New Trends in Marketing
- Credits: 4
- Ending: Examination
- Range: 2P + 2C
- Semester: winter
- Year: 1
- Faculty of Business Economics with seat in Košice
Teachers
Included in study programs
Teaching results
The aim of the course is to identify and specify new marketing approaches on specific examples and their practical applications. The student has to demonstrate creative thinking and non-traditional approaches to solving selected marketing problems.
Knowledge:
Know new trends in marketing and the possibility of their implementation in the communication strategy of the company. Know the principles of applying specific types of marketing activities in online and offline environments. Master techniques for measuring the effectiveness of online campaigns.
Competences:
Manage the creation of communication campaigns in the field of trends and their implementation into the company's communication strategy. Ability to apply, depending on the goals of the marketing strategy, a suitable marketing tool based on current trends.
Skills:
Managerial skill in identifying the possibility of applying new trends to the company's marketing strategy. Through the processing of the semester assignment, students will learn teamwork leading to the successful application of individual techniques.
Indicative content
Lecture:
1. Out of Home marketing.
2. Viral marketing.
3. Ambush marketing.
4. Ambient marketing.
5. Mobil marketing.
6. Influencer marketing.
7. Social media marketing.
8. Buzz marketing. Guerilla marketing.
9. Word-of-mouth marketing. Mouth-of-mount marketing.
10. Astroturfing marketing. Undercover marketing.
11. Streetart marketing a Flashmoby marketing.
12. Mosquito marketing.
13. Clean advertising.
Seminars:
1. Organization of work during the semester, credit conditions.
2. Out of Home marketing - application on a specific example.
3. Viral marketing - application on a specific example.
4. Ambush marketing - application on a specific example.
5. Ambient marketing - application on a specific example.
6. Mobile marketing - application on a specific example.
7. Influencer marketing and Social media marketing - application on a specific example.
8. Buzz marketing and Guerilla marketing - application on a specific example.
9. Word-of-mouth marketing. Mouth-of-mount marketing - application on a specific example.
10. Astroturfing marketing and Undercover marketing - application on a specific example.
11. Streetart marketing and Flashmoby marketing - application on a concrete example.
12. Mosquito marketing and Clean advertising - application on a specific example.
13. Evaluation of the semester.
Support literature
EN
Elementary literature: KOTLER, P, KARTAJAVA, H., SETIAWAN, I. 2021: Marketing 5.0. John Wiley & Sons. 2021. 250 p. EAN: 9781119668510 FREY, P. Marketingová komunikace: nové trendy 3.0. Praha: Management Press, Albatros Media, 2017, 212 p. ISBN: 8072613898 GHORBANI, A. Marketing in the Cyber Era: Strategies and Emerging Trends: Strategies and Emerging Trends, IGI Global, 2013, 357 p. ISBN: 1466648651 KARLÍČEK M. - KRÁL P. Marketingová komunikace. Praha: Grada Publishing 2011, ISBN 802473541 MATSUO, T. - COLOMO-PALACIOS, R. Electronic Business and Marketing: New Trends on its Process and Applications. Springer, 2013, 177 p. ISBN: 364237932X Supplementary literature: www.m-journal.cz strategie.hnonline.sk
Syllabus
Lecture: 1. Out of Home marketing. 2. Viral marketing. 3. Ambush marketing. 4. Ambient marketing. 5. Mobil marketing. 6. Influencer marketing. 7. Social media marketing. 8. Buzz marketing. Guerilla marketing. 9. Word-of-mouth marketing. Mouth-of-mount marketing. 10. Astroturfing marketing. Undercover marketing. 11. Streetart marketing a Flashmoby marketing. 12. Mosquito marketing. 13. Clean advertising. Seminars: 1. Organization of work during the semester, credit conditions. 2. Out of Home marketing - application on a specific example. 3. Viral marketing - application on a specific example. 4. Ambush marketing - application on a specific example. 5. Ambient marketing - application on a specific example. 6. Mobile marketing - application on a specific example. 7. Influencer marketing and Social media marketing - application on a specific example. 8. Buzz marketing and Guerilla marketing - application on a specific example. 9. Word-of-mouth marketing. Mouth-of-mount marketing - application on a specific example. 10. Astroturfing marketing and Undercover marketing - application on a specific example. 11. Streetart marketing and Flashmoby marketing - application on a concrete example. 12. Mosquito marketing and Clean advertising - application on a specific example. 13. Evaluation of the semester.
Requirements to complete the course
Evaluation during semester: 40%
- work and activity in exercises – 10%,
- semester assignment – 30%.
Exam: 60%
Total: exercises + exam - at least 51% for the assessment and at least 51% of the exam.
Student workload
- participation in lectures - 26 hours
- work and participation in exercises - 26 hours
- preparation for exercises, processing of semester assignments and preparation for the test - 26 hours
- preparation and passing of the exam - 26 hours
Total: 104 hours
Language whose command is required to complete the course
Slovak
Date of approval: 13.02.2023
Date of the latest change: 21.07.2022