Course Information

B_SMaK Structure of Marketing Communications

University of Finance and Administration
Summer 2025

Extent and Intensity

2/1/0. 6 credit(s). Type of Completion: zk (examination).

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: Dita Egertová

Prerequisites

There are no prerequisites for this course.

Course Enrolment Limitations

The course is offered to students of any study field.

Course objectives

The aim of this semester course is to introduce full-time and combined students to the basic structure and systematics of marketing communications and their functions in the current economic and socio-cultural life of society. To complement in detail the mainly general knowledge about the system of marketing communications in the whole marketing mix. To impart the necessary theoretical knowledge, with a significant application factor, with an analysis of a number of real practical implementations of individual marketing communication activities in current Czech and world marketing communication practice. To lead the students to independent analytical views on the current theory and practice of marketing communication in advertising, sales promotion, public relations, personal selling and direct marketing as a basic starting point of traditional presentation of commercial communications and to introduce new directions of communication such as wom, viral marketing, product placement, internet marketing, application of celebrities in marketing communication, CSR etc. The focus of the interpretation is such a concept of marketing communication, which is based on the marketing plan of a social entity and within its framework performs specific communication tasks in achieving the set goals. The interpretation is conducted in the context of historical development trends of given communication activities in Czech and world society, with emphasis on specific socio-cultural contexts of marketing communication application. Students who successfully complete a given set of lectures will: 1. be able to critically assess the quality of the preparation and implementation of specific communication phenomena within broader communication - promotional - campaigns 2. Be prepared to discuss competently the prerequisites for the effectiveness of a given communication activity, while respecting the ethics of the profession. 3. Able to apply the principles of commercial communication to the sphere of social marketing communication.

Learning outcomes

Students will be able to assess the quality of preparation and realization of specific communication phenomena in the context of wider communication - promotion campaigns. They will be prepared to professionally discuss the effectiveness of the communication activity, respecting the ethics of the profession, and will be able to apply the principles of commercial communication to the sphere of social marketing communication.

Syllabus

1. Historical connections of the origin and development of MC – emergence of individual media and their function in the commercial life of a society, emergence of advertising and promotional agencies • Economic and socio-cultural bases of commercial communication • Marketing communications development and their fundamental tendencies in the world starting from the beginning of 19th century up to now • Marketing communications development and their fundamental tendencies in the Bohemian Lands since the 19th century till present time • Marketing communications’ tools basic taxonomy
2. Marketing philosophy and a product in the marketing mix • Marketing mix and communication mix within its frame; the role of MC in the communication mix • Basic typology of business policy conceptions and position, tasks and functions of marketing communications
3. Fundamental methodology of effective marketing communication design – a campaign and its implementation • Client’s brief – fundamental starting point of marketing communication • Creation and layout of effective communication – three main factors: strategy, creativity and professionalism of communication concept elaboration • Promotional-communication campaign: basic characteristics
4. Advertising and its communication specifics • Specific position of advertising in the structure of MC tools and its characteristics • Acquisition of basic components of an advertising message
5. Sales promotion and its communication specifics • Specific position of sales promotion in the structure of MC tools and its characteristics • Acquisition of basic sales promotion concept tools within the frame of the marketing communication as a whole encompassing the interconnectedness of sales promotion and other communication tools in a complex promotional campaign
6. Public relations and their communication specifics • Introduction to PR activities in their historical development • Giving examples of current basic PR forms in harmony with the strategic goals of both commercial and non-profit institutions • Acquisition of current concepts of effectiveness metrics of this kind of communication
7. Direct marketing and its communication specifics • Getting acquainted with the history and development of DM observed as a complex phenomenon within the frame of MC • Description of individual DM tools and their current role • Definition of basic structure and typology of DM communication tools • Emergence of electronic messaging and the concept of DM – transformation of goals and possibilities of direct marketing communication in contemporary society • Loyalty programmes and the concept of DM
8. Personal selling and its communication specifics • Encompassing the specific role of personal selling within the concept of marketing communication tools • Personal selling process and its characteristics – multilevel marketing • Acquisition of the concept of sales force training – both for B2B and B2C • Various types of personal selling - their organization and system
9. Current new trends – IMC – integrated marketing communications, future prospects • Acquisition of another development stage of marketing communications • Comprehension of the most important causes leading to the emergence of a higher communication quality concept, taking into account namely global aspects of the development of economy, media, way of living and lifestyles. • Exemplification of the intricacies of the IMC concept and its implementation into an institutional practice
10. Ethics of the marketing communications field and some forms of its implementation, CSR • Precise explanation of the terms of morals and ethics: search for principles of their application in the sphere of marketing and marketing communications • Acquaintance with the Codes of Ethics of the profession both at the general communication level and in the sphere of individual tools of marketing communications • Dealing with fundamental principles of practical implementation of ethical principles into the system of marketing communication tools
11. Social marketing communications = social advertising: classical commercial communication and its application in the social life of a society • Not-for-profit sector and its characteristics, its main representatives – citizens’ associations, charities, endowment funds, etc. • Interpretation of the significance of communication for this type of social institutions in the process of reaching their objectives • Communication implementation and its specifics in the non-profit sector
12. Some specific issues of marketing communications development taxonomy – brands, image, celebrities, sexual motives, etc. • Event marketing – its concept, basic typology of event marketing activities, main rules typically applied at the stages of preparation and implementation of a marketing event • Guerrilla marketing – its concept, guerrilla marketing implementation, possible complications in the process of guerrilla event implementation (events’ publicity) • Viral marketing – principles, functions and operation • Product placement – its basis, principles and operation • Political marketing – communication in politics: the concept of political marketing, communication in politics, negative political advertising – implementation of classical commercial communication principles • Lobbying – its basis, principles, implementation options • CSR – Corporate social responsibility – its basis, principles, implementation options, significance for shaping an organizational image

Literature

required literature

PŘIKRYLOVÁ, Jana. Moderní marketingová komunikace. 2., zcela přepracované vydání. Praha: Grada Publishing, 2019. Expert. ISBN 978-80-271-0787-2.
POSTLER, Milan a Vladimír BÁRTA. Retail marketing: (přepracované vydání). Praha: Press21, [2020]. ISBN 978-80-907529-1-7.
ŠVECOVÁ, Martina. Direct marketing: s rozšířeným vydáním Podpora prodeje a Struktura marketingových komunikací. Praha: Vysoká škola finanční a správní, 2020. EDUCOpress. ISBN 978-80-7408-208-5.
FREY, P.: Marketingová komunikace – nové trendy 3,0. Praha: Management Press, 2011. ISBN 978-80-7261-237-6
JESENSKÝ, Daniel. Marketingová komunikace v místě prodeje: POP, POS, in-store, shopper marketing. Praha: Grada, 2018. ISBN 978-80-271-0252-5.
ŠINDLER, P.: Event marketing – jak využít emoce v marketingové komunikaci. Praha: Grada Publishing, 2003. ISBN 80-247-0646-6
POSTLER, Milan a Vladimír BÁRTA. Retail marketing: (přepracované vydání). Praha: Press21, [2020]. ISBN 978-80-907529-1-7.

recommended literature

SEMERÁDOVÁ, Tereza a Petr WEINLICH. Marketing na Facebooku a Instagramu: využijte naplno organický dosah i sponzorované příspěvky. Brno: Computer Press, 2019. ISBN 978-80251-4959-1.
TOMEK, G., VÁVROVÁ, V.: Marketing – od myšlenky k realizaci. Praha: Grada Publishing, 2011. ISBN 978-80-7431-042-3
SVĚTLÍK, J.: O podstatě reklamy. Bratislava: Eurokódex 2012. ISBN: 978-80-89447-85-5
SÁLOVÁ, Anna. Kreativní copywriting. Ilustroval TICHO762. Brno: Computer Press, 2018. ISBN 978-80-251-4909-6.
CLOW, Kenneth E. a Donald BAACK. Integrated advertising promotion, and marketing communications. 5th ed. Harlow: Pearson, [2018]. Global edition. ISBN 978-1-292-22269-1.

not specified

CHAFFEY, Dave a Fiona ELLIS-CHADWICK. Digital marketing. Seventh edition. Harlow, England: Pearson, 2019. ISBN 978-1-292-24157-9.
KOUDELKOVÁ, Petra. Základy marketingu a marketingové komunikace v sociálním podniku. Vydání I. Jesenice: Ekopress, 2019. ISBN 978-80-87865-50-7.

Teaching methods

Lectures in day study. Basic strategy sets findings in the consultations combined study. Due to the complexity of the subject in the daily studies are expected at least 2/3 of student participation in lectures; mandatory attendance at training camps combined studies of at least 60%. The full-time study each topic will be documented by the teacher using PPT presentations followed by discussion. At the same time, students writing process critical analysis of selected promotional communicates with a different focus, according to a detailed specification, which is published at the beginning of the semester the teacher.

Assessment methods

The course is continuously assessed in the form of voluntary creative student presentations of a lecture on a selected topic or a complex seminar paper on a pre-defined topic. A final examination test of knowledge for the entire lecture material in the range of 30 questions is written by all students in the examination period on the basis of the announced examination dates. Each examination period is for a maximum of 30 persons. The exam consists of: 1. evaluation of the results achieved in presentations or seminar papers and evaluation of the final comprehensive examination test with the possibility of oral examination. The conditions under which the evaluation of the tests, the preparation of the seminar paper and the completion of the course are carried out will be communicated by the lecturer at the first lecture. The course in the combined form of study is evaluated in the form of a final comprehensive test of knowledge for the entire lectured material in the range of 30 questions. This test is written by students during the examination period, at a time agreed with the lecturer. The exam consists of: 1. an evaluation of the results obtained in the examination test and an oral examination, if necessary. 2. An assessment of the author's professional critical study, which the students prepare on pre-specified topics during the teaching period according to the teacher's instructions.

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: 16 hodin KS/semestr.

The course is also listed under the following terms Winter 2007, Summer 2008, Winter 2008, Winter 2009, Summer 2011, summer 2012, Winter 2012, Summer 2013, Summer 2014, Summer 2015, Summer 2016, Summer 2017, Summer 2018, Summer 2019, Summer 2024.

B_SMaK Structure of Marketing Communications

University of Finance and Administration
Summer 2024

Extent and Intensity

2/1/0. 6 credit(s). Type of Completion: zk (examination).

Teacher(s)

doc. Ing. Aleš Hes, CSc. (seminar tutor)
Ing. Vilém Kunz, Ph.D. (seminar tutor)
doc. Giuseppe Maiello, Ph.D. (seminar tutor)

Guaranteed by

Timetable of Seminar Groups

B_SMaK/cEKKV: Thu 15. 2. 10:30–11:14 KV204, 11:15–12:00 KV204, 12:15–12:59 KV204, 13:00–13:45 KV204, Thu 14. 3. 10:30–11:14 KV204, 11:15–12:00 KV204, 12:15–12:59 KV204, 13:00–13:45 KV204, Thu 11. 4. 10:30–11:14 KV204, 11:15–12:00 KV204, 12:15–12:59 KV204, 13:00–13:45 KV204, V. Kunz
B_SMaK/cEKPH: each odd Thursday 12:15–12:59 E306, each odd Thursday 13:00–13:45 E306, A. Hes
B_SMaK/cMMO: each odd Monday 8:45–9:29 M17, each odd Monday 9:30–10:15 M17, V. Kunz
B_SMaK/cMPH: each odd Thursday 10:30–11:14 E306, each odd Thursday 11:15–12:00 E306, A. Hes
B_SMaK/poEKKV: each even Monday 12:15–12:59 KV204, each even Monday 13:00–13:45 KV204, each even Monday 14:00–14:44 KV204, each even Monday 14:45–15:30 KV204, A. Hes
B_SMaK/poMMO: each even Monday 12:15–12:59 M14, each even Monday 13:00–13:45 M14, each even Monday 14:00–14:44 M14, each even Monday 14:45–15:30 M14, A. Hes
B_SMaK/pxEKMPH: each even Monday 12:15–12:59 E007KC, each even Monday 13:00–13:45 E007KC, each even Monday 14:00–14:44 E007KC, each even Monday 14:45–15:30 E007KC, A. Hes
B_SMaK/vEKPH: Fri 9. 2. 17:30–19:00 E228, 19:15–20:45 E228, Fri 23. 2. 17:30–19:00 E228, 19:15–20:45 E228, Fri 8. 3. 17:30–19:00 E228, 19:15–20:45 E228, Fri 22. 3. 14:00–15:30 E228, 15:45–17:15 E228, A. Hes

Prerequisites

There are no prerequisites for this course.

Course Enrolment Limitations

The course is offered to students of any study field.

Course objectives

The objective of this one-semester course is to acquaint the students of both the full-time study and part-time study programmes with the basic structure and taxonomy of marketing communications and their function in the current economic and socio-cultural life of society. The course is focused on detail extension of largely general knowledge of the marketing communications’ position within the frame of the marketing mix as a whole. It also aims at the transfer of necessary theoretical knowledge complemented by a substantial application factor as well as by an analysis of numerous feasible individual marketing communication activities both in the current Czech and global marketing communication practice. Apart from the above-mentioned aims, the following is in the focus of this course attention: • to lead students to unaided individual analytical perspectives on the current theory and practice of marketing communications in advertising, sales promotion, public relations, personal selling and direct marketing as the terminus a quo of traditional ways of commercial communications’ presentations; • consequently, to acquaint students with new trends in communication, for example WOM, viral marketing, product placement, internet marketing, celebrity endorsement in marketing communications, the concept of CSR and the like. In the focus of lecturing, there is such a conception of marketing communications which proceeds from a marketing plan of a social subject and, within the frame of it, fulfils specific communication tasks aiming to achieve the set up objectives. Presentation is given within the context of historical development trends of the specific communication activities both in the Czech and global societies with a special emphasis on particular socio-cultural contexts of marketing communications’ implementation. After the successful completion of the given lectures, students will be: 1. able to evaluate the quality of a preparation stage and implementation of specific communications’ manifestations within the frame of wider communication-promotional campaigns. 2. ready to expertly discuss preconditions of a particular communication activity effectiveness, respecting the ethical principles of the profession at the same time; 3. qualified to apply the commercial communication principles in the sphere of social marketing communications.

