|
Lecturer(s)
|
-
Machová Adéla, MgA. Ph.D.
|
|
Course content
|
1. Marketing as a process, interconnection of marketing activities. 2. Market concepts and their application, types of markets. 3. Mix of marketing tools depending on marketing goals. 4. Marketing environment of an organization, relationships and market ties. 5. Marketing concept of product, specifics of an intangible product. 6. Pricing strategies and how to use them in the market conditions. 7. Distribution of a product in time and space, availability. 8. Promotion and paid communication tools, marketing trends. 9. Publicity, tools, and strategy of non-paid communication. 10. Advertising campaign and its creation, competitions. 11. Communication process, message, creativity, media. 12. Presentation and types of it, content, rules, training. 13. Creation, presentation, and defence of your own advertising campaign.
|
|
Learning activities and teaching methods
|
|
unspecified
|
|
Learning outcomes
|
The teaching takes up the knowledge of basic marketing categories and focuses on deeper learning of specific marketing tools, methods and strategies, especially in the field of arts and culture. In respect of practical training, the students will attend to individual spheres of integrated marketing communication, and mainly to the communication mix and its trends. They will actively participate in market research, the process of marketing planning, and team creating of an advertising campaign. In order to obtain as wide range of potentially useful skills as possible, they will familiarize with specifics of marketing in various markets related to their specialization. After completing this course the students will be able to participate in team solving of marketing tasks of an organization, but also to perform basic marketing activities on their own, to analyze the marketing situation of a small institution, to perform marketing research, to participate in setting marketing goals and strategies, and to cooperate in integrated marketing communications. The acquired knowledge and artistic creativity will enable the graduates to incorporate easily in marketing activities of not only advertising and other agencies, but all commercial and noncommercial organizations, or to be able to win the market individually.
After completing the course successfully, the student can explain what marketing is, and what kind of decisions marketers must make. The student is able to identify marketing threats and opportunities in real market situations. They can analyze the competitive environment of a company and suggest an appropriate strategy. The student is able to apply marketing trends to the current situation in the market. They are able to explain basic principles of effectiveness of communication campaigns and to recognize functionality of individual marketing tools. The student can design a communication campaign according to the client's brief and can substantiate the communication campaign they propose.
|
|
Prerequisites
|
Successful completion of the previous study
|
|
Assessment methods and criteria
|
unspecified
Written elaboration of expert analysis on a given topic from current practice of current marketing behavior of companies on the Czech market
|
|
Recommended literature
|
-
Frey, P. To nejlepší z nových trendů. Praha, Management Press, 2008.
-
JOHNOVÁ R., ČERNÁ J. a kol. Arts Marketing, Marketing umění a kulturního dědictví. Praha: VŠE, OECONOMICA, 2007. ISBN 978-80-245-1276-1.
-
Karlíček, M. a kol. Marketingová komunikace: jak komunikovat na našem trhu. Praha, Grada Publishing, 2016.
-
Karlíček, M. a kol. Základy marketingu. Praha: Grada, 2013.
-
Keller, K. L. Strategické řízení značky. Praha, Grada Publishing, 2007.
-
KOTLER, P. Moderní marketing. Praha: Grada, 2007. ISBN 978-80-247-1545-2.
-
Levinson, J. C. Guerilla marketing. Brno, Computer Press, 2009.
-
Tahal, R. Marketingový výzkum. Praha, Grada Publishing, 2017.
-
Tomandl, J. Jak účinně oslovit média. Brno, Computer Press, 2011.
-
Vysekalová, J. Emoce v marketingu. Praha, Grada Publishing, 2014.
|