VSFS:N_IMK Integrated Marketing Communica - Course Information

N_IMK Integrated Marketing Communication

Extent and Intensity

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

Teacher(s)

doc. Ing. Aleš Hes, CSc. (seminar tutor)
Ing. Pavel Klička, PhD. (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

N_IMK/cMMO: each odd Monday 8:45–9:29 M22, each odd Monday 9:30–10:15 M22, P. Klička
N_IMK/cM1PH: each even Thursday 17:30–18:14 S11, each even Thursday 18:15–19:00 S11, P. Klička
N_IMK/cM2PH: each odd Thursday 12:15–12:59 S24, each odd Thursday 13:00–13:45 S24, A. Hes
N_IMK/pMMO: Mon 10:30–11:14 M22, Mon 11:15–12:00 M22, P. Klička
N_IMK/pMPH: Thu 14:00–14:44 S01, Thu 14:45–15:30 S01, D. Pavlů
N_IMK/uMPH: Tue 8. 10. 17:30–19:00 S11, Tue 15. 10. 15:45–17:15 S11, 17:30–19:00 S11, Tue 22. 10. 17:30–19:00 S11, Tue 29. 10. 17:30–19:00 S11, P. Klička
N_IMK/vMMO: Sat 5. 10. 9:45–11:15 M25, 11:30–13:00 M25, Sat 19. 10. 9:45–11:15 M25, 11:30–13:00 M25, Sat 2. 11. 9:45–11:15 M25, P. Klička
N_IMK/vM2PH: Fri 11. 10. 15:30–17:00 S21, 17:15–18:45 S21, Fri 25. 10. 17:15–18:45 S26, Fri 8. 11. 15:30–17:00 S26, 17:15–18:45 S26, A. Hes
N_IMK/vM3PH: Sat 26. 10. 9:45–11:15 S21, 11:30–13:00 S21, Sat 23. 11. 9:45–11:15 S26, 11:30–13:00 S26, Fri 3. 1. 17:15–18:45 E225, 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.

Syllabus

• 1. Development stages of marketing policy in economic life of society, characteristic of basic marketing concepts resulting in an integrated marketing communication strategy
• 2. Global trends in the contemporary world and their reflection in communication marketing strategies, connection to the cultural development of society and creation of lifestyle
• 3. Competition and hypercompetition in the global world as the rationale for IMC implementation
• 4. Chaotics – key factors leading to the onset of turbulences in society and their effect on developing IMC concepts
• 5. IMC definition, its underlying structure, synergy effect
• 6. Key characteristics of IMC at present
• 7. Internal barriers to IMC implementations
• 8. The concept Sales Promotion/Promotion Management – the predecessor of IMC
• 9. Role of the brand in the IMC strategy
• 10. Role of the corporate identity in the IMC concept
• 11. New quality of relationships between the communicating institution and supplier of marketing communication services in the IMC strategy
• 12. New trends in marketing communication and possibilities of their use in the IMC strategy and the IMC application in the activity of social non-commercial institutions

