Last update: PhDr. Josef Voráček, Ph.D. (03.05.2022)
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.
Aim of the course
Last update: PhDr. Josef Voráček, Ph.D. (30.09.2023)
Students will gain an overview of marketing communication in sports, its practical use, preparation of communication campaigns and current trends in this area. They will gain the necessary orientation for working with different types of communication media, for creating the content of communication campaigns and for evaluating the effectiveness of individual communication tools.
Upon completion of the course, students will be able to:
compile and prepare a holistic marketing communication strategy for a sports organization
design and prepare a communication and advertising campaign for a sports organisation
prepare and create communication materials including offline and online communication messages
define, describe and explain the evaluation of the effectiveness of marketing communication
define, describe and explain current trends in marketing communication in sport
The student is able to apply the above to practical examples of sports organisations in the Czech Republic and worldwid
Course completion requirements
Last update: PhDr. Josef Voráček, Ph.D. (03.05.2022)
Credit:
processing of partial practical projects
Exam:
elaboration, presentation and defense of a complex practical project of marketing communication
Literature
Last update: PhDr. Josef Voráček, Ph.D. (03.05.2022)
OGILVY, D. Ogilvy on Advertising. 4. vydání. Welbeck Publishing Group, 2007. ISBN 978-1-85375-615-3. VAN DEN BERGH, J., BEHRER, M. How cool brands stay hot: Branding to Generations Y and Z. Kogan Page Publishers, 2016. MILLIGAN, A. Brand it like Beckham: The story of how brand Beckham was built. 2nd edition. London: Marshall Cavendish Business, 2010. ISBN 978-981-4276-93-1. PRINGLE, H. Celebrity Sells. 1st edition. West Sussex, UK: John Wiley & Sons Ltd, 2004. ISBN 978-0-470-86850-8. VORÁČEK, J., ČÁSLAVOVÁ, E. Effects of sports personalities in marketing communication on the purchasing preferences of Generation Y. Acta Universitatis Carolinae Kinanthropologica. 2019, vol. 55, no. 2. p. 107 – 127. ISSN 1212-1428. DOI: 10.14712/23366052.2019.10. VORÁČEK, J. New perspectives of corporate identity in sports organizations. Acta Universitatis Carolinae Kinanthropologica. 2014, vol. 50, no. 2. p. 30 – 40. ISSN 1212-1428. VORÁČEK, J. Trends and Tools in Marketing Communication in Today’s Sport. In KUSÁ, A., ZAUŠKOVÁ, A., BUČKOVÁ, Z. Marketing Identity 2019: Offline Is the New Online. Trnava: Univ SS Cyril & Methodius Trnava-UCM Trnava, 2019, s. 390-400. ISBN 978-80-572-0038-3. ISSN 1339-5726. ČÁSLAVOVÁ, E., VORÁČEK, J. Marketing Trends in Social Networking Sites Usage in Sport. In ČÁBYOVÁ, L., RYBANSKÝ, R., BEZÁKOVÁ, Z. Marketing Identity 2018: Digital Mirrors, PT I. Trnava: Univ SS Cyril & Methodius Trnava-UCM Trnava, 2019, s. 36-47. ISBN 978-80-8105-985-8. UT-WOS: 000467818300003. VORÁČEK, J., BERNARDOVÁ, M. Athletes vs. bloggers: influence on purchase preferences of the Generation Z. AUC KINANTHROPOLOGICA, 2021, 57.1: 92-108.
Requirements to the exam
Last update: PhDr. Josef Voráček, Ph.D. (03.05.2022)
Credit:
processing of partial practical projects
Exam:
elaboration, presentation and defense of a complex practical project of marketing communication
Syllabus
Last update: PhDr. Josef Voráček, Ph.D. (03.05.2022)
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
