Dušan Pavlů, CSc.
Subdepartment of Management and Marketing – Department of Economics and Management – Departments – University of Finance and Administration
Contact Person: Květoslava Dolejšová
Timetable of Seminar Groups
B_SMaK/pMMO: Mon 8:45–9:29 M01, Mon 9:30–10:15 M01, V. Kunz
B_SMaK/pMPH: Wed 12:15–12:59 E007KC, Wed 13:00–13:45 E007KC, D. Pavlů
B_SMaK/uMKL: Tue 5. 2. 14:00–15:30 K311, 15:45–17:15 K311, Tue 19. 2. 14:00–15:30 K312, 15:45–17:15 K312, M. Matějka
B_SMaK/uMPH: Tue 26. 3. 15:45–17:15 E129, 17:30–19:00 E129, Tue 2. 4. 15:45–17:15 E129, 17:30–19:00 E129, D. Pavlů
B_SMaK/vMMO: Sat 9. 2. 8:00–9:30 M24, Fri 22. 2. 13:45–15:15 M24, Fri 8. 3. 15:30–17:00 M24, Fri 22. 3. 15:30–17:00 M24, V. Kunz
B_SMaK/vM2PH: Sat 6. 4. 9:45–11:15 E223, 11:30–13:00 E223, Sat 20. 4. 9:45–11:15 E223, 11:30–13:00 E223, D. Pavlů
B_SMaK/vM3PH: Sat 16. 2. 9:45–11:15 E224, 11:30–13:00 E224, Sat 2. 3. 8:00–9:30 E224, 9:45–11:15 E224, D. Pavlů
Prerequisites
Structured knowledge covering the extent of the subject of marketing: general insight into the concept of marketing communication tools within the frame of the marketing mix.
Course Enrolment Limitations
The course is offered to students of any study field.
Course objectives
The objective of this one-semester course is to acquaint the students of both the full-time study and part-time study programmes with the basic structure and taxonomy of marketing communications and their function in the current economic and socio-cultural life of society. The course is focused on detail extension of largely general knowledge of the marketing communications’ position within the frame of the marketing mix as a whole. It also aims at the transfer of necessary theoretical knowledge complemented by a substantial application factor as well as by an analysis of numerous feasible individual marketing communication activities both in the current Czech and global marketing communication practice. Apart from the above-mentioned aims, the following is in the focus of this course attention: • to lead students to unaided individual analytical perspectives on the current theory and practice of marketing communications in advertising, sales promotion, public relations, personal selling and direct marketing as the terminus a quo of traditional ways of commercial communications’ presentations; • consequently, to acquaint students with new trends in communication, for example WOM, viral marketing, product placement, internet marketing, celebrity endorsement in marketing communications, the concept of CSR and the like. In the focus of lecturing, there is such a conception of marketing communications which proceeds from a marketing plan of a social subject and, within the frame of it, fulfils specific communication tasks aiming to achieve the set up objectives. Presentation is given within the context of historical development trends of the specific communication activities both in the Czech and global societies with a special emphasis on particular socio-cultural contexts of marketing communications’ implementation. After the successful completion of the given lectures, students will be: 1. able to evaluate the quality of a preparation stage and implementation of specific communications’ manifestations within the frame of wider communication-promotional campaigns. 2. ready to expertly discuss preconditions of a particular communication activity effectiveness, respecting the ethical principles of the profession at the same time; 3. qualified to apply the commercial communication principles in the sphere of social marketing communications.