Literature

required literature
•  PAVLŮ, D. et al: Marketingové komunikace a konkurence. Zlín: FMK UTB 2007. Malá edice fmk, Monografický sborník č. 7 ISBN 978-80-7318-634-0, studie Mikoláš, Z.: Nové dimenze konkurence a marketingové komunikace, str. 9-28,
• • LEHMANNOVÁ, Z. a kol.: Aktuální otázky globalizace. Praha: VŠE – Oeconomica, 2003. ISBN 80-245-0621-1, kapitoly Globalizace ekonomiky str.101-172, Soudobá globalizace a její sociální aspekty str. 175-260. Globalizace a média str.373-400
• • BRADOVÁ, E. Od lokálních mítinků k politickému marketingu. Brno: MU, 2005. ISBN 80-210-3800-4, kapitola 1. str.16-38
• • JAKUBÍKOVÁ, D.: Strategický marketing – strategie a trendy. Praha: Grada Publishing, 2008. ISBN- 978-80-247-2690, kapitola 3., str. 57-74
•  PALATKOVÁ, M.: Marketingová strategie destinace cestovního ruchu. Praha: Grada Publishing, 2006. ISBN 80-247-1014-5 –Marketingová strategie destinace Česká republika, kapitola 5.4 – Propagační mix destinace ČR
• • 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,
• • 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
• • BAUMAN, Z.: Úvahy o postmoderní době. Praha: SLON, 1995. ISBN 80-85850-12-5, str.7-60.
• • PAVLŮ, D et al: Marketingové komunikace a media. Zlín: FMK UTB, Malá edice fmk, 2005. č. 3, ISBN 80-7318-306-4, povinně Jedlička,M.: Ciele, koncepcia a stratégia manažovania systému IMK, str. 68-78 / Kauerová,L., Svobodová, H.: Vybrané aspekty uplatňov
•  VODÁČEK, L., VODÁČKOVÁ, O.: Synergie v moderním managementu. Praha: Management Press, 2009. ISBN 978-80-7261-190-4, kapitola 2, str. 32 – 56
• • FREY, P.: Marketingová komunikace – to nejlepší z nových trendů. Praha: Management Press, 2011. ISBN 978-80-7261-237-6
•  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
•  PAVLŮ, D.: Marketingové komunikace a firemní strategie. Zlín: FMK UTB, Malá edice fmk, 2004. č. 1, ISBN 80-7318-178-9, povinně Bačuvčík, R.: Ke konstituci sociálních marketingových komunikací jako oboru, str. 92-97
•  PELSMACKER, P., GEUENS, M., BERG, J.: Marketingová komunikace. Praha: Grada Publishing 2003. ISBN 80-247-0254-1, kapitola 1
•  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.
• • PAVLŮ, D et al: Marketingové komunikace a image. Zlín: FMK UTB, Malá edice fmk, 2006. č. 5, ISBN 80-7318-394-3, povinně Pravdová, H.: Kulturný kontext vytvárania a pôsobenia image, str.14-23
• • KELLER, K. L.: Strategické řízení značky. Praha: Grada Publishing 2007. ISBN 978-80-247-1481-3, kapitoly 2, 6, 13, 14.
• • GIBSON, R. editor: Nový obraz budoucnosti. Praha: Management Press, 2007. 80-7261-036-8, kapitola Kotler, P.: Mapování budoucího trhu
• • 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
•  PŘIKRYLOVÁ J., JAHODOVÁ, H.: Moderní marketingová komunikace. Praha: Grada Publishing 2010. ISBN 978-80-247-3622-8, kapitola 2
•  MIKOLÁŠ, Z.:Jak zvýšit konkurenceschopnost podniku – konkurenční potenciál a dynamika podnikání. Praha: Grada Publishing 2005, stran 198, ISBN 80-247-1277-6
• • 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
• • BAUMAN, Z.: Tekutá modernita. Praha: MF, 2002. ISBN 80-204-0966-1, str. 9-144
•  PAVLŮ, D.: Marketingové komunikace a kultura. Zlín: FMK UTB, Malá edice fmk 2005. č. 2., ISBN 80-7318-252-1, str.13-24, 30-34, 35-42, 91- 100,

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 50%. 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

Knowledge and skills of students in the full-time form of study are continuously examined via two knowledge tests with 10 questions selected out of the check questions contained in the Study material. The tests take about 20 minutes and will be run in lecture 4 and in lecture 8. The course is finished with a summary test at the start of the examination period. It is followed by a verbal assessment of the quality of results in all tests by the teacher/course tutor and critical analysis of the case study. The final grade comprises all parts: the results of partial and final tests, the grade for the case study. Knowledge and skills of students in the part-time form of study are examined via the final knowledge test with 30 questions selected out of the check questions contained in the Study material. . It is followed by a verbal assessment of the quality of results in all tests by the teacher/course tutor and critical analysis of the case study. The final grade comprises the partial grade for the test and the grade for the case study.

Language of instruction

Czech

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: 10 hodin KS/semestr.

• Enrolment Statistics (Winter 2013, recent)
  
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