BA_MaCS_A Marketing Communications Structure A

University of Finance and Administration
Summer 2023
Extent and Intensity
2/1/0. 6 credit(s). Type of Completion: zk (examination).
Teacher(s)
Kristina Lenkova, Ph.D. (lecturer)
Guaranteed by
PhDr. Martina Švecová, MSc
Subdepartment of Management and Marketing – Department of Economics and Management – Departments – University of Finance and Administration
Contact Person: Ivana Plačková
Timetable of Seminar Groups
BA_MaCS_A/cMCPH: each odd Wednesday 17:30–18:14 E225, each odd Wednesday 18:15–19:00 E225, K. Lenkova
BA_MaCS_A/pMCPH: each even Wednesday 15:45–16:29 E225, each even Wednesday 16:30–17:15 E225, each even Wednesday 17:30–18:14 E225, each even Wednesday 18:15–19:00 E225, K. Lenkova
Prerequisites
There are no prerequisites for this course.
Course Enrolment Limitations
The course is offered to students of any study field.
Course objectives
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.
Learning outcomes
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.
Syllabus
  • 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 5. Sales Promotion and its further development. 6. Public Relations 7. Direct Marketing 8. Digital Marketing 8. Personal selling & B2B Marketing 9. Managing marketing communication in a global economy 10. Ethical aspects of marketing communication. 11. Integrated Marketing Communication & its evaluation 12. Wrap up and term project presentations by 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$
  • 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.
    recommended literature
  • PRIDE,W.M.-FERRELL,O.C.:Marketing.2016 ed.Boston: Cengage Learning,2016.ISBN 978-1-285-85834-0.
Teaching methods
interactive lectures excercises two homeworks term project
Assessment methods
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
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: 16 hodin KS/semestr.
Teacher's information
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.
The course is also listed under the following terms Summer 2020, Summer 2021, Summer 2022.
  • Enrolment Statistics (recent)
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