Syllabus
  • 1. Historical connections of the origin and development of MC – emergence of individual media and their function in the commercial life of a society, emergence of advertising and promotional agencies • Economic and socio-cultural bases of commercial communication • Marketing communications development and their fundamental tendencies in the world starting from the beginning of 19th century up to now • Marketing communications development and their fundamental tendencies in the Bohemian Lands since the 19th century till present time • Marketing communications’ tools basic taxonomy 2. Marketing philosophy and a product in the marketing mix • Marketing mix and communication mix within its frame; the role of MC in the communication mix • Basic typology of business policy conceptions and position, tasks and functions of marketing communications 3. Fundamental methodology of effective marketing communication design – a campaign and its implementation • Client’s brief – fundamental starting point of marketing communication • Creation and layout of effective communication – three main factors: strategy, creativity and professionalism of communication concept elaboration • Promotional-communication campaign: basic characteristics 4. Advertising and its communication specifics • Specific position of advertising in the structure of MC tools and its characteristics • Acquisition of basic components of an advertising message 5. Sales promotion and its communication specifics • Specific position of sales promotion in the structure of MC tools and its characteristics • Acquisition of basic sales promotion concept tools within the frame of the marketing communication as a whole encompassing the interconnectedness of sales promotion and other communication tools in a complex promotional campaign 6. Public relations and their communication specifics • Introduction to PR activities in their historical development • Giving examples of current basic PR forms in harmony with the strategic goals of both commercial and non-profit institutions • Acquisition of current concepts of effectiveness metrics of this kind of communication 7. Direct marketing and its communication specifics • Getting acquainted with the history and development of DM observed as a complex phenomenon within the frame of MC • Description of individual DM tools and their current role • Definition of basic structure and typology of DM communication tools • Emergence of electronic messaging and the concept of DM – transformation of goals and possibilities of direct marketing communication in contemporary society • Loyalty programmes and the concept of DM 8. Personal selling and its communication specifics • Encompassing the specific role of personal selling within the concept of marketing communication tools • Personal selling process and its characteristics – multilevel marketing • Acquisition of the concept of sales force training – both for B2B and B2C • Various types of personal selling - their organization and system 9. Current new trends – IMC – integrated marketing communications, future prospects • Acquisition of another development stage of marketing communications • Comprehension of the most important causes leading to the emergence of a higher communication quality concept, taking into account namely global aspects of the development of economy, media, way of living and lifestyles. • Exemplification of the intricacies of the IMC concept and its implementation into an institutional practice 10. Ethics of the marketing communications field and some forms of its implementation, CSR • Precise explanation of the terms of morals and ethics: search for principles of their application in the sphere of marketing and marketing communications • Acquaintance with the Codes of Ethics of the profession both at the general communication level and in the sphere of individual tools of marketing communications • Dealing with fundamental principles of practical implementation of ethical principles into the system of marketing communication tools 11. Social marketing communications = social advertising: classical commercial communication and its application in the social life of a society • Not-for-profit sector and its characteristics, its main representatives – citizens’ associations, charities, endowment funds, etc. • Interpretation of the significance of communication for this type of social institutions in the process of reaching their objectives • Communication implementation and its specifics in the non-profit sector 12. Some specific issues of marketing communications development taxonomy – brands, image, celebrities, sexual motives, etc. • Event marketing – its concept, basic typology of event marketing activities, main rules typically applied at the stages of preparation and implementation of a marketing event • Guerrilla marketing – its concept, guerrilla marketing implementation, possible complications in the process of guerrilla event implementation (events’ publicity) • Viral marketing – principles, functions and operation • Product placement – its basis, principles and operation • Political marketing – communication in politics: the concept of political marketing, communication in politics, negative political advertising – implementation of classical commercial communication principles • Lobbying – its basis, principles, implementation options • CSR – Corporate social responsibility – its basis, principles, implementation options, significance for shaping an organizational image
