Course syllabus PHD_E031_N - Marketing Communication II (FEM - 2020/2021 - post-graduate studies)

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Slovak University of Agriculture in Nitra
Faculty of Economics and Management
Course unit code: PHD_E031_N
Course unit title:
Marketing Communication II
Planned types, learning activities and teaching methods:
3 hours weekly / 39 hours per semester of study (on-site method)

Agrarian Trade and Marketing - doctoral (elective), 1. year
Agrarian Trade and Marketing - doctoral (elective), 1. year
Agrarian Trade and Marketing - doctoral (elective), 1. year
Agrarian Trade and Marketing - doctoral (elective), 1. year
Level of study:
Prerequisites for registration:
Assesment methods :
Project and project presentation
Learning outcomes of the course unit:
The objective of the course is to follow up on the knowledge gained by completing the course Marketing management, to provide students with a comprehensive view at the fundamentals, methods and applications of marketing communication in the European context, to expand their knowledge from various aspects of marketing communication, to get them familiar with the overall view on marketing communication and to present new insights on current practice in marketing communication through numerous examples, case studies, results of marketing research conducted in European and national context.

Course contents:
Integrated marketing communication - factors, levels, barriers, relations between client, agency and IMC, integrated communication plan - Brand - creation of a specific and unique identity - strategy, value, benefits of brand - Models of hierarchy of effects / reactions - causes and consequences of irritability / temper induced by advertising, advertising and brand switching - Segmentation, targeting and positioning - Objectives of marketing communication - How the communication budget affects turnover - methods of creating communication budget, factors affecting the budget, the budget of the new brand and product - Advertising - Media planning - Advertising research - Public relations - Sponsorship - Sales promotion - Direct marketing - Communication at the point of sale - Exhibitions and fairs - Personal selling - Integrated communication – Internet, Web sites, advertising on the Internet, E-commerce and online shopping – Business-to-business (B-to-B) communication - differences between B-to-B and B-to-C marketing - purchasing behaviour of firms and marketing communication, marketing communication and business-to-business environment - International communication - international communication process, cultural differences and marketing communication, the use of international media, international regulation, standardization and adaptation.
Recommended or required reading:
Belch, E.G. Advertising and Promotion: An Integrated Marketing Communications Perspective. 2nd edition. McGraw-Hill Companies, 2007. 67 p. ISBN13: 9780070581944
Clow, K. E., Baack, D. E. Integrated Advertising, Promotion and Marketing Communications. 7th Global Edition. Publisher: Pearson. 2015. 496 pp. 496 pp. ISBN-10: 1292093633 • ISBN-13: 9781292093635
De Pelsmacker, P., Geuens, M., Van Den Bergh, J. Marketing Communications: A European Perspective.6th Edition. Publisher: Pearson. 2017. 648 pp. ISBN-10: 129213576X • ISBN-13: 9781292135762
Egan, J. Marketing Communications. 1st Edition. Thomson Learning, 2007. 459 p. ISBN-13: 978-1844801213
Fellis, G.J.: Reklama a podpora prodeje. Praha: Grada Publishing, 2000, 602 s. ISBN 80-7169-997-7
Fill, Ch., Turnbull, S. Marketing Communications. 7th. Edition. Publisher: Pearson Higher Ed. 2016. 760 pp. ISBN 1292093838, 9781292093833.
Frey, P. Marketingová komunikace. Praha: Management Press. 2011. 224 s. ISBN 9788072612376
Labská, H. a kol. Marketingová komunikácia. 1. vyd. Bratislava: Ekonóm. 2014. 323 s. ISBN 978-80-225-3852-7
NAGYOVÁ, Ľudmila - HORSKÁ, Elena - KUBICOVÁ, Ľubica - TURČÍNKOVÁ, Jana - VAŇOVÁ, Anna - NEOMÁNIOVÁ, Katarína - KOŠIČIAROVÁ, Ingrida - KÁDEKOVÁ, Zdenka - SOUČEK, Martin - BERČÍK, Jakub - HOLIENČINOVÁ, Mária - RYBANSKÁ, Jana. Marketingová komunikácia. 1. vyd. Nitra : Slovenská poľnohospodárska univerzita, 2014. 392 s. ISBN 978-80-552-1270-8.
Smith, P.: Moderní marketing. Praha: Computer Press, 2000, 518 s., ISBN 80-7226-252-1

Language of instruction:
Slovak, English
Evaluation of course unit:
Assessed students in total: 11

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Name of lecturer(s):
Dr.h.c. prof. Dr. Ing. Elena Horská (lecturer)
prof. Ing. Ľudmila Nagyová, PhD. (examiner, lecturer, person responsible for course, tutor)
Last modification:
13. 1. 2020
prof. Ing. Ľudmila Nagyová, PhD. and programme supervisor

Last modification made by Iveta Kunová on 01/13/2020.

Type of output: