BA_MaCS_A Marketing Communications Structure A

Vysoká škola finanční a správní
léto 2022
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: každý lichý čtvrtek 12:15–12:59 E224, každý lichý čtvrtek 13:00–13:45 E224, kromě Čt 17. 3. ; a Út 29. 3. 12:15–13:45 E306, M. Švecová
BA_MaCS_A/pMCPH: každou sudou středu 12:15–12:59 E304, každou sudou středu 13:00–13:45 E304 a každý lichý čtvrtek 10:30–11:14 E224, každý lichý čtvrtek 11:15–12:00 E224, kromě Čt 17. 3. ; a Út 29. 3. 10:30–12:00 E306, 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 (definitions and state-of-the-art concepts) and its implications for marketing Mix (i.e. Product, Price, Place and Promotion) and Marketing Communication Mix ( i.e. Advertising, PR, Sales promotion, Direct Marketing a Personal Selling) including commercial and social marketing consequences for societal life. Marketing Communications will be described as a powerful combination of specific scientific knowledge and various 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 in marketing, orientation in problems and context of monitored topics. Distinguish between strategical and operational marketing Understanding marketing and promotional mix and its components Actively think about ethics in advertising campaigns and marketing itself 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 mediatypes an its commercial usability.First advertising and communication agencies. 2.Basic structure of the marketing commnunication tools.Product life cycle and MK tools optimisation. 3.Marketing communication mix.Advertising, its historical background ant the future in the competition with other MK tools. 4.Branding.Brand functions and its role within today,s hypercompetition.Corporate and private brands, co-branding.Brand as a part of the Corporate Identity.Branding strategy within international context. 5.Sales Promotion and its further development. 6.Public Relations.PR as an invaluable tools for the 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 differencies 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 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 the time).Social networks and how it works within marketing communications structure. 12.Summary.Questions and answers with students.
Literatura
    povinná literatura
  • KOTLER, Philip et al. Principles of Marketing. 17. vyd. Harlow: Pearson, 2020. ISBN 978-1-292-26960-3.
  • BELCH, George E. a Michael A. BELCH. ADVERTISING & PROMOTION: AN INTEGRATED MARKETING COMMUNICATIONS PERSPECTIVE,. 11. vyd. New York: McGraw-Hill Education, 2018. ISBN 978-1-259-54814-7.
  • BLAKEMAN,R.:Integrated Marketing Communication : Creative Strategy From Idea to Implementation.2nd ed.Lanham:Rowman and Littlefield Publishers,2014.ISBN 9781442221215.
  • KOTLER, Philip, Hermawan KARTAJAYA a Iwan SETIAWAN. Marketing 5.0: Technology for Humanity. New Jersay, Canada: Wiley, 2021. ISBN 978-1-119-66854-1.
    doporučená literatura
  • CLOW, K.E. a BAACK, D. Integrated advertising, promotion, and marketing communications. Seventh edition. Boston: Pearson, [2016], ©2016. 496 stran. Global edition. ISBN 978-1-292-09363-5 -54$
  • --PRIDE,W.M.-FERRELL,O.C.:Marketing.2016 ed.Boston: Cengage Learning,2016.ISBN 978-1-285-85834-0.
Výukové metody
Teaching methods: interactive lectures + focused discussions/presentations together with the discussions over the campaigns and promotional methods of the global and international companies.
Metody hodnocení
This course is one of the most important base to understand the following courses related to marketing and marketing mix. To finish the course successfully you need to pass three types of outputs: 1. Presentation on the chosen topic (credit + 25% of the grade) 2. Grade work (50 % of the grade) 3. Test (25 % of the grade) For presentation you will obtain the credit. To get the grade from the course you will be evaluated according to the sum of the points you have obtained for the final thesis and the test. Scale of points obtained by finishing test and the assignment
Vyučovací jazyk
Angličtina
Informace učitele
Most of the required literature is available via e-library in VŠFS internal system in the folder Libraries. But all the necessary ifnormation and notes are available in IS/Study Materials/Interactive syllabi.
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 2021, léto 2023.