Syllabus
Course contents:
1. Terminology of marketing communication. History of advertising. Role of communication in the marketing mix, communication process - components, instruments and functions.
2. Theory and development of communications. New trends.
3. Strategy and planning of marketing communications.
4. Communication research and measuring of efficiency.
5. Factors micro and macro environment influencing the creation of communication mix.
6. Consumer’s behavior and communication opportunities.
7. Advertising market in the Czech Republic. Regulation and Ethics
8. Creative strategies and methods for producing new ideas
9. Means of advertising, media policy and evaluation of efficiency.
10. Sales promotion. Means and techniques of sales promotion, efficiency.
11. Public relations. Publicity. Communication means in the public relations.
12. Sponsoring. History, characters.
13. Commercial exhibitions and fairs
14. Event marketing
15. E-marketing, guerilla marketing, viral marketing (new trends)
16. Direct marketing. Forms of direct marketing.
17. Case studies and students presentations
Annotation
This course describes how marketing communication works and what marketing communication can do for a company.
It introduces:
The integrated marketing communication, media policy and new marketing trends.
The communication process models and the fundamental elements of effective communications.
Characteristics of the marketing communications mix.
Measuring the effectiveness of the marketing communication mix.
Learning outcomes and competences: Upon successful completion of this course, students will be able to: propose the appropriate communication mix, manage the integrated marketing communication program, decide on the marketing communications mix, select an appropriate brand strategy, measure the communication effects.