MPH_MAKK Marketing comunication

Faculty of Economics and Administration
Autumn 2023
Extent and Intensity
2/2/0. 6 credit(s). Type of Completion: zk (examination).
Teacher(s)
Ing. Renata Čuhlová, Ph.D., BA (Hons) (lecturer)
Ing. Renata Čuhlová, Ph.D., BA (Hons) (seminar tutor)
Ing. Ladislava Kuchynková, Ph.D. (seminar tutor)
Guaranteed by
Ing. Renata Čuhlová, Ph.D., BA (Hons)
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, except Wed 20. 9., except Wed 8. 11.
  • Timetable of Seminar Groups:
MPH_MAKK/01: Fri 8:00–9:50 P302a, except Fri 22. 9., except Fri 10. 11., R. Čuhlová
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.

The capacity limit for the course is 50 student(s).
Current registration and enrolment status: enrolled: 11/50, only registered: 0/50
fields of study / plans the course is directly associated with
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;
- present and argue own proposals 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;
  • - CSR in Marketing Communication;
  • - International Marketing Comunication.
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
  • 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
  • PŘIKRYLOVÁ, Jana. Moderní marketingová komunikace. 2., zcela přepracované vyd. Praha: Grada Publishing, 2019, 328 stran. ISBN 9788027107872. URL info
  • EAGLE, Lynne, Barbara CZARNECKA and Jenny LLOYD. Marketing communications. Second edition. London: Routledge, Taylor & Francis Group, 2021, 1 online. ISBN 9780429447044. URL info
  • VYSEKALOVÁ, Jitka. Psychologie reklamy. 5., rozšířené a aktualiz. Praha: Grada Publishing, 2023, 360 stran. ISBN 9788027136544. 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.

Some sub-topics are lectured by marketing experts from practice.
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.
Students completing internship/study abroad may complete the course without attending the seminars. In this case, they will write an email to the course guarantor before the start of the semester and ask for an exemption from the requirement to attend seminars due to the internship abroad. The course guarantor will then inform them of the alternative conditions for completing the course.
Language of instruction
Czech
Further comments (probably available only in Czech)
Study Materials
The course is taught annually.
Information on course enrolment limitations: Minimální počet pro otevření předmětu je 10 zapsaných studentů. / The minimum number of enrolled students to open the course is 10.
The course is also listed under the following terms Autumn 2019, Autumn 2020, Autumn 2021, Autumn 2022, Autumn 2024.
  • Enrolment Statistics (Autumn 2023, recent)
  • Permalink: https://is.muni.cz/course/econ/autumn2023/MPH_MAKK