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Lecturer(s)
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Manda Drahomír, doc. Ing. Ph.D.
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Sosnová Lucie, magistr kand.ekon.věd, dipl.spec.
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Course content
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Marketing communication (promotion) and communication proces. Instruments of communication mix. Communication channels. Introduction into the creation of communication plan. Factors influencing promotion effectivness. Trends in marketing communication. Brand and trademark. Ethical and legislative framework of marketing communication.
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Learning activities and teaching methods
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Lecture with a video analysis, Lecture
- Contact hours
- 26 hours per semester
- Presentation preparation (report in a foreign language) (10-15)
- 13 hours per semester
- Undergraduate study programme term essay (20-40)
- 26 hours per semester
- Preparation for an examination (30-60)
- 39 hours per semester
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| prerequisite |
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| Knowledge |
|---|
| to have Engslish communication skills at intermediate level (language of instruction is English) |
| to know basics of marketing |
| Skills |
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| to use APA 6th norms (quotations) according to standards of Faculty of Economics (University of West Bohemia) |
| Competences |
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| N/A |
| N/A |
| N/A |
| N/A |
| N/A |
| N/A |
| N/A |
| N/A |
| learning outcomes |
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| Knowledge |
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| to characterise instruments of communication mix |
| to introduce actual trends in marketing communication |
| to explain the use of communication technology in communication |
| Skills |
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| to create an effective communication plan |
| to apply instruments of communication mix in practical cases |
| Competences |
|---|
| N/A |
| N/A |
| N/A |
| N/A |
| teaching methods |
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| Knowledge |
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| Interactive lecture |
| Skills |
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| Seminar |
| Competences |
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| Interactive lecture |
| Seminar |
| assessment methods |
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| Knowledge |
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| Written exam |
| Seminar work |
| Skills |
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| Skills demonstration during practicum |
| Competences |
|---|
| Written exam |
| Skills demonstration during practicum |
| Seminar work |
| Group presentation at a seminar |
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Recommended literature
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Barreau, Lucas. Advertising : types of methods, perceptions and impact on consumer behavior. New York : Nova Science Publishers, 2014. ISBN 978-1-62948-612-3.
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Copley, Paul. Marketing communications management concepts and theories, cases and practices. Oxford : Butterworth-Heinemann, 2004. ISBN 978-0-08-047337-6.
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Hanafizadeh, Payam; Behboudi, Mehdi. Online advertising and promotion modern technologies for marketing. Hershey : Business Science Reference, 2012. ISBN 978-1-4666-0886-3.
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Kotler, Philip; Kartajaya, Hermawan,; Setiawan, Iwan. Marketing 4.0 : moving from traditional to digital. 2017. ISBN 978-1-119-34120-8.
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Kotler, Philip; Keller, Kevin Lane. Marketing management. 15e. 2018. ISBN 978-93-325-5718-5.
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Pelsmacker, Patrick de. Advertising in new formats and media : current research and implications for marketers. First edition. 2016. ISBN 978-1-78560-313-6.
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