Learning outcomes

Students will be able to assess the quality of preparation and realization of specific communication phenomena in the context of wider communication - promotion - campaigns. They will be prepared to professionally discuss the effectiveness of the communication activity, respecting the ethics of the profession, and will be able to apply the principles of commercial communication to the sphere of social marketing communication.

Syllabus

1. Historical connections of the origin and development of MC – emergence of individual media and their function in the commercial life of a society, emergence of advertising and promotional agencies • Economic and socio-cultural bases of commercial communication • Marketing communications development and their fundamental tendencies in the world starting from the beginning of 19th century up to now • Marketing communications development and their fundamental tendencies in the Bohemian Lands since the 19th century till present time • Marketing communications’ tools basic taxonomy
2. Marketing philosophy and a product in the marketing mix • Marketing mix and communication mix within its frame; the role of MC in the communication mix • Basic typology of business policy conceptions and position, tasks and functions of marketing communications
3. Fundamental methodology of effective marketing communication design – a campaign and its implementation • Client’s brief – fundamental starting point of marketing communication • Creation and layout of effective communication – three main factors: strategy, creativity and professionalism of communication concept elaboration • Promotional-communication campaign: basic characteristics
4. Advertising and its communication specifics • Specific position of advertising in the structure of MC tools and its characteristics • Acquisition of basic components of an advertising message
5. Sales promotion and its communication specifics • Specific position of sales promotion in the structure of MC tools and its characteristics • Acquisition of basic sales promotion concept tools within the frame of the marketing communication as a whole encompassing the interconnectedness of sales promotion and other communication tools in a complex promotional campaign
6. Public relations and their communication specifics • Introduction to PR activities in their historical development • Giving examples of current basic PR forms in harmony with the strategic goals of both commercial and non-profit institutions • Acquisition of current concepts of effectiveness metrics of this kind of communication
7. Direct marketing and its communication specifics • Getting acquainted with the history and development of DM observed as a complex phenomenon within the frame of MC • Description of individual DM tools and their current role • Definition of basic structure and typology of DM communication tools • Emergence of electronic messaging and the concept of DM – transformation of goals and possibilities of direct marketing communication in contemporary society • Loyalty programmes and the concept of DM
8. Personal selling and its communication specifics • Encompassing the specific role of personal selling within the concept of marketing communication tools • Personal selling process and its characteristics – multilevel marketing • Acquisition of the concept of sales force training – both for B2B and B2C • Various types of personal selling - their organization and system
9. Current new trends – IMC – integrated marketing communications, future prospects • Acquisition of another development stage of marketing communications • Comprehension of the most important causes leading to the emergence of a higher communication quality concept, taking into account namely global aspects of the development of economy, media, way of living and lifestyles. • Exemplification of the intricacies of the IMC concept and its implementation into an institutional practice
10. Ethics of the marketing communications field and some forms of its implementation, CSR • Precise explanation of the terms of morals and ethics: search for principles of their application in the sphere of marketing and marketing communications • Acquaintance with the Codes of Ethics of the profession both at the general communication level and in the sphere of individual tools of marketing communications • Dealing with fundamental principles of practical implementation of ethical principles into the system of marketing communication tools
11. Social marketing communications = social advertising: classical commercial communication and its application in the social life of a society • Not-for-profit sector and its characteristics, its main representatives – citizens’ associations, charities, endowment funds, etc. • Interpretation of the significance of communication for this type of social institutions in the process of reaching their objectives • Communication implementation and its specifics in the non-profit sector
12. Some specific issues of marketing communications development taxonomy – brands, image, celebrities, sexual motives, etc. • Event marketing – its concept, basic typology of event marketing activities, main rules typically applied at the stages of preparation and implementation of a marketing event • Guerrilla marketing – its concept, guerrilla marketing implementation, possible complications in the process of guerrilla event implementation (events’ publicity) • Viral marketing – principles, functions and operation • Product placement – its basis, principles and operation • Political marketing – communication in politics: the concept of political marketing, communication in politics, negative political advertising – implementation of classical commercial communication principles • Lobbying – its basis, principles, implementation options • CSR – Corporate social responsibility – its basis, principles, implementation options, significance for shaping an organizational image

Literature

required literature

PŘIKRYLOVÁ, Jana. Moderní marketingová komunikace. 2., zcela přepracované vydání. Praha: Grada Publishing, 2019. Expert. ISBN 978-80-271-0787-2.
POSTLER, Milan a Vladimír BÁRTA. Retail marketing: (přepracované vydání). Praha: Press21, [2020]. ISBN 978-80-907529-1-7.
ŠVECOVÁ, Martina. Direct marketing: s rozšířeným vydáním Podpora prodeje a Struktura marketingových komunikací. Praha: Vysoká škola finanční a správní, 2020. EDUCOpress. ISBN 978-80-7408-208-5.
FREY, P.: Marketingová komunikace – nové trendy 3,0. Praha: Management Press, 2011. ISBN 978-80-7261-237-6
JESENSKÝ, Daniel. Marketingová komunikace v místě prodeje: POP, POS, in-store, shopper marketing. Praha: Grada, 2018. ISBN 978-80-271-0252-5.
ŠINDLER, P.: Event marketing – jak využít emoce v marketingové komunikaci. Praha: Grada Publishing, 2003. ISBN 80-247-0646-6
POSTLER, Milan a Vladimír BÁRTA. Retail marketing: (přepracované vydání). Praha: Press21, [2020]. ISBN 978-80-907529-1-7.

recommended literature

SEMERÁDOVÁ, Tereza a Petr WEINLICH. Marketing na Facebooku a Instagramu: využijte naplno organický dosah i sponzorované příspěvky. Brno: Computer Press, 2019. ISBN 978-80251-4959-1.
TOMEK, G., VÁVROVÁ, V.: Marketing – od myšlenky k realizaci. Praha: Grada Publishing, 2011. ISBN 978-80-7431-042-3
SVĚTLÍK, J.: O podstatě reklamy. Bratislava: Eurokódex 2012. ISBN: 978-80-89447-85-5
SÁLOVÁ, Anna. Kreativní copywriting. Ilustroval TICHO762. Brno: Computer Press, 2018. ISBN 978-80-251-4909-6.
CLOW, Kenneth E. a Donald BAACK. Integrated advertising promotion, and marketing communications. 5th ed. Harlow: Pearson, [2018]. Global edition. ISBN 978-1-292-22269-1.

not specified

CHAFFEY, Dave a Fiona ELLIS-CHADWICK. Digital marketing. Seventh edition. Harlow, England: Pearson, 2019. ISBN 978-1-292-24157-9.
KOUDELKOVÁ, Petra. Základy marketingu a marketingové komunikace v sociálním podniku. Vydání I. Jesenice: Ekopress, 2019. ISBN 978-80-87865-50-7.

Teaching methods

Assessment methods

The subject in the full-time form of study is continuously evaluated in the form of compulsory orientation student presentations of the lecture or by elaboration of the seminar work on a pre-assigned topic. The final test of the knowledge test for the entire lectured subject in 30 questions is written by all students in the exam period on the basis of announced exam terms. Each test term is for up to 30 people. The exam consists of: 1. Evaluate the results obtained from presentations or seminar papers and from the evaluation of the final summary test and the oral examination. The conditions for the evaluation of the tests, the seminar work and the completion of the subject are to be communicated by the lecturer at the first lecture. The subject in the combined form of study is evaluated in the form of a final comprehensive knowledge test for the entire lectured subject in a range of 30 questions. This is written by the students during the examination period, in agreement with the teacher. The exam consists of: 1. Evaluate the results obtained in the test test and from any oral examination. 2. The evaluation of the author's professional critical study which students can voluntarily process on pre-assigned topics during the teaching period according to the instructor's instructions.

Language of instruction

Czech

Further comments (probably available only in Czech)

Information on completion of the course: povinná seminární práce v rozsahu 5 - 8 stran
The course can also be completed outside the examination period.
Information on the extent and intensity of the course: 16 hodin KS/semestr.

B_SMaK Structure of Marketing Communications

University of Finance and Administration
Summer 2019

Extent and Intensity

2/0/0. 6 credit(s). Type of Completion: zk (examination).

Teacher(s)

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

Guaranteed by

Timetable of Seminar Groups

B_SMaK/pMMO: Mon 12:15–12:59 M14, Mon 13:00–13:45 M14, except Mon 11. 3. ; and Mon 4. 3. 14:00–15:30 M14, V. Kunz
B_SMaK/pMPH: Tue 10:30–11:14 E230, Tue 11:15–12:00 E230, except Tue 5. 2., except Tue 16. 4. ; and Tue 5. 3. 15:45–17:15 E125, Thu 11. 4. 10:30–12:00 E306, A. Hes
B_SMaK/vMPH: Fri 15. 2. 17:30–19:00 E222, 19:15–20:45 E222, Fri 15. 3. 17:30–19:00 E222, 19:15–20:45 E222, A. Hes

Prerequisites

There are no prerequisites for this course.

Course Enrolment Limitations

The course is offered to students of any study field.

Course objectives

Learning outcomes

Syllabus

1. Historical connections of the origin and development of MC – emergence of individual media and their function in the commercial life of a society, emergence of advertising and promotional agencies • Economic and socio-cultural bases of commercial communication • Marketing communications development and their fundamental tendencies in the world starting from the beginning of 19th century up to now • Marketing communications development and their fundamental tendencies in the Bohemian Lands since the 19th century till present time • Marketing communications’ tools basic taxonomy
2. Marketing philosophy and a product in the marketing mix • Marketing mix and communication mix within its frame; the role of MC in the communication mix • Basic typology of business policy conceptions and position, tasks and functions of marketing communications
3. Fundamental methodology of effective marketing communication design – a campaign and its implementation • Client’s brief – fundamental starting point of marketing communication • Creation and layout of effective communication – three main factors: strategy, creativity and professionalism of communication concept elaboration • Promotional-communication campaign: basic characteristics
4. Advertising and its communication specifics • Specific position of advertising in the structure of MC tools and its characteristics • Acquisition of basic components of an advertising message
5. Sales promotion and its communication specifics • Specific position of sales promotion in the structure of MC tools and its characteristics • Acquisition of basic sales promotion concept tools within the frame of the marketing communication as a whole encompassing the interconnectedness of sales promotion and other communication tools in a complex promotional campaign
6. Public relations and their communication specifics • Introduction to PR activities in their historical development • Giving examples of current basic PR forms in harmony with the strategic goals of both commercial and non-profit institutions • Acquisition of current concepts of effectiveness metrics of this kind of communication
7. Direct marketing and its communication specifics • Getting acquainted with the history and development of DM observed as a complex phenomenon within the frame of MC • Description of individual DM tools and their current role • Definition of basic structure and typology of DM communication tools • Emergence of electronic messaging and the concept of DM – transformation of goals and possibilities of direct marketing communication in contemporary society • Loyalty programmes and the concept of DM
8. Personal selling and its communication specifics • Encompassing the specific role of personal selling within the concept of marketing communication tools • Personal selling process and its characteristics – multilevel marketing • Acquisition of the concept of sales force training – both for B2B and B2C • Various types of personal selling - their organization and system
9. Current new trends – IMC – integrated marketing communications, future prospects • Acquisition of another development stage of marketing communications • Comprehension of the most important causes leading to the emergence of a higher communication quality concept, taking into account namely global aspects of the development of economy, media, way of living and lifestyles. • Exemplification of the intricacies of the IMC concept and its implementation into an institutional practice
10. Ethics of the marketing communications field and some forms of its implementation, CSR • Precise explanation of the terms of morals and ethics: search for principles of their application in the sphere of marketing and marketing communications • Acquaintance with the Codes of Ethics of the profession both at the general communication level and in the sphere of individual tools of marketing communications • Dealing with fundamental principles of practical implementation of ethical principles into the system of marketing communication tools
11. Social marketing communications = social advertising: classical commercial communication and its application in the social life of a society • Not-for-profit sector and its characteristics, its main representatives – citizens’ associations, charities, endowment funds, etc. • Interpretation of the significance of communication for this type of social institutions in the process of reaching their objectives • Communication implementation and its specifics in the non-profit sector
12. Some specific issues of marketing communications development taxonomy – brands, image, celebrities, sexual motives, etc. • Event marketing – its concept, basic typology of event marketing activities, main rules typically applied at the stages of preparation and implementation of a marketing event • Guerrilla marketing – its concept, guerrilla marketing implementation, possible complications in the process of guerrilla event implementation (events’ publicity) • Viral marketing – principles, functions and operation • Product placement – its basis, principles and operation • Political marketing – communication in politics: the concept of political marketing, communication in politics, negative political advertising – implementation of classical commercial communication principles • Lobbying – its basis, principles, implementation options • CSR – Corporate social responsibility – its basis, principles, implementation options, significance for shaping an organizational image

Literature

required literature

KOTLER, P.: Marketing management. Praha: Grada Publishing, 2001. ISBN 80-247-0016-6, nebo novější vydání, kapitola 21
ŠINDLER, P.: Event marketing – jak využít emoce v marketingové komunikaci. Praha: Grada Publishing, 2003. ISBN 80-247-0646-6
PELSMACKER, P., GEUENS, M., BERG, J.: Marketingová komunikace. Praha: Grada Publishing 2003. ISBN 80-247-0254-1
PŘIKRYLOVÁ, J., JAHODOVÁ, H.: Moderní marketingová komunikace. Praha: Grada Publishing, 2010. ISBN 978-80-247-3622-8
FREY, P.: Marketingová komunikace – nové trendy 3,0. Praha: Management Press, 2011. ISBN 978-80-7261-237-6

recommended literature

TELLIS, J. G.: Reklama a podpora prodeje. Praha: Grada Publishing, 2000. ISBN 80-7169-997-7
CLOW, K. E., BAACK, D.: Reklama, propagace a marketingová komunikace, Brno: COMPUTER PRESS, 2008. ISBN 978-80-251-1769-9
PAVLŮ, D.: Veletrhy a výstavy – kultura, komunikace, multimedialita, marketing. Praha: Professional Publishing, 2009. ISBN 978-80-86946-38-2
SVOBODA, V.: Public relations moderně a účinně. Praha: Grada Publishing, 2009. Stran 233, ISBN 978-80-247-2866-7
SVĚTLÍK, J.: O podstatě reklamy. Bratislava: Eurokódex 2012. ISBN: 978-80-89447-85-5
PAVLŮ, D.: Vznik reklamního průmyslu v českých zemích - počátky institucionalizace reklamního průmyslu v českých zemích od poloviny 19. století do 20. let 20. století. Trnava: Communication Today, 1/2013, ISSN 1338-130X
HANULÁKOVÁ, E.: Etika v marketingu. Bratislava: Eurounion,1996. ISBN 80-85568-56-X
HANNAGAN, T. J.: Marketing pro neziskový sektor. Praha: Management Press, 1996. ISBN 80-85943-07-7

not specified

TOMEK, G., VÁVROVÁ, V.: Marketing – od myšlenky k realizaci. Praha: Grada Publishing, 2011. ISBN 978-80-7431-042-3
BOČEK, M., JESENSKÝ, D., KROFIÁNOVÁ, D.: POP in store komunikace v praxi – trendy a nástroje marketingu v místě prodeje. Praha: Grada Publishing, 2009. ISBN 978-80-247-2840-7

Teaching methods

Assessment methods

Language of instruction

Czech

Further comments (probably available only in Czech)

B_SMaK Structure of Marketing Communications

University of Finance and Administration
Summer 2018

Extent and Intensity

2/0/0. 6 credit(s). Type of Completion: zk (examination).

