ESF:MKH_MAR2 Marketing 2 - Course Information

MKH_MAR2 Marketing 2

Extent and Intensity

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

Teacher(s)

Ing. Klára Kašparová, Ph.D. (lecturer)

Guaranteed by

Ing. Klára Kašparová, Ph.D.
Department of Business Management – Faculty of Economics and Administration
Contact Person: Vlasta Radová

Timetable

Sun 1. 11. 8:30–11:50 P104, Sat 21. 11. 12:50–16:15 P104, Sun 22. 11. 12:50–16:15 P104, Sun 13. 12. 12:50–16:15 P104, Sat 19. 12. 12:50–16:15 P104

Prerequisites (in Czech)

KHMAR Marketing || BKH_MAR1 Marketing 1 || PHMARI Marketing I || BPH_MAR1 Marketing 1 || KHMAR_T Marketing || C_KHMAR Marketing

Course Enrolment Limitations

The course is also offered to the students of the fields other than those 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 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 five blocks of education (meeting) and self-education. The content of each part is under mentioned:
• First block :
• - communication models
• - hierarchy models effects
• Second block:
• - brand management
• - presentation of strategy communication plan concerning the first theme (presentation of chosen teams, feed-back, evaluation, discussion)
• Third block:
• - integrated marketing communication
• - direct marketing
• - presentation of strategy communication plan concerning the second theme (presentation of chosen teams, feed-back, evaluation, discussion)
• Fourth block:
• - sales promotion and 3D advertising
• - presentation of strategy communication plan concerning the third theme (presentation of chosen teams, feed-back, evaluation, discussion)
• Fifth block:
• - advertising
• - presentation of strategy communication plan concerning the fourth theme (presentation of chosen teams, feed-back, evaluation, discussion)
• Within the self-education the students have to study the materials called Study itinerary located in the interactive syllabus and other materials determined by teacher:
• - customer relationship management;
• - public relations and corporate social responsibility;
• - trade fairs and display markets, event marketing;

Literature

• PELSMACKER, Patrick de. Marketingová komunikace. Translated by Vlasta Šafaříková. Praha: Grada, 2003, 581 s. ISBN 8024702541. info
• Průvodce studiem
• 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
• NASH, Edward L. Direct marketing. Vyd. 1. Praha: Computer Press, 2003, xxxiv, 604. ISBN 8072268384. info
• Marketing management. Edited by Philip Kotler. 10. rozšířené vyd. Praha: Grada, 2001, 719 s. ISBN 8024700166. info

Teaching methods

Immediate tuition is divided into 5 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

The course is finished by written exam (test). The students can approach the exam under conditions mentioned below.

The students ought to work out and present 1 POT in team per semester (more detailed information on the content and particular topics is given in interactive syllabus). POT is presented orally with support of MS PowerPoint. Students can enter for particular topics in the first meeting or through the e-mail (tutor’s email: klarad@econ.muni.cz). Day of presentation has to be met (except ordinary visit at the doctor) otherwise the conditions for successful ending of the course are broken. Students hand in PowerPoint presentations into the catalogue on IS (odevzdavarna) at appointed day. If the date of handing in is not met by the students, the conditions of successful ending of the course are default. There are two teams presenting in the meeting. Presenting teams are chosen by lot from all prepared teams. Presenting teams or more precisely individual students in team can acquire from 0 to 3 points. Points are added to the points acquired from 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 POT or only hand in POT (in case of not presenting, not selected teams) – see hereinbefore
- Gaining at least 12 points of total points including POT evaluation (POT points are added only once) at the first attempt of passing the exam
- Gaining at least 60 % from total points (at least 12 points) at the second attempt of passing 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)

Information on completion of the course: Pro připuštění ke zkoušce je třeba vypracovat a odevzdat, resp. prezentovat zadaný POT
The course is taught annually.
General note: Nezapisují si studenti, kteří absolvovali předmět KHMA2.

• Enrolment Statistics (Autumn 2009, recent)
  
• Permalink: https://is.muni.cz/course/econ/autumn2009/MKH_MAR2