Course syllabus MK - Marketing Communication (ŠAVŠ - Sklad předmětů)

     Czech          English          

Course title: Marketing Communication
Semester: -- item not defined --
Course supervisor: doc. Ing. Jana Přikrylová, Ph.D.
Supervising department: Department of Marketing and Management (ŠAVŠ)
Prerequisites for registration: Marketing
Time allowance: full-time, 1/1 (hours of lectures per week / hours of seminars per week)
part-time, 0/8 (lectures per period / seminars per period)
Type of study: usual
Form of teaching: lecture, seminar
Mode of completion and credits: Exam (3 credits)
Course objective:
To present and explain the concept of integrated marketing communication and its role in a company internal and external communication.
Marketing communications tools as Advertising, Public Relations, Personal saling, Sales promotion, Direct marketing, Sponsorship, Event marketing and other new trends will be taught and practised; students will acquire helpfull knowledge a skills when they solve case studies and final paper.

Course methods: Lectures and seminars, case studies analyses, individual essay, team final paper and its presentation.
Course content:
1.Marketing communications in marketing mix (allowance 1/1)
2.Integrated marketing communications (allowance 1/1)
3.Marketing communications stratégy setting, planning and control (allowance 1/1)
4.Brand communication, trends (allowance 1/1)
5.Company identity and image building (allowance 1/1)
6.Advertising - planning and impact measuring
Media relations
(allowance 1/1)
7.Tools of sales promotion (allowance 1/1)
8.Public Relations, sponzoring, events (allowance 1/1)
9.Personal selling in relations to B2C and B2B customers (allowance 1/1)
10.Selection and planning of trade fairs and car shows participation (allowance 1/1)
11.Social networks and its position in marketing communications (allowance 1/1)
12.How to design communications campaign for social network (allowance 1/1)
Learning outcomes and competences:
After completing the course, student:
-Will apply theory in creation of communication campaign of product/brand
-Will define and analyze target groups
-Will recognize and understand importance of integrated marketing communication in company

Teaching methods and workload (hours of workload):
Type of teaching methodDaily attendanceCombined form
Direct teaching
     Attendance of lectures12 h0 h
     Attendance of courses/seminars/tutorials12 h8 h
     Course reading and ongoing preparation15 h16 h
     Composing of individual (seminar) work25 h30 h
     Composing of presentation10 h10 h
     Preparation for final test30 h40 h
Total104 h104 h
Assessment methods:
Requirement typeDaily attendanceCombined form
Active lecture/seminar/workshop/tutorial participation0 %10 %
Term paper40 %40 %
Presentation10 %0 %
Final test50 %50 %
Total100 %100 %
Course completion:
Written exam. Grades are based on acquired points during semester and they are consist of following components:

a) Full-time study: In-class activity during seminars as a pre-condition for being admitted to the final exam, individual essay (20 points),team final paper (20 points) and its prezentation (10 points), final test (50 points, min. to pass 27 points)

ATTENTION! Individual essay is to be based on participation in the SAVS conference: Beyond Horizons. Topic: "Influence of digitalization on changess of communications to customers".

b) Part-time study: Presence in tutorials (10 points), individual essay (20 points), team term paper (20 points), final written test (50 points, min. to pass 27 points)
Support for combined/distance forms of study:
Individual tutorial with professor. E-communication
Reading list:
Language of instruction: Czech
PŘIKRYLOVÁ, J. -- ŠTRACH, P. -- JADERNÁ, E. -- VELINOV, E. -- KINCL, T. Moderní marketingová komunikace, 2. vydání. Praha: Grada Publishing, a.s., 2019. 350 p. ISBN 978-80-271-0787-2.
KARLÍČEK, M. Marketingová komunikace.: Jak komunikovat na našem trhu. 2. vyd. Praha: Grada Publishing, a.s., 2016. 224 p. ISBN 978-80-247-5769-8.
VYSEKALOVÁ, J. Psychologie reklamy. Praha: Grada Publishing, 2012. 328 p. ISBN 978-80-247-4005-8.
Language of instruction: English
DE PELSMACKER, P. Marketing Communications.: A European Perspective. 4th ed. Edinburgh: Prentice Hall Press, 2010. ISBN 978-0-273-72138-3.
MELEWAR, T C. Facets of Corporate Identity, Communication and Reputation. London New York: Routledge, 2008. ISBN 978-0-415-40528-7.
ROWLES, D. Mobile Marketing: How Mobile Technology is Revolutionizing Marketing, Communications and Advertising. London: Kogan Page, 2013. 280 p. ISBN 978-0-7494-6938-2.
The Handbook of Strategic Public Relations and Integrated Marketing Communications. New York: McGraw-Hill, 2012. ISBN 978-0-07-176746-0.

Language of instruction: Czech
FORET, M. Marketingová komunikace ve veřejné správě. 1st ed. Brno: Mendelova univerzita Brno, 2013. ISBN 978-80-7375-772-4.
HEJLOVÁ, D. Public relations. 1st ed. Praha: Grada Publishing, a.s., 2015. ISBN 978-80-247-5022-4.
VYSEKALOVÁ, J. Emoce v marketingu - Jak oslovit srdce zákazníka. Praha: Grada, 2014. 289 p. ISBN 978-80-247-4843-6.
Language of instruction: English
FILL, C. Simply marketing communications. 1st ed. Harlow: Financial Times Prentice Hall, 2006. ISBN 978-0-273-70405-8.

Study plans:
B-EM-EOE Business Administration and Sales, full-time form, initial academic year WS 2012/2013
B-EM-EOE Business Administration and Sales, full-time form, initial academic year WS 2016/2017
B-EM-BAS Business Administration and Sales, part-time form, initial academic year WS 2018/2019
B-EM-EOE Business Administration and Sales, full-time form, initial academic year WS 2018/2019
Track BMO Marketing and Sales Management part-time form, initial academic year WS 2019/2020
Track BMO Marketing and Sales Management full-time form, initial academic year WS 2019/2020
Track MBOE Marketing and Sales Management full-time form, initial academic year WS 2019/2020
Run in the period of: WS 2019/2020, SS 2018/2019, WS 2018/2019, SS 2017/2018, WS 2017/2018, SS 2016/2017   (and older)
Course tutor: Ing. Hana Jahodová, CSc. (examiner, instructor)
doc. Ing. Jana Přikrylová, Ph.D. (supervisor)
Teaching language: Czech, English
Room: Mladá Boleslav

Last modification made by doc. Ing. Jana Přikrylová, Ph.D. on 09/02/2019.

Type of output: