N_IMK Integrated Marketing Communication

University of Finance and Administration
Winter 2018
Extent and Intensity
2/1. 6 credit(s). Type of Completion: zk (examination).
Teacher(s)
doc. Ing. Aleš Hes, CSc. (seminar tutor)
Ing. Vilém Kunz, Ph.D. (seminar tutor)
Ing. Pavel Rosenlacher, Ph.D. (seminar tutor)
Guaranteed by
doc. Ing. Aleš Hes, CSc.
Subdepartment of Management and Marketing – Department of Economics and Management – Departments – University of Finance and Administration
Contact Person: Květoslava Dolejšová
Timetable of Seminar Groups
N_IMK/cMMO: each odd Monday 12:15–12:59 M14, each odd Monday 13:00–13:45 M14, V. Kunz
N_IMK/cM1PH: each odd Thursday 10:30–11:14 S23, each odd Thursday 11:15–12:00 S23, except Thu 25. 10. ; and Fri 14. 12. 12:15–13:45 E004, P. Rosenlacher
N_IMK/cM2PH: each odd Thursday 12:15–12:59 S35, each odd Thursday 13:00–13:45 S35, except Thu 25. 10. ; and Fri 14. 12. 12:15–13:45 E004, P. Rosenlacher
N_IMK/pMMO: each odd Monday 10:30–11:14 M14, each odd Monday 11:15–12:00 M14 and each even Monday 12:15–12:59 M14, each even Monday 13:00–13:45 M14, V. Kunz
N_IMK/pMPH: Thu 17:30–18:14 S01, Thu 18:15–19:00 S01, except Thu 11. 10. ; and Thu 25. 10. 19:15–20:00 S01, Thu 1. 11. 19:15–20:00 S01, A. Hes
N_IMK/vM2PH: Fri 9. 11. 15:45–17:15 S26, 17:30–19:00 S26, Sat 24. 11. 14:00–15:30 S11, 15:45–17:15 S11, Fri 7. 12. 19:15–20:45 S26, A. Hes
N_IMK/vM3PH: Sat 27. 10. 9:45–11:15 S26, 11:30–13:00 S26, Sat 10. 11. 9:45–11:15 S13, 11:30–13:00 S13, Fri 7. 12. 17:30–19:00 S24, A. Hes
Prerequisites
Completed bachelor’s studies of communication or marketing fields of study at different universities.
Course Enrolment Limitations
The course is offered to students of any study field.
Course objectives
Completing the course titled Integrated Marketing Communication (IMC) our students gain knowledge of the latest trends in the theory and practice of marketing communication. Are able to explain and clarify the origin and development of a higher quality of marketing communication – integrated marketing communication, can analyse its practical meaning and theoretically justify various forms, strategies and tactics of its implementation to achieve marketing, communication and commercials objectives of different social subjects - commercial, non-commercial, non-profit organizations, and others. Get information and facts incorporating IMC concepts into the conditions of a global world and hypercompetitive environment, is able to consider links towards the global trends in social development in the commercial as well as non-commercial sphere and to new communication global phenomena and strategies. Students also acquire skills in critically analysing IMC applications into social practice.
Learning outcomes
Completing the course titled Integrated Marketing Communication (IMC) our students gain knowledge of the latest trends in the theory and practice of marketing communication. Are able to explain and clarify the origin and development of a higher quality of marketing communication – integrated marketing communication, can analyse its practical meaning and theoretically justify various forms, strategies and tactics of its implementation to achieve marketing, communication and commercials objectives of different social subjects - commercial, non-commercial, non-profit organizations, and others.