Teacher(s)

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

Guaranteed by

Timetable of Seminar Groups

B_SMaK/pMPH: Mon 10:30–11:14 E007KC, Mon 11:15–12:00 E007KC, except Mon 26. 3. ; and Thu 19. 4. 8:45–10:15 E306, A. Hes
B_SMaK/vMKV: Sat 17. 2. 9:45–11:15 KV309, 11:30–13:00 KV309, Sat 3. 3. 9:45–11:15 KV309, 11:30–13:00 KV309, V. Kunz
B_SMaK/vMMO: Fri 9. 2. 19:15–20:45 M14, Fri 23. 2. 19:15–20:45 M14, Sat 24. 2. 11:30–13:00 M14, Sat 14. 4. 11:30–13:00 M14, V. Kunz
B_SMaK/vMPH: Fri 16. 2. 17:30–19:00 E129, 19:15–20:45 E129, Sat 3. 3. 9:45–11:15 E127, 11:30–13:00 E127, A. Hes

Prerequisites

There are no prerequisites for this course.

Course Enrolment Limitations

The course is offered to students of any study field.

Course objectives

Learning outcomes

Syllabus

1. Historical connections of the origin and development of MC – emergence of individual media and their function in the commercial life of a society, emergence of advertising and promotional agencies • Economic and socio-cultural bases of commercial communication • Marketing communications development and their fundamental tendencies in the world starting from the beginning of 19th century up to now • Marketing communications development and their fundamental tendencies in the Bohemian Lands since the 19th century till present time • Marketing communications’ tools basic taxonomy
2. Marketing philosophy and a product in the marketing mix • Marketing mix and communication mix within its frame; the role of MC in the communication mix • Basic typology of business policy conceptions and position, tasks and functions of marketing communications
3. Fundamental methodology of effective marketing communication design – a campaign and its implementation • Client’s brief – fundamental starting point of marketing communication • Creation and layout of effective communication – three main factors: strategy, creativity and professionalism of communication concept elaboration • Promotional-communication campaign: basic characteristics
4. Advertising and its communication specifics • Specific position of advertising in the structure of MC tools and its characteristics • Acquisition of basic components of an advertising message
5. Sales promotion and its communication specifics • Specific position of sales promotion in the structure of MC tools and its characteristics • Acquisition of basic sales promotion concept tools within the frame of the marketing communication as a whole encompassing the interconnectedness of sales promotion and other communication tools in a complex promotional campaign
6. Public relations and their communication specifics • Introduction to PR activities in their historical development • Giving examples of current basic PR forms in harmony with the strategic goals of both commercial and non-profit institutions • Acquisition of current concepts of effectiveness metrics of this kind of communication
7. Direct marketing and its communication specifics • Getting acquainted with the history and development of DM observed as a complex phenomenon within the frame of MC • Description of individual DM tools and their current role • Definition of basic structure and typology of DM communication tools • Emergence of electronic messaging and the concept of DM – transformation of goals and possibilities of direct marketing communication in contemporary society • Loyalty programmes and the concept of DM
8. Personal selling and its communication specifics • Encompassing the specific role of personal selling within the concept of marketing communication tools • Personal selling process and its characteristics – multilevel marketing • Acquisition of the concept of sales force training – both for B2B and B2C • Various types of personal selling - their organization and system
9. Current new trends – IMC – integrated marketing communications, future prospects • Acquisition of another development stage of marketing communications • Comprehension of the most important causes leading to the emergence of a higher communication quality concept, taking into account namely global aspects of the development of economy, media, way of living and lifestyles. • Exemplification of the intricacies of the IMC concept and its implementation into an institutional practice
10. Ethics of the marketing communications field and some forms of its implementation, CSR • Precise explanation of the terms of morals and ethics: search for principles of their application in the sphere of marketing and marketing communications • Acquaintance with the Codes of Ethics of the profession both at the general communication level and in the sphere of individual tools of marketing communications • Dealing with fundamental principles of practical implementation of ethical principles into the system of marketing communication tools
11. Social marketing communications = social advertising: classical commercial communication and its application in the social life of a society • Not-for-profit sector and its characteristics, its main representatives – citizens’ associations, charities, endowment funds, etc. • Interpretation of the significance of communication for this type of social institutions in the process of reaching their objectives • Communication implementation and its specifics in the non-profit sector
12. Some specific issues of marketing communications development taxonomy – brands, image, celebrities, sexual motives, etc. • Event marketing – its concept, basic typology of event marketing activities, main rules typically applied at the stages of preparation and implementation of a marketing event • Guerrilla marketing – its concept, guerrilla marketing implementation, possible complications in the process of guerrilla event implementation (events’ publicity) • Viral marketing – principles, functions and operation • Product placement – its basis, principles and operation • Political marketing – communication in politics: the concept of political marketing, communication in politics, negative political advertising – implementation of classical commercial communication principles • Lobbying – its basis, principles, implementation options • CSR – Corporate social responsibility – its basis, principles, implementation options, significance for shaping an organizational image

Literature

required literature

KOTLER, P.: Marketing management. Praha: Grada Publishing, 2001. ISBN 80-247-0016-6, nebo novější vydání, kapitola 21
ŠINDLER, P.: Event marketing – jak využít emoce v marketingové komunikaci. Praha: Grada Publishing, 2003. ISBN 80-247-0646-6
PŘIKRYLOVÁ, J., JAHODOVÁ, H.: Moderní marketingová komunikace. Praha: Grada Publishing, 2010. ISBN 978-80-247-3622-8
FREY, P.: Marketingová komunikace – nové trendy 3,0. Praha: Management Press, 2011. ISBN 978-80-7261-237-6
PELSMACKER, P., GEUENS, M., BERG, J.: Marketingová komunikace. Praha: Grada Publishing 2003. ISBN 80-247-0254-1

recommended literature

TELLIS, J. G.: Reklama a podpora prodeje. Praha: Grada Publishing, 2000. ISBN 80-7169-997-7
CLOW, K. E., BAACK, D.: Reklama, propagace a marketingová komunikace, Brno: COMPUTER PRESS, 2008. ISBN 978-80-251-1769-9
PAVLŮ, D.: Veletrhy a výstavy – kultura, komunikace, multimedialita, marketing. Praha: Professional Publishing, 2009. ISBN 978-80-86946-38-2
HANNAGAN, T. J.: Marketing pro neziskový sektor. Praha: Management Press, 1996. ISBN 80-85943-07-7
PAVLŮ, D.: Vznik reklamního průmyslu v českých zemích - počátky institucionalizace reklamního průmyslu v českých zemích od poloviny 19. století do 20. let 20. století. Trnava: Communication Today, 1/2013, ISSN 1338-130X
SVOBODA, V.: Public relations moderně a účinně. Praha: Grada Publishing, 2009. Stran 233, ISBN 978-80-247-2866-7
SVĚTLÍK, J.: O podstatě reklamy. Bratislava: Eurokódex 2012. ISBN: 978-80-89447-85-5
HANULÁKOVÁ, E.: Etika v marketingu. Bratislava: Eurounion,1996. ISBN 80-85568-56-X

not specified

TOMEK, G., VÁVROVÁ, V.: Marketing – od myšlenky k realizaci. Praha: Grada Publishing, 2011. ISBN 978-80-7431-042-3
BOČEK, M., JESENSKÝ, D., KROFIÁNOVÁ, D.: POP in store komunikace v praxi – trendy a nástroje marketingu v místě prodeje. Praha: Grada Publishing, 2009. ISBN 978-80-247-2840-7

Teaching methods

Assessment methods

Subject to full-time studies is continuously evaluated by means of compulsory orientation tests of knowledge, always with a 5-10 questions, at the beginning of the 7th and 10th lectures or processing essay on a given topic. Final exam test knowledge for the whole of lectures in the range of 30 questions written all students in the exam period at základeě announced examination dates. Individual exam deadline for max. 30 persons. The test consists of: 1. From evaluation of the results achieved in the Orientation test during the training and evaluation of final comprehensive exam test and possible oral examination. The conditions under which an assessment is made of tests, seminar work and communicate completion of the course tutor at the first lecture. Subject to a combined form of study is evaluated by means of a comprehensive final test of knowledge for the whole of lectures in the range of 30 questions. The students write in during the examination period, the deadline agreement with the teacher educator. The test consists of: 1. From evaluation of the results achieved in the examination and testing of eventual oral examination. 2. ratings copyright expert critical studies, which students can voluntarily work at the predetermined themes in during the training period according to the instructions of the teacher.

Language of instruction

Czech

Further comments (probably available only in Czech)

B_SMaK Structure of Marketing Communications

University of Finance and Administration
Summer 2017

Extent and Intensity

2/0/0. 6 credit(s). Type of Completion: zk (examination).

Teacher(s)

doc. Ing. Aleš Hes, CSc. (seminar tutor)
doc. Ing. Anna Klosová, CSc. (seminar tutor)
Ing. Vilém Kunz, Ph.D. (seminar tutor)

Guaranteed by

Timetable of Seminar Groups

B_SMaK/pMPH: each even Monday 8:45–9:29 E004, each even Monday 9:30–10:15 E004, each even Monday 10:30–11:14 E004, each even Monday 11:15–12:00 E004, A. Hes
B_SMaK/vMMO: Fri 24. 3. 14:00–15:30 M27, Fri 7. 4. 17:30–19:00 M26, Sat 22. 4. 8:00–9:30 M14, 9:45–11:15 M14, V. Kunz
B_SMaK/vMPH: Sat 1. 4. 14:00–15:30 E129, 15:45–17:15 E129, Fri 5. 5. 15:45–17:15 E225, 17:30–19:00 E225, A. Hes

Prerequisites

There are no prerequisites for this course.

Course Enrolment Limitations

The course is offered to students of any study field.

Course objectives

Syllabus

1. Historical connections of the origin and development of MC – emergence of individual media and their function in the commercial life of a society, emergence of advertising and promotional agencies • Economic and socio-cultural bases of commercial communication • Marketing communications development and their fundamental tendencies in the world starting from the beginning of 19th century up to now • Marketing communications development and their fundamental tendencies in the Bohemian Lands since the 19th century till present time • Marketing communications’ tools basic taxonomy
2. Marketing philosophy and a product in the marketing mix • Marketing mix and communication mix within its frame; the role of MC in the communication mix • Basic typology of business policy conceptions and position, tasks and functions of marketing communications
3. Fundamental methodology of effective marketing communication design – a campaign and its implementation • Client’s brief – fundamental starting point of marketing communication • Creation and layout of effective communication – three main factors: strategy, creativity and professionalism of communication concept elaboration • Promotional-communication campaign: basic characteristics
4. Advertising and its communication specifics • Specific position of advertising in the structure of MC tools and its characteristics • Acquisition of basic components of an advertising message
5. Sales promotion and its communication specifics • Specific position of sales promotion in the structure of MC tools and its characteristics • Acquisition of basic sales promotion concept tools within the frame of the marketing communication as a whole encompassing the interconnectedness of sales promotion and other communication tools in a complex promotional campaign
6. Public relations and their communication specifics • Introduction to PR activities in their historical development • Giving examples of current basic PR forms in harmony with the strategic goals of both commercial and non-profit institutions • Acquisition of current concepts of effectiveness metrics of this kind of communication
7. Direct marketing and its communication specifics • Getting acquainted with the history and development of DM observed as a complex phenomenon within the frame of MC • Description of individual DM tools and their current role • Definition of basic structure and typology of DM communication tools • Emergence of electronic messaging and the concept of DM – transformation of goals and possibilities of direct marketing communication in contemporary society • Loyalty programmes and the concept of DM
8. Personal selling and its communication specifics • Encompassing the specific role of personal selling within the concept of marketing communication tools • Personal selling process and its characteristics – multilevel marketing • Acquisition of the concept of sales force training – both for B2B and B2C • Various types of personal selling - their organization and system
9. Current new trends – IMC – integrated marketing communications, future prospects • Acquisition of another development stage of marketing communications • Comprehension of the most important causes leading to the emergence of a higher communication quality concept, taking into account namely global aspects of the development of economy, media, way of living and lifestyles. • Exemplification of the intricacies of the IMC concept and its implementation into an institutional practice
10. Ethics of the marketing communications field and some forms of its implementation, CSR • Precise explanation of the terms of morals and ethics: search for principles of their application in the sphere of marketing and marketing communications • Acquaintance with the Codes of Ethics of the profession both at the general communication level and in the sphere of individual tools of marketing communications • Dealing with fundamental principles of practical implementation of ethical principles into the system of marketing communication tools
11. Social marketing communications = social advertising: classical commercial communication and its application in the social life of a society • Not-for-profit sector and its characteristics, its main representatives – citizens’ associations, charities, endowment funds, etc. • Interpretation of the significance of communication for this type of social institutions in the process of reaching their objectives • Communication implementation and its specifics in the non-profit sector
12. Some specific issues of marketing communications development taxonomy – brands, image, celebrities, sexual motives, etc. • Event marketing – its concept, basic typology of event marketing activities, main rules typically applied at the stages of preparation and implementation of a marketing event • Guerrilla marketing – its concept, guerrilla marketing implementation, possible complications in the process of guerrilla event implementation (events’ publicity) • Viral marketing – principles, functions and operation • Product placement – its basis, principles and operation • Political marketing – communication in politics: the concept of political marketing, communication in politics, negative political advertising – implementation of classical commercial communication principles • Lobbying – its basis, principles, implementation options • CSR – Corporate social responsibility – its basis, principles, implementation options, significance for shaping an organizational image

Literature

required literature

PELSMACKER, P., GEUENS, M., BERG, J.: Marketingová komunikace. Praha: Grada Publishing 2003. ISBN 80-247-0254-1
PŘIKRYLOVÁ, J., JAHODOVÁ, H.: Moderní marketingová komunikace. Praha: Grada Publishing, 2010. ISBN 978-80-247-3622-8
FREY, P.: Marketingová komunikace – nové trendy 3,0. Praha: Management Press, 2011. ISBN 978-80-7261-237-6
KOTLER, P.: Marketing management. Praha: Grada Publishing, 2001. ISBN 80-247-0016-6, nebo novější vydání, kapitola 21
ŠINDLER, P.: Event marketing – jak využít emoce v marketingové komunikaci. Praha: Grada Publishing, 2003. ISBN 80-247-0646-6

recommended literature

TELLIS, J. G.: Reklama a podpora prodeje. Praha: Grada Publishing, 2000. ISBN 80-7169-997-7
CLOW, K. E., BAACK, D.: Reklama, propagace a marketingová komunikace, Brno: COMPUTER PRESS, 2008. ISBN 978-80-251-1769-9
PAVLŮ, D.: Veletrhy a výstavy – kultura, komunikace, multimedialita, marketing. Praha: Professional Publishing, 2009. ISBN 978-80-86946-38-2
HANULÁKOVÁ, E.: Etika v marketingu. Bratislava: Eurounion,1996. ISBN 80-85568-56-X
SVĚTLÍK, J.: O podstatě reklamy. Bratislava: Eurokódex 2012. ISBN: 978-80-89447-85-5
HANNAGAN, T. J.: Marketing pro neziskový sektor. Praha: Management Press, 1996. ISBN 80-85943-07-7
SVOBODA, V.: Public relations moderně a účinně. Praha: Grada Publishing, 2009. Stran 233, ISBN 978-80-247-2866-7
PAVLŮ, D.: Vznik reklamního průmyslu v českých zemích - počátky institucionalizace reklamního průmyslu v českých zemích od poloviny 19. století do 20. let 20. století. Trnava: Communication Today, 1/2013, ISSN 1338-130X

not specified

TOMEK, G., VÁVROVÁ, V.: Marketing – od myšlenky k realizaci. Praha: Grada Publishing, 2011. ISBN 978-80-7431-042-3
BOČEK, M., JESENSKÝ, D., KROFIÁNOVÁ, D.: POP in store komunikace v praxi – trendy a nástroje marketingu v místě prodeje. Praha: Grada Publishing, 2009. ISBN 978-80-247-2840-7

Teaching methods

Assessment methods

Language of instruction

Czech

Further comments (probably available only in Czech)

B_SMaK Structure of Marketing Communications

University of Finance and Administration
Summer 2016

Extent and Intensity

2/0. 6 credit(s). Type of Completion: zk (examination).

Teacher(s)

doc. Ing. Aleš Hes, CSc. (seminar tutor)
doc. Ing. Anna Klosová, CSc. (seminar tutor)

Guaranteed by

Timetable of Seminar Groups

B_SMaK/pMMO: each odd Tuesday 10:30–11:14 M14, each odd Tuesday 11:15–12:00 M14, each odd Tuesday 12:15–12:59 M14, each odd Tuesday 13:00–13:45 M14, A. Klosová
B_SMaK/pMPH: Wed 8:45–9:29 E306, Wed 9:30–10:15 E306, A. Hes
B_SMaK/vMMO: Sat 13. 2. 8:00–9:30 M14, 9:45–11:15 M14, Sat 27. 2. 8:00–9:30 M14, 9:45–11:15 M14, A. Klosová
B_SMaK/vMPH: Sat 20. 2. 14:00–15:30 E222, 15:45–17:15 E222, Sat 5. 3. 9:45–11:15 E222, 11:30–13:00 E222, A. Hes

Prerequisites

There are no prerequisites for this course.

Course Enrolment Limitations

The course is offered to students of any study field.

Course objectives

Syllabus

1. Historical connections of the origin and development of MC – emergence of individual media and their function in the commercial life of a society, emergence of advertising and promotional agencies • Economic and socio-cultural bases of commercial communication • Marketing communications development and their fundamental tendencies in the world starting from the beginning of 19th century up to now • Marketing communications development and their fundamental tendencies in the Bohemian Lands since the 19th century till present time • Marketing communications’ tools basic taxonomy
2. Marketing philosophy and a product in the marketing mix • Marketing mix and communication mix within its frame; the role of MC in the communication mix • Basic typology of business policy conceptions and position, tasks and functions of marketing communications
3. Fundamental methodology of effective marketing communication design – a campaign and its implementation • Client’s brief – fundamental starting point of marketing communication • Creation and layout of effective communication – three main factors: strategy, creativity and professionalism of communication concept elaboration • Promotional-communication campaign: basic characteristics
4. Advertising and its communication specifics • Specific position of advertising in the structure of MC tools and its characteristics • Acquisition of basic components of an advertising message
5. Sales promotion and its communication specifics • Specific position of sales promotion in the structure of MC tools and its characteristics • Acquisition of basic sales promotion concept tools within the frame of the marketing communication as a whole encompassing the interconnectedness of sales promotion and other communication tools in a complex promotional campaign
6. Public relations and their communication specifics • Introduction to PR activities in their historical development • Giving examples of current basic PR forms in harmony with the strategic goals of both commercial and non-profit institutions • Acquisition of current concepts of effectiveness metrics of this kind of communication
7. Direct marketing and its communication specifics • Getting acquainted with the history and development of DM observed as a complex phenomenon within the frame of MC • Description of individual DM tools and their current role • Definition of basic structure and typology of DM communication tools • Emergence of electronic messaging and the concept of DM – transformation of goals and possibilities of direct marketing communication in contemporary society • Loyalty programmes and the concept of DM
8. Personal selling and its communication specifics • Encompassing the specific role of personal selling within the concept of marketing communication tools • Personal selling process and its characteristics – multilevel marketing • Acquisition of the concept of sales force training – both for B2B and B2C • Various types of personal selling - their organization and system
9. Current new trends – IMC – integrated marketing communications, future prospects • Acquisition of another development stage of marketing communications • Comprehension of the most important causes leading to the emergence of a higher communication quality concept, taking into account namely global aspects of the development of economy, media, way of living and lifestyles. • Exemplification of the intricacies of the IMC concept and its implementation into an institutional practice
10. Ethics of the marketing communications field and some forms of its implementation, CSR • Precise explanation of the terms of morals and ethics: search for principles of their application in the sphere of marketing and marketing communications • Acquaintance with the Codes of Ethics of the profession both at the general communication level and in the sphere of individual tools of marketing communications • Dealing with fundamental principles of practical implementation of ethical principles into the system of marketing communication tools
11. Social marketing communications = social advertising: classical commercial communication and its application in the social life of a society • Not-for-profit sector and its characteristics, its main representatives – citizens’ associations, charities, endowment funds, etc. • Interpretation of the significance of communication for this type of social institutions in the process of reaching their objectives • Communication implementation and its specifics in the non-profit sector
12. Some specific issues of marketing communications development taxonomy – brands, image, celebrities, sexual motives, etc. • Event marketing – its concept, basic typology of event marketing activities, main rules typically applied at the stages of preparation and implementation of a marketing event • Guerrilla marketing – its concept, guerrilla marketing implementation, possible complications in the process of guerrilla event implementation (events’ publicity) • Viral marketing – principles, functions and operation • Product placement – its basis, principles and operation • Political marketing – communication in politics: the concept of political marketing, communication in politics, negative political advertising – implementation of classical commercial communication principles • Lobbying – its basis, principles, implementation options • CSR – Corporate social responsibility – its basis, principles, implementation options, significance for shaping an organizational image

Literature

required literature

ŠINDLER, P.: Event marketing – jak využít emoce v marketingové komunikaci. Praha: Grada Publishing, 2003. ISBN 80-247-0646-6
PŘIKRYLOVÁ, J., JAHODOVÁ, H.: Moderní marketingová komunikace. Praha: Grada Publishing, 2010. ISBN 978-80-247-3622-8
KOTLER, P.: Marketing management. Praha: Grada Publishing, 2001. ISBN 80-247-0016-6, nebo novější vydání, kapitola 21
FREY, P.: Marketingová komunikace – nové trendy 3,0. Praha: Management Press, 2011. ISBN 978-80-7261-237-6

recommended literature

SVOBODA, V.: Public relations moderně a účinně. Praha: Grada Publishing, 2009. Stran 233, ISBN 978-80-247-2866-7
PELSMACKER, P., GEUENS, M., BERG, J.: Marketingová komunikace. Praha: Grada Publishing 2003. ISBN 80-247-0254-1
PAVLŮ, D.: Vznik reklamního průmyslu v českých zemích - počátky institucionalizace reklamního průmyslu v českých zemích od poloviny 19. století do 20. let 20. století. Trnava: Communication Today, 1/2013, ISSN 1338-130X
HANNAGAN, T. J.: Marketing pro neziskový sektor. Praha: Management Press, 1996. ISBN 80-85943-07-7
HANULÁKOVÁ, E.: Etika v marketingu. Bratislava: Eurounion,1996. ISBN 80-85568-56-X
PAVLŮ, D.: Veletrhy a výstavy – kultura, komunikace, multimedialita, marketing. Praha: Professional Publishing, 2009. ISBN 978-80-86946-38-2
SVĚTLÍK, J.: O podstatě reklamy. Bratislava: Eurokódex 2012. ISBN: 978-80-89447-85-5
CLOW, K. E., BAACK, D.: Reklama, propagace a marketingová komunikace, Brno: COMPUTER PRESS, 2008. ISBN 978-80-251-1769-9
PAVLŮ, D.: Výstavní a veletržní komunikace očima našich předchůdců. STRATEGIE, 9/2012
TELLIS, J. G.: Reklama a podpora prodeje. Praha: Grada Publishing, 2000. ISBN 80-7169-997-7

not specified

BOČEK, M., JESENSKÝ, D., KROFIÁNOVÁ, D.: POP in store komunikace v praxi – trendy a nástroje marketingu v místě prodeje. Praha: Grada Publishing, 2009. ISBN 978-80-247-2840-7
TOMEK, G., VÁVROVÁ, V.: Marketing – od myšlenky k realizaci. Praha: Grada Publishing, 2011. ISBN 978-80-7431-042-3
Mc COMBS, M.: Agenda setting. Praha: Portál, 2009. ISBN 978-80-7367-591-2
PAVLŮ, D.: Značka v pohledu Reklamního klubu československého. BRAND&STORIES, 6/2012
PAVLŮ, D.: Před 85 lety vznikl slavný Reklub. STRATEGIE, 7/2012

Teaching methods

Lectures in the full-time form of study. Fundamental strategic sets of knowledge presented in tutorials of the part-time form of study. Due to the subject complexity, 2/3 attendance is expected to be met by the full-time students; the part-time study programme minimal compulsory attendance is 50 %. In the full-time study programme, each topic will be introduced by the lecturer using a PowerPoint presentation with a follow-up discussion. Simultaneously, students are required to prepare in writing a critical analysis of 3 differently focused promotional messages. Detailed instructions are posted at the beginning of the semester.

Assessment methods

The Subject in the full-time study programme uses continuous assessment in the form of compulsory interim knowledge tests, each consisting of 10 questions, taken at the beginning of sessions 4, 7 and 10. A final, more extensive 30-question knowledge test covering all the presented topics will be taken by students during the period from April 29 till May 3. An exam comprises of:  Results achieved in the compulsory tests and a contingent verification exam if the score of interim results still prove to be unsatisfactory – less than 50 % in total = 300 points: (1st test max. 100 points, 2nd test max. 100 points, 3rd test max. 100 points, final test max. 300 points).  Possible gains in evaluation of the critical study: A- 300 - 251 points, B – 250 - 201, C – 200 - 151, D – 150 - 125, E – 124 – 100, less than 100 points – F.  Total scores and marks: A: 900 - 800 points, B: 799 – 700, C: 699 – 600, D: 599 – 500, E: 499-450, less than 450 points = F. The Subject in the part-time study programme is evaluated in the form of a final comprehensive 30-question knowledge test covering all the presented topics. It is taken by students during the examination period. The examination date must be agreed upon by the lecturer. An exam comprises of:  Results achieved in the tests. In case of unsatisfactory interim results – less than 150 points in total (final test max. 300 points) there is a contingent verification exam.  Evaluation of the critical analysis.  Tests’ and the critical study evaluation: A- 300 - 251 points, B – 250 - 201, C – 200 - 151, D – 150 - 125, E – 124 – 100, less than 100 points – F.  Total scores and marks: A: 600 - 550 points, B: 549 – 500, C: 499 – 450, D: 449 – 400, E: 399-350, less than 350 points = F.

Language of instruction

Czech

Further comments (probably available only in Czech)

The course is also listed under the following terms Winter 2007, Summer 2008, Winter 2008, Winter 2009, Summer 2011, summer 2012, Winter 2012, Summer 2013, Summer 2014, Summer 2015, Summer 2017, Summer 2018, Summer 2019, Summer 2024, Summer 2025.

B_SMaK Structure of Marketing Communications

University of Finance and Administration
Summer 2015

Extent and Intensity

2/0. 5 credit(s). Type of Completion: zk (examination).

