Marketing Communication and Digital Media

Teachers

Included in study programs

Teaching results

By completing the course, students gain knowledge about the importance of marketing communication as a tool of the marketing mix, about digital media, about models of marketing communication, about the subjects involved in the creation of the marketing mix. Studentsl get familiar with the components of the communication plan, communication, media and creative strategy and their application. They will gain knowledge about the various tools of the communication mix and their position in modern approaches to marketing communication. They will gain an overview of the media market, multimedia and types of media used in digital marketing. In the field of digital media, they will gain knowledge about audio and video formats used in digital marketing communication, their production dimensions and user interaction. They will also gain knowledge about Corporate Identity and its components.
Graduates of the course will be able to identify and analyze the conditions, relationships and processes related to marketing communication and the use of digital media. They will understand the importance of the communication mix. They will be able to prepare a media plan and a digital brief. They can process the basic elements of audio and video format, static graphics for digital marketing communication. They will be able to assess the suitability of the selection of marketing, communication, media, advertising agency and cooperation with them for the selected product and market. They understand new trends in marketing and marketing communication on the Internet and social networks.
Upon successful completion of the course, students will acquire competencies that will enable them to apply themselves in middle management positions in the areas of marketing and marketing communication, both commercial and manufacturing companies, or service companies. They will be able to work in junior positions in marketing, communication, media and advertising agencies They can solve problems of an operational nature in solving issues related to the creation of a communication mix and the setting of its individual elements.

Indicative content

Marketing communication. Marketing communication models. Communication mix tools.
Media market. Communication plan. Digital brief. Communication strategy. Media strategy. Creative strategy. Subjects of digital marketing communication. Controlling in marketing communication. Research in marketing communication. Multimedia, media types. Advertising. Text content of digital marketing. Direct marketing. Event marketing. Static graphics. PR
Media relations. Audiovisual format. Outsourcing of communication activities. Marketing, communication, media, advertising agency Video format. Audiovisual format. Personal sale. Sales Support. Buzz marketing. Content marketing. Direct marketing on the Internet. Corporate Identity. Media relations. Social networks. Internet.

Support literature

1. Drábik, P. a kol.: Marketingová komunikácia a digitálne médiá. Bratislava. 2021. 317s. Vydavateľstvo EKONÓM. 2021. ISBN:978-80-225-4913-4
2. Bohuněk, B.: P.R.činy. Praha. Vydáno vlastním nákladem. 2019. 287 s. ISBN: 978-80-270-6960-6
3. Losekoot, M., Vyhnánková, E.: Jak na sítě. Jan Melvil Publishing. Brno. 2019. 325 s. ISBN: 978-80-7555-084-2
4. Scott, D., M.: Nové pravidlá marketingu a PR. Bratislava. Easton books. 2010. 257s. ISBN: 978-80-8109-149-0
5. Rusbridger, A.: News and how to use it (what to believe in a fake news world). Edinburgh. Canongate. 2020. 316s. ISBN: 978-1-83885-161-3
6. Kahneman, D.: Myslenie rýchle a pomalé. Bratislava. Aktuell. 2019. ISBN: 9788081720567
7. Sálová, A. – Veselá, Z.- Raková, M.: Copywriting. Brno. Computer Press. 2020. ISBN: 9788025150177
8. Jesenský, D.: Marketingová komunikace v místě prodeje. Praha. Grada Publishing 2017. ISBN: 9788027102525. (E-kniha 2019)
9. Kol.: Tvorba úspešného zarábajúceho blogu. Dognet2019. ISBN: 978-80-89969-04-3
10. Young, Miles: Ogilvy o reklamě v digitálním věku. Praha. Svojtka &Co., 2018. ISBN: 978-80-256-2159-2
11. Jirák, J., Köpplová, B.: Masová média. 2. prepracované vyd. Praha. Portál, s.r.o., 2015. ISBN: 9788073674663
12. Schellmann, Bernhard.: Média: Základní pojmy, návrhy, výroba. Praha. Europa-Sobotáles. 2004. ISBN: 8086706060
13. Negroponte, N.: Digitální svět. Praha. Management Press. 2001. ISBN: 8072610465
14. Pavlíček, A.: Nová média a web 2.0. Praha. Oeconomica. 2007. ISBN: 978-80-245-1272-3
15. Macek, J.: Úvod do nových médií. Ostrava. Ostravská univerzita v Ostrave. 2011. ISBN: 978-80-7464-025-4
16. Stratégie (časopisecká literatúra, mesačník)

Syllabus

1. Marketing communication models. Marketing communication models. Communication mix tools. Media market. 2. Communication plan. Budget and schedule. Definition of goals on the Internet, digital brief. 3. Communication strategy. Media strategy. Creative strategy. Subjects of digital marketing communication. 4. Controlling in marketing communication. Research in marketing communication. Multimedia, media types. 5. Advertising. Text content of digital marketing. 6. Direct marketing. Event marketing. Static graphics. Photography, graphics. 7. PR. User interaction of static graphics. 8. Media relations and text preparation. Production dimension of the audiovisual format. 9. Outsourcing of communication activities. Portfolio of communication, marketing, creative and media agency services. Video format in digital marketing communication. 10. Preparation of a brief for a communication agency. Audio format of digital marketing communication. 11. Personal sale. Sales Support. Online sales promotion. 12. Buzz marketing. Content marketing. Direct marketing on the Internet. 13. Corporate Identity (Corporate Design, Corporate Culture, Corporate Communication) Media relations a komunikácia na sociálnych sieťach.

Requirements to complete the course

40% - semester project
60% - written exam

Student workload

Total study load: 208 hours
Participation in consultations: 48 hours
Self-study: 60 hours
Elaboration of a semester project: 54 hours
Preparation for exam: 46 hours

Language whose command is required to complete the course

Slovak, English

Date of approval: 01.04.2022

Date of the latest change: 15.01.2022