MPH_MAR2 Marketing 2

Faculty of Economics and Administration
Autumn 2018
Extent and Intensity
2/2/0. 8 credit(s). Type of Completion: zk (examination).
Teacher(s)
doc. Ing. Ondřej Částek, Ph.D. (lecturer)
Ing. Klára Kašparová, Ph.D. (lecturer)
Ing. Klára Kašparová, Ph.D. (seminar tutor)
doc. Ing. Pavla Marciánová, Ph.D. (seminar tutor)
Guaranteed by
Ing. Klára Kašparová, Ph.D.
Department of Business Management – Faculty of Economics and Administration
Contact Person: Vlasta Radová
Supplier department: Department of Business Management – Faculty of Economics and Administration
Timetable
Wed 14:00–15:50 P201
  • Timetable of Seminar Groups:
MPH_MAR2/01: Fri 8:00–9:50 S301, K. Kašparová, P. Marciánová
MPH_MAR2/02: Fri 10:00–11:50 S301, K. Kašparová, P. Marciánová
Course Enrolment Limitations
The course is only offered to the students of the study fields the course is directly associated with.

The capacity limit for the course is 50 student(s).
Current registration and enrolment status: enrolled: 0/50, only registered: 0/50
fields of study / plans the course is directly associated with
Course objectives
The course Marketing 2 deals with marketing communications, i.e. builds on the knowledge gained in Marketing and further develops the knowledge of the fourth P of the marketing mix - advertising. In addition to a detailed presentation of individual elements of the communication mix, the course also focuses on brand building, development of communication models and models of hierarchy of effects, which are nowadays used in planning of communication campaigns, or explain the reaction of consumers to disseminated information.

At the end of this course, students should be able to:
- apply their knowledge of the basics of communication and consumer behaviour relevant for the purposes of marketing communication in creating communication messages,or in explaining the formation of attitudes and reactions of consumers to corporate messages;
- formulate rules of the use of brands within the corporate portfolio;
- explain different views of marketing communication and the benefits of the integrated approach;
- describe individual promotion elements, including the advantage of linking some promotional instruments with customer relationship management;
- develop a strategic communication plan based on the acquired knowledge;
- create a presentation in Microsoft Office PowerPoint, and express essential parts of the message in a given time limit.
Syllabus
  • Topics:
  • - Communication Models;
  • - models of Hierarchy of Effects;
  • - Brand Management;
  • - Integrated Marketing Communication;
  • - Direct Marketing;
  • - Sales Promotion;
  • - Advertising;
  • - Public Relations;
  • - Corporate Social Responsibility.
Literature
    required literature
  • KARLÍČEK, Miroslav and Petr KRÁL. Marketingová komunikace : jak komunikovat na našem trhu. 1. vyd. Praha: Grada, 2011, 213 s. ISBN 9788024735412. info
  • KAŠPAROVÁ, Klára. Cvičebnice do předmětu Marketing 2 (Workbook). Online. 1st ed. Brno: Masarykova univerzita, 2015. info
  • PELSMACKER, Patrick de. Marketingová komunikace. Translated by Vlasta Šafaříková. Praha: Grada, 2003, 581 s. ISBN 8024702541. info
    recommended literature
  • TELLIS, Gerard J. Reklama a podpora prodeje. 1. vyd. Praha: Grada, 2000, 602 s. ISBN 8071699977. info
  • KELLER, Kevin Lane. Strategické řízení značky. 1. vyd. Praha: Grada, 2007, 796 s. ISBN 9788024714813. info
  • SANTLEROVÁ, Květoslava. Telemarketing v praxi : jak profesionálně telefonovat se zákazníky. 1. vyd. Praha: Grada, 2007, 222 s. ISBN 9788024715360. info
  • NASH, Edward L. Direct marketing. Vyd. 1. Praha: Computer Press, 2003, xxxiv, 604. ISBN 8072268384. info
  • FTOREK, Jozef. Public relations jako ovlivňování mínění : jak úspěšně ovlivňovat a nenechat se zmanipulovat. 3., rozš. vyd. Praha: Grada, 2012, 214 s. ISBN 9788024739267. URL info
  • KAŠPAROVÁ, Klára and Vilém KUNZ. Moderní přístupy ke společenské odpovědnosti firem a CSR reportování. 1. vyd. Praha: Grada Publishing, 2013, 159 s. ISBN 9788024744803. URL info
  • KOTLER, Philip and Kevin Lane KELLER. Marketing management. Translated by Martin Machek - Tomáš Juppa. 14. vyd. Praha: Grada, 2013, 814 s. ISBN 9788024741505. URL info
Teaching methods
Primary teaching methods used are lectures and seminars. Oral and discussion teaching methods are also used within the framework of lectures. Situational and staging teaching methods are also used within the framework of seminars, which should link cognitive learning with social learning. Imitation mechanism is used in presentations of seminar projects of particular teams too.

Assessment methods
2 mid-term written tests (composed of open questions), final written test (composed of the combination of open and closed questions), team project and its defense in 2 stages.
Any copying, recording or leaking tests, use of unauthorized tools, aids and communication devices, or other disruptions of objectivity of exams (credit tests) will be considered non-compliance with the conditions for course completion as well as a severe violation of the study rules. Consequently, the teacher will finish the exam (credit test) by awarding grade "F" in the Information System, and the Dean will initiate disciplinary proceedings that may result in study termination.
Language of instruction
Czech
Further comments (probably available only in Czech)
Study Materials
Information on completion of the course: Pro připuštění ke zkoušce je třeba vypracovat, odevzdat a prezentovat zadanou seminární práci.
The course is taught annually.
General note: Přednášky jsou dostupné online a ze záznamu.
The course is also listed under the following terms Autumn 2009, Autumn 2010, Autumn 2011, Autumn 2012, Autumn 2013, Autumn 2014, Autumn 2015, Autumn 2016, Autumn 2017, Autumn 2019, Autumn 2020, Autumn 2021.
  • Enrolment Statistics (Autumn 2018, recent)
  • Permalink: https://is.muni.cz/course/econ/autumn2018/MPH_MAR2