Course: Commercial Communication

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Course title Commercial Communication
Course code KMO/KKO
Organizational form of instruction Lecture + Tutorial
Level of course Master
Year of study not specified
Semester Winter
Number of ECTS credits 6
Language of instruction Czech
Status of course Compulsory-optional
Form of instruction Face-to-face
Work placements This is not an internship
Recommended optional programme components None
Lecturer(s)
  • Uherek Jaroslav, doc. PaedDr. CSc.
Course content
Marketing communication and communication mix, trends in integrated marketing communication, Marketing 6.0, DAGMAR, See-Think-Do-Care. Consumers and their behaviour, decision-making process, cultural, social and psychological criteria, socio-economic classification. Media, ATL, BTL, FTL, advertising theory and practice, agencies, 5 M's, advertising trends, creativity. Sales promotion, types of sales promotion, target groups, sales promotion planning, integration with other tools. Public relations and advertising, main objectives and differentiation from advertising, activities and evaluation of effectiveness, crisis communication. Digital marketing, SEO, PPC, email marketing, campaign measurement. Content marketing, storytelling, blogs, videos, infographics, podcasts, e-books, webinars. Social media, specifics, social network selection, trust and engagement, communication effectiveness in relation to target groups. Event marketing, sponsorship, trade fairs and exhibitions. Personal selling, strategies, roles in B2B and B2C, tactics and techniques for personal sellingand negotiation. Brand, brand meaning, branding, brand strategy, tone of voice. Legal, ethical and social aspects of commercial communication.

Learning activities and teaching methods
  • Contact hours - 52 hours per semester
  • Individual project (40) - 30 hours per semester
  • Preparation for an examination (30-60) - 40 hours per semester
  • unspecified - 5 hours per semester
  • Preparation for comprehensive test (10-40) - 30 hours per semester
prerequisite
Knowledge
to apply basic knowledge of marketing
Skills
to plan and design media brief
to prepare marketing project
to create plan of marketing project
Competences
to evaluate and to analyse information
learning outcomes
Knowledge
to explain principles of commercial communication of a company
to prepare plan of promotion
to explain how to use tools of promotion
how to use media for promotion
Skills
to prepare media brief
to create budget of promotion plan
Competences
N/A
to be knowledgeable in media literacy
N/A
N/A
teaching methods
Knowledge
Lecture supplemented with a discussion
Interactive lecture
Multimedia supported teaching
Task-based study method
Self-study of literature
Seminar
Skills
Seminar
Practicum
Self-study of literature
Students' portfolio
Case studies
Competences
Task-based study method
Individual study
Case studies
assessment methods
Knowledge
Combined exam
Seminar work
Group presentation at a seminar
Skills demonstration during practicum
Test
Skills
Seminar work
Continuous assessment
Competences
Combined exam
Recommended literature
  • Belch, George E.; Belch, Michael A. Advertising and promotion : an integrated marketing communications perspective. 13e, international student edition. 2024. ISBN 978-1-266-09060-8.
  • Burešová, Jitka. Online marketing : od webových stránek k sociálním sítím. První vydání. 2022. ISBN 978-80-271-1680-5.
  • Jesenský, Daniel. Marketingová komunikace v místě prodeje : POP, POS, in-store, shopper marketing. První vydání. 2018. ISBN 978-80-271-0252-5.
  • Knihová, Ladislava. AI marketing playbook : jak ChatGPT a umělá inteligence mění svět marketingu. První vydání. 2024. ISBN 978-80-271-5226-1.
  • Kotler, Philip; Kartajaya, Hermawan,; Setiawan, Iwan. Marketing 6.0 : budoucnost ve znamení zážitků. První vydání. 2025. ISBN 978-80-271-5321-3.
  • Kotler, Philip; Keller, Kevin Lane. Marketing management. 15e. 2018. ISBN 978-93-325-5718-5.
  • Sedláková, Renáta. Výzkum médií : nejužívanější metody a techniky. Vydání 1. 2014. ISBN 978-80-247-3568-9.
  • Semerádová, Tereza; Weinlich, Petr. Marketing na Facebooku a Instagramu : využijte naplno organický dosah i sponzorované příspěvky. 1. vydání. 2019. ISBN 978-80-251-4959-1.
  • Stříteský, Václav. Marketing management. Vydání první. 2023. ISBN 978-80-7400-897-9.
  • Tahal, Radek. Marketingový výzkum : postupy, metody, trendy. První vydání. 2017. ISBN 978-80-271-0206-8.
  • Vysekalová, Jitka; Mikeš, Jiří. Image a firemní identita. 1. vyd. Praha : Grada, 2009. ISBN 978-80-247-2790-5.
  • Vysekalová, Jitka; Mikeš, Jiří. Reklama : jak dělat reklamu. 4., aktualizované a doplněné vydání. 2018. ISBN 978-80-247-5865-7.
  • Vysekalová, Jitka. Psychologie reklamy. 5., rozšířené a aktualizované vydání. 2023. ISBN 978-80-271-3654-4.


Study plans that include the course
Faculty Study plan (Version) Category of Branch/Specialization Recommended year of study Recommended semester