Syllabus
  • 1. Development stages of marketing policy in   economic life of society, characteristic of basic marketing concepts with a   result of the strategy of IMK
  • 2. Global trends in the contemporary world and their reflection in   communications marketing strategies through modeling company called. Megatrends caused by global business strategies built on intellectual refinement technology
  • Third and hyper-competition in a global world   as the basis of the introduction of IMK, the knowledge economy of   position IMK combination of tools and its impact on the competitiveness of businesses
  • 4th Chaotika - basic factors of turbulent phenomena in society and their influence on conceptualizing IMK
  • 5. Definition of IMK, its basic structure, synergy effects
  • 6. Basic characteristics of IMK currently  
  • Internal barriers to the introduction of the seventh IMK
  • 8. The notion promotions - the forerunner of IMK
  • 9. The role of brand strategy IMK
  • 10th Role corporate identity in the concept of IMK  
  • 11th Services marketing strategy IMK
  • 12. New trends in marketing communications and their use in the strategy and application of IMK IMK   activity in social institutions noncommercial nature
Literature
    required literature
  • • KOTLER, P., CASLIONE, J. A.: Chaotika: řízení a marketing firmy v éře turbulencí. Brno: Computer Press 2009. ISBN 978-80-251-2599-1, stran 214
  •  PELSMACKER, P., GEUENS, M., BERG, J.: Marketingová komunikace. Praha: Grada Publishing 2003. ISBN 80-247-0254-1, kapitola 1
  •  PŘIKRYLOVÁ J., JAHODOVÁ, H.: Moderní marketingová komunikace. Praha: Grada Publishing 2010. ISBN 978-80-247-3622-8, kapitola 2
  • • FREY, P.: Marketingová komunikace – to nejlepší z nových trendů. Praha: Management Press, 2011. ISBN 978-80-7261-237-6
    recommended literature
  • • CLOW, K. E., BAACK, D.: Reklama, propagace a marketingová komunikace, Brno: COMPUTER PRESS, 2008, ISBN 978-80-251-1769-9, kapitola 1– str. 3-25, kapitola 7 – str. 187-216
  • • BRADOVÁ, E. Od lokálních mítinků k politickému marketingu. Brno: MU, 2005. ISBN 80-210-3800-4, kapitola 1. str.16-38
  • • GIBSON, R. editor: Nový obraz budoucnosti. Praha: Management Press, 2007. 80-7261-036-8, kapitola Kotler, P.: Mapování budoucího trhu
  • • DRUCKER, P. F.: Fungující společnost. Praha: Management Press, 2004. ISBN 80-7261-098-8 kapitola Budoucí společnost, str. 200-237
  •  SOLOMON, M. R., MARSHALL, G. W., STUART, E. W: Marketing očima světových manažerů. Brno: Computer Press 2006. ISBN 80-251-1273–X, str. 357-388
  •  SVOBODA, V.: Propagační kampaně v marketingových komunikacích. Zlín: UTB-FMK, 2004. ISBN 80-7318-196-7, kapitola 1. – str.4-14, kapitola 7. - str.64 - 74
  • • HALLIN, D. C., MANCINI, P.: Systémy médií v postmoderním světě. Praha: Portál, 2008, ISBN: 978-80-7367-377-2, str. 275-316
  •  PAVLŮ, D et al: Marketingové komunikace a jejich nové formy. Zlín: FMK UTB, malá edice fmk. 2009. č. 8. stran 199, ISBN 978-80-7318-830-6,
  •  TOMEK, G., VÁVROVÁ, V.: MARKETING – Od myšlenky k realizaci. Praha: Professional Publishing, 2011. ISBN 978-80-7431-042-3, povinně kapitoly: 1., 2., 4., 6.,7.,10.,14.
  •  VODÁČEK, L., VODÁČKOVÁ, O.: Synergie v moderním managementu. Praha: Management Press, 2009. ISBN 978-80-7261-190-4, kapitola 2, str. 32 – 56
  • • JAKUBÍKOVÁ, D.: Strategický marketing – strategie a trendy. Praha: Grada Publishing, 2008. ISBN- 978-80-247-2690, kapitola 3., str. 57-74
  • • KELLER, K. L.: Strategické řízení značky. Praha: Grada Publishing 2007. ISBN 978-80-247-1481-3, kapitoly 2, 6, 13, 14.
  • MATÚŠOVÁ, Marie. Ako sa z krachujúcej značky stane značka olympijská (The change from failing brand to olympic brand). Praha: Vysoká škola finanční a správní, 2014, p. 111-124. ISBN 978-80-7408-097-5. info
    not specified
  • PAVLŮ, Dušan. Značka v pohledu Reklamního klubu Československého. Brands&Stories. 2012, č. 6, p. 34-35. ISSN 1804-2708. info
Teaching methods
In the full-time form of study the content of all topics is a theoretical lecture delivered by the teacher accompanied by marketing communication practice examples; in the part-time form of study the content of consultations is a commented guide through the topics of the course according to the Study material – with an accent placed on the knowledge of sources ( literature) and self-study – participation in consultations at least 60 %. Students of both forms of study are to produce in writing a case marketing study with a critical assessment of the IMC strategy usability in the real commercial or social (cultural, sports, scientific, etc.) life of society based on the specific assignment delivered by the course tutor teacher at the first lecture in the full-time or consultation in the part-time study. The written case study shall be delivered by the 2nd of December. Students can choose the topic of their project.
Assessment methods
This course is by completed comprehensive test in during the examination period. Followd oral quality assessment test results and teacher educator critical analysis of scientific studies. The final grade is made up of all parts: a final test, oral examination and a scoring voluntary professional studies. In the combined studies, knowledge is verified final knowledge test with 30 questions, which are a selection of questions from   Study support. Followd verbal assessment of the quality of the test results and teacher educator critical analysis of scientific studies. The final grade is composed of   partial signs of test and the scores of professional studies.
Language of instruction
Czech
Further comments (probably available only in Czech)
The course can also be completed outside the examination period.
Information on the extent and intensity of the course: 10 hodin KS/semestr.
The course is also listed under the following terms Winter 2009, Summer 2010, Winter 2010, Summer 2011, Winter 2011, summer 2012, Winter 2012, Winter 2013, Winter 2014, Winter 2015, Winter 2016, Winter 2017.
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