Sep 25, 2020   1:35 a.m.      Vladislav        
University information system

Course syllabus BEEX70342 - Marketing Communication (FEP - WS 2020/2021)

     Information sheet          

     Slovak          English          

Pan-european University
Faculty of Economics and Business
Course unit code:
Course unit title:
Marketing Communication
Planned learning activities and teaching methods:
2 hours weekly / 20 hours per semester of study (on-site method)
workshop2 hours weekly (on-site method)

Credits allocated:
Recommended semester/trimester:
-- item not defined --
Level of study:
Prerequisites for registration:
Assessment methods:
Active participation in seminars, during the semester students, will elaborate on two case studies they present. Case studies and presentations make up 40% and written exam 60% of the total evaluation of the subject.
Individual grades of the credit system qualification scale are awarded on the basis of scoring, which reflects the degree of success of the course completion as follows:
A = 94 - 100 points = 1
B = 86 - 93 points = 1.5
C = 76 - 85 points = 2
D = 66 - 75 points = 2.5
E = 56 - 65 points = 3
FX = 0 - 55 points = 4
Learning outcomes of the course unit:
The aim of the course is to provide students with knowledge of marketing communication. The course provides a comprehensive overview of the various forms of marketing communication, focuses on integrated marketing communication of various tools of the communication mix: advertising, public relations, direct marketing, sales promotion, online communication, direct sales. The course is focused on their functions and theoretical foundations, but mainly on practical use, where case studies from marketing practice will be offered. The partial goal is to use theoretical knowledge in the development of communication strategy and communication campaigns to communicate with the consumer.
Course contents:
1. Communication and mass media: similarities and tools of communication, communication process, communication and problem-solving.
2. Communication of the organization, identity, culture, and image of the organization.
3. Integrated marketing communication as a part of the marketing mix.
4. Offering as communication, market segmentation and market coverage, positioning, product, price and distribution as marketing communication tools in a broad sense.
5. Addressing as a starting point of marketing communication.
6. Marketing communication in the narrower sense, promotion, subliminal, hidden and business communication.
7. Advertising, advertising history, forms of advertising, advertising at present. Point-of-sale advertising POS, POP.
8. Promotion of sales, fairs, and exhibitions.
9. Personal selling, sales personality, psychological aspects of personal selling.
10. Public relations, sponsorship.
11. Direct marketing and internet, online marketing, new forms of marketing communication.
12. Social networks and marketing communication, content marketing.
Recommended or required reading:
FORET, M. Marketingová komunikace. Brno: Computer Press , 2011. 484 p. ISBN 978-80-251-3432-0.
PRIKRYLOVA, J. Moderní marketingová komunikace. Praha: Grada, 2010. ISBN 978-80-247-3622-8.
CHOVANOVÁ SUPEKOVÁ, S. Marketing communications in the conditions of V4 Countries. 1st ed. Nitra: ForPress Nitrianske tlačiarne, 2016. 155 p. ISBN 978-80-89731-24-4.

CLOW, K E. -- BAACK, D. Integrated advertising, promotion, and marketing communications. 7th ed. Harlow: Pearson, 2016. 496 p. ISBN 978-1-292-09363-5.
SMITH, P R. -- ZOOK, Z. Marketing communications : offline and online integration, engagement and analytics. 6th ed. London: Kogan Page, 2016. 578 p. ISBN 978-0-7494-7340-2.

Language of instruction:
Courses evaluation:
Assessed students in total: 188

39,4 %23,4 %17,6 %
10,6 %
8,0 %
1,0 %
Name of lecturer(s): doc. Ing. Soňa Chovanová Supeková, PhD. (examiner, instructor, lecturer, person responsible for course)
Last modification: 5. 6. 2020

Last modification made by Mgr. Jozef Sisák on 06/05/2020.

Type of output: