This document provides a course syllabus for a graduate level marketing communications course at Pan European University. The course examines marketing communication techniques applicable in the V4 countries of Central and Eastern Europe. Over 13 weekly sessions, students will learn about integrated marketing communications, corporate communication, consumer research, promotional planning, creative strategy, advertising, sales promotions, public relations, direct marketing, internet marketing, and new trends. Assessment includes a midterm exam, project, and final exam. Guest lecturers from universities in Slovakia, Czech Republic, Hungary, and Poland will provide regional case studies and insights.

1. Pan European University
Faculty of Economics and Business
Department of Management and Marketing
Course Syllabus
Course Title
Course
Code
Semester Course Hour/Week ECTS
Marketing Communication
in Conditions of V4
countries
BEEX80340 1. Semester
Theory
3
Practice
1 5
Course Type
1. Compulsory Courses X
1.1. Programme Compulsory Course- Economics and management of international
business
X
1.2. University Compulsory Course
2. Elective Courses
2.1. Program Elective Courses
2.2. University Elective Courses
3. Prerequisites Courses
Language of Instruction Slovak, English, Czech
Level of Course
Associate Degree (Short Cycle)
Undergraduate (First Cycle)
Graduate (Second Cycle) - X
Doctoral Course (Third Cycle)
Prerequisites Course(s)
(compulsory)
Marketing
Course Coordinator
Assoc. Prof. Sona Supekova
Ph.D. PEU FEB
sona.supekova@paneuroni.com
Course Lecturers)
Assoc. Prof. Sona Supekova
Ph.D. PEU FEB
sona.supekova@paneuroni.com
Professor PhDr. Miroslav
Foret Ph.D. PEU FEB
miroslav.foret@paneurouni.com
Guest Lecturer
Ass. Prof. Jitka Odehnalova
Ph.D. CZE
jitka.odehnalova@vse.cz
Guest Lecturer
Assoc. Prof. Eva Happ Ph.D.
HU
eva.happ@ktk.nyme.hu
Guest Lecturer
Assoc. Prof. Přemysl Průša
PhD. CZE
premysl.prusa@vse.cz
Guest Lecturer
Ass. Prof. Danuta Szwajca
PL
szwajdan@polsl.pl
Course Assistant(s)/Tutor (s)
Aim(s) of the Course
Marketing Communication in the conditions of V4 countries is a
compulsory course for the graduate students of the International
Business department. This course will examine the theory and
techniques applicable to all the major marketing communication

2. functions: advertising, public relations, direct marketing, sales
promotions, online communication and direct selling. Moreover, it will
provide a knowledge base that will allow students to research and
evaluate a company’s marketing, promotional situation and use this
information in developing effective communication strategies and
programs.
Learning Outcomes of the
Course
On successful completion of this unit, students will be able to:
•Explain the role of the marketing plan and communications plan
within the context of the organization ’s strategy and culture.
•Outline the principles of marketing research, how data can be obtained
through both primary and secondary research and the strengths and
weaknesses of qualitative and quantitative approaches.
•Describe the marketing planning process and the links between each
stage of the process.
•Explain the role of marketing communications andhow the tools of the
communications mix can be coordinated effectively.
•Developmarketing communication plans and brand support activities
based on an understanding of the salient characteristics of the target
audience.
•Explain the importance of developing long term relationships with
customers, channel members, agencies transfer such knowledge to the
development of marketing communication activities.
•Assess various methods of evaluating, measuring and controlling tools
in the marketing communications mix.
COURSE OUTLINE/SCHEDULE (Weekly)
Week Topics
Preliminary Preparation Methodology and
Implementation
(theory T, practice
P, assignment A,
Case studies CS etc)
1
Introduction to Integratedmarketing
communications (IMC). Communication
and Mass media.
Post a note in the assignment
forum and discuss how IMC
differs from traditional
advertising and promotion.
What are some of the reasons
more marketers are taking an
IMC perspective to their
advertising and promotional
programs?Comment on other
posted notes and discuss with
your classmates.
T and CSfrom the
Slovakian conditions. L
2
Corporate Communication. (organization
identity, culture, image)
Corporate strategy, culture,
personality, identity. Image and
reputation of organization. Post
your note in the forum. Discuss
your opinion of examples.
T and CSfrom guest
lecturer (GL).
3
Empirical research in communication with
customers, external influences in consumer
behavior, general andin the V4 countries
conditions-GL.
Describe each of these
influences, explaining how it
might have an impact on
consumer behaviour, and
provide an example of each.
Post your note in the forum.
Theory and CS from
guest lecturer (GL).
4
Promotional plan. Segmentation of market, tools of
marketing communication. CS. GL
Process media planning, media
objectives, media selection,
media context. The choice of
target segments, targeting.
European customer, geographic
and psychographic
segmentation, the specifics of
individual V4 countries.
Positioning, primary and
Theory and CS from
guest lecturer (GL).

