Marketing Communication

  • Credits: 6
  • Ending: Examination
  • Range: 2P + 2C
  • Semester: winter
  • Year: 1
  • Faculty of Business Economics with seat in Košice

Teachers

Included in study programs

Corporate Business and Marketing

Teaching results

The aim of the course is to apply theoretical knowledge and knowledge in the field of marketing communication to address specific situations in the activities of companies operating in the current market. After completing the course, the student will gain a comprehensive view of the need for effective marketing communication with emphasis on new trends and their importance in the communication mix of the company.
Knowledge:
Theoretical knowledge from all techniques of marketing communication. Individual work with scientific databases and ability of analysis and synthesis of information that will be presented and used for case study analysis. Creative thinking based on theory. They deepen their skills in working with data, the application of theoretical knowledge in the analysis of experimental results, in interpersonal communication, collaboration as well as the ability to address and receive criticism, skills to present and communicate the results of their findings. Their skills in collaborating using ICT are also deepened here.
Competence:
After completing the course, students will be able to solve the problems from marketing communication with creative and analogical thinking based on theory. The competencies acquired in the teaching process make it possible to creatively assess the basic context in the management of communication activities of business entities and make decisions based on their knowledge. The goal is to achieve a high degree of independence and foresight in a known and unknown environment. Work proactively and responsibly as part of a work team. Application of innovative and creative thinking supported by professional presentation of the results of one's own study or practice.
Skill:
Students know how to successfully target the selected segment, manage marketing communication, comprehensive view of the need for effective marketing communication on various platforms. During the seminars, a space is created for each student to justify the sequence of steps implemented by him, the correctness of understanding and problem solving is verified, while other students are also involved in the discussion. The course of the lesson is managed by the teacher, who responds to a possible critical response of other students and directs the factual controversy of the discussed problem. For student activity, factual comments and observations, the teacher awards points, which are included in the evaluation of the subject. It supports the interest and activity of the listeners. During seminars and exams, the student develops his communication skills and ability to think critically in collective analyzes as well as in the defense of his analyzes and topics.

Indicative content

Lectures:
1. The fundamentals of marketing communication
2. Marketing communication planning
3. Effective strategy for marketing communication
4. Advertising and sales promotion
5. Direct marketing
6. Public relations
7. Sponsorship and personal sales
8. Marketing communication on the Internet 1
9. Marketing communication on the Internet 2
10. Marketing communication in B2B markets
11. International marketing communication
12. Trends in marketing communication
13. Application of the effective marketing communication on practical examples
Seminars:
1. Introduction to the course, acquaintance with the conditions of the continuous evaluation
2. Marketing communication planning and presentation of the individual assignments
3. Planning a marketing communication strategy: individual work
4. Advertising and sales promotion: positive and negative aspects, case study solution
5. Direct marketing: case study solution, application on practical examples
6. Public relations: individual presentation of the practical examples
7. Written test, creating a plan of sponsorship activities of the selected subject
8. Training of objection handling techniques in personal sales
9. Case study: marketing communication on the Internet
10. Case study: marketing communication on the Internet
11. Presentation of semester assignments and discussion
12. Presentation of semester assignments and discussion
13. Presentation of semester assignments and discussion

Support literature

Elementary literature:
PŘIKRYLOVÁ, J. a kol. Moderní marketingová komunikace. Praha: Grada Publishing. 2019. ISBN 978-80-271-2649-1
JUSKA, J. M. Integrated Marketing Communication: Advertising and Promotion in a Digital World. Routledge, 2017, 250 p. ISBN 978-1138695436
LABSKÁ, H. a kol. Marketingová komunikácia. Bratislava: Vydavateľstvo EKONÓM, 2014. 345 s. ISBN 978-80-225-3748-3
Supplementary literature:
RYAN, D. Understanding Digital Marketing. Kogan Page, 432 p., 2014. ISBN 9780749471026
PERSUIT, J. M. Social Media and Integrated Marketing Communication: A Rhetorical Approach. Lexington Books, 2015, 144 p. ISBN 978-1498516167

Syllabus

Lectures: 1. The fundamentals of marketing communication 2. Marketing communication planning 3. Effective strategy for marketing communication 4. Advertising and sales promotion 5. Direct marketing 6. Public relations 7. Sponsorship and personal sales 8. Marketing communication on the Internet 1 9. Marketing communication on the Internet 2 10. Marketing communication in B2B markets 11. International marketing communication 12. Trends in marketing communication 13. Application of the effective marketing communication on practical examples Seminars: 1. Introduction to the course, acquaintance with the conditions of the continuous evaluation 2. Marketing communication planning and presentation of the individual assignments 3. Planning a marketing communication strategy: individual work 4. Advertising and sales promotion: positive and negative aspects, case study solution 5. Direct marketing: case study solution, application on practical examples 6. Public relations: individual presentation of the practical examples 7. Written test, creating a plan of sponsorship activities of the selected subject 8. Training of objection handling techniques in personal sales 9. Case study: marketing communication on the Internet 10. Case study: marketing communication on the Internet 11. Presentation of semester assignments and discussion 12. Presentation of semester assignments and discussion 13. Presentation of semester assignments and discussion

Requirements to complete the course

Full-time study:
Evaluation: total for semester 100%
Continuous assessment: 40%
- teamwork semester assignment - 20%
- written examination - 10%
- activity - 10%
Exam: 60%
Total: exercises + exam - at least 51% for evaluation sufficient and at the same time at least 51% of the exam.
The team for processing the semester assignment consists of 3 members and the selection of team members will be made randomly. The evaluation of the semester assignment is performed as a team. All team members receive the same rating.

Student workload

lectures: 26 h
exercises: 26 h
preparation for the written test: 20 h
preparation for excersises: 26 h
preparation for the final exam: 32 h
preparation team semester assignment: 26 h
Total: 156 hours

Language whose command is required to complete the course

Slovak

Date of approval: 13.02.2023

Date of the latest change: 25.07.2022