VSFS:N_IMK Integrated Marketing Communica - Course Information

N_IMK Integrated Marketing Communication

Extent and Intensity

2/1. 6 credit(s). Type of Completion: zk (examination).

Teacher(s)

doc. Ing. Aleš Hes, CSc. (seminar tutor)
Ing. Vilém Kunz, Ph.D. (seminar tutor)
Ing. Miloslav Šašek (seminar tutor)

Guaranteed by

doc. Ing. Aleš Hes, 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

N_IMK/cM1PH: each odd Tuesday 12:15–12:59 S35, each odd Tuesday 13:00–13:45 S35, M. Šašek
N_IMK/cM2PH: each odd Tuesday 10:30–11:14 S24, each odd Tuesday 11:15–12:00 S24, M. Šašek
N_IMK/pMPH: each odd Thursday 12:15–12:59 S01, each odd Thursday 13:00–13:45 S01, each odd Thursday 14:00–14:44 S01, each odd Thursday 14:45–15:30 S01, A. Hes
N_IMK/uMPH: Tue 29. 9. 17:30–19:00 S32, Tue 13. 10. 17:30–19:00 S32, Tue 20. 10. 15:45–17:15 S32, 17:30–19:00 S32, Tue 27. 10. 17:30–19:00 S32, A. Hes
N_IMK/vMMO: Fri 2. 10. 15:30–17:00 M17, Fri 13. 11. 15:30–17:00 M17, 17:15–18:45 M17, Fri 27. 11. 15:30–17:00 M17, 17:15–18:45 M17, V. Kunz
N_IMK/vMPH: Fri 9. 10. 15:30–17:00 S23, 17:15–18:45 S23, Fri 23. 10. 17:15–18:45 S23, Sat 24. 10. 9:45–11:15 S23, 11:30–13:00 S23, A. Hes

Prerequisites

Completed bachelor’s studies of communication or marketing fields of study at different universities.

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 with a   result of the strategy of IMK
• 2. Global trends in the contemporary world and their reflection in   communications marketing strategies through modeling company called. Megatrends caused by global business strategies built on intellectual refinement technology
• Third and hyper-competition in a global world   as the basis of the introduction of IMK, the knowledge economy of   position IMK combination of tools and its impact on the competitiveness of businesses
• 4th Chaotika - basic factors of turbulent phenomena in society and their influence on conceptualizing IMK
• 5. Definition of IMK, its basic structure, synergy effects
• 6. Basic characteristics of IMK currently  
• Internal barriers to the introduction of the seventh IMK
• 8. The notion promotions - the forerunner of IMK
• 9. The role of brand strategy IMK
• 10th Role corporate identity in the concept of IMK  
• 11th Services marketing strategy IMK
• 12. New trends in marketing communications and their use in the strategy and application of IMK IMK   activity in social institutions noncommercial nature

Literature

required literature
•  PAVLŮ, D.: Marketingové komunikace a firemní strategie. Zlín: FMK UTB, Malá edice fmk, 2004. č. 1, ISBN 80-7318-178-9, povinně Bačuvčík, R.: Ke konstituci sociálních marketingových komunikací jako oboru, str. 92-97
• • PAVLŮ, D et al: Marketingové komunikace a media. Zlín: FMK UTB, Malá edice fmk, 2005. č. 3, ISBN 80-7318-306-4, povinně Jedlička,M.: Ciele, koncepcia a stratégia manažovania systému IMK, str. 68-78 / Kauerová,L., Svobodová, H.: Vybrané aspekty uplatňov
•  PAVLŮ, D et al: Marketingové komunikace a jejich nové formy. Zlín: FMK UTB, malá edice fmk. 2009. č. 8. stran 199, ISBN 978-80-7318-830-6,
• • KOTLER, P., CASLIONE, J. A.: Chaotika: řízení a marketing firmy v éře turbulencí. Brno: Computer Press 2009. ISBN 978-80-251-2599-1, stran 214
• • JAKUBÍKOVÁ, D.: Strategický marketing – strategie a trendy. Praha: Grada Publishing, 2008. ISBN- 978-80-247-2690, kapitola 3., str. 57-74
•  SVOBODA, V.: Propagační kampaně v marketingových komunikacích. Zlín: UTB-FMK, 2004. ISBN 80-7318-196-7, kapitola 1. – str.4-14, kapitola 7. - str.64 - 74
•  MIKOLÁŠ, Z.:Jak zvýšit konkurenceschopnost podniku – konkurenční potenciál a dynamika podnikání. Praha: Grada Publishing 2005, stran 198, ISBN 80-247-1277-6
•  PŘIKRYLOVÁ J., JAHODOVÁ, H.: Moderní marketingová komunikace. Praha: Grada Publishing 2010. ISBN 978-80-247-3622-8, kapitola 2
•  TOMEK, G., VÁVROVÁ, V.: MARKETING – Od myšlenky k realizaci. Praha: Professional Publishing, 2011. ISBN 978-80-7431-042-3, povinně kapitoly: 1., 2., 4., 6.,7.,10.,14.
•  PAVLŮ, D. et al: Marketingové komunikace a konkurence. Zlín: FMK UTB 2007. Malá edice fmk, Monografický sborník č. 7 ISBN 978-80-7318-634-0, studie Mikoláš, Z.: Nové dimenze konkurence a marketingové komunikace, str. 9-28,
•  PELSMACKER, P., GEUENS, M., BERG, J.: Marketingová komunikace. Praha: Grada Publishing 2003. ISBN 80-247-0254-1, kapitola 1
•  PAVLŮ, D.: Marketingové komunikace a kultura. Zlín: FMK UTB, Malá edice fmk 2005. č. 2., ISBN 80-7318-252-1, str.13-24, 30-34, 35-42, 91- 100,
• • DRUCKER, P. F.: Fungující společnost. Praha: Management Press, 2004. ISBN 80-7261-098-8 kapitola Budoucí společnost, str. 200-237
• • FREY, P.: Marketingová komunikace – to nejlepší z nových trendů. Praha: Management Press, 2011. ISBN 978-80-7261-237-6
•  PALATKOVÁ, M.: Marketingová strategie destinace cestovního ruchu. Praha: Grada Publishing, 2006. ISBN 80-247-1014-5 –Marketingová strategie destinace Česká republika, kapitola 5.4 – Propagační mix destinace ČR

