Applied Marketing

Course guarantor:

Ladislava Knihová

Lecturer:

Ladislava Knihová

Tutor:

Ladislava Knihová

Supervisor:

Institute of Management Studies

Synopsis:

The Applied Marketing course focuses on modern approaches to Integrated Marketing Communications (IMC). Students will explore key strategies, the use of content, and the role of credibility and creativity in marketing communications. The course combines theoretical knowledge with practical assignments, including designing a mobile app prototype for destination marketing that incorporates innovative elements of gamification and edutainment. Working in teams, students will develop a mobile app concept aimed at promoting unique tourist sites, landmarks, and cultural heritage and creating immersive experiences for selected destinations. In the next phase of the course, students will focus on crafting and executing an IMC campaign element. This task requires creative thinking, the application of key communication process concepts, and the development of practical skills in media plan implementation. Students will create an IMC strategy and design a campaign element that effectively integrates both online and offline media. The final outputs will be presented in class for feedback and discussion.

Requirements:

Successful completion of the introductory marketing course is a prerequisite for enrollment in this course.

Syllabus of lectures:

1.An Introduction to Integrated Marketing Communications

2.The Scope of Marketing Communications

3.Communication: Theory, Interactivity and Influencers

4.Integrated Marketing Communications (IMC)

5.Marketing Communications: Strategies and Planning

6.Creative Brief and Consumer Insight; Content: Messages, Credibility and Creative

Approaches

7.Global Integrated Marketing Communications (GIMC) and Strategies

Syllabus of tutorials:

1.Practical Workshop I

Marketing Communications Strategy Brainstorming

2.Practical Workshop II

Exploring the Scope of Marketing Communications

3.Practical Workshop III

Communication Theory, Interactivity, and the Role of Influencers

4.Practical Workshop IV

Practical Applications of Integrated Marketing Communications (IMC)

5.Practical Workshop V

Marketing Communications Strategies and Planning

6.Practical Workshop VI

Creative Brief and Content Development: Messages, Credibility, and Creativity

7.Practical Workshop VII

Global Integrated Marketing Communications (GIMC) and Strategies

Study Objective:

1.Introduce students to Integrated Marketing Communications (IMC) principles and strategies and their practical applications.

2.Develop students' ability to create credible and creative marketing messages using modern communication tools, including artificial intelligence applications.

3.Teach students to analyze consumer behavior, the role of influencers, and effective audience engagement in marketing campaigns.

4.Enhance practical skills in strategic marketing communication planning and media plan implementation.

5.Enable students to connect theoretical knowledge with real-world scenarios by designing a mobile app for destination marketing and developing an IMC campaign element.

Study materials:

Fill, C., & Turnbull, S. (2023). Marketing communications: Fame, Influencers and Agility (Ninth edition). Pearson.

Kotler, P., Kartajaya, H., & Setiawan, I. (2024). Marketing 6.0: The future is immersive. Wiley.

Additional academic articles and case studies will be available in MOODLE.

Note:

The Applied Marketing course provides practical knowledge and skills in marketing strategy and integrated marketing communications, emphasising creativity, strategic planning, and the analysis of marketing campaign effectiveness.

Time-table for winter semester 2024/2025:

Time-table is not available yet

Time-table for summer semester 2024/2025:

	06:00–08:0008:00–10:0010:00–12:0012:00–14:0014:00–16:0016:00–18:0018:00–20:0020:00–22:0022:00–24:00
Mon	roomDEJ:M105 Knihová L. 12:30–14:00 (lecture parallel1) Dejvice roomDEJ:M105 Knihová L. 12:30–14:00 (parallel nr.1) Dejvice
Tue
Wed
Thu
Fri

The course is a part of the following study plans:

• B-EM-P prezenční studium od 22/23 (compulsory elective course)