VSFS:N_IMaK Cross-cultural Marketing and C - Course Information

N_IMaK Cross-cultural Marketing and Communication

Extent and Intensity

2/0. 7 credit(s). Type of Completion: zk (examination).

Teacher(s)

Ing. Mgr. PhDr. Milena Havlíková - Grusová, Ph.D. (seminar tutor)
doc. Ing. Anna Klosová, CSc. (seminar tutor)
RNDr. Aleš Krejčí, CSc. (seminar tutor)

Guaranteed by

Ing. Mgr. PhDr. Milena Havlíková - Grusová, Ph.D.
Subdepartment of Management and Marketing – Department of Economics and Management – Departments – University of Finance and Administration
Contact Person: Květoslava Dolejšová

Timetable of Seminar Groups

N_IMaK/pMMO: Tue 8:45–9:29 M14, Tue 9:30–10:15 M14, A. Klosová
N_IMaK/pMPH: Thu 12:15–12:59 S01, Thu 13:00–13:45 S01, A. Krejčí
N_IMaK/uM1aPH: Tue 5. 2. 15:45–17:15 S32, 17:30–19:00 S32, Tue 5. 3. 15:45–17:15 S32, Tue 19. 3. 14:00–15:30 S32, Tue 26. 3. 15:45–17:15 S32, M. Havlíková - Grusová
N_IMaK/uM1bPH: Tue 12. 2. 15:45–17:15 S35, 17:30–19:00 S35, Tue 5. 3. 14:00–15:30 S35, Tue 19. 3. 15:45–17:15 S35, Tue 26. 3. 17:30–19:00 S35, M. Havlíková - Grusová
N_IMaK/vMKL: Fri 22. 2. 13:45–15:15 K312, 15:30–17:00 K312, Fri 15. 3. 15:30–17:00 K312, Fri 22. 3. 13:45–15:15 K312, 15:30–17:00 K312, M. Havlíková - Grusová
N_IMaK/vMMO: Sat 23. 2. 8:00–9:30 M14, 9:45–11:15 M14, Sat 9. 3. 8:00–9:30 M14, 9:45–11:15 M14, 11:30–13:00 M14, A. Klosová
N_IMaK/vM2PH: Sat 2. 3. 9:45–11:15 S32, 11:30–13:00 S32, Fri 5. 4. 12:30–14:00 S32, 14:01–15:30 S32, Fri 19. 4. 13:45–15:15 S32, M. Havlíková - Grusová

Course Enrolment Limitations

The course is offered to students of any study field.

Course objectives

Completing the course titled Integrated Marketing Communication (IMC) our students gain knowledge of the latest trends in the theory and practice of marketing communication. Are able to explain and clarify the origin and development of a higher quality of marketing communication – integrated marketing communication, can analyse its practical meaning and theoretically justify various forms, strategies and tactics of its implementation to achieve marketing, communication and commercials objectives of different social subjects - commercial, non-commercial, non-profit organizations, and others. Get information and facts incorporating IMC concepts into the conditions of a global world and hypercompetitive environment, is able to consider links towards the global trends in social development in the commercial as well as non-commercial sphere and to new communication global phenomena and strategies. Students also acquire skills in critically analysing IMC applications into social practice.

Syllabus

• 1. Development stages of marketing policy in economic life of society, characteristic of basic marketing concepts resulting in an integrated marketing communication strategy
• 2. Global trends in the contemporary world and their reflection in communication marketing strategies, connection to the cultural development of society and creation of lifestyle
• 3. Competition and hypercompetition in the global world as the rationale for IMC implementation
• 4. Chaotics – key factors leading to the onset of turbulences in society and their effect on developing IMC concepts
• 5. IMC definition, its underlying structure, synergy effect
• 6. Key characteristics of IMC at present
• 7. Internal barriers to IMC implementations
• 8. The concept Sales Promotion/Promotion Management – the predecessor of IMC
• 9. Role of the brand in the IMC strategy
• 10. Role of the corporate identity in the IMC concept
• 11. New quality of relationships between the communicating institution and supplier of marketing communication services in the IMC strategy
• 12. New trends in marketing communication and possibilities of their use in the IMC strategy and the IMC application in the activity of social non-commercial institutions

Literature

required literature
• Světlík, J.: Marketing pro evropský trh. Praha: Grada Publishing, 2003
• Světlík,J.:Euromarketing.Zlín:UTB,2003

recommended literature
• International marketing: a global perspective/ Mühlbacher H., Leihs H., Dahringer L., London:Thomson, 2006
• Dahl, S.: Cultural Values in Advertising
• International marketing : theory, practices and new trends/Machková H.,Král P., Lhotáková M. a kolektiv, Praha:Economica,2010
• Mooji, M. de.: Consumer Behavior and Culture. London: Sega publication, 2004
• Machková,H.:Mezinárodní marketing, Praha:Grada,2009
• Usunier, J.C.: Marketing Across Cultures. 3.ed. Harlow: Pearson Education Limited, 2000

Teaching methods

In the full-time form of study the content of all topics is a theoretical lecture delivered by the teacher accompanied by marketing communication practice examples; in the part-time form of study the content of consultations is a commented guide through the topics of the course according to the Study material – with an accent placed on the knowledge of sources ( literature) and self-study – participation in consultations at least 50%. Students of both forms of study are to produce in writing a case essay with a critical assessment of the IMC strategy usability in the real commercial or social (cultural, sports, scientific, etc.) life of society based on the specific assignment delivered by the course tutor teacher at the first lecture in the full-time or consultation in the part-time study. The written case study shall be delivered by week before the oral examination. Students can choose the topic of three themes.

Assessment methods

The course is finished seminary work through essays. Follows oral assessment of the quality of processing a given topic essays teacher educator and critical analysis of scientific studies. The final mark is made ​​up of all parts: an essay and an oral examination. Follows oral assessment process given topic essays teacher educator and critical analysis of scientific studies. The final mark is composed of partial marks essay signs of oral testing.

Language of instruction

Czech

Further comments (probably available only in Czech)

The course can also be completed outside the examination period.
General note: Bb1.
Information on the extent and intensity of the course: 10 hodin KS/semestr.

Teacher's information

http://www.stephweb.com

• Enrolment Statistics (Summer 2013, recent)
  
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