BA_MaCS Marketing Communications Structure

Vysoká škola finanční a správní
léto 2019
Rozsah
2/0. 8 hodin KS/semestr. 6 kr. Ukončení: zk.
Vyučující
PhDr. Karel Eliáš, CSc. (cvičící)
Garance
PhDr. Karel Eliáš, CSc.
Sekce managementu a marketingu (FES, KEM) – Katedra ekonomie a managementu (FES, KEM) – Katedry – Vysoká škola finanční a správní
Kontaktní osoba: Ing. Markéta Knížková
Rozvrh seminárních/paralelních skupin
BA_MaCS/pMCPH: každé liché pondělí 8:45–9:29 E225, každé liché pondělí 9:30–10:15 E225, každé liché pondělí 10:30–11:14 E225, každé liché pondělí 11:15–12:00 E225, K. Eliáš
Předpoklady
There are no prerequisites for this course.
Omezení zápisu do předmětu
Předmět je otevřen studentům libovolného oboru.
Cíle předmětu
Goal of the subject: to set a knowledge base for broad understanding of a modern marketing(definitions,state of-the-art concepts,..) 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 a Personal Selling) including commercial and social marketing consequencies 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, 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 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
  • 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.
  • BLAKEMAN,R.:Integrated Marketing Communication : Creative Strategy From Idea to Implementation.2nd ed.Lanham:Rowman and Littlefield Publishers,2014.ISBN 9781442221215.
    doporučená literatura
  • FARRAL,C.-LINDSLEY,M.:Professional English in Use.Marketing.Cambridge University Press 2008.ISBN: 978-0-521-70269-0
Výukové metody
Teaching methods: interactive lectures + focused discussions/presentations.
Metody hodnocení
Assesment methods: exam will consist of the succesfull accoplishment of the written test (List of questions will be available on IS )+ interview when applicable subject to the total student,s performance incl. activity within the lectures i.e. independant 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%.Additional tasks can be formulated/set for a specific student, in order to meet necessary requirements for the sucessfull accoplishment his/her study course.
Vyučovací jazyk
Angličtina
Informace učitele
All subject related study-books are available in a limited amount also in the VŠFS library(Vltavská st.,P5)

Assumptions: student,s ability to understand marketing theory and to consider possible applications/options into the practical marketing processes/campaigns within the structure of 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 2012, léto 2013, léto 2014, léto 2015, léto 2016, léto 2017, léto 2018, léto 2024, léto 2025.