SubjectsSubjects(version: 955)
Course, academic year 2023/2024
Applied Marketing - AB501019
Title: Applied Marketing
Guaranteed by: Department of Economics and Management (837)
Faculty: Central University Departments of UCT Prague
Actual: from 2020
Semester: summer
Points: summer s.:6
E-Credits: summer s.:6
Examination process: summer s.:
Hours per week, examination: summer s.:2/2, C+Ex [HT]
Capacity: 20 / 20 (unknown)
Min. number of students: unlimited
State of the course: taught
Language: English
Teaching methods: full-time
Teaching methods: full-time
Note: course can be enrolled in outside the study plan
enabled for web enrollment
Guarantor: Králová Petra Ing. Ph.D.
Is interchangeable with: B501019
This subject contains the following additional online materials
The course is focused on marketing communication tools and their use in practice. Students design their own communication campaign as part of the course.
Last update: Scholleová Hana (10.12.2021)
Literature -

R: De PELSMACHER, P.; GEUENS, M. Marketing Communications – European Perspective. Harlow: Pearson Education Limited, 2017. ISBN: 129213576X.

A: EAGLE, L. Marketing Communications. New York: Routledge, 2015. ISBN-13: 978-0415507714.

A: SOLOMON, M. R. Consumer Behavior – Buying, Having and Being. Harlow: Pearson Education Limited, 2014. ISBN-13: 978-0134129938.

Last update: Botek Marek (21.01.2020)
Syllabus -

1. Marketing trends, introducing marketing communications, managing corporate communication, forms and strategies. Structure of marketing industry.

2. Marketing communications as a strategic marketing tool. Communication process and creating messages – source, signals, decoding, feedback, noise and understanding. Retailer influence, product, services, business-to-business, business-to-customer marketing communication.

3. Segmentation, targeting and positioning (STP) - customer oriented marketing strategies, audience insight – information processing and behaviour.

4. Customer relationship management - business-to-customer and consumers´ buying behaviour, business-to-business markets and purchasers´ behavioural strategies, customer needs and expectations, business to government markets and government behaviour.

5. Integrated marketing communication (IMC) - theory development, analysing the integrated marketing environment, setting clear objectives, campaign proposition, customer insights, the important of creativity, creative tactics, challenges and pillars of creativity. Client – agency relationship and process of modern marketing campaign.

6. Promotion and communication mix (advertising, Public Relations, sales promotion, direct marketing and personal selling).

7. Advertising as a part of IMC campaign - process, factors of effective campaign, the role of creative brief, evolution of advertising campaign. Legal limitation, industry guidelines and ethical issues.

8. Brand Management – IMC and branding process, brand definition, function and brand equity, Creating brand identity, managing brand architecture. Brand repositioning.

9. Public Relations (PR) and sponsorship – general PR and marketing PR, reactive and proactive PR, publicity and media relations as a tool of PR, lobbying, sponsorship, ethics in PR, measuring results.

10. Media Relations and media structure – traditional and electronic, new and social media. e-Commerce and m-Commerce. Media mix and media mix planning – choices, strengths and weakness.

11. Sales Promotion as a part of IMC campaign – process, factors driving increased sales promotion activity, strategic and tactical considerations. Advantages and disadvantages of sales promotion. Retailer perspectives, competitor response, ethical issues.

12. Direct and database marketing, direct and point of purchase marketing - strength and weakness. Ethical issues. Outdoor advertising as a direct contact point.

13. Personal selling and sales management. Retailer and retailer house brands, private labels. In-store merchandising. Event marketing and management. Internet stores and online sales.

14. IMC campaign evaluation – effectiveness, measuring ROI and other indicators, evaluation. Long-term campaign view.

Last update: Botek Marek (21.01.2020)
Course completion requirements -

Zápočet: aktivita na cvičeních a průběžné úkoly (30%), Case Study - Komunikační strategie (70%)

Zkouška: teoretické zvládnutí probíraných témat (v rozsahu přednášek, cvičení a povinné literatury) včetně praktické aplikace na konkrétních příkladech bude prověřeno písemnou zkouškou.

Last update: Botek Marek (21.01.2020)
Teaching methods
Activity Credits Hours
Účast na přednáškách 1 28
Příprava na přednášky, semináře, laboratoře, exkurzi nebo praxi 1.5 42
Práce na individuálním projektu 1.5 42
Příprava na zkoušku a její absolvování 1 28
Účast na seminářích 1 28
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