Informační systém Vysoké školy polytechnické Jihlava
IS VŠPJ
Marketing Communication
Studijní plán:
| Předmět | Marketing Communication (MKa-1) |
|---|---|
| Garantuje | Katedra ekonomických studií (KES) |
| Garant | Ing. Martina Chalupová, Ph.D. ( chalupova@vspj.cz ) |
| Jazyk | anglicky |
| Počet kreditů | 2 |
| Prezenční studium | |
|---|---|
| Cvičení | 2 h |
| Kombinované studium | |
| Cvičení | 4 h |
| Studijní plán | Typ | Sem. | Kred. | Ukon. |
|---|---|---|---|---|
| V | 2 kr. | ZA | ||
| Erasmus - Cestovní ruch - příjezd na krátkodobý studijní pobyt | PV | 2 kr. | KZ | |
| Erasmus - Finance a řízení - příjezd na krátkodobý studijní pobyt | PV | 2 kr. | KZ | |
| Erasmus - Finance a řízení - příjezd na krátkodobý studijní pobyt | PV | 2 kr. | KZ |
Sylabus
- Marketing communication
- Marketing communication strategy
- Advertising
- Public Relations
- Event marketing
- Direct marketing and Personal selling
- Internet marketing communication
- Guerrilla and viral marketing
- New trends in marketing communication
- International marketing communication
- Selected issues in marketing communication
Doporučená literatura
- JUSKA, Jerome M. Integrated marketing communication: advertising and promotion in a digital world. New York: Routledge, Taylor & Francis Group, 2018. ISBN 978-1-138-69544-3.
- PAVLŮ, Dušan a Petr MAJERIK, ed. Creative Strategy/Strategy of Creativity: trends in creative marketing communication : conference proceedings from the international scientific conference, April 25, 2019, University of Creative Communication, Prague, Czech Republic. Praha: Professional Publishing, 2019. ISBN 978-80-88260-38-7.
- SEMERÁDOVÁ, Tereza a Petr WEINLICH, ed. Impacts of Online Advertising on Business Performance [online]. IGI Global, 2020, 2020, s. 138-176 [cit. 2023-03-02]. Advances in Marketing, Customer Relationship Management, and E-Services. ISBN 9781799816188. Dostupné z: doi:10.4018/978-1-7998-1618-8.ch006
Anotace
Marketing Communications is a term which is dealing with communications of commercial and non-commercial messages to the market through marketing communications channels. The aim of the course is to introduce students with the theory of basic forms of marketing communications. During the course students will be familiar with concepts such as advertising, personal selling, sales promotion, public relations and many more. The course focuses on the practical application of marketing tools. Students will study case studies and actively participate in the course.
Requirements for the credit: passing a written test and active participation in seminars. The course is finished with exam. During the semester students will work on a seminar paper on a topic to be determined in the first lesson. They are allowed two absences in the seminars.
Grading scale:
A 91-100
B 82-90
C 73-81
D 64-72
E 55-63