Teacher(s)

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

Guaranteed by

Timetable of Seminar Groups

B_SMaK/pMMO: Mon 12:15–12:59 M14, Mon 13:00–13:45 M14, V. Kunz
B_SMaK/pMPH: Wed 8:45–9:29 E306, Wed 9:30–10:15 E306, A. Hes
B_SMaK/uMPH: Tue 17. 2. 15:45–17:15 E129, Tue 24. 2. 17:30–19:00 E123, Tue 7. 4. 17:30–19:00 E123, 19:15–20:45 E123, A. Hes
B_SMaK/vMPH: Sat 28. 2. 14:00–15:30 E123, 15:45–17:15 E123, Sat 14. 3. 9:45–11:15 E124, 11:30–13:00 E124, A. Hes

Prerequisites

There are no prerequisites for this course.

Course Enrolment Limitations

The course is offered to students of any study field.

Course objectives

Syllabus

1. Historical connections of the origin and development of MC – emergence of individual media and their function in the commercial life of a society, emergence of advertising and promotional agencies • Economic and socio-cultural bases of commercial communication • Marketing communications development and their fundamental tendencies in the world starting from the beginning of 19th century up to now • Marketing communications development and their fundamental tendencies in the Bohemian Lands since the 19th century till present time • Marketing communications’ tools basic taxonomy
2. Marketing philosophy and a product in the marketing mix • Marketing mix and communication mix within its frame; the role of MC in the communication mix • Basic typology of business policy conceptions and position, tasks and functions of marketing communications
3. Fundamental methodology of effective marketing communication design – a campaign and its implementation • Client’s brief – fundamental starting point of marketing communication • Creation and layout of effective communication – three main factors: strategy, creativity and professionalism of communication concept elaboration • Promotional-communication campaign: basic characteristics
4. Advertising and its communication specifics • Specific position of advertising in the structure of MC tools and its characteristics • Acquisition of basic components of an advertising message
5. Sales promotion and its communication specifics • Specific position of sales promotion in the structure of MC tools and its characteristics • Acquisition of basic sales promotion concept tools within the frame of the marketing communication as a whole encompassing the interconnectedness of sales promotion and other communication tools in a complex promotional campaign
6. Public relations and their communication specifics • Introduction to PR activities in their historical development • Giving examples of current basic PR forms in harmony with the strategic goals of both commercial and non-profit institutions • Acquisition of current concepts of effectiveness metrics of this kind of communication
7. Direct marketing and its communication specifics • Getting acquainted with the history and development of DM observed as a complex phenomenon within the frame of MC • Description of individual DM tools and their current role • Definition of basic structure and typology of DM communication tools • Emergence of electronic messaging and the concept of DM – transformation of goals and possibilities of direct marketing communication in contemporary society • Loyalty programmes and the concept of DM
8. Personal selling and its communication specifics • Encompassing the specific role of personal selling within the concept of marketing communication tools • Personal selling process and its characteristics – multilevel marketing • Acquisition of the concept of sales force training – both for B2B and B2C • Various types of personal selling - their organization and system
9. Current new trends – IMC – integrated marketing communications, future prospects • Acquisition of another development stage of marketing communications • Comprehension of the most important causes leading to the emergence of a higher communication quality concept, taking into account namely global aspects of the development of economy, media, way of living and lifestyles. • Exemplification of the intricacies of the IMC concept and its implementation into an institutional practice
10. Ethics of the marketing communications field and some forms of its implementation, CSR • Precise explanation of the terms of morals and ethics: search for principles of their application in the sphere of marketing and marketing communications • Acquaintance with the Codes of Ethics of the profession both at the general communication level and in the sphere of individual tools of marketing communications • Dealing with fundamental principles of practical implementation of ethical principles into the system of marketing communication tools
11. Social marketing communications = social advertising: classical commercial communication and its application in the social life of a society • Not-for-profit sector and its characteristics, its main representatives – citizens’ associations, charities, endowment funds, etc. • Interpretation of the significance of communication for this type of social institutions in the process of reaching their objectives • Communication implementation and its specifics in the non-profit sector
12. Some specific issues of marketing communications development taxonomy – brands, image, celebrities, sexual motives, etc. • Event marketing – its concept, basic typology of event marketing activities, main rules typically applied at the stages of preparation and implementation of a marketing event • Guerrilla marketing – its concept, guerrilla marketing implementation, possible complications in the process of guerrilla event implementation (events’ publicity) • Viral marketing – principles, functions and operation • Product placement – its basis, principles and operation • Political marketing – communication in politics: the concept of political marketing, communication in politics, negative political advertising – implementation of classical commercial communication principles • Lobbying – its basis, principles, implementation options • CSR – Corporate social responsibility – its basis, principles, implementation options, significance for shaping an organizational image

Literature

required literature

KOTLER, P.: Marketing management. Praha: Grada Publishing, 2001. ISBN 80-247-0016-6, nebo novější vydání, kapitola 21
FREY, P.: Marketingová komunikace – nové trendy 3,0. Praha: Management Press, 2011. ISBN 978-80-7261-237-6
PŘIKRYLOVÁ, J., JAHODOVÁ, H.: Moderní marketingová komunikace. Praha: Grada Publishing, 2010. ISBN 978-80-247-3622-8

recommended literature

PAVLŮ, D.: Veletrhy a výstavy – kultura, komunikace, multimedialita, marketing. Praha: Professional Publishing, 2009. ISBN 978-80-86946-38-2
HANNAGAN, T. J.: Marketing pro neziskový sektor. Praha: Management Press, 1996. ISBN 80-85943-07-7
TELLIS, J. G.: Reklama a podpora prodeje. Praha: Grada Publishing, 2000. ISBN 80-7169-997-7
PELSMACKER, P., GEUENS, M., BERG, J.: Marketingová komunikace. Praha: Grada Publishing 2003. ISBN 80-247-0254-1
SVĚTLÍK, J.: O podstatě reklamy. Bratislava: Eurokódex 2012. ISBN: 978-80-89447-85-5
ŠINDLER, P.: Event marketing – jak využít emoce v marketingové komunikaci. Praha: Grada Publishing, 2003. ISBN 80-247-0646-6
SVOBODA, V.: Public relations moderně a účinně. Praha: Grada Publishing, 2009. Stran 233, ISBN 978-80-247-2866-7
CLOW, K. E., BAACK, D.: Reklama, propagace a marketingová komunikace, Brno: COMPUTER PRESS, 2008. ISBN 978-80-251-1769-9
PAVLŮ, D.: Vznik reklamního průmyslu v českých zemích - počátky institucionalizace reklamního průmyslu v českých zemích od poloviny 19. století do 20. let 20. století. Trnava: Communication Today, 1/2013, ISSN 1338-130X
PAVLŮ, D.: Výstavní a veletržní komunikace očima našich předchůdců. STRATEGIE, 9/2012

not specified

BAUMAN, Z.: Tekutá modernita, Praha MF 2002, ISBN 80-204-0966-1
Mc COMBS, M.: Agenda setting. Praha: Portál, 2009. ISBN 978-80-7367-591-2
TOMEK, G., VÁVROVÁ, V.: Marketing – od myšlenky k realizaci. Praha: Grada Publishing, 2011. ISBN 978-80-7431-042-3
HANULÁKOVÁ, E.: Etika v marketingu. Bratislava: Eurounion,1996. ISBN 80-85568-56-X
BOČEK, M., JESENSKÝ, D., KROFIÁNOVÁ, D.: POP in store komunikace v praxi – trendy a nástroje marketingu v místě prodeje. Praha: Grada Publishing, 2009. ISBN 978-80-247-2840-7
PAVLŮ, D.: Před 85 lety vznikl slavný Reklub. STRATEGIE, 7/2012
PAVLŮ, D.: Značka v pohledu Reklamního klubu československého. BRAND&STORIES, 6/2012

Teaching methods

Assessment methods

Language of instruction

Czech

Further comments (probably available only in Czech)

The course is also listed under the following terms Winter 2007, Summer 2008, Winter 2008, Winter 2009, Summer 2011, summer 2012, Winter 2012, Summer 2013, Summer 2014, Summer 2016, Summer 2017, Summer 2018, Summer 2019, Summer 2024, Summer 2025.

B_SMaK Structure of Marketing Communications

University of Finance and Administration
Summer 2014

Extent and Intensity

2/0. 5 credit(s). Type of Completion: zk (examination).

Teacher(s)

doc. Ing. Aleš Hes, CSc. (seminar tutor)
Ing. Vilém Kunz, Ph.D. (seminar tutor)
PhDr. Marek Matějka (seminar tutor)
prof. PhDr. Dušan Pavlů, CSc. (seminar tutor)

Guaranteed by

Timetable of Seminar Groups

B_SMaK/pMMO: each odd Thursday 12:15–12:59 M25, each odd Thursday 13:00–13:45 M25, each odd Thursday 14:00–14:44 M25, each odd Thursday 14:45–15:30 M25, V. Kunz
B_SMaK/pMPH: Mon 8:45–9:29 E007KC, Mon 9:30–10:15 E007KC, D. Pavlů
B_SMaK/uMKL: Tue 25. 2. 15:45–17:15 K312, Tue 11. 3. 14:00–15:30 K312, 15:45–17:15 K312, Tue 18. 3. 17:30–19:00 K211, V. Kunz
B_SMaK/uMPH: Tue 25. 2. 17:30–19:00 E127, Tue 18. 3. 17:30–19:00 E127, Tue 22. 4. 15:45–17:15 E127, 17:30–19:00 E127, A. Hes
B_SMaK/vMMO: Fri 14. 2. 13:45–15:15 M27, 15:30–17:00 M27, Fri 28. 3. 13:45–15:15 M27, 15:30–17:00 M27, V. Kunz
B_SMaK/vMPH: Sat 5. 4. 9:45–11:15 E222, 11:30–13:00 E222, Fri 2. 5. 15:30–17:00 E222, 17:15–18:45 E222, A. Hes

Prerequisites

Structured knowledge covering the extent of the subject of marketing: general insight into the concept of marketing communication tools within the frame of the marketing mix.

Course Enrolment Limitations

The course is offered to students of any study field.

Course objectives

Syllabus

1. Historical connections of the origin and development of MC – emergence of individual media and their function in the commercial life of a society, emergence of advertising and promotional agencies • Economic and socio-cultural bases of commercial communication • Marketing communications development and their fundamental tendencies in the world starting from the beginning of 19th century up to now • Marketing communications development and their fundamental tendencies in the Bohemian Lands since the 19th century till present time • Marketing communications’ tools basic taxonomy 2. Marketing philosophy and a product in the marketing mix • Marketing mix and communication mix within its frame; the role of MC in the communication mix • Basic typology of business policy conceptions and position, tasks and functions of marketing communications 3. Fundamental methodology of effective marketing communication design – a campaign and its implementation • Client’s brief – fundamental starting point of marketing communication • Creation and layout of effective communication – three main factors: strategy, creativity and professionalism of communication concept elaboration • Promotional-communication campaign: basic characteristics 4. Advertising and its communication specifics • Specific position of advertising in the structure of MC tools and its characteristics • Acquisition of basic components of an advertising message 5. Sales promotion and its communication specifics • Specific position of sales promotion in the structure of MC tools and its characteristics • Acquisition of basic sales promotion concept tools within the frame of the marketing communication as a whole encompassing the interconnectedness of sales promotion and other communication tools in a complex promotional campaign 6. Public relations and their communication specifics • Introduction to PR activities in their historical development • Giving examples of current basic PR forms in harmony with the strategic goals of both commercial and non-profit institutions • Acquisition of current concepts of effectiveness metrics of this kind of communication 7. Direct marketing and its communication specifics • Getting acquainted with the history and development of DM observed as a complex phenomenon within the frame of MC • Description of individual DM tools and their current role • Definition of basic structure and typology of DM communication tools • Emergence of electronic messaging and the concept of DM – transformation of goals and possibilities of direct marketing communication in contemporary society • Loyalty programmes and the concept of DM 8. Personal selling and its communication specifics • Encompassing the specific role of personal selling within the concept of marketing communication tools • Personal selling process and its characteristics – multilevel marketing • Acquisition of the concept of sales force training – both for B2B and B2C • Various types of personal selling - their organization and system 9. Current new trends – IMC – integrated marketing communications, future prospects • Acquisition of another development stage of marketing communications • Comprehension of the most important causes leading to the emergence of a higher communication quality concept, taking into account namely global aspects of the development of economy, media, way of living and lifestyles. • Exemplification of the intricacies of the IMC concept and its implementation into an institutional practice 10. Ethics of the marketing communications field and some forms of its implementation, CSR • Precise explanation of the terms of morals and ethics: search for principles of their application in the sphere of marketing and marketing communications • Acquaintance with the Codes of Ethics of the profession both at the general communication level and in the sphere of individual tools of marketing communications • Dealing with fundamental principles of practical implementation of ethical principles into the system of marketing communication tools 11. Social marketing communications = social advertising: classical commercial communication and its application in the social life of a society • Not-for-profit sector and its characteristics, its main representatives – citizens’ associations, charities, endowment funds, etc. • Interpretation of the significance of communication for this type of social institutions in the process of reaching their objectives • Communication implementation and its specifics in the non-profit sector 12. Some specific issues of marketing communications development taxonomy – brands, image, celebrities, sexual motives, etc. • Event marketing – its concept, basic typology of event marketing activities, main rules typically applied at the stages of preparation and implementation of a marketing event • Guerrilla marketing – its concept, guerrilla marketing implementation, possible complications in the process of guerrilla event implementation (events’ publicity) • Viral marketing – principles, functions and operation • Product placement – its basis, principles and operation • Political marketing – communication in politics: the concept of political marketing, communication in politics, negative political advertising – implementation of classical commercial communication principles • Lobbying – its basis, principles, implementation options • CSR – Corporate social responsibility – its basis, principles, implementation options, significance for shaping an organizational image

