VSFS:B_SMaK Structure of Mark. Commun. - Course Information

B_SMaK Structure of Marketing Communications

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.

• Enrolment Statistics (recent)
  
• Permalink: https://is.vsfs.cz/course/vsfs/summer2025/B_SMaK