BA_MaCS_A Marketing Communications Structure A

Vysoká škola finanční a správní
léto 2023
Rozsah
2/1/0. 16 hodin KS/semestr. 6 kr. Ukončení: zk.
Vyučující
Kristina Lenkova, Ph.D. (přednášející)
Garance
PhDr. Martina Švecová, MSc
Sekce managementu a marketingu (FES, KEM) – Katedra ekonomie a managementu (FES, KEM) – Katedry – Vysoká škola finanční a správní
Kontaktní osoba: Ivana Plačková
Rozvrh seminárních/paralelních skupin
BA_MaCS_A/cMCPH: každou lichou středu 17:30–18:14 E225, každou lichou středu 18:15–19:00 E225, K. Lenkova
BA_MaCS_A/pMCPH: každou sudou středu 15:45–16:29 E225, každou sudou středu 16:30–17:15 E225, každou sudou středu 17:30–18:14 E225, každou sudou středu 18:15–19:00 E225, K. Lenkova
Předpoklady
There are no prerequisites for this course.
Omezení zápisu do předmětu
Předmět je otevřen studentům libovolného oboru.
Cíle předmětu
The course aims to explain the importance of communication as an element of Marketing. It discusses the goals which marketing communication faces, as well as, the steps which should be considered in order to reach them. The students will also get an extensive knowledge on the separate elements of the communication mix (i. e. Advertising, PR, Sales promotion, Direct marketing, Digital Marketing, Event Marketing and Personal Selling) and the possible strategies build out of these elements. Besides explaining these elements, the course also concentrates on the execution of advertising campaigns stressing on their core elements such as the message strategies. Consequently, as an outcome of the course the students should be able to assess and evaluate message strategies and campaigns, consider and suggest best communication mix for a given product/service considering the particular phase of its life-cycle, critically discuss and suggest corrective steps on communication a brand has built and promoting.
Výstupy z učení
Basic theoretical knowledge in marketing, orientation in problems and context of monitored topics. Distinguish between strategical and operational marketing Understand marketing and its promotional element along with its components Actively think about ethics in advertising campaigns and marketing itself Gain practical skills and skills of applying the acquired knowledge in a real environment of professional activities.
Osnova
  • 1. Communication theories and models 2. The Principles of marketing communication 3. Source, Message and Planning Factors 4. The process of planning, preparing and executing an advertising campaign 5. Traditional advertising – TV, Radio, OOH 6. Sales Promotion and its further development. 7. Public Relations 8.Direct Marketing 9. Digital Marketing 10. Personal selling & B2B Marketing 11. Managing marketing communication in a global economy 12. Wrap up and term project presentations by students
Literatura
    povinná literatura
  • 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$
  • BELCH, George E. a Michael A. BELCH. ADVERTISING & PROMOTION: AN INTEGRATED MARKETING COMMUNICATIONS PERSPECTIVE,. 11. vyd. New York: McGraw-Hill Education, 2018. ISBN 978-1-259-54814-7.
  • BLAKEMAN,R.:Integrated Marketing Communication : Creative Strategy From Idea to Implementation.2nd ed.Lanham:Rowman and Littlefield Publishers,2014.ISBN 9781442221215.
  • KOTLER, Philip et al. Principles of Marketing. 17. vyd. Harlow: Pearson, 2020. ISBN 978-1-292-26960-3.
    doporučená literatura
  • PRIDE,W.M.-FERRELL,O.C.:Marketing.2016 ed.Boston: Cengage Learning,2016.ISBN 978-1-285-85834-0.
Výukové metody
interactive lectures excercises two homeworks term project
Metody hodnocení
The grade will be structured as follows: 10% Class attendance and participation, 15% Homework 1, 15% Homework 2, 20% Term Project Assignment, 40% Final Exam GRADING SCALE: A 100-90 B 89-80 C 79-70 D 69-60 E 59 - 50 F - Below 50
Vyučovací jazyk
Angličtina
Informace učitele
Most of the required literature is available via e-library in VŠFS internal system in the folder Libraries. But all the necessary ifnormation and notes are available in IS/Study Materials/Interactive syllabi.
Další komentáře
Poznámka k ukončení předmětu: V předmětu studenti vypracovávají povinnou seminární práci
Předmět je dovoleno ukončit i mimo zkouškové období.
Předmět je zařazen také v obdobích léto 2020, léto 2021, léto 2022.
  • Statistika zápisu (nejnovější)
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