Literature

required literature

KOTLER, P.: Marketing management. Praha: Grada Publishing, 2001. ISBN 80-247-0016-6, nebo novější vydání, kapitola 21
PŘIKRYLOVÁ, J., JAHODOVÁ, H.: Moderní marketingová komunikace. Praha: Grada Publishing, 2010. ISBN 978-80-247-3622-8
FREY, P.: Marketingová komunikace – nové trendy 3,0. Praha: Management Press, 2011. ISBN 978-80-7261-237-6

recommended literature

PAVLŮ, D.: Výstavní a veletržní komunikace očima našich předchůdců. STRATEGIE, 9/2012
ŠINDLER, P.: Event marketing – jak využít emoce v marketingové komunikaci. Praha: Grada Publishing, 2003. ISBN 80-247-0646-6
PELSMACKER, P., GEUENS, M., BERG, J.: Marketingová komunikace. Praha: Grada Publishing 2003. ISBN 80-247-0254-1
SVĚTLÍK, J.: O podstatě reklamy. Bratislava: Eurokódex 2012. ISBN: 978-80-89447-85-5
TELLIS, J. G.: Reklama a podpora prodeje. Praha: Grada Publishing, 2000. ISBN 80-7169-997-7
CLOW, K. E., BAACK, D.: Reklama, propagace a marketingová komunikace, Brno: COMPUTER PRESS, 2008. ISBN 978-80-251-1769-9
HANNAGAN, T. J.: Marketing pro neziskový sektor. Praha: Management Press, 1996. ISBN 80-85943-07-7
PAVLŮ, D.: Vznik reklamního průmyslu v českých zemích - počátky institucionalizace reklamního průmyslu v českých zemích od poloviny 19. století do 20. let 20. století. Trnava: Communication Today, 1/2013, ISSN 1338-130X
SVOBODA, V.: Public relations moderně a účinně. Praha: Grada Publishing, 2009. Stran 233, ISBN 978-80-247-2866-7
PAVLŮ, D.: Veletrhy a výstavy – kultura, komunikace, multimedialita, marketing. Praha: Professional Publishing, 2009. ISBN 978-80-86946-38-2

not specified

BOČEK, M., JESENSKÝ, D., KROFIÁNOVÁ, D.: POP in store komunikace v praxi – trendy a nástroje marketingu v místě prodeje. Praha: Grada Publishing, 2009. ISBN 978-80-247-2840-7
BAUMAN, Z.: Tekutá modernita, Praha MF 2002, ISBN 80-204-0966-1
TOMEK, G., VÁVROVÁ, V.: Marketing – od myšlenky k realizaci. Praha: Grada Publishing, 2011. ISBN 978-80-7431-042-3
HANULÁKOVÁ, E.: Etika v marketingu. Bratislava: Eurounion,1996. ISBN 80-85568-56-X
Mc COMBS, M.: Agenda setting. Praha: Portál, 2009. ISBN 978-80-7367-591-2
PAVLŮ, D.: Značka v pohledu Reklamního klubu československého. BRAND&STORIES, 6/2012
PAVLŮ, D.: Před 85 lety vznikl slavný Reklub. STRATEGIE, 7/2012

Teaching methods

Assessment methods

Language of instruction

Czech

Follow-Up Courses

Further comments (probably available only in Czech)

The course can also be completed outside the examination period.
General note: Aa1.
Information on the extent and intensity of the course: 8 hodin KS/semestr.

The course is also listed under the following terms Winter 2007, Summer 2008, Winter 2008, Winter 2009, Summer 2011, summer 2012, Winter 2012, Summer 2013, Summer 2015, Summer 2016, Summer 2017, Summer 2018, Summer 2019, Summer 2024, Summer 2025.

B_SMaK Structure of Marketing Communications

University of Finance and Administration
Summer 2013

Extent and Intensity

2/0. 5 credit(s). Type of Completion: zk (examination).

Teacher(s)

Ing. Vilém Kunz, Ph.D. (seminar tutor)
PhDr. Marek Matějka (seminar tutor)
prof. PhDr. Dušan Pavlů, CSc. (seminar tutor)

Guaranteed by

prof. PhDr. Dušan Pavlů, 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

B_SMaK/pMMO: Mon 8:45–9:29 M01, Mon 9:30–10:15 M01, V. Kunz
B_SMaK/pMPH: Wed 12:15–12:59 E007KC, Wed 13:00–13:45 E007KC, D. Pavlů
B_SMaK/uMKL: Tue 5. 2. 14:00–15:30 K311, 15:45–17:15 K311, Tue 19. 2. 14:00–15:30 K312, 15:45–17:15 K312, M. Matějka
B_SMaK/uMPH: Tue 26. 3. 15:45–17:15 E129, 17:30–19:00 E129, Tue 2. 4. 15:45–17:15 E129, 17:30–19:00 E129, D. Pavlů
B_SMaK/vMMO: Sat 9. 2. 8:00–9:30 M24, Fri 22. 2. 13:45–15:15 M24, Fri 8. 3. 15:30–17:00 M24, Fri 22. 3. 15:30–17:00 M24, V. Kunz
B_SMaK/vM2PH: Sat 6. 4. 9:45–11:15 E223, 11:30–13:00 E223, Sat 20. 4. 9:45–11:15 E223, 11:30–13:00 E223, D. Pavlů
B_SMaK/vM3PH: Sat 16. 2. 9:45–11:15 E224, 11:30–13:00 E224, Sat 2. 3. 8:00–9:30 E224, 9:45–11:15 E224, D. Pavlů

Prerequisites

Structured knowledge covering the extent of the subject of marketing: general insight into the concept of marketing communication tools within the frame of the marketing mix.

Course Enrolment Limitations

The course is offered to students of any study field.

Course objectives

Syllabus

1. Historical connections of the origin and development of MC – emergence of individual media and their function in the commercial life of a society, emergence of advertising and promotional agencies • Economic and socio-cultural bases of commercial communication • Marketing communications development and their fundamental tendencies in the world starting from the beginning of 19th century up to now • Marketing communications development and their fundamental tendencies in the Bohemian Lands since the 19th century till present time • Marketing communications’ tools basic taxonomy 2. Marketing philosophy and a product in the marketing mix • Marketing mix and communication mix within its frame; the role of MC in the communication mix • Basic typology of business policy conceptions and position, tasks and functions of marketing communications 3. Fundamental methodology of effective marketing communication design – a campaign and its implementation • Client’s brief – fundamental starting point of marketing communication • Creation and layout of effective communication – three main factors: strategy, creativity and professionalism of communication concept elaboration • Promotional-communication campaign: basic characteristics 4. Advertising and its communication specifics • Specific position of advertising in the structure of MC tools and its characteristics • Acquisition of basic components of an advertising message 5. Sales promotion and its communication specifics • Specific position of sales promotion in the structure of MC tools and its characteristics • Acquisition of basic sales promotion concept tools within the frame of the marketing communication as a whole encompassing the interconnectedness of sales promotion and other communication tools in a complex promotional campaign 6. Public relations and their communication specifics • Introduction to PR activities in their historical development • Giving examples of current basic PR forms in harmony with the strategic goals of both commercial and non-profit institutions • Acquisition of current concepts of effectiveness metrics of this kind of communication 7. Direct marketing and its communication specifics • Getting acquainted with the history and development of DM observed as a complex phenomenon within the frame of MC • Description of individual DM tools and their current role • Definition of basic structure and typology of DM communication tools • Emergence of electronic messaging and the concept of DM – transformation of goals and possibilities of direct marketing communication in contemporary society • Loyalty programmes and the concept of DM 8. Personal selling and its communication specifics • Encompassing the specific role of personal selling within the concept of marketing communication tools • Personal selling process and its characteristics – multilevel marketing • Acquisition of the concept of sales force training – both for B2B and B2C • Various types of personal selling - their organization and system 9. Current new trends – IMC – integrated marketing communications, future prospects • Acquisition of another development stage of marketing communications • Comprehension of the most important causes leading to the emergence of a higher communication quality concept, taking into account namely global aspects of the development of economy, media, way of living and lifestyles. • Exemplification of the intricacies of the IMC concept and its implementation into an institutional practice 10. Ethics of the marketing communications field and some forms of its implementation, CSR • Precise explanation of the terms of morals and ethics: search for principles of their application in the sphere of marketing and marketing communications • Acquaintance with the Codes of Ethics of the profession both at the general communication level and in the sphere of individual tools of marketing communications • Dealing with fundamental principles of practical implementation of ethical principles into the system of marketing communication tools 11. Social marketing communications = social advertising: classical commercial communication and its application in the social life of a society • Not-for-profit sector and its characteristics, its main representatives – citizens’ associations, charities, endowment funds, etc. • Interpretation of the significance of communication for this type of social institutions in the process of reaching their objectives • Communication implementation and its specifics in the non-profit sector 12. Some specific issues of marketing communications development taxonomy – brands, image, celebrities, sexual motives, etc. • Event marketing – its concept, basic typology of event marketing activities, main rules typically applied at the stages of preparation and implementation of a marketing event • Guerrilla marketing – its concept, guerrilla marketing implementation, possible complications in the process of guerrilla event implementation (events’ publicity) • Viral marketing – principles, functions and operation • Product placement – its basis, principles and operation • Political marketing – communication in politics: the concept of political marketing, communication in politics, negative political advertising – implementation of classical commercial communication principles • Lobbying – its basis, principles, implementation options • CSR – Corporate social responsibility – its basis, principles, implementation options, significance for shaping an organizational image

Literature

HANNAGAN, T. J.: Marketing pro neziskový sektor. Praha: Management Press, 1996. ISBN 80-85943-07-7
FREY, P.: Marketingová komunikace – nové trendy 3,0. Praha: Management Press, 2011. ISBN 978-80-7261-237-6
SVOBODA, V.: Public relations moderně a účinně. Praha: Grada Publishing, 2009. Stran 233, ISBN 978-80-247-2866-7
KOTLER, P.: Marketing management. Praha: Grada Publishing, 2001. ISBN 80-247-0016-6, nebo novější vydání, kapitola 21
ŠINDLER, P.: Event marketing – jak využít emoce v marketingové komunikaci. Praha: Grada Publishing, 2003. ISBN 80-247-0646-6
Mc COMBS, M.: Agenda setting. Praha: Portál, 2009. ISBN 978-80-7367-591-2
TOMEK, G., VÁVROVÁ, V.: Marketing – od myšlenky k realizaci. Praha: Grada Publishing, 2011. ISBN 978-80-7431-042-3
PAVLŮ, D.: Značka v pohledu Reklamního klubu československého. BRAND&STORIES, 6/2012
HANULÁKOVÁ, E.: Etika v marketingu. Bratislava: Eurounion,1996. ISBN 80-85568-56-X
PAVLŮ, D.: Veletrhy a výstavy – kultura, komunikace, multimedialita, marketing. Praha: Professional Publishing, 2009. ISBN 978-80-86946-38-2
CLOW, K. E., BAACK, D.: Reklama, propagace a marketingová komunikace, Brno: COMPUTER PRESS, 2008. ISBN 978-80-251-1769-9
TELLIS, J. G.: Reklama a podpora prodeje. Praha: Grada Publishing, 2000. ISBN 80-7169-997-7
BOČEK, M., JESENSKÝ, D., KROFIÁNOVÁ, D.: POP in store komunikace v praxi – trendy a nástroje marketingu v místě prodeje. Praha: Grada Publishing, 2009. ISBN 978-80-247-2840-7
PAVLŮ, D.: Vznik reklamního průmyslu v českých zemích - počátky institucionalizace reklamního průmyslu v českých zemích od poloviny 19. století do 20. let 20. století. Trnava: Communication Today, 1/2013, ISSN 1338-130X
PŘIKRYLOVÁ, J., JAHODOVÁ, H.: Moderní marketingová komunikace. Praha: Grada Publishing, 2010. ISBN 978-80-247-3622-8
PAVLŮ, D.: Před 85 lety vznikl slavný Reklub. STRATEGIE, 7/2012
PELSMACKER, P., GEUENS, M., BERG, J.: Marketingová komunikace. Praha: Grada Publishing 2003. ISBN 80-247-0254-1
PAVLŮ, D.: Výstavní a veletržní komunikace očima našich předchůdců. STRATEGIE, 9/2012
BAUMAN, Z.: Tekutá modernita, Praha MF 2002, ISBN 80-204-0966-1
SVĚTLÍK, J.: O podstatě reklamy. Bratislava: Eurokódex 2012. ISBN: 978-80-89447-85-5

Teaching methods

Assessment methods

Language of instruction

Czech

Follow-Up Courses

Further comments (probably available only in Czech)

The course can also be completed outside the examination period.
General note: Aa1.
Information on the extent and intensity of the course: 8 hodin KS/semestr.

The course is also listed under the following terms Winter 2007, Summer 2008, Winter 2008, Winter 2009, Summer 2011, summer 2012, Winter 2012, Summer 2014, Summer 2015, Summer 2016, Summer 2017, Summer 2018, Summer 2019, Summer 2024, Summer 2025.

B_SMaK Structure of Marketing Communications

University of Finance and Administration
Winter 2012

Extent and Intensity: 2/0. 3 credit(s). Recommended Type of Completion: z (credit). Other types of completion: zk (examination).
Guaranteed by: prof. PhDr. Dušan Pavlů, CSc.
Subdepartment of Management and Marketing – Department of Economics and Management – Departments – University of Finance and Administration
Contact Person: Květoslava Dolejšová
Course Enrolment Limitations: The course is offered to students of any study field.
Language of instruction: Czech
Further comments (probably available only in Czech): Information on completion of the course: ISP
The course can also be completed outside the examination period.
General note: 0.
Information on the extent and intensity of the course: 8 hodin KS/semestr.

The course is also listed under the following terms Winter 2007, Summer 2008, Winter 2008, Winter 2009, Summer 2011, summer 2012, Summer 2013, Summer 2014, Summer 2015, Summer 2016, Summer 2017, Summer 2018, Summer 2019, Summer 2024, Summer 2025.

B_SMaK Structure of Marketing Communications

University of Finance and Administration
summer 2012

Extent and Intensity

2/0. 5 credit(s). Recommended Type of Completion: zk (examination). Other types of completion: z (credit).

