Marketing Communication II
The aim of the subject Marketing communication II is to build on the knowledge gained by completing the subject of Marketing Communication, provide the students with a comprehensive view of the basics, procedures and applications of marketing communication in the European context, expand their knowledge of various aspects of marketing communication, acquaint them with the overall view of marketing communication and introduce them the new perspectives on current practice in marketing communication through many examples, case studies and results of marketing researches conducted in the European and national context. After completing the subject, the student knows and is aware of the importance of marketing communication; can apply the acquired knowledge and skills in practice; and is able to identify the key aspects and appeals of marketing communication, whether in the domestic or foreign market. Through practical activities and educational methods used in lectures, the student will acquire and improve their analytical, communication and decision-making skills and will improve in their presentation skills through the presentation of the project.
- ECTS: 1
- Total hours: 13
- Location: online
- Language: English
- Mode of participation: online
- Max participants: 3
- Course code: INV.TRSVL.7
- Category: LANGUAGE AND COMMUNICATION BASIC SKILLS
Prerequisites
No prerequisits
How To Apply
Contact for registration:
Ing. Radovan Savov, PhD., radovan.savov@uniag.sk
Ing. Ingrida Košičiarová, PhD., ingrida.kocisciarova@uniag.sk
1.Integrated marketing communication. (allowance 1/0)
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Factors, levels, barriers, relations between client, agency and IMC, integrated communication plan. |
2.Brand - creation of a specific and unique identity. (allowance 1/0)
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Identity - strategy, value, benefits of brand. |
3.Models of hierarchy of effects / reactions. (allowance 1/0)
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Causes and consequences of irritability / temper induced by advertising, advertising and brand switching. |
4.Segmentation, targeting and positioning. (allowance 1/0)5.Objectives of marketing communication. (allowance 1/0)
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How the communication budget affects turnover - methods of creating communication budget, factors affecting the budget, the budget of the new brand and product. |
6.Advertising. (allowance 1/0)
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Media planning, advertising research. |
7.Public relations. (allowance 1/0)
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Sponsorship. |
8.Sales promotion. (allowance 1/0)
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Direct marketing. |
9.Communication at the point of sale. (allowance 1/0)
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Exhibitions and fairs. |
10.Personal selling. (allowance 1/0)
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Personal selling like tool of marketing communication. |
11.Internet communication. (allowance 1/0)
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Internet, Web sites, advertising on the Internet, E-commerce and online shopping. |
12.Business-to-business (B-to-B) communication. (allowance 1/0)
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Differences between B-to-B and B-to-C marketing - purchasing behaviour of firms and marketing communication, marketing communication and business-to-business environment. |
13.International communication. (allowance 1/0)
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International communication process, cultural differences and marketing communication, the use of international media, international regulation, standardization and adaptation. |
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Andrews, J.C. - Shimp, T.A. 2021. Advertising, Promotion, and other aspects of Integrated Marketing Communications. 10 Edition. Kindle Edition. 752 p. ISBN-13: 978-1337282659 |
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Arens, W. F., Weigold, M. 2020. Contemporary Advertising and Integrated Marketing Communications. 15th Edition. 2020. 768 p. ISBN-13: 978-1260570830 |
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Belch, E.G. 2007. Advertising and Promotion: An Integrated Marketing Communications Perspective. 2nd edition. McGraw-Hill Companies, 2007. 67 p. ISBN13: 9780070581944 |
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Blakeman, R. 2018. Integrated Marketing Communication: Creative Strategy from Idea to Implementation. 3rd Edition. Rowman & Littlefield Publishers, 2018. 368 p. ISBN-10: 153810105X, ISBN-13: 978-1538101056 |
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Clow, K. E., Baack, D. E. 2020. Integrated Advertising, Promotion and Marketing Communications. 9th Global Edition. Publisher: Pearson. 2020. ISBN-10: 129241121X, ISBN-13: 978-1292411217 |
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De Pelsmacker, P., Geuens, M., Van Den Bergh, J. 2017. Marketing Communications: A European Perspective.6th Edition. Publisher: Pearson. 2017. 648 pp. ISBN-10: 129213576X, ISBN-13: 9781292135762 |
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Egan, J. 2007. Marketing Communications. 1st Edition. Thomson Learning, 2007. 459 p. ISBN-13: 978-1844801213 |
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Fill, Ch., Turnbull, S. 2016. Marketing Communications. 7th. Edition. Publisher: Pearson Higher Ed. 2016. 760 pp. ISBN 1292093838, 9781292093833. |
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Kelley, L. D., Donald W Jugenheimer, D. W. 2015. Cases in Advertising Management. 1st Edition. New York: Routledge, 2015. p. 119. ISBN-13: 978-0765622617 |
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Scott, D.M. 2017. The New Rules of Marketing and PR: How to Use Social Media, Online Video, Mobile Applications, Blogs, News Releases & Viral Marketing to Reach Buyers Directly. New Jersey: John Wiley&Sons, 2015.p. 425. ISBN 9781119362470 |
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Smith, PR. 2019. Marketing Communications: Integrating Online and Offline, Customer Engagement and Digital Technologies 7th Edition. Kogan Page. 2019. 672 p. ISBN-10: 0749498641, ISBN-13: 978-0749498641 |
Based on the Agreement with course coordinator
Course registration period: October 1
Required is the active participation of the student at the lectures, as well as the elaboration and presentation of the final project. The final evaluation of the student is given by the current study regulations. Grading is performed according to the ECTS classification scale.
4 - Quality Education
Name of the Faculty: doc. Ing. Ingrida Košičiarová, PhD.
Contact for registration:
Ing. Radovan Savov, PhD., radovan.savov@uniag.sk
Ing. Ingrida Košičiarová, PhD., ingrida.kocisciarova@uniag.sk