The aim of the module is to teach students the principles of marketing communications in today’s world of information and modern information technology. Students will learn the individual tools of commercial communications at the application level. Attention is to the PR issues as one of the forms of commercial and marketing communications. Emphasis is placed on the application of the communication mix within integrated marketing communications with an emphasis on 360-degree communication.
The connection between theory and practice will be applied in teaching, especially the application of theory on practical examples from practice. The emphasis will be on efficient communication campaigns.
- KOTLER, P., ARMSTRONG, G., HARRIS, L., C., HE, H.: Principles of Marketing, Pearson Education Limited, 2019
- KOTLER, P., KELLER, K. L.: Marketing management. Boston: Pearson, 2016
- GODIN, S.: This is marketing: you can't be seen until you learn to see. London: Penguin Business, 2019