3. secondary target groups.
5
Creative Strategy of marketing
communications. CS. GL
Post a note and discuss some of
the various social and
psychological states or needs
that can be used as the basis for
emotional advertising appeals.
Findexamples of ads that use
social and psychological needs
as the basis for their advertising
appeals. Comment on other
posted notes and discuss with
classmates.
Theory and CS from
guest lecturer (GL).
6
Marketing communications: Advertising.
Promotion Opportunity. CS. Midterm
Exam. GL
What are the basic objectives of
advertising?What are the
advertising objectives of firm
from CS? Discuss the pros and
cons of example advertising
campaign. For what type of
companies might this type of
advertising be effective?Do
youagree with example
decision to return to the use of
more conventional ads?Post
answers in the forum.
Comment on other posted
answers and discuss with
classmates.
Midterm exam- written from 5
lessons theory and CS
examples.
T and CSfrom guest
lecturer (GL), A.
7
Trade promotions andpersonal
Selling in V4 countries. CS. GL
Explanation of sales promotion,
exhibition, gifts, promotional
items, samples, price discounts,
communication at the point of
sale, direct mail, telemarketing,
online marketing. Discuss the
differences between examples,
post note and explain.
T and CSfrom guest
lecturer (GL).
8
Publicrelations (sponsoring). CS. GL
Features and functions of PR,
media relations, tools of media
relations, crisis
communications . Post note and
discuss.
T and CSfrom guest
lecturer (GL).
9
Direct marketing andinternet. CS. GL
Research the Internet and
explain why companies like
examples in CS, and others
have been successful in
adopting direct marketing
techniques. Describe the
conditions that contribute to
successful implementation of
such techniques. The
presentation describes a variety
of new Internet advertising
forms including Podcasting,
RSS, social networks and blogs.
Explain what they are. Post
note and discuss.
T and CSfrom guest
lecturer (GL).
10
New trends in the marketing
communications. CS. GL
Guerilla marketing
communications, product
placement, mobile marketing,
viral marketing, Buzz, Word-of-
Mouth etc. Discuss the new
T and CSfrom guest
lecturer (GL).

4. trends in the marketing
communications, choose the
opportunities for IMC.
11
Comparison of marketing communication
trends in V4 countries using the previous Case
studies and marketing research. CS.
Discuss the cultural variables
that marketers must consider in
developing advertising and
promotional programs in a
foreign market. Choose one of
these cultural variables and
discuss how it has created a
problem or challenge for a
company in developing an
advertising and promotional
program in a specific country.
Explain the differences of CS
from each V4 countries.
T and CSfrom lecturer
(L).
12
Marketing communication in public
administration. CSfrom V4 countries.
Doplním ráno v škole, tam
mám učebnicu
T and CSfrom lecturer
(L).
13
Final Exam, presentation of the students
projects, written exam
Groups of students will present
their projects and all students
write exam test.
A, presentation of
student´s projects. L
Required Course Material(s)
/Reading(s)/Text Book (s)
FORET, M. Marketingova komunikace, 3.
Aktualizovane vydani, Computer Press, Brno
2011, 454s. + CD;ISBN 80-251-1041-9
Recommended Course Material
(s)/Reading(s)/Other
FORET, M. a kol. Marketing communication in
public administration. Brno:Mendel University
in Brno, 2013. 132 s. ISBN 978-80-7375-869-1
ASSESSMENT
Semester Activities/ Studies NUMBER WEIGHT in %
Mid- Term 1 20
Attendance 0
Quiz
Assignment (s)
Project 1 40
Presentation/Seminar
Practice (Laboratory, Virtual Court, Studio Studies etc.)
Other (Placement/Internshipetc.)
TOTAL 60
Contribution of Semester Activities/Studies to the Final Grade
Contribution of Final Examination/Final Project 1 40
TOTAL 3 100
ASSESSMENT and EVALUATION METHODS:
Final Grades will be determined according to the Pan European University Graduate Degree
Education and Examination Regulation. The grading components will be as follows:
Midterm Exam 20%
Project 40 %
Final Exam 40%
Total 100%

5. Final grades below:
A = 94 – 100 points = 1
B = 86 – 93 points = 1,5
C = 76 – 85 points = 2
D = 66 – 75 points = 2,5
E = 56 – 65 points = 3
FX = 0 – 55 points = 4
PREPARED BY Assoc. Prof. Sona Supekova Ph.D.
UPDATED 7. 11. 2014
APPROVED Professor PhDr. Miroslav Foret Ph.D.