VSFS:B_SMaK_B Structure of Mark. Communi B - Course Information

B_SMaK_B Structure of Marketing Communications B

Extent and Intensity

2/0/0. 3 credit(s). Type of Completion: z (credit).

Teacher(s)

doc. Ing. Aleš Hes, CSc. (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: Ivana Plačková

Timetable of Seminar Groups

B_SMaK_B/poEKKV: each even Monday 12:15–12:59 KV205, each even Monday 13:00–13:45 KV205, each even Monday 14:00–14:44 KV205, each even Monday 14:45–15:30 KV205, A. Hes
B_SMaK_B/pxEKPPPH: each even Monday 12:15–12:59 E230, each even Monday 13:00–13:45 E230, each even Monday 14:00–14:44 E230, each even Monday 14:45–15:30 E230, A. Hes
B_SMaK_B/vEKPH: Fri 10. 2. 14:00–15:30 E228, 15:45–17:15 E228, Fri 24. 2. 14:00–15:30 E228, 15:45–17:15 E228, Fri 10. 3. 14:00–15:30 E228, 15:45–17:15 E228, A. Hes

Prerequisites

There are no prerequisites for this course.

Course Enrolment Limitations

The course is offered to students of any study field.

Course objectives

The objective of this one-semester course is to acquaint the students of both the full-time study and part-time study programmes with the basic structure and taxonomy of marketing communications and their function in the current economic and socio-cultural life of society. The course is focused on detail extension of largely general knowledge of the marketing communications’ position within the frame of the marketing mix as a whole. It also aims at the transfer of necessary theoretical knowledge complemented by a substantial application factor as well as by an analysis of numerous feasible individual marketing communication activities both in the current Czech and global marketing communication practice. Apart from the above-mentioned aims, the following is in the focus of this course attention: • to lead students to unaided individual analytical perspectives on the current theory and practice of marketing communications in advertising, sales promotion, public relations, personal selling and direct marketing as the terminus a quo of traditional ways of commercial communications’ presentations; • consequently, to acquaint students with new trends in communication, for example WOM, viral marketing, product placement, internet marketing, celebrity endorsement in marketing communications, the concept of CSR and the like. In the focus of lecturing, there is such a conception of marketing communications which proceeds from a marketing plan of a social subject and, within the frame of it, fulfils specific communication tasks aiming to achieve the set up objectives. Presentation is given within the context of historical development trends of the specific communication activities both in the Czech and global societies with a special emphasis on particular socio-cultural contexts of marketing communications’ implementation. After the successful completion of the given lectures, students will be: 1. able to evaluate the quality of a preparation stage and implementation of specific communications’ manifestations within the frame of wider communication-promotional campaigns. 2. ready to expertly discuss preconditions of a particular communication activity effectiveness, respecting the ethical principles of the profession at the same time; 3. qualified to apply the commercial communication principles in the sphere of social marketing communications.

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
• POSTLER, Milan a Vladimír BÁRTA. Retail marketing: (přepracované vydání). Praha: Press21, [2020]. ISBN 978-80-907529-1-7.
• ŠINDLER, P.: Event marketing – jak využít emoce v marketingové komunikaci. Praha: Grada Publishing, 2003. ISBN 80-247-0646-6
• 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.
• VYSEKALOVÁ, Jitka a Jiří MIKEŠ. Reklama: jak dělat reklamu. 4., aktualizované a doplněné vydání. Praha: Grada, 2018. ISBN 978-80-247-5865-7.
• 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.
• PŘIKRYLOVÁ, Jana. Moderní marketingová komunikace. 2., zcela přepracované vydání. Praha: Grada Publishing, 2019. Expert. ISBN 978-80-271-0787-2.
• TOMANDL, Jan, Jaroslav ČUŘÍK, Kristýna MARŠOVSKÁ a Tereza FOJTOVÁ. Krizová komunikace: principy - zkušenosti - postupy. Brno: Masarykova univerzita, 2020. Promedia, svazek 1. ISBN 978-80-210-9636-3.

recommended literature
• SVOBODA, V.: Public relations moderně a účinně. Praha: Grada Publishing, 2009. Stran 233, ISBN 978-80-247-2866-7
• PAVLŮ, D.: Veletrhy a výstavy – kultura, komunikace, multimedialita, marketing. Praha: Professional Publishing, 2009. ISBN 978-80-86946-38-2
• 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.
• SVĚTLÍK, J.: O podstatě reklamy. Bratislava: Eurokódex 2012. ISBN: 978-80-89447-85-5
• SÁLOVÁ, Anna, Zuzana VESELÁ a Michaela RAKOVÁ. Copywriting: pište texty, které prodávají. 2. aktualizované a rozšířené vydání. V Brně: Computer Press, 2020. ISBN 978-80-251-5017-7.

not specified
• TOMEK, G., VÁVROVÁ, V.: Marketing – od myšlenky k realizaci. Praha: Grada Publishing, 2011. ISBN 978-80-7431-042-3
• 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.

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 subject in the full-time form of study is continuously evaluated in the form of compulsory orientation student presentations of the lecture or by elaboration of the seminar work on a pre-assigned topic. The final test of the knowledge test for the entire lectured subject in 30 questions is written by all students in the exam period on the basis of announced exam terms. Each test term is for up to 30 people. The exam consists of: 1. Evaluate the results obtained from presentations or seminar papers and from the evaluation of the final summary test and the oral examination. The conditions for the evaluation of the tests, the seminar work and the completion of the subject are to be communicated by the lecturer at the first lecture. The subject in the combined form of study is evaluated in the form of a final comprehensive knowledge test for the entire lectured subject in a range of 30 questions. This is written by the students during the examination period, in agreement with the teacher. The exam consists of: 1. Evaluate the results obtained in the test test and from any oral examination. 2. The evaluation of the author's professional critical study which students can voluntarily process on pre-assigned topics during the teaching period according to the instructor's instructions.

Language of instruction

Czech

Further comments (probably available only in Czech)

Information on completion of the course: povinná seminární práce v rozsahu 5 - 8 stran
The course can also be completed outside the examination period.
Information on the extent and intensity of the course: 12 hodin KS/semestr.

• Enrolment Statistics (recent)
  
• Permalink: https://is.vsfs.cz/course/vsfs/summer2023/B_SMaK_B