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Lecturer(s)
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Uherek Jaroslav, doc. PaedDr. CSc.
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Course content
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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.
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Learning activities and teaching methods
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- 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
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| prerequisite |
|---|
| Knowledge |
|---|
| to apply basic knowledge of marketing |
| Skills |
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| to plan and design media brief |
| to prepare marketing project |
| to create plan of marketing project |
| Competences |
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| 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 |
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Recommended literature
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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.
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Burešová, Jitka. Online marketing : od webových stránek k sociálním sítím. První vydání. 2022. ISBN 978-80-271-1680-5.
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Jesenský, Daniel. Marketingová komunikace v místě prodeje : POP, POS, in-store, shopper marketing. První vydání. 2018. ISBN 978-80-271-0252-5.
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Knihová, Ladislava. AI marketing playbook : jak ChatGPT a umělá inteligence mění svět marketingu. První vydání. 2024. ISBN 978-80-271-5226-1.
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Kotler, Philip; Kartajaya, Hermawan,; Setiawan, Iwan. Marketing 6.0 : budoucnost ve znamení zážitků. První vydání. 2025. ISBN 978-80-271-5321-3.
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Kotler, Philip; Keller, Kevin Lane. Marketing management. 15e. 2018. ISBN 978-93-325-5718-5.
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Sedláková, Renáta. Výzkum médií : nejužívanější metody a techniky. Vydání 1. 2014. ISBN 978-80-247-3568-9.
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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.
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Stříteský, Václav. Marketing management. Vydání první. 2023. ISBN 978-80-7400-897-9.
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Tahal, Radek. Marketingový výzkum : postupy, metody, trendy. První vydání. 2017. ISBN 978-80-271-0206-8.
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Vysekalová, Jitka; Mikeš, Jiří. Image a firemní identita. 1. vyd. Praha : Grada, 2009. ISBN 978-80-247-2790-5.
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Vysekalová, Jitka; Mikeš, Jiří. Reklama : jak dělat reklamu. 4., aktualizované a doplněné vydání. 2018. ISBN 978-80-247-5865-7.
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Vysekalová, Jitka. Psychologie reklamy. 5., rozšířené a aktualizované vydání. 2023. ISBN 978-80-271-3654-4.
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