MPH_MAR2 Marketing 2

Faculty of Economics and Administration
Autumn 2010
Extent and Intensity
2/2/0. 8 credit(s). Type of Completion: zk (examination).
Teacher(s)
Ing. Klára Kašparová, Ph.D. (lecturer)
doc. Ing. Alena Klapalová, Ph.D. (lecturer)
Ing. Klára Kašparová, Ph.D. (seminar tutor)
Ing. Ladislava Kuchynková, Ph.D. (seminar tutor)
Guaranteed by
doc. Ing. Alena Klapalová, Ph.D.
Department of Business Management – Faculty of Economics and Administration
Contact Person: Vlasta Radová
Timetable
Wed 14:35–16:15 P104
  • Timetable of Seminar Groups:
MPH_MAR2/01: Wed 16:20–17:55 S311, K. Kašparová, L. Kuchynková
MPH_MAR2/02: Wed 18:00–19:35 P403, K. Kašparová, L. Kuchynková
Prerequisites (in Czech)
! PHMA2 Marketing II
Course Enrolment Limitations
The course is also offered to the students of the fields other than those the course is directly associated with.
The capacity limit for the course is 44 student(s).
Current registration and enrolment status: enrolled: 0/44, only registered: 0/44, only registered with preference (fields directly associated with the programme): 0/44
fields of study / plans the course is directly associated with
Course objectives
The course Marketing II deals with marketing communications, i.e. builds on the knowledge gained in Marketing I. 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, customer relationship management and 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
  • The course consists of lectures (their structure is mentioned below) and seminars. During seminars students deal with case studies from corporate practice.

  • Structure of lectures:
  • - communication models;
  • - models of effects of hierarchy ;
  • - Customer Relationship Management;
  • - brand management;
  • - integrated marketing communication;
  • - direct marketing;
  • - sales promotion I.;
  • - sales promotion II., 3D advertisement;
  • - advertising I.;
  • - advertising II.;
  • - Public Relations I.;
  • - Public Relations II. and corporate social responsibility;
  • - trade fairs and display markets, Event marketing;
Literature
    required literature
  • PELSMACKER, Patrick de. Marketingová komunikace. Translated by Vlasta Šafaříková. Praha: Grada, 2003, 581 s. ISBN 8024702541. info
  • Průvodce studiem
    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. 2., rozš. vyd. Praha: Grada, 2009, 195 s. ISBN 9788024726786. info
  • BUTTLE, Francis. Customer relationship management : concepts and tools. 1st ed. Amsterdam: Elsevier, 2004, xviii, 359. ISBN 075065502X. info
  • Marketing management. Edited by Philip Kotler. 10. rozšířené vyd. Praha: Grada, 2001, 719 s. ISBN 8024700166. 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
The course finishes with a written test. Students can only take the exam having fulfilled the conditions mentioned below.

Students are obliged to present one seminar paper in team per semester (more detailed information on the content and particular topics is given in the interactive syllabus). The seminar paper is presented orally with the support of MS PowerPoint. Students can sign up for particular topics in the fourth seminar or by e-mail (tutor’s email: klarad@econ.muni.cz). The date of presentation has to be met (visits to the doctor are excused) otherwise the conditions for successful completion of the course are not met. Students hand in thein PowerPoint presentations into the IS (odevzdavarna) at appointed day. If the date of handing in is not met, the conditions of successful completion of the course are not fulfilled. Only two teams give their presentations in the seminar, they are chosen from all the teams on the list for that seminar by drawing lots. Presenting teams or more precisely individual students in a team can acquire up to 3 points. These points are added to the points acquired in the final written test. The other prepared but not presenting teams or individuals obtain 2 points automatically. These points are added to the final written test.


Final written test and final classification conditions:
- Students have to hand in and present their seminar paper (or only hand in in case of not presenting, not selected teams) and have to have a good attendance (attendance at seminars is obligatory)
- Gaining at least 12 points of total points including seminar paper assessment (points for seminar paper are added only once) at the first attempt of taking the exam
- Gaining at least 60 % of total points (at least 12 points) at the second attempt of taking the exam
If student commits a prohibited act, such as usage of various forbidden tools, cribbing, taking out any part of the exam or any other cheating, teacher is allowed to interrupt an exam and to grade a student with F, FF or FFF according to the seriousness of the offence. Mentioned procedure relates to all the activities that are included to the final evaluation of the course (seminar work, essays, tests etc.).
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: Nezapisují si studenti, kteří absolvovali předmět PHMA2.
The course is also listed under the following terms Autumn 2009, Autumn 2011, Autumn 2012, Autumn 2013, Autumn 2014, Autumn 2015, Autumn 2016, Autumn 2017, Autumn 2018, Autumn 2019, Autumn 2020, Autumn 2021.
  • Enrolment Statistics (Autumn 2010, recent)
  • Permalink: https://is.muni.cz/course/econ/autumn2010/MPH_MAR2