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Lecturer(s)
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Hodoval Petr, Ing. Ph.D.
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Konečná Jana, doc. Ing. Ph.D., MBA
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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 |
|---|
| Knowledge |
|---|
| to have German communication skills at intermediate level (language of instruction is German) |
| to know basics of marketing |
| Competences |
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| 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 |
|---|
| Interactive lecture |
| Skills |
|---|
| Seminar |
| Competences |
|---|
| Interactive lecture |
| Seminar |
| assessment methods |
|---|
| Knowledge |
|---|
| Seminar work |
| Written exam |
| Skills |
|---|
| Group presentation at a seminar |
| Skills demonstration during practicum |
| Competences |
|---|
| Seminar work |
| Group presentation at a seminar |
| Written exam |
| Skills demonstration during practicum |
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Recommended literature
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Bruhn, Manfred; Homburg, Christian. Gabler Lexikon Marketing. 2., vollständing überarbeitete und aktualisierte Aufl. Wiesbaden : Gabler, 2004. ISBN 3-409-29971-8.
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Bruhn, Manfred. Marketing - Grundlagen für Studium und Praxis. Wiesbaden, 2016. ISBN 978-3-658-09803-2.
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Bruhn, Manfred. Marketingübungen : Basiswissen, Aufgaben, Lösungen : selbständiges Lerntraining für Studium und Beruf. 2., überarb. Aufl. Wiesbaden : Gabler, 2004. ISBN 3-409-21640-5.
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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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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. 14., global ed. Boston : Pearson Education, 2012. ISBN 978-0-273-75502-9.
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Kotler, Philip; Keller, Kevin Lane. Marketing-management: konzepte - instrumente - unternehmensfallstudien. 2016. ISBN 978-0-292-09262-1.
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Schnettler, Josef; Wendt, Gero. Werbung planen : Konzeption, Media und Kreation : Lehr- und Arbeitsbuch für die Aus- und Weiterbildung. 4. überarbeitete Aufl. Berlin : Cornelsen, 2011. ISBN 978-3-589-24027-2.
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Schnettler, Josef; Wendt, Gero. 34 Fallbeispiele : Werbung und Kommunikation. 1. Aufl. Berlin : Cornelsen, 2010. ISBN 978-3-589-23822-4.
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