VSFS:BA_MaCS Marketing Communications Struc - Course Information
BA_MaCS Marketing Communications Structure
University of Finance and AdministrationSummer 2014
- Extent and Intensity
- 2/0. 5 credit(s). Type of Completion: zk (examination).
- Teacher(s)
- PhDr. Karel Eliáš, CSc. (seminar tutor)
Květoslava Dolejšová (assistant) - Guaranteed by
- PhDr. Karel Eliáš, 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
- BA_MaCS/pMCPH: Wed 15:45–16:29 E304, Wed 16:30–17:15 E304, K. Eliáš
- Prerequisites
- Assumptions: student,s ability to understand marketing theory and to consider possible applications/options into the practical marketing processes/campaigns within the structure of marketing communications framework.
- Course Enrolment Limitations
- The course is offered to students of any study field.
- Course objectives
- Goal of the subject: to set a knowledge base for broad understanding of a modern marketing(definitons,state of-the-art concepts,..) and its implications for marketing communication incl.marketing mix( i.e.product,price,place and promotion) and marketing communication mix ( i.e.Advertising,PR,Sales promotion,Direct marketing a Personal Selling) including commercial and social marketing consequencies for societal life.Marketing Communications will be described as a powerful combination of specific scientific knowledge and various creative thinking .Consequently students should be able to assess,modify and propose various marketing processes,campaigns and decisions ( having in mind both commercial and social implications).
- Syllabus
- Programme: 1.Historical introduction into Commercial Communications incl.early forms of trading markets.Various mediatypes an its commercial usability.First advertising and communication agencies. 2.Basic structure of the marketing commnunication tools.Product life cycle and MK tools optimisation. 3.Marketing communication mix.Advertising, its historical background ant the future in the competition with other MK tools. 4.Branding.Brand functions and its role within today,s hypercompetition.Corporate and private brands, co-branding.Brand as a part of the Corporate Identity.Branding strategy within international context. 5.Sales Promotion and its further development. 6.Public Relations.PR as an invaluable tools for the social marketing.New trends and IS/IT technology possibilities and perspectives. 7.Direct Marketing and IS/IT new impetus.Datamining and customer profiling.Customer satisfaction and how to manage it. 8.Personal selling.B2B and B2C differencies and similarities.How it is organized.Association of the Personal Selling in the Czech Republic.Personal Selling and ethical issues. 9.Corporate Social Responsibility (CSR)- social marketing as an effective form of communication with human touch.Social responsibility (society-customer-company) 10.Integrated Marketing Communications(IMC) and globalisation.Media fragmentation and complex/combined marketing actions and campaigns.Marketing Research and IMC. 11.E- marketing ( how new technologies have been changing marketing over the time).Social networks and how it works within marketing communications structure. 12.Summary.Questions and answers with students.
- Literature
- required literature
- CLOW,K.E.-BAACK,D.: Integrated Advertising, Promotion and Marketing Communications.Pearson Prentice Hall 2010 (4th ed.).ISBN-10:0-13-815737-5
- FARRAL,C.-LINDSLEY,M.:Professional English in Use.Marketing.Cambridge University Press 2008.ISBN: 978-0-521-70269-0
- recommended literature
- MARSHALL,P.-TODD,B.:Ultimate guide to Google adwords advertising.Entrepreneur Media 2010.ISBN:978-1-599-183-602
- PRIDE,W.M.-FERREL,O.C.:Marketing.South Western Cengage Learning 2010.ISBN-13:978-0-547-16747-3
- Teaching methods
- Teaching methods: interactive lectures + focused discussions/presentations.
- Assessment methods
- Assesment methods: exam will consist of the succesfull accoplishment of the written test (List of questions will be available on IS )+ interview when applicable subject to the total student,s performance incl. activity within the lectures i.e. independant presentation of an analysis of the selected specific MK action/event /campaign (written 6-7 p. + ppt.) N.B.Minimal student,s presence level in the lectures has been set on 75%.Additional tasks can be formulated/set for a specific student, in order to meet necessary requirements for the sucessfull accoplishment his/her study course.
- Language of instruction
- English
- Follow-Up Courses
- Further comments (probably available only in Czech)
- The course can also be completed outside the examination period.
General note: b0.
Information on the extent and intensity of the course: 8 hodin KS/semestr.
- Enrolment Statistics (Summer 2014, recent)
- Permalink: https://is.vsfs.cz/course/vsfs/summer2014/BA_MaCS