Syllabus
Lectures:
Planning and creating a communication strategy
Advertising campaign planning
Advertising, effective forms of advertising
Communication media
Psychology of advertising, motives in advertising
Use of celebrities in advertising
Preparation and creation of print and television advertising
Evaluation of the effectiveness of the advertising campaign
Digital and online communication channels
Sales promotion actions and tools
Introduction to public relations in sport
Principles of personal selling
Current trends in marketing communication in today's sport
Current tools of marketing communication in today's sport
Seminars:
Preparation and plan of communication strategy for selected sports subjects
Preparation and plan of an advertising campaign for selected sports products
Creating a media plan
Analysis of advertisements, case studies
Presentation of practical projects 1
Psychology of advertising, motives in advertising, case studies
Creating a storyboard
Selection of celebrities for advertising campaign, case studies
Evaluation of the effectiveness of the advertising campaign, examples
Preparation and creation of a plan for an online communication campaign
Implementation of tools to support sales and overall communication strategy
New technologies in marketing communications in sports
Current trends in marketing communication in today's sport, case studies
Presentation of practical projects 2
Annotation
The marketing communication course aims to provide students with an extended view of the issues of planning, preparation and implementation of communication campaigns. The course builds on the basic subject of Marketing.
It presents current modern tools and trends in marketing communication both offline and online. The lectures are supplemented by practical examples and case studies, which the students then process themselves as part of the credits.