At the CHARLES UNIVERSITY, FACULTY OF SOCIAL SCIENCES and
UNIVERSITY OF ECONOMICS in PRAGUE

PRESENTATIONS IN MARKETING COMMUNICATIONS

Syllabus of the subject Presentations in marketing communications

Definition of presentation skills from the viewpoint of the threefold combination of talent, discipline and techniques.Planning and organizing presentations. Analysing target groups. Types of presentation tools and aids. Techniques of preparing and conducting presentations. Basic style approaches. Assertiveness and responsiveness. Most frequent shortcomings. Challenges and opportunities. Ethics of the presentation process. Presentation as a social style. Analysis of the personality profile of target groups. Virtual presentations.

Brief programme:

1/ Introduction: Talent – Discipline – Technique
2/ Audio-visual aids
3/ Presentation as a story
4/ Presentation as a sales event
5/ Virtual presentation
6/ Communication and presentation as a social style
7/ Presentation and different personality profiles

HISTORY AND THEORY OF PUBLIC RELATIONS

Syllabus of the subject History and Theory of Public Relations

A concise outline of the history of public relations in the context of the overall development of marketing communications. Approaching PR as a means of communication focused on understanding the public’s positive perception and acceptance of communications.
Defining PR in the frame of marketing communications.

PR as part of the marketing mix, dealing with themes rather than products or services. PR as a skill and social science which analyzes trends, envisages their effects, advises and implements programmes benefiting corporations as well as the public. PR practices in establishing and building up relations between corporations and diverse groups of the public (customers, staff, shareholders, voters, general population etc.). Tools employed in PR (events, sponsoring, lobbying).

Curriculum:

1/ Role of PR

PR: what is it?
PR history and development
Ethics and professionalism
PR organizations

2/ Process

Survey
Planning
Communication
Evaluation
3/ Strategies
Public opinion and persuasion
Conflict management
Risks and crisis
PR and legislation
New technologies in PR

4/ Tactics

News release
Newsletter
Brochures
Radio
Television
Web
Speech writing
Presentation
Interview

5/ Application

Firms
Governments
International PR
Non-profit organizations
Education
Entertainment, sport, tourism

6/ Case studies

PR at world exhibitions, representation of the State abroad

THE ROLE OF MARKETING COMMUNICATIONS IN THE TRANSITION TOWARDS A MARKET ECONOMY

Syllabus of the subject Marketing communications in the transition towards a market economy

Brief characteristics:

The aim of the lectures and workshops is to explain the basic features of the economic transformation in the Czech Republic and other countries of Central and Eastern Europe in their move to a market economy, and the role played in this process by marketing communications. The curriculum covers the basic macro-economic characteristics of the transformation, methods of communicating the economic and political changes externally and internally, the gradual introduction of market communication principles, their role in attracting investors and privatization, orientation on the development of the financial market and banking system, global and local approaches, formation of a new consumer environment, changes in the media situation, characteristics of the entities and structures of marketing communications, tripartite relations (customers, agencies, media), challenges and opportunities in marketing communications’ future development.
This subject is presented in English.

Brief curriculum:

1/ New era – emerging market economy and marketing communications (MC)
2/ MC – a tool of the economic transition
3/ MC and investment
4/ MC and privatization
5/ MC and the development of the financial market and banking
6/ The concepts of global and local in MC
7/ Consumer and consumerism in the MC context (debate about the movie “Czech Dream”)
8/ MC and systems (advertisers, agencies, media, target groups, associations, councils, institutions, self-regulation and Code of Advertising Practices)
9/ MC and the media
10/ MC efficiency in the market economy (EFFIE)
11/ Building the brands
12/ Final debate


MARKETING MIX AND COMMUNICATIONS

Lecture curriculum:

Marketing components
Outline of business analysis
Identification of challenges and opportunities
Marketing plan
Marketing goal
Marketing strategies
Product or service positioning strategies
Brand – brand parameters
Development of communication strategies
Tools of marketing communications

MARKETING COMMUNICATIONS AND ADVERTISING

Brief curriculum:

ADVERTISING IN CONTEXT

Marketing and advertising
Marketing mix
Marketing communications
Tools of marketing communications
Advertising
Sequential model of advertising
Sales promotion
Public relations
Personal sale
Direct marketing
Characteristics of marketing communication tools

ADVERTISING – ORGANIZATION AND RELATIONS

20th-century industry
Advertising system – sum total of relationships between four parties:
ADVERTISER – ADVERTISING AGENCY – MEDIA – TARGET GROUP
Relationship: Agency – Client
Relationship: Agency – Media
Rewards and compensations – Economics of the process
Motivation and bonuses
Associations, councils and institutions
Self-regulation and Code of Advertising

PLANNING AND CREATION OF ADVERTISING OUTPUTS

Analyses
Challenges and opportunities
Marketing plan
Marketing goals and strategies
Communication goals and strategies
Terms of reference and creative process

BRAND BUILDING

What is a brand?
Product and brand
Brand value
To what does a brand contribute?
Brand identity
Brand identity planning model
Branding
Positioning

EFFECTIVENESS OF ADVERTISING

Survey
Survey as part of strategic development
Measuring effectiveness
Examples of effectiveness

EFFIE MEDIA AND THEIR PLANNING

What are media?
How to divide media?
Characteristics of media
Media indicators
Production of media plan

EXPO WORLD EXHIBITIONS: PAST AND PRESENT

SPECIAL PROJECT AND WORKSHOP AT CHARLES UNIVERSITY FACULTY OF SOCIAL SCIENCES: “CHARLES UNIVERSITY MARKETING COMMUNICATIONS STRATEGY”

SPECIAL PROJECT AND WORKSHOP AT CHARLES UNIVERSITY FACULTY OF SOCIAL SCIENCES: BRAND CZECH REPUBLIC – MARKETING COMMUNICATIONS STRATEGY PROPOSAL IN COOPERATION WITH GOVERNMENT AGENCIES AND CORPORATIONS