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Course description:• Course provides an integrated overview of the different forms of marketing communications (advertising, direct marketing and online communication, public relations, sales promotion, personal selling). Course focuses on their functions, theoretical background and practical applications. Course methodology:• Classes will involve lectures, group work, class discussions, case studies and guest lectures.Course work:• Final exam (40 % of the evaluation)• Team project (40 % of the evaluation)o Team project involves developing of a communication plan and its presentation. Project will be evaluated with respect to the following criteria: 1) realistic proposal 2) creativity 3) logical and consistent proposal 4) formal level of presentation• Attendance (20 % of the evaluation) is compulsory
COURSE CONTENTIntroduction to Marketing CommunicationsCommunication mix: • ATL and BTL communication• communication businessGetting attention of the target group: • attention-getting devices in marketing communications• theory of adaptation level (contrast effect)• word-of-mouth communication• buzz marketing• guerilla marketing• viral marketingMarketing message:• perception of the target group• motivation of the target group• brand positioning • motivation-oriented messagescommunication based on fear (case study)Advertising Theory and practice of advertising• advertising characteristics• classical conditioning• theory of social learning• functions of advertising (typical advertising campaigns)• creativity in advertising• advertising evaluation • mass media • how to write a creative brief• ethics in advertisingDirect Marketing and Online CommunicationTheory and practice of direct marketing• direct marketing characteristics• measures used in direct marketing• functions of direct marketing (typical campaigns)• direct marketing media• how to write a direct mail• web site characteristics• ethics in direct marketingPublic RelationsTheory and practice of public relations• public relations characteristics• functions of public relations (typical PR campaigns)• media relations• understanding media• how to write a press release• how to prepare a press conference• crisis communication• communication with key opinion leaders• internal communication• ethics in public relationsSales PromotionTheory and practice of sales promotion• sales promotion characteristics• functions of sales promotion (typical campaigns)• shopper marketing• in-store communication• experience marketing• trade fairs and exhibitionsPersonal SellingTheory and practice of personal selling• personal selling characteristics• negotiation processCommunication PlanningThe multi-step process of communication planning• situation analysis• communication objectives• communication strategy• developing a communication plan
Literature:• Fill, Chris: Marketing Communications - Engagement, Strategies and Practice
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