Course syllabus E15-0092-I - Marketing Communication (FEM - WS 2019/2020)

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The units forming the course syllabus:
1.Integrated marketing communication (allowance 2/2)
a.Lecture: Integrated communication - marketing and marketing mix tools - communication mix - integration of marketing communication - corporate strategies, culture, personality and identity.
b.Seminar: Integrated communication - factors leading to integrated communication - communication level - barriers to integrated communication - integrated communication plan - case study.

2.Advertising (allowance 2/2)
a.Lecture: Advertising - types of advertising - creating campaigns - target groups - creative idea - strategy execution formats - information appeals - emotional appeals (humour, eroticism, fear) - implementation of the campaign.
b.Seminar: Advertising research - pre and post testing of advertising - the use of emotional appeals in advertising - examples.

3.Public relations (allowance 2/2)
a.Lecture: Public relations (PR) - PR as a communication tool - target groups, objectives and tasks (internal PR, public affairs, financial PR, PR and relationship to the media, marketing PR) - tools and channels of PR - budget - results measurement - PR communication in crisis.
b.Seminar: Marketing communication and brand - case study.

4.Sponsoring (allowance 2/2)
a.Lecture: Types of sponsorship (sponsoring events, sponsoring broadcast, ambush marketing) - measurement of sponsorship effectiveness.
b.Seminar: Marketing communication objectives - stages in the product life cycle and marketing communication objectives - situations in selection process of marketing communication objectives - communication objectives of the company - case study.

5.Sales promotion (allowance 2/2)
a.Lecture: Sales promotion - growing importance of sales promotion - objectives and target groups - customer's support (financial offers, competitions, lotteries and betting infos, product support, samples)- trade promotions - sales promotion effectiveness and factors modifying the promotion efficiency - research of sales promotion.
b.Seminar: Communication budget - methods for creating communication budget - factors affecting the budget - budget for new brand and product - case study.

6.Direct marketing (allowance 2/2)
a.Lecture: Direct marketing as a marketing communications tool - objectives and target groups (direct sales, sales promotion and distribution, loyalty and customer retention)- media and direct marketing tools (written advertising with direct response, interactive television, teletext, direct delivery, direct mail, telemarketing, catalogs, new interactive media).
b.Seminar: Media planning - media planning process - media objectives (frequency, reach, continuity, costs) - media selection (television, newspapers, magazines, radio, outdoor) - case study.

7.Communication at the point of sale (allowance 2/2)
a.Lecture: Communication at the point of sale - the importance of communication at point of sale - the objectives and tools of communication at the point of sale effectiveness of POP communication tools - POP communication tools effectiveness.
b.Seminar: Communication at the point of sale - image of the store - store atmosphere - field exercise.

8.Fairs and exhibitions (allowance 2/2)
a.Lecture: Fairs and exhibitions - types of exhibitions and fairs - the role of exhibitions and fairs in marketing communications - evaluation of fair and exhibition efficiency.
b.Seminar: Planning for participation in the exhibition or fair - evaluation of efficiency - case study.

9.Personal selling (allowance 2/2)
a.Lecture: Personal selling as a tool of marketing communication - activities of personal selling - sellers planning and organization - recruitment and selection of sellers - training, motivation and compensation of sellers - evaluation of sellers`performance.
b.Seminar: Personal selling process(identification and qualification of customers, making contact, analysis customer needs, complaints handling, trading) - practical examples - a written test.

10.Internet communication (allowance 2/2)
a.Lecture: Internet communication - interactivity and differences between the Internet and traditional media - websites - internet advertising - relationship marketing and internet - monitoring of the Internet communication effectiveness.
b.Seminar: Marketing communication in the online environment - viral marketing - social media marketing - SEO marketing - practical examples.

11.Inter-company communication (allowance 2/2)
a.Lecture: Inter-company communication - B-to-B marketing - differences between the B-to-B and B-to-C marketing - companies buying behaviour and marketing communication.
b.Seminar: Marketing communication and B-to-B environment - case study.

12.International communication (allowance 2/2)
a.Lecture: International communication - international communication process - cultural differences and marketing communication - the use of international media - international regulation - standardization and adaptation.
b.Seminar: Presentation of term papers.

13.New trends in marketing communication (allowance 2/2)
a.Lecture: New trends in marketing communication - interactive forms of communication with the customer - neuromarketing and its use in marketing communication.
b.Seminar:Presentation of term papers, credit

Last modification made by Iveta Kunová on 10/22/2018.

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