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)
doc. Ing. Alena Klapalová, Ph.D. (lecturer)

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

Sat 21. 9. 16:20–19:35 P201, Sat 19. 10. 16:20–19:35 P201, Sun 24. 11. 16:20–19:35 P201, Sat 30. 11. 12:50–16:15 P201, Sat 14. 12. 8:30–11:50 P201

Prerequisites (in Czech)

! KHMA2 Marketing II

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 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
• - integrated marketing communication
• - direct marketing
• Second block:
• - public relations
• - presentation of strategy communication plan concerning the first theme - first part
• Third block:
• - sales promotion and 3D advertising
• - presentation of strategy communication plan concerning the second theme - first part
• Fourth block:
• - advertising
• - presentation of strategy communication plan concerning the first theme - second part
• Fifth block:
• - hierarchy of effects models
• - presentation of strategy communication plan concerning the second theme - second part
• Within the self-education the students have to study undermentioned topics according to instructions located in the interactive syllabus and other materials determined by teacher:
• - trade fairs and display markets, event marketing;
• - customer relationship management/marketing;
• - brand management
• - corporate social responsibility.

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
• BUTTLE, Francis. Customer relationship management : concepts and tools. 1st ed. Amsterdam: Elsevier, 2004, xviii, 359. ISBN 075065502X. info
• FTOREK, Jozef. Public relations jako ovlivňování mínění. 2., rozš. vyd. Praha: Grada, 2009, 195 s. ISBN 9788024726786. 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
• Marketing management. Edited by Philip Kotler. 10. rozšířené vyd. Praha: Grada, 2001, 719 s. ISBN 8024700166. info
• KAŠPAROVÁ, Klára. Reportování o společenské odpovědnosti podniku (Corporate social responsibility reporting). 1. vyd. Brno: Masarykova univerzita, 2011, 188 pp. ISBN 978-80-210-5694-7. Available from: https://dx.doi.org/10.5817/CZ.MUNI.M210-5694-2011. Munishop Munispace 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). Students can enter for particular topics in the first meeting or through the e-mail (tutor’s email: klarad@econ.muni.cz). Days of presentation have to be met (except ordinary visit at the doctor) otherwise the conditions for successful ending of the course are broken. Students hand in requested documents for both phases of POT into the catalogue on IS (odevzdavarna) at appointed days. If the date of handing in is not met by the students, the conditions of successful ending of the course are default. Presenting teams or more precisely individual students in team can acquire mark from A to F. Points are added to the points acquired from the final written test. Students are allowed write final test only if they gained mark from A to E from the POT.

Final written test and final classification conditions:
- Students have to hand in and present POT in the both phases
- Gaining at least mark E from the POT
- Gaining at least 60 % from total points (at least 12 points)
- Final mark is the average of mark from POT and final exam. Result rounds up.

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.
General note: Nezapisují si studenti, kteří absolvovali předmět KHMA2.

Information about innovation of course.

This course has been innovated under the project "Inovace studia ekonomických disciplín v souladu s požadavky znalostní ekonomiky (CZ.1.07/2.2.00/28.0227)" which is cofinanced by the European Social Fond and the national budget of the Czech Republic.

• Enrolment Statistics (Autumn 2013, recent)
  
• Permalink: https://is.muni.cz/course/econ/autumn2013/MKH_MAR2