Course detail

Communication and Advertising of Small Company

FP-BCASEAcad. year: 2018/2019

The course aims to introduce students to the principles of communication and the use of the individual elements of the communication mix (advertising, public relations, direct marketing, sales promotion, guerilla marketing, etc.), focusing on the suitability of use for small and medium-sized enterprises.

Learning outcomes of the course unit

The students should be able to to differentiate and choose the marketing communication tools by the the needs of a particular campaign. These tools should be able to combine in the communication mix. They should also be able to properly timed and the communication campaign targeted by using knowledge of the target group.

Prerequisites

A prerequisite for understanding the teaching of the prior completion of the course Marketing and Market Research (and the associated knowledge required).

Co-requisites

Not applicable.

Recommended optional programme components

Not applicable.

Literature

PELSMACKER, Patrick de, Maggie GEUENS a Joeri van den BERGH. Marketing communications: a European perspective. 4th ed. Harlow: Pearson, 2010, xxiii, 660 s. ISBN 978-0-273-72138-3. (EN)
STAHLBERG, Markus a Ville MAILA. Shopper marketing: how to increase purchase decisions at the point of sale. Philadelphia: Kogan Page, c2010. ISBN 978-074-9457-020. (EN)
HOLLENSEN, Svend a Ville MAILA. Marketing management: a relationship approach. 2nd ed. Harlow: Financial Times Prentice Hall, 2010. ISBN 978-027-3706-830. (EN)
FILL, Chris. Marketing Communications: Interactivity, Communities and Content. Harlow: Prentice Hall, 2009. ISBN 978-0-273-71722-5. (EN)
DOYLE, Peter. Value-Based Marketing : Marketing Strategies for Corporate Growth and Shareholder Value. 2. vydání. Chichester: Wiley, 2008. ISBN 978-0-470-77314-7. (EN)
HAWKINS, Delbert I. a David L. MOTHERSBAUGH. Consumer Behavior: Building Marketing Strategy. 13. Boston: McGraw-Hill Higher Education, 2015. ISBN 978-1259232541. (EN)

Planned learning activities and teaching methods

The course is taught through lectures, lectures by experts from practice and with the help of practical examples. Seminars are focused on the teamwork by processing different tasks.

Assesment methods and criteria linked to learning outcomes

Students evaluation will be based on the sum of points earned for exercises (processing the team project aimed to design a communication campaign of a business subject) and the points obtained in the exam.

Language of instruction

English

Work placements

Not applicable.

Course curriculum

The course aims to introduce students to the principles of communication and the use of the individual elements of the communication mix (advertising, public relations, direct marketing, sales promotion, guerilla marketing, etc.), focusing on the suitability of use for small and medium-sized enterprises.

1) Introduction to the Marketing Communication
2) Regulation of the Advertising
3) Psychological Aspects
4) History of Advertising
5) Advertising Plan and Strategy
6) Campaign Plan - Creative Advertising Strategy
7) Creativity and Advertising
8) Creativity and Advertising - Lecture of „creative artist“
9) - 10) Media in the communications mix
11) - 12) Other tools of the MC

Aims

The course aims to provide students with the knowledge of marketing communication and teach them to perceive the differences between particular marketing communication tools. Graduates should be able to decide which type of the marketing communication is suitable for the marketing objectives of the entrepreneur. At the same time they should have the prerequisites for designing the marketing communication activities in the business plan for the introduction of a new business, and improve the communication in order to obtain new customers or increase the satisfaction of existing customers, addressing the right target group, etc.

Specification of controlled education, way of implementation and compensation for absences

Active participation in lessons and continuous check of work on projects.

Classification of course in study plans

  • Programme BAK-E Bachelor's

    branch BAK-ESBD , 2. year of study, summer semester, 6 credits, compulsory

Type of course unit

 

Lecture

26 hours, optionally

Teacher / Lecturer

Exercise

26 hours, compulsory

Teacher / Lecturer