Literature
  • HANNAGAN, T. J.: Marketing pro neziskový sektor. Praha: Management Press, 1996. ISBN 80-85943-07-7
  • FREY, P.: Marketingová komunikace – nové trendy 3,0. Praha: Management Press, 2011. ISBN 978-80-7261-237-6
  • SVOBODA, V.: Public relations moderně a účinně. Praha: Grada Publishing, 2009. Stran 233, ISBN 978-80-247-2866-7
  • KOTLER, P.: Marketing management. Praha: Grada Publishing, 2001. ISBN 80-247-0016-6, nebo novější vydání, kapitola 21
  • ŠINDLER, P.: Event marketing – jak využít emoce v marketingové komunikaci. Praha: Grada Publishing, 2003. ISBN 80-247-0646-6
  • Mc COMBS, M.: Agenda setting. Praha: Portál, 2009. ISBN 978-80-7367-591-2
  • TOMEK, G., VÁVROVÁ, V.: Marketing – od myšlenky k realizaci. Praha: Grada Publishing, 2011. ISBN 978-80-7431-042-3
  • PAVLŮ, D.: Značka v pohledu Reklamního klubu československého. BRAND&STORIES, 6/2012
  • HANULÁKOVÁ, E.: Etika v marketingu. Bratislava: Eurounion,1996. ISBN 80-85568-56-X
  • PAVLŮ, D.: Veletrhy a výstavy – kultura, komunikace, multimedialita, marketing. Praha: Professional Publishing, 2009. ISBN 978-80-86946-38-2
  • CLOW, K. E., BAACK, D.: Reklama, propagace a marketingová komunikace, Brno: COMPUTER PRESS, 2008. ISBN 978-80-251-1769-9
  • TELLIS, J. G.: Reklama a podpora prodeje. Praha: Grada Publishing, 2000. ISBN 80-7169-997-7
  • BOČEK, M., JESENSKÝ, D., KROFIÁNOVÁ, D.: POP in store komunikace v praxi – trendy a nástroje marketingu v místě prodeje. Praha: Grada Publishing, 2009. ISBN 978-80-247-2840-7
  • PAVLŮ, D.: Vznik reklamního průmyslu v českých zemích - počátky institucionalizace reklamního průmyslu v českých zemích od poloviny 19. století do 20. let 20. století. Trnava: Communication Today, 1/2013, ISSN 1338-130X
  • PŘIKRYLOVÁ, J., JAHODOVÁ, H.: Moderní marketingová komunikace. Praha: Grada Publishing, 2010. ISBN 978-80-247-3622-8
  • PAVLŮ, D.: Před 85 lety vznikl slavný Reklub. STRATEGIE, 7/2012
  • PELSMACKER, P., GEUENS, M., BERG, J.: Marketingová komunikace. Praha: Grada Publishing 2003. ISBN 80-247-0254-1
  • PAVLŮ, D.: Výstavní a veletržní komunikace očima našich předchůdců. STRATEGIE, 9/2012
  • BAUMAN, Z.: Tekutá modernita, Praha MF 2002, ISBN 80-204-0966-1
  • SVĚTLÍK, J.: O podstatě reklamy. Bratislava: Eurokódex 2012. ISBN: 978-80-89447-85-5
Teaching methods
Lectures in the full-time form of study. Fundamental strategic sets of knowledge presented in tutorials of the part-time form of study. Due to the subject complexity, 2/3 attendance is expected to be met by the full-time students; the part-time study programme minimal compulsory attendance is 50 %. In the full-time study programme, each topic will be introduced by the lecturer using a PowerPoint presentation with a follow-up discussion. Simultaneously, students are required to prepare in writing a critical analysis of 3 differently focused promotional messages. Detailed instructions are posted at the beginning of the semester.
Assessment methods
The Subject in the full-time study programme uses continuous assessment in the form of compulsory interim knowledge tests, each consisting of 10 questions, taken at the beginning of sessions 4, 7 and 10. A final, more extensive 30-question knowledge test covering all the presented topics will be taken by students during the period from April 29 till May 3. An exam comprises of:  Results achieved in the compulsory tests and a contingent verification exam if the score of interim results still prove to be unsatisfactory – less than 50 % in total = 300 points: (1st test max. 100 points, 2nd test max. 100 points, 3rd test max. 100 points, final test max. 300 points).  Possible gains in evaluation of the critical study: A- 300 - 251 points, B – 250 - 201, C – 200 - 151, D – 150 - 125, E – 124 – 100, less than 100 points – F.  Total scores and marks: A: 900 - 800 points, B: 799 – 700, C: 699 – 600, D: 599 – 500, E: 499-450, less than 450 points = F. The Subject in the part-time study programme is evaluated in the form of a final comprehensive 30-question knowledge test covering all the presented topics. It is taken by students during the examination period. The examination date must be agreed upon by the lecturer. An exam comprises of:  Results achieved in the tests. In case of unsatisfactory interim results – less than 150 points in total (final test max. 300 points) there is a contingent verification exam.  Evaluation of the critical analysis.  Tests’ and the critical study evaluation: A- 300 - 251 points, B – 250 - 201, C – 200 - 151, D – 150 - 125, E – 124 – 100, less than 100 points – F.  Total scores and marks: A: 600 - 550 points, B: 549 – 500, C: 499 – 450, D: 449 – 400, E: 399-350, less than 350 points = F.
Language of instruction
Czech
Follow-Up Courses
Further comments (probably available only in Czech)
The course can also be completed outside the examination period.
General note: Aa1.
Information on the extent and intensity of the course: 8 hodin KS/semestr.
The course is also listed under the following terms Winter 2007, Summer 2008, Winter 2008, Winter 2009, Summer 2011, summer 2012, Winter 2012, Summer 2014, Summer 2015, Summer 2016, Summer 2017, Summer 2018, Summer 2019, Summer 2024, Summer 2025.
  • Enrolment Statistics (Summer 2013, recent)
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