|
Lecturer(s)
|
-
Luštická Anna, Mgr.
-
Kosina David, Ing. Ph.D.
-
Chovancová Miloslava, doc. Ing. CSc.
|
|
Course content
|
- Basic concepts of communication process - Creating marketing strategy - PR and crisis communication - Presentation skills
|
|
Learning activities and teaching methods
|
Dialogic Lecture (Discussion, Dialog, Brainstorming), Activating (Simulations, Games, Dramatization), Group work
- Semestral Work
- 10 hours per semester
- Preparation for the Course Credit
- 26 hours per semester
- Attendace
- 24 hours per semester
- Homework for Teaching
- 15 hours per semester
|
|
Learning outcomes
|
In this course, students will try to apply methods and tools of marketing communication to specific cases from practice and critically evaluate the effectiveness of different communication approaches. As part of a semester project, they will develop and present their own analysis and strategy proposal for a selected product.
Upon successful completion of the course, students will: Understand the fundamental principles of marketing communication. Be able to apply acquired knowledge to analyze real-world case studies. Be familiar with methods and tools for developing communication strategies and capable of critically assessing their effectiveness.
|
|
Prerequisites
|
Not established special requirements.
|
|
Assessment methods and criteria
|
Essay, Final project
Requirements for the credit: attendance (max. 2 excused absences), team project, active participation in seminars, reflective essay. The study includes the use of e -learning environment Moodle. Students logs as directed by the www.kae.cz
|
|
Recommended literature
|
-
Foret, M. (2003). Marketingová komunikace. Brno: Computer Press.
-
Osvaldová, B., & Halada, J. (2007). Praktická encyklopedie žurnalistiky a marketingové komunikace. Praha: Nakladatelství Libri.
-
PELSMACKER, P., GEUENS, M., BERGH, J. (2003). Marketingová komunikace. Praha: Grada.
|