New Trends in Marketing Communication

Course guarantor:

Lecturer:

Tutor:

Supervisor:

Institute of Management Studies

Synopsis:

The course is based on the dynamic evolution of marketing in connection with AI and new-age technologies, focusing on emerging approaches in marketing communication such as marketing in the metaverse, blockchain, multisensory marketing, hyper-personalization, and other innovative strategies.

Requirements:

Active participation in lectures and seminars, case study analyses, and a final project presentation. The seminar program focuses on applying theoretical knowledge to practice students engage in seminar activities, present their findings, participate in discussions, and defend their proposals.

Syllabus of lectures:

1.Introduction to Marketing 6.0: From Multi to Omni to Meta Marketing

2.Technological Trends in Marketing 6.0

3.Generation Z and Alpha: Phygital Natives

4.Immersive Marketing: Engaging the Customer

5.The Future of Customer Experience: Integration of Physical and Digital Worlds

6.Metamarketing: Bridging Physical and Digital Experiences

7.Hyper-Personalization Using Artificial Intelligence

8.Sustainability as a Key Element of Modern Marketing

9.New Content Formats: Short Videos and Visual Media

10.Marketing in the Metaverse: Virtual Worlds and Their Potential

11.Multisensory Marketing: Engaging All Customer Senses

12.Ethical Aspects and AI Safety in Marketing

13.Innovations in Digital Commerce: The Customer Journey as an Experience

in E-commerce

14.The Future of Marketing: How Technology Shapes New Strategies

Syllabus of tutorials:

1.Marketing 6.0: What Lies Ahead? Interactive Introduction to the Course

2.Designing an Immersive Customer Experience

3.Analysis of Marketing Strategies for Generation Z and Generation Alpha

4.Create Your Own Virtual Experience Immersive Campaign in Action

5.Customer Experience in the New Era How to Connect the Digital and

Physical Worlds

6.The Future of Shopping Designing an Immersive Experience for Retail Stores

7.My Digital Self Design Your Avatar for the Metaverse

8.Analysis of Sustainability Programs in the Airline Industry

9.Micro-Moments and Media Strategies

10.The Future of Marketing Designing a Campaign in the Metaverse

11.Exploring Multisensory Marketing Strategies

12.From Algorithm to Accountability: Designing Ethical and Responsible AI

13.Marketing Lexicon of the Future Discussion on New Terminology and Concepts

14.Capstone Seminar: Future Marketing Strategies

Study Objective:

Students will gain an overview of the latest trends in marketing communication, learn to apply innovative technologies and strategies in practice, including AI and related applications such as generative multimodal models, and understand the challenges brought by digital transformation and new-age technologies.

Study materials:

Kotler, P. et al. Marketing 6.0: The Future is Immersive

Academic articles and studies on relevant topics

Note:

The course reflects the latest developments in marketing, emphasizing immersive technologies, hyper-personalization, and the metaverse.

Further information:

No time-table has been prepared for this course

The course is a part of the following study plans:

• B0413P050061 Ekonomika a management (profesní studijní program) - počínaje od ZS 2023/2024 (compulsory elective course)
• B0413P050061 Ekonomika a management (OZ101 Marketing) od ZS 2023/2024 (compulsory elective course)
• B0413P050061 Ekonomika a management (OZ102 Personální management) od ZS 2023/2024 (compulsory elective course)
• B0413P050061 Ekonomika a management (OZ103 Řízení firemních procesů) od ZS 2023/2024 (compulsory elective course)
• B0413P050061 Ekonomika a management (OZ104 Účetnictví) od ZS 2023/2024 (compulsory elective course)
• B0413P050061 Ekonomika a management (OZ105 Manažerská informatika) od ZS 2023/2024 (compulsory elective course)
• B0413P050061 Ekonomika a management (OZ106 Obchodní podnikání) od ZS 2023/2024 (compulsory elective course)