Course: Commercial communication

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Course title Commercial communication
Course code KMO/9KK
Organizational form of instruction Lecture + Tutorial
Level of course Master
Year of study not specified
Semester Winter and summer
Number of ECTS credits 6
Language of instruction Czech
Status of course unspecified
Form of instruction Face-to-face
Work placements This is not an internship
Recommended optional programme components None
Lecturer(s)
  • Eger Ludvík, Doc. PaedDr. CSc.
Course content
- Objectives and models of commercial communication and their application in company practice; - Media and means of communication; - Theory and practice of advertising. Characteristics of advertising, functions of advertising, creativity in advertising, assessment of the effectiveness of advertising, advertising campaign planning; - New media and means, ATL, BTL, FTL; - Media strategies, a plan of a communication campaign; - Theory and practice of PR. Characteristics of PR, functions of PR, main tools of PR - media relations, internal communication, publicity; - Theory and practice of sales promotion. Characteristics and functions of sales promotion, tools of sales promotion and their application; - Other tools of the communication mix, characteristics, functions and their practical applications; - Fairs and exhibitions. Objectives, focus, preparation and implementation, assessment; - Market research and commercial communication; - Legal regulations and ethics in commercial communication. International specifics; - Crisis communication and its solution.

Learning activities and teaching methods
Interactive lecture, Lecture supplemented with a discussion, Lecture with practical applications, Multimedia supported teaching, Students' portfolio, Task-based study method, Individual study, Students' self-study, Practicum
  • Graduate study programme term essay (40-50) - 50 hours per semester
  • Preparation for an examination (30-60) - 60 hours per semester
  • Preparation for comprehensive test (10-40) - 36 hours per semester
  • Contact hours - 10 hours per semester
prerequisite
professional knowledge
to apply basic knowledge of marketing
to create plan of marketing project
professional skills
to evaluate and to analyse information
learning outcomes
professional knowledge
to explain principles of commercial communication of a company
to prepare plan of promotion
to explain how to use tools of promotion
how to use media for promotion
professional skills
to prepare media brief
to create budget of promotion plan
general eligibility
to be knowledgeable in media literacy
teaching methods
professional knowledge
Lecture supplemented with a discussion
Interactive lecture
Practicum
Multimedia supported teaching
Task-based study method
Students' self-study
Individual study
Students' portfolio
Lecture with practical applications
assessment methods
Combined exam
Seminar work
Group presentation at a seminar
Skills demonstration during seminar
Recommended literature
  • Foret, Miroslav. Marketingová komunikace. Brno: Computer Press, 2011. ISBN 978-80-251-3432-0.
  • Frey, Petr. Marketingová komunikace: to nejlepší z nových trendů. Praha: Management Press, 2011. ISBN 978-80-7261-237-6.
  • Hague, Paul N. Průzkum trhu: příprava, výběr vhodných metod, provedení, interpretace získaných údajů. Praha: Computer Press, 2003. ISBN 80-7226-917-8.
  • Janouch, Viktor. Internetový marketing: prosaďte se na webu a sociálních sítích. Brno: Computer Press, 2010. ISBN 978-80-251-2795-7.
  • Kotler, Philip; Keller, Kevin Lane. Marketing management. 1. vyd. Praha : Grada, 2007. ISBN 978-80-247-1359-5.
  • Kozel, Roman; Mynářová, Lenka; Svobodová, Hana. Moderní metody a techniky marketingového výzkumu. 1. vyd. Praha : Grada, 2011. ISBN 978-80-247-3527-6.
  • Pelsmacker, Patrick de; Bergh, Joeri van den; Geuens, Maggie. Marketingová komunikace. Praha : Grada, 2003. ISBN 80-247-0254-1.
  • Prantl, David; Ptáčková, Karolína. Komerční komunikace. 2., přepracované a rozšířené vydání. 2017. ISBN 978-80-261-0689-0.
  • Přikrylová, Jana a Jahodová, Hana. Moderní marketingová komunikace. Praha: Grada, 2010. ISBN 978-80-247-3622-8.
  • Vysekalová, Jitka a Mikeš, Jiří. Image a firemní identita. Praha: Grada, 2009. ISBN 978-80-247-2790-5.
  • Vysekalová, Jitka. Psychologie reklamy. 4., rozš. a aktualiz. vyd. Praha : Grada, 2012. ISBN 978-80-247-4005-8.
  • Zuzák, Roman a Königová, Martina. Krizové řízení podniku. Praha: Grada Publishing, 2009. ISBN 9788024731568.


Study plans that include the course
Faculty Study plan (Version) Branch of study Category Recommended year of study Recommended semester