Study programmes / C-EM Economics and Management / Seminář komerční komunikace
Course code:SKK
Course title in language of instruction:Seminar in comercial communication
Course title in Czech:Seminář komerční komunikace
Course title in English:
Mode of completion and number of credits:Fulfillment of requirements (6 credits)
(1 ECTS credit = 28 hours of workload)
Mode of delivery/Timetabled classes:full-time, 0/4; part-time, 0/0
(full-time, hours of lectures per week / hours of seminars per week; part-time, lectures per period / seminars per period)
Language of instruction:Czech
Level of course:master continuing
Semester:WS 2019/2020 - FBE
Name of lecturer:doc. Ing. Lea Kubíčková, Ph.D. (supervisor)
Aims of the course:The aim of the course is to develop students´ practical skills to prepare and implement business and communication strategies. In practical cases, students will get acquainted with the concept of marketing communication, as they are presented in current practice, and will test their knowledge and skills in creating their own projects of communication campaign and business strategies.
Course contents:
1.Marketing communication tools (allowance 0/8)
2.Media in marketing communication (allowance 0/12)
3.Planning a campaign (allowance 0/8)
4.Brand building (allowance 0/8)
5.Principles of brand building (allowance 0/20)

Type of course unit:required
Year of study:Not applicable - the subject could be chosen at anytime during the course of the programme.
Work placement:There is no compulsory work placement in the course unit.
Recommended study modules:none
Assessment methods:participation on projects and their defense
Learning activities and study load (hours of study load)
Type of teaching methodDaily attendanceCombined form
Direct teaching
     practice56 h0 h
     consultation0 h16 h
     preparation for exam52 h80 h
     elaboration and execution of projects60 h72 h
Total168 h168 h

Basic reading list
  • KELLER, K L. Strategické řízení značky. 1st ed. Praha: Grada, 2007. 796 p. Expert. ISBN 978-80-247-1481-3.
  • AAKER, D A. Brand building: budování obchodní značky : vytvoření silné značky a její úspěšné zavedení na trh. 1st ed. Brno: Computer Press, 2003. 306 p. ISBN 80-7226-885-6.
Recommended reading list
  • Key account management: tools and techniques for achieving profitable key supplier status. 4th ed. London: Kogan Page, 2008. 379 p. ISBN 978-0-7494-5277-3.
  • SCOTT, D M. Nová pravidla marketingu a PR: naučte se využívat vydávání zpráv, blogy, podcasty, virální marketing a online média pro přímé oslovení zákazníků. 1st ed. Brno: Zoner Press, 2008. 272 p. ISBN 978-80-86815-93-0.