BA_MaCS_B Marketing Communications Structure B

University of Finance and Administration
Summer 2020
Extent and Intensity
2/0/0. 3 credit(s). Type of Completion: z (credit).
Teacher(s)
PhDr. Karel Eliáš, CSc. (seminar tutor)
Guaranteed by
PhDr. Karel Eliáš, CSc.
Subdepartment of Management and Marketing – Department of Economics and Management – Departments – University of Finance and Administration
Contact Person: Lenka Pokorná
Timetable of Seminar Groups
BA_MaCS_B/pECCUXPH: Wed 14:00–14:44 E004, Wed 14:45–15:30 E004, K. Eliáš
Prerequisites
There are no prerequisites for this course.
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(definitions,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).
Learning outcomes
Basic theoretical knowledge, orientation in problems and context of monitored topics. At the same time, the practical skills and skills of applying the acquired knowledge in a real environment of professional activities. The learning outcomes are the support and development of the profile of the educated practitioner
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. a BAACK, D. Integrated advertising, promotion, and marketing communications. Seventh edition. Boston: Pearson, [2016], ©2016. 496 stran. Global edition. ISBN 978-1-292-09363-5 -54$
  • --PRIDE,W.M.-FERRELL,O.C.:Marketing.2016 ed.Boston: Cengage Learning,2016.ISBN 978-1-285-85834-0.
  • BLAKEMAN,R.:Integrated Marketing Communication : Creative Strategy From Idea to Implementation.2nd ed.Lanham:Rowman and Littlefield Publishers,2014.ISBN 9781442221215.
    recommended literature
  • FARRAL,C.-LINDSLEY,M.:Professional English in Use.Marketing.Cambridge University Press 2008.ISBN: 978-0-521-70269-0
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 . 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
Further comments (probably available only in Czech)
Information on completion of the course: V předmětu studenti vypracovávají povinnou seminární práci
The course can also be completed outside the examination period.
Information on the extent and intensity of the course: 12 hodin KS/semestr.
Teacher's information
All subject related study-books are available in a limited amount also in the VŠFS library(Vltavská st.,P5)

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.

The course is also listed under the following terms Summer 2021, Summer 2022, Summer 2023.
  • Enrolment Statistics (Summer 2020, recent)
  • Permalink: https://is.vsfs.cz/course/vsfs/summer2020/BA_MaCS_B