Teacher(s)

PhDr. Karel Eliáš, CSc. (seminar tutor)
prof. PhDr. Dušan Pavlů, CSc. (seminar tutor)

Guaranteed by

Timetable of Seminar Groups

B_SMaK/pMMO: each even Wednesday 8:45–9:29 M01, each even Wednesday 9:30–10:15 M01, each even Wednesday 10:30–11:14 M01, each even Wednesday 11:15–12:00 M01, D. Pavlů
B_SMaK/pMPH: Tue 8:45–9:29 E007KC, Tue 9:30–10:15 E007KC, D. Pavlů
B_SMaK/sMKL: Wed 15. 2. 15:45–17:15 K206, 17:30–19:00 K206, Wed 21. 3. 17:30–19:00 K212, 19:15–20:45 K212, K. Eliáš
B_SMaK/sMPH: Wed 28. 3. 14:00–15:30 E228, Wed 4. 4. 17:30–19:00 E228, Wed 11. 4. 14:00–15:30 E228, 15:45–17:15 E228, K. Eliáš
B_SMaK/vMMO: Fri 17. 2. 13:45–15:15 M16, 15:30–17:00 M16, Fri 2. 3. 13:45–15:15 M16, 15:30–17:00 M16, K. Eliáš
B_SMaK/vM2PH: Sat 31. 3. 9:45–11:15 E223, 11:30–13:00 E223, Fri 4. 5. 15:30–17:00 E223, 17:15–18:45 E223, K. Eliáš
B_SMaK/vM3PH: Sat 18. 2. 9:45–11:15 E224, Sat 3. 3. 14:00–15:30 E224, 15:45–17:15 E224, Fri 30. 3. 13:45–15:15 E224, K. Eliáš

Prerequisites (in Czech)

Absolvování předmětu Marketing

Course Enrolment Limitations

The course is offered to students of any study field.

Course objectives (in Czech)

Cíl předmětu: Jednosemestrální předmět je koncentrován na výklad tematiky struktury marketingových komunikací pro posluchače prezenčního a kombinovaného studia, na rámcovou analýzu všech hlavních nástrojů marketingové komunikace se širším zasazením tematiky komerční i sociální marketingové komunikace do života společnosti. Výklad se zabývá takovým pojetím marketingové komunikace (MK), pro nějž je charakteristická nápaditá strategie, kombinace vědeckého poznání a výrazné kreativity. Tento přístup vede k efektivní přesvědčovací komunikaci, která nalézá svůj dopad ve změnách objemu a kvality získaných informací, a na tomto podkladě také ke změnám v chování cílových skupin v rovině komerčního – nákupního chování i v rovině žádoucích sociálních aktivit – sociální reklamy, sociální marketingové komunikace. Charakteristika získaných vědomostí a schopností: Posluchači získají poznatkové systémy, které rozvíjejí dosavadní stupeň poznání a umožní jim objektivně hodnotit realizované komerční komunikace i projevy sociální reklamy. Zároveň budou kvalifikovaněji připraveni na základě nabytých znalostí ještě profesionálněji a samostatně uvažovat o strategii, taktice a kreativním zaměření projektů propagačních akcí s komerčním i nekomerčním zaměřením. Obsah předmětu: Předmět je koncipován jako soubor rámcových informací o jednotlivých nástrojích marketingové komunikace, o jejich včlenění do reálného komerčního, kulturního, sociálního a globálního světa, v němž tekutá modernita (Bauman) – tedy proces trvalých změn a nestability - je jevem zcela běžným a trvale vede k tomu, že stratég i tvůrce komunikační aktivity nutně musí být stále ve střehu před nástrahami konkurence a realitou nových médií, která utvářejí soudobý sociální svět s nebývalou intenzitou a na tyto nové, trvale proměnlivé podmínky adekvátně a profesionálně reagovat. Obsah předmětu je ve stejném zaměření koncipován také pro posluchače prezenční formy studia.

Syllabus (in Czech)

Historické předpoklady vývoje komerční komunikace, první formy soustředěné nabídky na trzích. Jednotlivé mediatypy a jejich komerční využití formou prodeje plochy a času Vznik a vývoj reklamních a komunikačních agentur Charakteristika jednotlivých manažerských politik ve výrobě a obchodě od konce 19. století Základní struktura nástrojů marketingové komunikace Životní cyklus výrobku a nasazení nástrojů MK v jednotlivých fázích cyklu Základní struktura nástrojů MK – marketingový komunikační mix Reklama a její historická role do současnosti, perspektivy reklamy v konkurenci dalších nástrojů MK, hlavní média, výpovědní prostředky, specifika této komunikační formy. Značka a její role v reklamním působení – značka dříve a dnes, zákaznická věrnost nebo promiskuita? Parita značek. Vznik značky, historický pohled na informační a ochrannou roli značky v dějinném spektru názorů. Značka v současnosti, její funkce informační, ochranné, prestižní, statusové apod. Privátní značka, podmínky vzniku, současná role, kvalita a cena produktu s privátní značkou. Korporátní značka a její role v konkurenčním boji, značka jako součást korporátní identity. Branding, co-branding, hodnota značek Mezinárodní značková strategie Podpora prodeje a její historická role do současnosti, perspektivy podpory prodeje v konkurenci dalších nástrojů MK, hlavní média, výpovědní prostředky, specifika této komunikační formy. Vznik public relations, formy a nástroje uplatnění PR v sociálním prostředí, současná podoba PR, specifika této komunikační formy. Direkt marketing a jeho vývoj, nové impulsy prostřednictvím IT, specifika této komunikační formy. Osobní prodej – specifičnost této formy obchodní komunikace, způsoby organizace osobního prodeje, specifika této komunikační formy. Nové trendy v marketingových komunikacích – CSR – Corporate social responsibility, sociální marketing jako forma efektivní komunikace v sociálních sférách. Propagační akce jako předchůdce IMK 80.léta 20. století – počátek hledání nových forem efektivní komunikace jako nástroje k realizaci zamýšlených cílů Základní charakteristika IMK - Integrovaná marketingová komunikace IMK jako reakce na globalizační tlaky, fragmentaci médií apod., vztah k pojmu komplexní propagační akce. Dynamika konkurence, nonkonformní uvažování kreativců, faktory fragmentace a menší možnosti koncentrace komunikačního toku Ustupují masová média ze světa MK? Souhrnná sociální role marketingové komunikace - jaká vlastně je? Pohledy na marketingovou komunikaci na základě marketingových výzkumů. Diskuse o sociální odpovědnosti MK – manipulace, lež, konzumní teror. Synergický efekt – zaklínadlo současnosti.

Literature

TOMEK, G., VÁVROVÁ, V.: Výrobek a jeho úspěch na trhu. Praha: Grada Publishing 2001, stran 352, ISBN 80-247-0053-0, povinně str.12-28 + 43-56
PAVLŮ, D.: Veletrhy a výstavy – kultura, komunikace, multimedialita, marketing. Praha Professional Publishing 2009, ISBN 978-80-86946-38-2, povinně str.13-59
 SVOBODA, V.: Public relations moderně a účinně:Praha. Grada Publishing 2009, ISBN 978-80-247-2866-7, 2. vydání, povinně str. 13 - 46
PINCAS, S., LOISEAU, M.: Dějiny reklamy, Taschen-Köln 2009 / Slovart -Praha 2009, stran 336, ISBN 978-80-7391-266-6 –
KOTLER, P.: Marketing v otázkách a odpovědích, Brno, Computer Press 2005, ISBN 80-251-0518-0, povinně str. 33-70
CLOW, K.E., BAACK, D.: Reklama, propagace a marketingová komunikace, Brno: COMPUTER PRESS, 2008, ISBN 978-80-251-1769-9, povinně kapitola 1 – str. 3-25
PŘIKRYLOVÁ, J., JAHODOVÁ, H.: Moderní marketingová komunikace, Praha Grada Publishing 2010, ISBN 978-80-247-3622-8, povinně str. 63-129
BOČEK, M. et al: POP / in-store komunikace v praxi: Praha Grada Publishing 2009, ISBN 978-80-247-2840-7, povinně str. 15-143
PELSMACKER, P.D., GEUENS, M., BERGH, J.:Marketingová komunikace,Praha Grada Publishing 2003, ISBN 80-247-0254-1
FREY, P.: Marketingová komunikace: to nejlepší z nových trendů. Praha. Management Press 2008, ISBN 978-80-7261-160-7, 2. vydání a novější

Assessment methods (in Czech)

Ukončení předmětu: Předmět je zakončen zkouškou, která se skládá ze dvou dílčích kroků: 1. Získání nejméně 140 ze 200 možných bodů v písemném testu. Test bude psán v zápočtovém týdnu. Studenti na předposlední konzultaci obdrží sadu 50 otázek, z nichž 20 bude předmětem testu. Při ústní zkoušce pedagog doplňkově přezkušuje znalosti těch otázek, které studenti v písemném testu uspokojivě nezvládli. Bodové ohodnocení testu jako výchozí hodnota pro stanovení známky (přihlíží se ještě samozřejmě ke kvalitě odborné analýzy) je stanoveno v těchto parametrech: Za test je možno získat 200 bodů, za vyhovující je považován zisk 140 bodů: méně než 140 = F, 141- 154 = E / 155 – 168 = D / 69 – 181 = C / 182- 190 = B / 191 - 200 = A 2. Studenti v průběhu semestru samostatně zpracují odbornou kritickou analýzu některého komplexního konkrétního jevu v aktuální praxi marketingové komunikace podle vlastního výběru, na základě jednotné osnovy. Osnova bude předána na první konzultaci. Studie musí být odevzdána nejpozději do 30. dubna 2012 v tištěné podobě vyučujícímu pedagogovi a nejpozději 1.května 2012 do 14,00 v elektronické formě na e-mailovou adresu vyučujícího pedagoga. Pozdější odevzdání znamená, že student zpracuje původní téma a pedagogem konkrétně stanovené téma náhradní, které odevzdá nejpozději 10. května 2012 do 14,00 v požadované kvalitě – písemně a elektronicky - tamtéž. Studie musí splňovat kvalitativní parametry, jejichž charakteristiku studenti získají na 1. konzultaci.

Language of instruction

Czech

Follow-Up Courses

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: 8 hodin KS/semestr.

The course is also listed under the following terms Winter 2007, Summer 2008, Winter 2008, Winter 2009, Summer 2011, Winter 2012, Summer 2013, Summer 2014, Summer 2015, Summer 2016, Summer 2017, Summer 2018, Summer 2019, Summer 2024, Summer 2025.

B_SMaK Structure of Marketing Communications

University of Finance and Administration
Summer 2011

Extent and Intensity

2/0. 5 credit(s). Recommended Type of Completion: zk (examination). Other types of completion: z (credit).

Teacher(s)

PhDr. Karel Eliáš, CSc. (seminar tutor)
Ing. Vilém Kunz, Ph.D. (seminar tutor)
prof. PhDr. Dušan Pavlů, CSc. (seminar tutor)

Guaranteed by

Timetable of Seminar Groups

B_SMaK/pMMO: Tue 10:30–11:14 M14, Tue 11:15–12:00 M14, V. Kunz
B_SMaK/pMPH: Wed 12:15–12:59 E007KC, Wed 13:00–13:45 E007KC, D. Pavlů
B_SMaK/uMKL: Tue 22. 2. 17:30–19:00 K207, 19:15–20:45 K207, Tue 15. 3. 14:00–15:30 K207, 15:45–17:15 K207, K. Eliáš
B_SMaK/uMPH: Tue 29. 3. 19:15–20:45 E124, Tue 5. 4. 15:45–17:15 E124, 17:30–19:00 E124, Tue 19. 4. 15:45–17:15 E124, K. Eliáš
B_SMaK/vMMO: Fri 1. 4. 13:45–15:15 M27, 15:30–17:00 M27, Fri 15. 4. 13:45–15:15 M27, 15:30–17:00 M27, V. Kunz
B_SMaK/vM2PH: Sat 19. 3. 15:45–17:15 E225, Fri 1. 4. 13:45–15:15 E225, Fri 15. 4. 13:45–15:15 E225, Fri 6. 5. 13:45–15:15 E225, K. Eliáš
B_SMaK/vM3PH: Sat 19. 3. 14:00–15:30 E227, Fri 1. 4. 15:30–17:00 E227, Fri 15. 4. 15:30–17:00 E227, Fri 6. 5. 15:30–17:00 E227, K. Eliáš

Prerequisites (in Czech)

Předpoklady:absolvování B_SMaK_1

Course Enrolment Limitations

The course is offered to students of any study field.

Course objectives (in Czech)

Anotace je stejná pro obě formy studia. Cíl kurzu:Cíl předmětu: Druhý semestr předmětu STRUKTURA MARKETINGOVÝCH KOMUNIKACÍ 2 se zabývá rámcovým seznámením s některými dalšími nástroji marketingové komunikace, jež jsou používány v rámci integrovaného marketingového komunikačního působení. Výklad navazuje na obecnější východiska vlivu marketingové komunikace na život společnosti, které byly předmětem výkladu v předchozím semestru v předmětu STRUKTURA MARKETINGOVÝCH KOMUNIKACÍ 1. Výklad je koncipován jako systematická prezentace oboru, v němž se kombinuje přístup kreativní s manažerským, s jasným směřováním k dosažení plánovaného efektu. Marketingová komunikace je vnímána jako široce používaný univerzální komunikační nástroj pomáhající dosahovat plánované ekonomické nebo sociální parametry – v komerční a nekomerční sféře aplikace marketingové komunikace.

