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Main menu for Browse IS/STAG
Course info
KMO / KK
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Course description
Department/Unit / Abbreviation
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KMO
/
KK
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Academic Year
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2023/2024
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Academic Year
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2023/2024
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Title
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Commercial Communication
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Form of course completion
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Exam
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Form of course completion
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Exam
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Accredited / Credits
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Yes,
6
Cred.
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Type of completion
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Combined
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Type of completion
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Combined
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Time requirements
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Lecture
2
[Hours/Week]
Tutorial
1
[Hours/Week]
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Course credit prior to examination
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Yes
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Course credit prior to examination
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Yes
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Automatic acceptance of credit before examination
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Yes in the case of a previous evaluation 4 nebo nic.
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Included in study average
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YES
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Language of instruction
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Czech
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Occ/max
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|
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Automatic acceptance of credit before examination
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Yes in the case of a previous evaluation 4 nebo nic.
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Summer semester
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0 / -
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0 / -
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0 / 0
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Included in study average
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YES
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Winter semester
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0 / -
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0 / -
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0 / -
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Repeated registration
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NO
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Repeated registration
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NO
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Timetable
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Yes
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Semester taught
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Summer semester
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Semester taught
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Summer semester
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Minimum (B + C) students
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10
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Optional course |
Yes
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Optional course
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Yes
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Language of instruction
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Czech
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Internship duration
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0
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No. of hours of on-premise lessons |
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Evaluation scale |
1|2|3|4 |
Periodicity |
každý rok
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Evaluation scale for credit before examination |
S|N |
Periodicita upřesnění |
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Fundamental theoretical course |
No
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Fundamental course |
No
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Fundamental theoretical course |
No
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Evaluation scale |
1|2|3|4 |
Evaluation scale for credit before examination |
S|N |
Substituted course
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None
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Preclusive courses
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N/A
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Prerequisite courses
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N/A
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Informally recommended courses
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N/A
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Courses depending on this Course
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N/A
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Histogram of students' grades over the years:
Graphic PNG
,
XLS
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Course objectives:
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To clarify the content and goal of all the forms of commercial communication, to explain their functions and direct students to mastering the ability of their practical and integrated application in accordance with the set communication objectives. To highlight the need of mutual communication of the business partners on the market and to practice the use of various tools of commercial communication.
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Requirements on student
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To be awarded credit the students are expected to gain 10 points from seminar activities.
succeed in having their term papers - a plan of a communication campaign in accordance with the particular assignment - passed.(4 points, manadatory requirement).
Seminar activities = 10 points (6 poins, mandatory requirement).
Student has two attempts to submit seminar work.
Activities will be specified on Courseware.
The exam consists of a written test and an oral exam and it focuses on the proposed plan of a communication campaign. Evaluation: 90-100 % A (1), 80-89 % B (2), 70-79 % C (3), 69 and less % D (4).
Students have to show the necessary knowledge in a selected communication strategy and relevant means for the task implementation in the field of a company commercial communication.
The specifications of the requirements for the students of the combined form of studies are to be found in the COURSEWARE.
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Content
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Objectives and models of commercial communication and their application in company practice;
Media and means of communication;
Theory and practice of advertising. Characteristics of advertising, functions of advertising, creativity in advertising, assessment of the effectiveness of advertising, advertising campaign planning;
New media and means, ATL, BTL, TTL;
Media strategies, a plan of a communication campaign;
Theory and practice of PR. Characteristics of PR, functions of PR, main tools of PR - media relations, internal communication, publicity;
Theory and practice of sales promotion. Characteristics and functions of sales promotion, tools of sales promotion and their application;
Other tools of the communication mix, characteristics, functions and their practical applications;
Fairs and exhibitions. Objectives, focus, preparation and implementation, assessment;
Market research and commercial communication;
Legal regulations and ethics in commercial communication. International specifics;
Crisis communication and its solution.
Application using case studies.
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Activities
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Fields of study
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Guarantors and lecturers
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Literature
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Basic:
Kotler, Philip; Keller, Kevin Lane. Marketing management. 14. vyd. Praha : Grada, 2013. ISBN 978-80-247-4150-5.
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Basic:
Kotler, Philip; Keller, Kevin Lane. Marketing management. 15e. 2018. ISBN 978-93-325-5718-5.
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Basic:
Foret, Miroslav. Marketingová komunikace. 3., aktualiz. vyd. Brno : Computer Press, 2011. ISBN 978-80-251-3432-0.
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Basic:
Přikrylová, Jana; Jahodová, Hana. Moderní marketingová komunikace. 1. vyd. Praha : Grada, 2010. ISBN 978-80-247-3622-8.
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Basic:
Vysekalová, Jitka; Mikeš, Jiří. Reklama : jak dělat reklamu. 4., aktualizované a doplněné vydání. 2018. ISBN 978-80-247-5865-7.
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Recommended:
Vysekalová, Jitka; Mikeš, Jiří. Image a firemní identita. 1. vyd. Praha : Grada, 2009. ISBN 978-80-247-2790-5.
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Recommended:
Janouch, Viktor. Internetový marketing, přilákejte návštěvníky a maximalizujte zisk. Brno, 2020. ISBN 978-80-251-5016-0.
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Recommended:
Belch, George E.; Belch, Michael A. Introduction to Advertising and Promotion : An Integrated Marketing Communications Perspective. 3nd ed. Boston : Irwin, 1995. ISBN 0-256-13696-3.
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Recommended:
Prantl, David; Ptáčková, Karolína. Komerční komunikace. 2., přepracované a rozšířené vydání. 2017. ISBN 978-80-261-0689-0.
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Recommended:
Semerádová, Tereza; Weinlich, Petr. Marketing na Facebooku a Instagramu : využijte naplno organický dosah i sponzorované příspěvky. 1. vydání. 2019. ISBN 978-80-251-4959-1.
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Recommended:
Eger, Ludvík; Petrtyl, Jan; Kunešová, Hana,; Mičík, Michal; Peška, Martin. Marketing na internetu. 1. vydání. 2015. ISBN 978-80-261-0573-2.
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Recommended:
Pelsmacker, Patrick de; Bergh, Joeri van den; Geuens, Maggie. Marketingová komunikace. Praha : Grada, 2003. ISBN 80-247-0254-1.
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Recommended:
Jesenský, Daniel. Marketingová komunikace v místě prodeje : POP, POS, in-store, shopper marketing. První vydání. 2018. ISBN 978-80-271-0252-5.
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Recommended:
Tahal, Radek. Marketingový výzkum : postupy, metody, trendy. První vydání. 2017. ISBN 978-80-271-0206-8.
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Recommended:
Kozel, Roman; Mynářová, Lenka; Svobodová, Hana. Moderní metody a techniky marketingového výzkumu. 1. vyd. Praha : Grada, 2011. ISBN 978-80-247-3527-6.
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Recommended:
Vysekalová, Jitka. Psychologie reklamy. 4., rozš. a aktualiz. vyd. Praha : Grada, 2012. ISBN 978-80-247-4005-8.
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Recommended:
Postler, Milan; Bárta, Vladimír. Retail marketing : (přepracované vydání). 2020. ISBN 978-80-907529-1-7.
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Recommended:
Sedláková, Renáta. Výzkum médií : nejužívanější metody a techniky. Vydání 1. 2014. ISBN 978-80-247-3568-9.
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On-line library catalogues
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Time requirements
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All forms of study
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Activities
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Time requirements for activity [h]
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Graduate study programme term essay (40-50)
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40
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E-learning [dáno e-learningovým kurzem]
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10
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Preparation for an examination (30-60)
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60
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Presentation preparation (report) (1-10)
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7
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Contact hours
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39
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Total
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156
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Prerequisites
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Knowledge - students are expected to possess the following knowledge before the course commences to finish it successfully: |
to apply basic knowledge of marketing |
Skills - students are expected to possess the following skills before the course commences to finish it successfully: |
to create plan of marketing project |
to plan and design media brief |
to prepare marketing project |
Competences - students are expected to possess the following competences before the course commences to finish it successfully: |
to evaluate and to analyse information |
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Learning outcomes
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Knowledge - knowledge resulting from the course: |
to explain principles of commercial communication of a company |
to prepare plan of promotion |
to explain how to use tools of promotion |
how to use media for promotion |
Skills - skills resulting from the course: |
to prepare media brief |
to create budget of promotion plan |
Competences - competences resulting from the course: |
N/A |
to be knowledgeable in media literacy |
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Assessment methods
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Knowledge - knowledge achieved by taking this course are verified by the following means: |
Combined exam |
Seminar work |
Group presentation at a seminar |
Skills demonstration during practicum |
Test |
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Teaching methods
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Knowledge - the following training methods are used to achieve the required knowledge: |
Lecture supplemented with a discussion |
Interactive lecture |
Multimedia supported teaching |
Task-based study method |
Self-study of literature |
Skills - the following training methods are used to achieve the required skills: |
Seminar |
Practicum |
Self-study of literature |
Students' portfolio |
Case studies |
Competences - the following training methods are used to achieve the required competences: |
Task-based study method |
Individual study |
Case studies |
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