Marketing Communication - full-time 12/13


Semestr: ZS 2012
Form of study: full-time
Course Leader: Ing. Iveta Pavezová
Teachers: Ing. Iveta Pavezová, Elizabeth George, B.Ed.
Requirements: credit, exam

Course anotation:

The aim of this course is to enlarge students’ knowledge of marketing communication as a tool of the marketing mix. Students are able to design a marketing communication strategy and can demonstrate a basic knowledge of the management of the promotion mix.

Basic study literature:

  • KOTLER, P., ARMSTRONG, G. Principles of Marketing. Upper Saddle River: Pearson Education Ltd, 2010.

Study literature:

  • DAHLEN, M., LANGE, F., SMITH, T. Marketing Communications A Brand Narrative Approach. Chichester: John Wiley & Sons Ltd,, 2010.
  • EGAN, J. Marketing Communications. London: Thomson Learning, 2007.
  • FILL, C. Simply Marketing Communications. Harlow: Pearson Education Ltd, 2006.





  • EARLS, M. Herd: How to change mass behaviour by harnessing our true nature. Chichester: John Wiley & Sons Ltd, 2009.

Course Content - Lectures:

  1. Terminology of marketing communication. Role of marketing communication in marketing mix, communication process – components, tools and functions. Theory and evolution of communication.
  2. Communication process, communication scheme, opinion leader and former, celebrities used in MC process.
  3. Strategies, tactics and planning of marketing communication. Budget assignment methods. Communication research and measurement of communication efficiency.
  4. Tools of MC: Advertising: Advertising market. History of advertisments, importance, types of advertising. Advertisement efficiency assessment.
  5. Media (TV, print, radio, Internet, media out-of-home etc.) and media planning.
  6. Sales promotion. Objectives, means and techniques, efficiency measurement.
  7. Public relations. Communications techniques used in public relations.
  8. Crisis communication. Sponsoring. History and characteristics. Relation to other promotion tools. Sponsoring and revenue tax.
  9. Personal selling. Objectives and forms of personal selling. Ethics of sellers.
  10. Direct marketing. Forms and types of direct marketing.
  11. Event marketing, its planning. Typology of events. Product placement. Exhibitions and fairs, their development.
  12. Regulation in MC. Laws, regulations, self-regulation. Associations connected with self-regulation. Ethically problematic fields in MC.
  13. Usage of MC – commercial, non-profit, public and international markets. The communication industry.
  14. New trends in marketing communication, usage of the new trends in marketing. Future in MC – challenges and barriers.

Course Content - Seminars:

  1. Introduction to the seminar.
  2. Goal setting and targeting
  3. Case study – advertisement
  4. Case study – media campaign
  5. Case study – evaluation of effectiveness
  6. Case study – sales promotion tactics
  7. Case study – PR activities
  8. Case study – crisis communication.
  9. Personal selling, presentation and persuasive language personal selling
  10. Direct marketing, its role in MC
  11. Case study - Event planning.
  12. Ethics in advertising, case studies of codex breaking.
  13. Presentations of team work - discussion.
  14. Summary of the course. Credits.

Credit Requirements:

Elaboration and presentation of two team papers. Voluntary individual work elaboration and presentation is assessed separately.

Examination Requirements:

Students pass a written test on problems being discussed during the term and on problems explained in the prescribed literature. 70% correctness of the test is demanded. Oral exam is also required.

Dokument ke stažení

Eduard Šittler,
17. 9. 2012 0:06