recommended literature
• • KELLER, K. L.: Strategické řízení značky. Praha: Grada Publishing 2007. ISBN 978-80-247-1481-3, kapitoly 2, 6, 13, 14.
• • PAVLŮ, D et al: Marketingové komunikace a image. Zlín: FMK UTB, Malá edice fmk, 2006. č. 5, ISBN 80-7318-394-3, povinně Pravdová, H.: Kulturný kontext vytvárania a pôsobenia image, str.14-23
• • CLOW, K. E., BAACK, D.: Reklama, propagace a marketingová komunikace, Brno: COMPUTER PRESS, 2008, ISBN 978-80-251-1769-9, kapitola 1– str. 3-25, kapitola 7 – str. 187-216
•  SOLOMON, M. R., MARSHALL, G. W., STUART, E. W: Marketing očima světových manažerů. Brno: Computer Press 2006. ISBN 80-251-1273–X, str. 357-388
• • GIBSON, R. editor: Nový obraz budoucnosti. Praha: Management Press, 2007. 80-7261-036-8, kapitola Kotler, P.: Mapování budoucího trhu
• • BRADOVÁ, E. Od lokálních mítinků k politickému marketingu. Brno: MU, 2005. ISBN 80-210-3800-4, kapitola 1. str.16-38
•  VODÁČEK, L., VODÁČKOVÁ, O.: Synergie v moderním managementu. Praha: Management Press, 2009. ISBN 978-80-7261-190-4, kapitola 2, str. 32 – 56
• • LEHMANNOVÁ, Z. a kol.: Aktuální otázky globalizace. Praha: VŠE – Oeconomica, 2003. ISBN 80-245-0621-1, kapitoly Globalizace ekonomiky str.101-172, Soudobá globalizace a její sociální aspekty str. 175-260. Globalizace a média str.373-400
• • BAUMAN, Z.: Tekutá modernita. Praha: MF, 2002. ISBN 80-204-0966-1, str. 9-144
• • HALLIN, D. C., MANCINI, P.: Systémy médií v postmoderním světě. Praha: Portál, 2008, ISBN: 978-80-7367-377-2, str. 275-316

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 marketing study 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 the 2nd of December. Students can choose the topic of their project.

Assessment methods

Knowledge and skills of students in the full-time form of study are continuously examined via two knowledge tests with 10 questions selected out of the check questions contained in the Study material. The tests take about 20 minutes and will be run in lecture 4 and in lecture 8. The course is finished with a summary test at the start of the examination period. It is followed by a verbal assessment of the quality of results in all tests by the teacher/course tutor and critical analysis of the case study. The final grade comprises all parts: the results of partial and final tests, the grade for the case study. Knowledge and skills of students in the part-time form of study are examined via the final knowledge test with 30 questions selected out of the check questions contained in the Study material. . It is followed by a verbal assessment of the quality of results in all tests by the teacher/course tutor and critical analysis of the case study. The final grade comprises the partial grade for the test and the grade for the case study.

Language of instruction

Czech

Further comments (probably available only in Czech)

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

• Enrolment Statistics (Winter 2015, recent)
  
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