Syllabus (in Czech)

Tato osnova je určena pro prezenční studium, průběh výuky pro kombinované studium je uveden ve studijních materiálech formou metodického listu (ML). Obsah přednášek: Public Relations a Direkt Marketing Dílčí témata: • Pojem Public Relations, historické souvislosti jeho vzniku v ČR a ve světě, organizace PR v ČR . • Cíle a cílové skupiny, možnosti dosažení vytyčených cílů s pomocí aktivit PR, komunikační strategie PR. • Struktura uplatnění jednotlivých typů PR a volba relevantních nástrojů PR. • Specifika media relations, jak efektivně spolupracovat s novináři. • Direkt marketing – nová hvězda komunikačního nebe? • Historie a současnost DM, jeho role v péči o zákazníka. • Hlavní nástroje DM, specifika komerčního oslovení prostřednictvím DM. • Role DM v řízení vztahů se zákazníky. Podpora prodeje a osobní prodej Dílčí témata: Pojem podpora prodeje, bohatost nástrojů PP. Historické souvislosti jejího vzniku, organizace PP v ČR, vznik a role specializovaných agentur v této oblasti. Cíle a cílové skupiny, možnosti dosažení vytyčených cílů s pomocí aktivit PP, komunikační strategie PP. Struktura uplatnění jednotlivých typů PP a volba relevantních nástrojů PP. Psychologické zákonitosti efektivní podpory prodeje. Veletrhy jako specifický komunikační fenomén – přežijí nebo zahynou v konkurenci jiných médií ve 21. století? Specifika osobního prodeje, persuáze a manipulace – etické otázky této komunikační aktivity, nekalé praktiky v oboru. Nové trendy v marketingové komunikaci Dílčí témata: Hlavní tendence v marketingovém pojetí komerčního a sociálního života společnosti Určující trendy dalšího vývoje v národním, nadnárodním a světovém měřítku Závěry pro sféru masových komunikací, speciálně pak pro oblast marketingových komunikací. Pojem a aktivity sociálního marketingu a sociální reklamy. Základní charakteristika, uplatnění a perspektiva. Koncept Coporate Social Responsibility a jeho využívání i zneužívání Lobbing a sponzoring – etické či neetické komunikování? Event marketing – nová komunikační forma, nebo systemizace starších praktik? Virální marketing a jeho úskalí – městské mýty a jejich marketingové využití Guerilla marketing - vítězí etika či komerční zájem? Politická marketingová komunikace – jev nového století? Agenda setting – MK a její role při vnášení témat do společenského prostoru

Literature

required literature

• SVOBODA, V.: Public relations – moderně a účinně. Praha: Grada Publishing 2006, ISBN 80-247-0564-8, stran 240
• McCOMBS, M.:Agenda setting. Praha:Portál 2009, ISBN:978-80-7367-591-2, stran 251
• BRADOVÁ, E.: Od lokálních mítinků k politickému marketingu. Brno: MU Brno a Mezinárodní politologický ústav 2005, ISBN: 80-210-3800-4, stran 106

recommended literature

• WUNDERMAN, L.: Direkt marketing – reklama, která se zaplatí. Praha: Grada Publishing 2004, ISBN 80-247-0731-4, stran 250
• PAVLŮ, D.: Veletrhy a výstavy – kultura, komunikace, multimedialita, marketing..Praha: Professional Publishing 2009, ISBN 978-80-86946-38-2, stran 380

Teaching methods (in Czech)

Výukové metody: přednášky /sem. Rozsah povinné účasti ve výuce: Minimální povinná účast na cvičení / semináři v prezenčním studiu je 80%, na řízených skupinových konzultacích v kombinovaném studiu 50%. Studentům, kteří nesplní povinný rozsah účasti, mohou být v průběhu semestru zadány dodatečné studijní povinnosti (v míře, která umožní prokázat studijní výsledky a získané kompetence nezbytné pro úspěšné zakončení předmětu).

Assessment methods (in Czech)

Metody hodnocení: z/ ZK (5 kr.) Předmět je zakončen zápočtem a zkouškou.• Zkouška se uskutečňuje formou vědomostního testu., jehož tematické okruhy budou vycházet z probírané tematiky a samostudia předepsané literatury a odborných statí v profesním tisku, na něž budou studenti průběžně upozorňováni. Studenti obdrží koncem března cca 60 tematických okruhů analyzované problematiky, z nichž bude naformulováno 15 otázek, na něž budou studenti odpovídat v písemném testu o délce 50 minut. Maximální bodový zisk 150 bodů, pro získání zápočtu je třeba získat nejméně 100 bodů. Test bude v PS napsán v prvním týdnu zkouškového období, v KS taktéž počátkem řádného zkouškového období pro prezenční studenty. • Zápočet bude získán za úspěšné absolvování semináře formou průběžné prezentace odborných analytických studií podle pokynů pedagoga, který vede seminář. Za kvalitní analýzy získají studenti zápočet.

Language of instruction

Czech

Follow-Up Courses

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: 8 hodin/semestr.

The course is also listed under the following terms Winter 2007, Summer 2008, Winter 2008, Winter 2009, summer 2012, Winter 2012, Summer 2013, Summer 2014, Summer 2015, Summer 2016, Summer 2017, Summer 2018, Summer 2019, Summer 2024, Summer 2025.

B_SMaK Structure of Marketing Communications

University of Finance and Administration
Winter 2009

Extent and Intensity: 0/0. 3 credit(s). Type of Completion: z (credit).
Teacher(s): prof. PhDr. Dušan Pavlů, CSc. (seminar tutor)
Guaranteed by: prof. PhDr. Dušan Pavlů, CSc.
Subdepartment of Management and Marketing – Department of Economics and Management – Departments – University of Finance and Administration
Contact Person: Květoslava Dolejšová
Course Enrolment Limitations: The course is offered to students of any study field.
Language of instruction: Czech
Further comments (probably available only in Czech): Information on completion of the course: ISP
The course can also be completed outside the examination period.
Information on the extent and intensity of the course: 6 hodina/semestr.
Information on course enrolment limitations: Informace o max. počtech studentů pro jednolivé obory je uvedena v registrační šabloně.

The course is also listed under the following terms Winter 2007, Summer 2008, Winter 2008, Summer 2011, summer 2012, Winter 2012, Summer 2013, Summer 2014, Summer 2015, Summer 2016, Summer 2017, Summer 2018, Summer 2019, Summer 2024, Summer 2025.

B_SMaK Structure of Marketing Communications

University of Finance and Administration
Winter 2008

Extent and Intensity: 0/0. 3 credit(s). Type of Completion: z (credit).
Teacher(s): Ing. Jitka Černá (seminar tutor)
doc. Ing. Milan Kašík, CSc. (seminar tutor)
Ing. Vilém Kunz, Ph.D. (seminar tutor)
prof. PhDr. Dušan Pavlů, CSc. (seminar tutor)
Guaranteed by: prof. PhDr. Dušan Pavlů, CSc.
Subdepartment of Management and Marketing – Department of Economics and Management – Departments – University of Finance and Administration
Contact Person: Květoslava Dolejšová
Course Enrolment Limitations: The course is offered to students of any study field.
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: 6 hodina za semestr.
Information on course enrolment limitations: Informace o max. počtech studentů pro jednolivé obory je uvedena v registrační šabloně.

The course is also listed under the following terms Winter 2007, Summer 2008, Winter 2009, Summer 2011, summer 2012, Winter 2012, Summer 2013, Summer 2014, Summer 2015, Summer 2016, Summer 2017, Summer 2018, Summer 2019, Summer 2024, Summer 2025.

B_SMak Structure of Marketing Cummunications

University of Finance and Administration
Summer 2008

Extent and Intensity: 0/0. 3 credit(s). Type of Completion: z (credit).
Teacher(s): Ing. Jitka Černá (seminar tutor)
doc. Ing. Milan Kašík, CSc. (seminar tutor)
Ing. Vilém Kunz, Ph.D. (seminar tutor)
prof. PhDr. Dušan Pavlů, CSc. (seminar tutor)
Guaranteed by: prof. PhDr. Dušan Pavlů, CSc.
Subdepartment of Management and Marketing – Department of Economics and Management – Departments – University of Finance and Administration
Contact Person: Květoslava Dolejšová
Course Enrolment Limitations: The course is offered to students of any study field.
Language of instruction: Czech
Further comments (probably available only in Czech): Information on the extent and intensity of the course: 6 hodina za semestr.
Information on course enrolment limitations: Informace o max. počtech studentů pro jednolivé obory je uvedena v registrační šabloně.

The course is also listed under the following terms Winter 2007, Winter 2008, Winter 2009, Summer 2011, summer 2012, Winter 2012, Summer 2013, Summer 2014, Summer 2015, Summer 2016, Summer 2017, Summer 2018, Summer 2019, Summer 2024, Summer 2025.

B_SMaK Structure of Marketing Cummunications

University of Finance and Administration
Winter 2007

Extent and Intensity

0/0. 3 credit(s). Type of Completion: z (credit).

Teacher(s)

Ing. Jitka Černá (seminar tutor)
doc. Ing. Milan Kašík, CSc. (seminar tutor)
Ing. Vilém Kunz, Ph.D. (seminar tutor)
prof. PhDr. Dušan Pavlů, CSc. (seminar tutor)

Guaranteed by

Timetable of Seminar Groups

B_SMaK/pMRPH: Thu 14:00–14:44 E306, Thu 14:45–15:30 E306, D. Pavlů
B_SMaK/pMRVKL: Wed 12:15–12:59 K303, Wed 13:00–13:45 K303, D. Pavlů
B_SMaK/pMRVMO: Mon 10:30–11:14 M14, Mon 11:15–12:00 M14, V. Kunz
B_SMaK/sMRVKL: Wed 17. 10. 15:45–17:15 K303, Wed 24. 10. 17:30–19:00 K303, 19:15–20:45 K303, D. Pavlů
B_SMaK/uMPH: Tue 13. 11. 14:00–15:30 E129, Tue 20. 11. 17:30–19:00 E129, Tue 4. 12. 14:00–15:30 E129, D. Pavlů
B_SMaK/vMRVMO: Fri 12. 10. 12:00–13:30 M14, 13:45–15:15 M14, Fri 26. 10. 15:30–17:00 M24, V. Kunz
B_SMaK/vM2PH: Sat 8. 12. 14:00–15:30 E223, 15:45–17:15 E223, Fri 4. 1. 12:00–13:30 E223, D. Pavlů
B_SMaK/vM3PH: Fri 19. 10. 12:00–13:30 E224, Fri 23. 11. 15:30–17:00 E224, 17:15–18:45 E224, D. Pavlů
B_SMaK/vRPH: Fri 2. 11. 15:30–17:00 E128, 17:15–18:45 E128, Fri 7. 12. 15:30–17:00 E129, M. Kašík

Course Enrolment Limitations

The course is offered to students of any study field.

Course objectives (in Czech)

Anotace je stejná pro obě formy studia. Cíl kurzu: Jednosemestrální předmět je koncipován jako základní uvedení do problematiky pestrého světa marketingových komunikací, v němž se posluchač setkává s kombinací kreativity a manažerského managementu, jenž směřuje k jednoznačně definované cílové hodnotě. Ta může být plánována v ekonomických nebo sociálních parametrech – v komerční a nekomerční sféře aplikace marketingové komunikace. Literatura k předmětu: je ke každé tematice navržena tak, aby alespoň některé tituly byly studentům přístupné v knihovnách či v prodeji. Vyučující předpokládá, že studenti budou z daných titulů k charakterizované tématice studovat vždy relevantní partie, nikoliv publikace jako celek. Zároveň předpokládá, že zájemci o tento obor průběžně sledují časopisy: STRATEGIE, MARKETING MAGAZINE, MARKETING & MEDIA, MARKETING A KOMUNIKACE, EVENT PROMOTION, DIREKT.

Syllabus (in Czech)

Osnova Tato osnova je určena pro prezenční studium, průběh výuky pro kombinované studium je uveden ve studijních materiálech formou metodického listu (ML). Obsah přednášek: - základní historické vývojové etapy marketingu a marketingové komunikace jako nutného předpokladu pochopení současných tendencí a jevů marketingové komunikace. - Pojem integrovaná marketingová komunikace (IMK), její jednotlivé nástroje jako vnitřně logický a propojený systém. - Základní pojmy stavby efektivní marketingové komunikace – segmentace, targeting, positioning, Corporate Identity, propagační akce. - Spolupráce s komunikační agenturou. - Rámcová analýza jednotlivých nástrojů komunikačního mixu – reklama a její nástroje, podpora prodeje a její nástroje, Public relations a jeho nástroje, Direkt marketing a jeho nástroje, osobní prodej a jeho nástroje. - Specifické jevy v marketingové komunikaci současnosti – virální marketing, gerila marketing, CSR, fundraising, politický marketing, lobbing, sociální marketing, event marketing atd.

Assessment methods (in Czech)

Vyučující metody: přednášky Metody hodnocení: zápočet, který bude udělen za těchto předpokladů: 1. zpracování písemné analýzy konkrétně určeného propagačního prostředku z komerční sféry podle zadání pedagoga – v průběhu výuky –rozsah do 3 stran textu + ukázka prostředku 2. Zpracování písemné analýzy konkrétně určeného propagačního prostředku z nekomerční sféry podle zadání pedagoga – v průběhu výuky – rozsah do 3 stran textu + ukázka prostředku 3. Závěrečná analýza komplexní propagační akce podle vlastní volby podle zadání pedagoga v říjnu 2007 s termínem odevzdání do 15.prosince 2007 – rozsah min. 7 stran rukopisu, maximálně 12 stran rukopisu 4. Získání nejméně 50 ze 70 možných bodů ze 2 průběžných a 1 závěrečného testu z přednesené a nastudované látky. Testy budou zadány na přednáškách v listopadu a prosinci a v zápočtovém týdnu souhrnný test. V případě menšího bodového zisku než je 50, náhradní test.

Language of instruction

Czech

Further comments (probably available only in Czech)

Information on the extent and intensity of the course: 6 hodina za semestr.
Information on course enrolment limitations: Informace o max. počtech studentů pro jednolivé obory je uvedena v registrační šabloně.

The course is also listed under the following terms Summer 2008, Winter 2008, Winter 2009, Summer 2011, summer 2012, Winter 2012, Summer 2013, Summer 2014, Summer 2015, Summer 2016, Summer 2017, Summer 2018, Summer 2019, Summer 2024, Summer 2025.

Enrolment Statistics (recent)

Course Information

B_SMaK Structure of Marketing Communications

B_SMaK Structure of Marketing Communications

B_SMaK Structure of Marketing Communications

B_SMaK Structure of Marketing Communications

B_SMaK Structure of Marketing Communications

B_SMaK Structure of Marketing Communications

B_SMaK Structure of Marketing Communications

B_SMaK Structure of Marketing Communications

B_SMaK Structure of Marketing Communications

B_SMaK Structure of Marketing Communications

B_SMaK Structure of Marketing Communications

B_SMaK Structure of Marketing Communications

B_SMaK Structure of Marketing Communications

B_SMaK Structure of Marketing Communications

B_SMak Structure of Marketing Cummunications

B_SMaK Structure of Marketing Cummunications

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