ESF:KHMA2 Marketing II - Course Information

KHMA2 Marketing II

Extent and Intensity

0/0. 5 credit(s). Type of Completion: zk (examination).

Teacher(s)

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

Guaranteed by

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

Timetable

Sat 27. 9. 16:20–19:30 aula_Vinařská, Sat 11. 10. 12:50–16:15 aula_Vinařská, Sat 8. 11. 8:30–11:50 aula_Vinařská, Sun 30. 11. 16:20–19:30 aula_Vinařská, Sun 7. 12. 12:50–16:15 aula_Vinařská

Prerequisites (in Czech)

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

Course Marketing II. deals with marketing communications, namely builds on the knowledge gained in the course Marketing I. and further develops the knowledge of the fourth P marketing mix - promotion. In addition to a detailed interpretation of various elements of communication mix course also focus on the issue of brand building, customer relationship management and the development of communication models and hierarchy models effects, which are nowadays used in the planning of communication campaigns, respectively are explaining the reaction of consumers to disseminate information.

At the end of the student will be able to:
- use knowledge of the basics of communication and consumer behaviour relevant for the purposes of marketing communication in the creation of communication message, respectively in explaining the formation of attitudes and reactions of consumers to corporate communications;
- use of knowledge in the field of brand management to create rules of the use of brands within the corporate portfolio;
- explain the different views of marketing communication and the benefits of an integrated approach;
- describe the individual promotion elements, including the linking advantage of some promotion instruments of customer relationship management;
- develop strategic communication plan on the basis of the acquired knowledge;
- create a presentation in Microsoft Office PowerPoint, and fit essential parts of message in a time defined by section.

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

Assessment methods

Immediate tuition is divided into 5 meetings (content of particular meetings hereinbefore). Participation of students in meetings is voluntary except the meeting where the POT (work amended by tutor) is presented by the team. The course is finished by written exam (test). The students can approach the exam under conditions mentioned below.

Content of the first meeting and first half of every other meeting is based on the oral and discussion teaching methods. The second half of meetings (starting the second meeting) is based on the situational and inscenational methods of education and interconnects cognitive learning with social learning. Imitation mechanism is used within the presentations of particular teams.

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) latest one day before date stated for the particular topic. 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)

The course is taught annually.
Information on course enrolment limitations: max. 20 cizích studentů; cvičení pouze pro studenty ESF

• Enrolment Statistics (recent)
  
• Permalink: https://is.muni.cz/course/econ/autumn2008/KHMA2