BA_MaCS_A Marketing Communications Structure A

Vysoká škola finanční a správní
léto 2021
Rozsah
2/1/0. 16 hodin KS/semestr. 6 kr. Ukončení: zk.
Vyučující
PhDr. Martina Švecová, MSc (cvičící)
Garance
PhDr. Martina Švecová, MSc
Sekce managementu a marketingu (FES, KEM) – Katedra ekonomie a managementu (FES, KEM) – Katedry – Vysoká škola finanční a správní
Kontaktní osoba: Lenka Pokorná
Rozvrh seminárních/paralelních skupin
BA_MaCS_A/cMCPH: každou sudou středu 12:15–12:59 E125, každou sudou středu 13:00–13:45 E125, M. Švecová
BA_MaCS_A/pMCPH: St 10:30–11:14 E222, St 11:15–12:00 E222, M. Švecová
Předpoklady
There are no prerequisites for this course.
Omezení zápisu do předmětu
Předmět je otevřen studentům libovolného oboru.
Cíle předmětu
The goal of the subject: to set a knowledge base for a broad understanding of modern marketing and its implications for marketing communication incl.marketing mix ( i.e. Product, Price, Place and Promotion) and Marketing Communication mix (i.e. Advertising, PR, Sales Promotion, Direct Marketing and Personal Selling). Marketing Communications will be described as a powerful combination of specific scientific knowledge and creative thinking. Consequently, students should be able to assess, modify and propose various marketing processes, campaigns and decisions (having in mind both commercial and social implications).
Výstupy z učení
Basic theoretical knowledge, orientation in problems and context of monitored topics. At the same time, the practical skills and skills of applying the acquired knowledge in a real environment of professional activities. The learning outcomes are the support and development of the profile of the educated practitioner
Osnova
  • Programme: 1. Historical introduction into Commercial Communications incl. early forms of trading markets.Various media types and their commercial usability.First advertising and communication agencies. 2. Basic structure of the marketing communications tools. Product life cycle and MK tools optimisation. 3. Marketing communication mix. Advertising, its historical background and the future in the competition with other MK tools. 4. Branding: Brand functions and its role within today,s hyper-competition. Corporate and private brands, co-branding.Brand as a part of the Corporate Identity.Branding strategy within an international context. 5. Sales Promotion and its further development. 6. Public Relations: PR as an invaluable tool for social marketing. New trends and IS/IT technology possibilities and perspectives. 7. Direct Marketing and IS/IT new impetus. Datamining and customer profiling. Customer satisfaction and how to manage it. 8. Personal selling.B2B and B2C differences and similarities.How it is organized.Association of the Personal Selling in the Czech Republic.Personal Selling and ethical issues. 9. Corporate Social Responsibility (CSR)- social marketing as an effective form of communication with a human touch.Social responsibility (society-customer-company) 10. Integrated Marketing Communications(IMC) and globalisation.Media fragmentation and complex/combined marketing actions and campaigns.Marketing Research and IMC. 11. E-marketing ( how new technologies have been changing marketing over time).Social networks and how it works within marketing communications structure. 12. Summary.Questions and answers with students.
Literatura
    povinná literatura
  • KOTLER, Philip, Gary ARMSTRONG, Harris C. LLOYD a He HONGWEI. Principles of Marketing: EIGHTH EUROPEAN EDITION. 17. Harlow: Pearson Education Limited, 2020. ISBN 978-1-292-26960-3.
  • BELCH, George E. a Michael A. BELCH, 2018. ADVERTISING & PROMOTION: AN INTEGRATED MARKETING COMMUNICATIONS PERSPECTIVE,. 11. vyd. New York: McGraw-Hill Education. ISBN 978-1-259-54814-7.
  • BLAKEMAN, Robyn, 2018. Integrated Marketing Communication : Creative Strategy from Idea to Implementation. 2. vyd. London, printed in USA: Rowman & Littlefield Publishers. ISBN 978-1-4422-2121-5.
  • MCDONALD, Malcolm a Hugh WILSON. Marketing plans: how to prepare them, how to profit from them. Eighth Edition. Hoboken: Wiley, 2016. ISBN 978-1-119-21717-6.
    doporučená literatura
  • KOTLER, Philip, Hermawan KARTAJAYA a Iwan SETIAWAN. Marketing 4.0: Moving From Traditional to Digital. Hoboken, New Jersey: Wiley, 2017. ISBN 9781119341208.
  • KATZ, Helen E. The media handbook: a complete guide to advertising media selection, planning, research, and buying. 6th edition. New York, 2017. ISBN 978-113-8689-152.
  • KELLEY, Larry, Kims SHEEHAN a Donald W. JUGENHEIMER. Advertising Media Planning : A Brand Management Approach. 4. Routledge, 2015. ISBN 978-1-3157-2057-9.
Výukové metody
Teaching methods: interactive lectures + focused discussions/presentations. With the focus on the practical samples.
Metody hodnocení
Assessment methods: the exam will consist of the successful accomplishment of the written test (ABC test, the samples will be available in IS)+ presentation of the chosen topic. Activity within the lectures i.e. independent presentation of an analysis of the selected specific MK action/event /campaign (written 6-7 p. + ppt.) N.B.Minimal student,s presence level in the lectures has been set on 75%. ISP: Additional tasks can be formulated/set for a specific student, in order to meet necessary requirements for the successful accomplishment of his/her study course.
Vyučovací jazyk
Angličtina
Informace učitele
Assumptions: student,s ability to understand marketing theory and to consider possible applications/options into the practical marketing processes/campaigns within the structure of the marketing communications framework.
Další komentáře
Poznámka k ukončení předmětu: V předmětu studenti vypracovávají povinnou seminární práci
Předmět je dovoleno ukončit i mimo zkouškové období.
Předmět je zařazen také v obdobích léto 2020, léto 2022, léto 2023.