ESF:MKH_MAR2 Marketing 2 - Course Information

MKH_MAR2 Marketing 2

Extent and Intensity

26/0/0. 8 credit(s). Type of Completion: zk (examination).

Teacher(s)

Ing. Renata Čuhlová, Ph.D., BA (Hons) (lecturer)

Guaranteed by

doc. Ing. Ondřej Částek, 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

Prerequisites

Although this course has no prerequisite, knowledge of fundamental concepts and notions in marketing and marketing research is advantageous.

Course Enrolment Limitations

The course is only offered to the students of the study fields the course is directly associated with.

fields of study / plans the course is directly associated with

• Business Management (programme ESF, N-EKM)

Course objectives

The aim of this course is to develop students’ knowledge and ability in marketing communication in order to create communication campaign.

Learning outcomes

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;
- develop a strategic communication plan based on the acquired knowledge and defend his/her proposal successfully;
- create a presentation in Microsoft Office PowerPoint, and express essential parts of the message in a given time limit.

Syllabus

• The course consists of 4 blocks of education ( meeting ) and self-study. At the meetings will be discussed in more depth selected topics. Other topics will be the subject of self-study. At the meetings, students will also defend their POT. Topics:
• - Communication Models;
• - models of Hierarchy of Effects;
• - Brand Management;
• - Integrated Marketing Communication;
• - Direct Marketing;
• - Sales Promotion;
• - Advertising;
• - Public Relations.

Literature

required literature
• PERLOFF, Richard M. The dynamics of persuasion : communication and attitudes in the 21st century. Sixth edition. New York: Routledge, Taylor & Francis Group, 2017, xx, 627. ISBN 9781138100336. info
• MILLER, Don. Building a storybrand : clarify your message so customers will listen. Nashville: HarperCollins Publishers, 2017, x, 228. ISBN 9781400201839. info
• EDWARDS, Ray. How to Write Copy That Sells: The Step-By-Step System for More Sales, to More Customers, More Often. Reprint edition. Morgan James Publishing, 2016, 186 pp. ISBN 1-61448-502-X. info
• 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

recommended literature
• KELLER, Kevin Lane. Strategické řízení značky. 1. vyd. Praha: Grada, 2007, 796 s. ISBN 9788024714813. info
• KOPECKÝ, Ladislav. Public relations : dějiny, teorie, praxe. Vyd. 1. Praha: Grada, 2013, 238 s. ISBN 9788024742298. URL info
• ADAMSON, Allen P. Jednoducho značka Brand Simple : ako najlepšie značky stavili na jednoduchosť a uspeli. Bratislava: Eastone Books, 2011, xxiv, 212. ISBN 9788081091759. info

Teaching methods

Immediate tuition is divided into 4 meetings (content of particular meetings hereinbefore). Content of the first meeting and first half of every other meeting is based on the teaching method lecture (especially on the oral and discussion teaching methods). The second half of meetings (starting the second meeting) is based on the teaching method seminar (especially on the situational and inscenational methods of education) and interconnects cognitive learning with social learning. Imitation mechanism is used within the presentations of projects of particular teams.

Assessment methods

Final written test (composed of combination of open and closed questions), team project and its defence 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 zadaný POT
The course is taught annually.
The course is taught: in blocks.
Note related to how often the course is taught: 16 hodin.
General note: Přednášky jsou dostupné online a ze záznamu.
Information on the extent and intensity of the course: tutorial 16 hodin.

• Enrolment Statistics (Autumn 2020, recent)
  
• Permalink: https://is.muni.cz/course/econ/autumn2020/MKH_MAR2