Course syllabus RRMK - Marketing communication (FRDIS - WS 2014/2015)

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Course code: RRMK
Course title in language of instruction: Marketingová komunikace
Course title in Czech: Marketing communication
Course title in English: Marketing communication
Mode of completion and number of credits: Exam (6 credits)
(1 ECTS credit = 28 hours of workload)
Mode of delivery/Timetabled classes: full-time, 2/1 (hours of lectures per week / hours of seminars per week)
Language of instruction: Czech
Level of course: bachelor
Semester: WS 2014/2015
Name of lecturer: prof. PhDr. Miroslav Foret, CSc. (examiner, instructor, lecturer, supervisor)
Prerequisites: none
Aims of the course:
To give a comprehensive overview of the concept and content of integrated marketing communication in public administration. To develop a unified, primary knowledge required for university studies. During the course of the semester students will familiarize themselves with complex marketing communication tools, their potential application and limitations in public administration.
Course contents:
1.Communication and massmedia (allowance 2/2)
2.Corporate communication (allowance 2/2)
a.Corporate identity
b.Corporate culture
c.Corporate image

3.Customer's knowledge as a communication (allowance 2/2)
a.Citizen as a customer
b.Unsatisfied , satisfied and pleased customer

4.Marketing mix as a communication (allowance 4/4)
c.Product, price and place as a marketing communication in the broad sense

5.Marketing communication (allowance 2/2)
a.Promotion as a marketing communication in the narrow sense

6.Advertising and sales promotion (allowance 4/4)
a.Trade fairs and exhibitions -- sales promotion or public relations?

7.Public relations (allowance 2/2)

8.Direct marketing and Internet (allowance 2/2)
9.Marketing communication in public administration (allowance 4/4)
a.Identity, culture and image of towns and places
b.International project Communicating Town
c.Towns unified visual style and communication strategy

Learning outcomes and competences:
Generic competences:
-Ability to create new ideas (creativity)
-Ability to speak and write in mother tongue
-Ethical commitment
-Interpersonal skills
-Skilled at utilizing and processing information

Specific competences:
-Ability to carry out research using adequate methodology
-Ability to use marketing communication tools.
-Identify and solve problems in communication between the public administration and citizens or businesses

Type of course unit: required
Year of study: Not applicable - the subject could be chosen at anytime during the course of the programme.
Work placement: There is no compulsory work placement in the course unit.
Recommended study modules: -
Learning activities and study load (hours of study load):
Type of teaching methodDaily attendance
Direct teaching
     lecture24 h
     practice24 h
     public presentation (oral)2 h
     preparation for exam35 h
     preparation for regular assessment43 h
     preparation for regular testing25 h
     preparation of presentation15 h
Total168 h
Assessment methods:
Ongoing evaluation of the lectures and seminars (tutorials) is based on scoring system. Students have to achieve the specified limits of the minimum number of points (at least 50%), continuous work on a given project and the presentation of a chosen topic for obtain the assessment. The final exam composed of a written or even oral part. The written exam consists two open questions (1/3 points) and eight test, name of WH questions that are evaluated the remaining 2/3 points. The content of the final examination is not only themes presented in lectures, but also topics covered during the seminar. For successful completion of the course, a student have to obtain at least 50% points.
Recommended reading:
TypeAuthorTitlePublished inPublisherYearISBN
RQFORET, M.Marketingová komunikaceBrnoComputer Press2011978-80-251-3432-0
RQFORET, M. et al.Marketingová komunikace ve veřejné správěBrnoMendelova univerzita v Brně2013978-80-7375-772-4
RELABSKÁ, H. -- TAJTÁKOVÁ, M. -- FORET, M.Základy marketingovej komunikácieBratislavaEurokódex2009978-80-89447-11-4
REBELCH, G E. -- BELCH, M A.Advertising and promotion: an integrated marketing communications perspectiveBostonMcGraw-Hill Irwin978-0-07-128440-0
REPELSMACKER, P D. -- GEUENS, M. -- BERGH, J V D.Marketing communications: a european perspectiveHarlow [u.a.Financial Times Prentice Hall2010978-0-273-72138-3


Last modification made by Bc. Vít Karber on 01/06/2015.

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