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Lecturer(s)
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Kantorová Kateřina, Ing. Ph.D.
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Course content
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Marketing communication of organizations, character, specifics and tools. Communication mix and communication with customer. Building a relationship with the customer and the general public. Creating an effective promotional message. Identity and image. The origin and nature of public relations methods. Use of new technologies for PR. Acting on the public through mass media. Media content analysis. Strategic information management. Communication in crisis organization. Campaigns, boycotts, pressure groups. Selected cases of communication studies.
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Learning activities and teaching methods
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Monologic (reading, lecture, briefing), Dialogic (discussion, interview, brainstorming), Skills training, Stimulating activities (simulation, games, drama)
- Contact teaching
- 39 hours per semester
- Preparation for a credit (assessment)
- 13 hours per semester
- Preparation for an exam
- 0 hours per semester
- Home preparation for classes
- 39 hours per semester
- Term paper
- 59 hours per semester
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Learning outcomes
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The main aim of the course is to acquaint students in detail with various tools of communication mix. With an emphasis on those that are currently necessary for modern business in relations with the surrounding entities. A significant part of the course focuses on Public Relations - a tool that has a wider reach for organizations than other communication tools.
A student who has successfully completed the course can: explain the importance of marketing communication and its forms in and around the organization, the importance of building long-term relationships with stakeholders; explain the possibilities arising from the relationship with the media; describe crisis communication issues and steps leading to the lowest impact on the organization's image; enumerate and explain the basic concepts and terms related to the communication of organizations. A student who has successfully completed the course will: orientate in opportunities arising from the environment of the organization (media, customers, competition, general public, etc.) and propose appropriate communication procedure, form and content of the communication; comprehensibly interpret the concepts and terminology associated with marketing communication; A student who has successfully completed the course is able to: independently and responsibly decide on the appropriate steps in marketing communication based on the framework assignment, to coordinate team activities within the framework of a common project according to the framework assignment and allocated resources, include consideration of their ethical dimension in problem solving, communicate comprehensively and convincingly to professionals and lay people about the nature of professional problems and their own opinion on their solution.
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Prerequisites
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unspecified
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Assessment methods and criteria
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Home assignment evaluation, Didactic test
Active participation in exercises min. 75%; elaboration and presentation of seminar work, written test. Distance learning: Credit: Active participation in exercises. Seminar work approved by the teacher. On-line test. Current changes are communicated by the teacher by e-mail.
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Recommended literature
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HALADA, J. (ed.). Marketingová komunikace a public relations: výklad pojmů a teorie oboru. Druhé vydání.. Praha: Univerzita Karlova v Praze, nakladatelství Karolinum., 2023.
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HEJLOVÁ, D. PUBLIC RELATIONS.. Praha, 2015.
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PRINC, Miroslav. Prodávejte tam, kde kupují: jak vyhledávat nové obchodní příležitosti v nové době.. Praha, 2018.
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PŘIKRYLOVÁ, J. Moderní marketingová komunikace. 2., zcela přepracované vydání.. Praha, 2019.
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VYSEKALOVÁ, J. Psychologie reklamy. Online. 5., rozšířené a aktualizované vydání. Expert.. Praha: Grada Publishing., 2023.
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