Szeptember - 2017
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Tantárgy adatlap

Marketing Communication

Tantárgy adatlap letöltése: Letöltés

A tantárgy kódja: 2SM95LEK14D
A tantárgy megnevezése (magyarul): Marketing Communication
A tantárgy neve (angolul): Marketing Communication
A tanóra száma (Előadás + szeminárium + gyakorlat + egyéb): 1+1
Kreditérték: 5
A tantárgy meghirdetésének gyakorisága: 
Az oktatás nyelve: angol
Előtanulmányi kötelezettségek: MBA megelőző követelmények teljesítése
A tantárgy típusa: 
Tantárgyfelelős tanszék: Corvinus MBA Center Egyéb szervezeti egység
A tantárgyfelelős neve: Dr. Horváth Dóra

A tantárgy szakmai tartalma: This is an advertising management, especially practice oriented course. All theoretical frameworks will be illustrated by real life examples; participants of the course will solve practical, real communications problems and dilemmas. The course is designed to provide help for the student:

1. To achieve an understanding of advertising
a. as a part of the overall marketing strategy
b. as a part of the overall communication mix

2. To understand the basic elements of market-focused communication decision making, their underlying conceptual structure and theoretical base

3. To provide a framework and knowledge with which to make more effective market-focused communication decisions (including selecting appropriate message, execution and media)

4. To establish an understanding of the new phenomena of marketing communications, where audiences take on an active participative role in creating and influencing corporate messages

5. To improve communication skills and team spirit by analyzing, writing presenting cases and projects

Évközi tanulmányi követelmények:  Contribution to the work of the sessions: 20 %
(including writing an advertising client brief)

Vizsgakövetelmény:  Project work: 40 %
 Written exam: 40 %

Az értékelés módszere: Evaluation is based on application

Tananyag leírása: Presenations used in the class,
William F. Arens, Michael F. Weigold, Christian Arens (2013): Contemporary advertising and integrated marketing communications. McGraw-Hill/Irwin, New York, 14. ed.

Órarendi beosztás: 1. Introduction: Marketing communication, IMC, Advertising and the company: Classical advertising in the 21st century

2. Emerging communication tools 1.:WOM and Marketingcommunications

3. Emerging communication tools 2.: Short and long-term customer relationship building tools: loyalty programs

4. Briefing

5. Social Branding

6. Strategic Solutions in Marketing Communication

7. Creating Thinking and Planning in Marketingcommunications

8. Final group presentations

(each session is 2 x 80 minutes lesson)

Kompetencia leírása: Skills, competencies, knowledge/experience students might develop:

Idea of the integrated marketing communication, its scope and limits;
Major marketing concepts: positioning, branding reconciled with the phenomenon of marketing communication;
General communication theory and marketing theory combined;
Planning and integrating 1 to 1 communication solutions in the company’s overall strategy,
working and communicating in a group;
Internet and social networks as communication tool, - incorporating in the IMC strategy;
Strategy application;
Establishing common vocabulary with cotemporary artist, graphic designers and copy writers;
Simulation of agency practice, pitch presentation.

Félévközi ellenőrzések: -

A hallgató egyéni munkával megoldandó feladatai: Write an advertising client brief:
Write a brief that invites advertising agencies to solve the communication task that you identify in the case of your company.

Szak neve: executive MBA

Irodalomjegyzék:
Kötelező irodalom:

  • William F. Arens, Michael F. Weigold, Christian Arens (2013): Contemporary advertising and integrated marketing communications. McGraw-Hill/Irwin, New York, 14. ed.

Ajánlott irodalom:

  • Jon Steel - Truth, Lies, and Advertising: The Art of Account Planning. , Wiley, 1998 (Hungarian edition available)
Ajánlott irodalmak:
Kötelező irodalmak:

 
A tantárgy oktatói:

Utolsó módosítás:

Kurzusok

Kurzus kódTipusFélévOktatói


A "Tantárgyfelelős tanszék", a tantárgyfelelős neve a tantárgy oktatói és a kurzusinformációk automatikusan frissülnek a tanulmányi rendszerünk alapján.