XAMC Marketing Communication

Moravian Business College Olomouc
winter 2024

The course is not taught in winter 2024

Extent and Intensity
2/1/0. 4 credit(s). Recommended Type of Completion: z (credit). Other types of completion: zk (examination).
Teacher(s)
Mgr. Monika Tomašovičová (lecturer)
Mgr. Monika Tomašovičová (seminar tutor)
Guaranteed by
Moravian Business College Olomouc
Supplier department: Moravian Business College Olomouc
Course Enrolment Limitations
The course is only offered to the students of the study fields the course is directly associated with.
Course objectives
The aim of the course is to acquaint students with the importance of marketing communication for business activities and with the influence of marketing communication on decision-making of customers. Students will learn to formulate announcements used in marketing communication, to choose suitable effective marketing communication tools, to choose the right media, to build marketing communication strategies, to understand the importance and the effectiveness of integrated marketing communication affected by digital technologies.
Syllabus
  • 1. Introduction to marketing communication
    2. Communication process
    3. Psychology and marketing communication; the role of emotions
    4. Marketing communication models; AIDA, ATR, DAGMAR
    5. Communication mix and the product life cycle
    6. Integrated marketing communication and digital transformation
    7. Advertising, the planning process of advertising, the types of advertising, the media, advertising agencies, measuring the effectiveness of advertising
    8. Sales promotion, direct marketing, telemarketing, public relations, sponsorship, trade fairs, exhibitions
    9. Marketing communication between organizations
    10. International marketing communication
    11. Marketing communications on the Internet; text advertising, banner advertising
    12. Trends in marketing communications in the 21st century. century (product placement, guerrilla advertising, mobile marketing, WoM)
    In the course the following methods are used: the information-receptive methods (reading, lecture supported by multimedia, description), verbal methods (monologue, dialogue), teaching by demonstration and application. During practical exercises, the emphasis is placed on participatory methods, practical methods and action research.
Literature
    required literature
  • SMITH, P. R. and Z. ZOOK. Marketing communications: offline and online integration, engagement and analytics. 6th ed. London: KoganPage, 2016. ISBN 978-0-7494-7340-2. info
  • EGAN, J. Marketing communications. 2nd ed. Los Angeles: Sage, 2015. ISBN 978-1-4462-5902-3. info
  • PELSMACKER, P.de, M. GEUENS and J.van den BERGH. Marketing communications: a European perspective. 5th.ed. Harlow: Perso, 2013. ISBN 978-0-273-77322-1. info
    recommended literature
  • ERCY, L. Strategic integrated marketing communications. 3rd. ed. London: Routledge, Taylor & Francis Group, 2018. ISBN 978-1-138-05832-3. info
  • CLOW, K. E. and D. BAACK. Integrated advertising, promotion, and marketing communications. 7th. ed. Boston: Pearson, 2016. ISBN 978-1-292-09363-5. info
Assessment methods (in Czech)
Zápočet: zpracování a prezentace seminárního projektu
Zkouška: písemná a ústní zkouška
Language of instruction
English
Further Comments
The course can also be completed outside the examination period.
The course is taught annually.
The course is taught: every week.
The course is also listed under the following terms summer 2021, summer 2022, winter 2023.
  • Enrolment Statistics (winter 2024, recent)
  • Permalink: https://is.mvso.cz/course/mvso/winter2024/XAMC