Course contents:

1. Terminology of marketing communication. History of advertising. Role of communication in the marketing mix, communication process - components, instruments and functions.

2. Theory and development of communications. New trends.

3. Strategy and planning of marketing communications.

4. Communication research and measuring of efficiency.

5. Factors micro and macro environment influencing the creation of communication mix.

6. Consumer’s behavior and communication opportunities.

7. Advertising market in the Czech Republic. Regulation and Ethics

8. Creative strategies and methods for producing new ideas

9. Means of advertising, media policy and evaluation of efficiency.

10. Sales promotion. Means and techniques of sales promotion, efficiency.

11. Public relations. Publicity. Communication means in the public relations.

12. Sponsoring. History, characters.

13. Commercial exhibitions and fairs

14. Event marketing

15. E-marketing, guerilla marketing, viral marketing (new trends)

16. Direct marketing. Forms of direct marketing.

17. Case studies and students presentations