Credits US/ECTS

3/6

Level

Bachelor

Length

14 weeks

Pre-requisite

MKT 248

Contact hours

42 hours

Grading

Letter grade

Date

Class Agenda

Week

1

Sep 01

Topic: Course introduction, assignments, and organizational matters An Introduction to Integrated Marketing Communications

Description: Why does Marketing Communication matter in today's competitive business landscape? We will explore how effective communication strategies, leveraging various media channels and promotional tools, contribute to achieving key marketing objectives.

Reading: Advertising and Promotion, An Integrated Marketing Communications Perspective, 13th edition, McGraw Hill – Ch. 1

Week 2

Sep 08

Topic: Introducing communication

           The Scope of Marketing Communications

Description: Marketing communications plays a vital role in how organizations engage their audiences, convey value, and build relationships. This session introduces the foundational concepts of marketing communications, including its scope, purpose, and tasks, as well as the importance of context and engagement. We will explore how tools, media, and content come together to create impactful campaigns that inform, persuade, and differentiate.

Deadline: CW1: Micro-team “What’s Newz” presentation. (Team 01)

Reading: Marketing Communications, Pearson, 2023 - Ch. 1

Week 3

Sep 15

Topic: The Communication Process

Communication: Theory, Interactivity and Influencers

Description: This session explores the communication process and its application to marketing communication. It introduces key theories, such as linear, interactional, and dialogic models, highlighting their relevance to modern marketing. The role of interactivity, influencers, and word-of-mouth communication in shaping consumer engagement is examined. We will gain insights into how relational communication fosters connections between brands and audiences, translating theory into actionable marketing practices.

Deadline: CW1: Micro-team “What’s Newz” presentation. (Team 02)

Reading: Marketing Communications, Routledge, 2015 - Ch. 2     
 Marketing Communications, Pearson, 2023 – Ch. 2

Week 4

Sep 22

Topic: Integrated Marketing Communications (IMC)

Description: This session focuses on Integrated Marketing Communications (IMC), exploring its importance in creating cohesive and consistent brand messaging across various channels and touchpoints. Key topics include the forces driving IMC, the integration of tools, media, and messages, and strategies for developing effective IMC programs. The main promotional tools (Advertising, Direct marketing, Personal Sales, Public Relations, and Sales Promotion) will be briefly discussed.

We will learn how IMC ensures synergy between marketing efforts to enhance audience engagement and build strong brand value.

In-class IMC plotting activity.

Deadline: CW1: Micro-team “What’s Newz” presentation. (Team 03)

Reading: Marketing Communications, Pearson, 2023 – Ch. 8

Week 5
Sep 29

Topic: The Role of IMC in the Marketing Process  
 Marketing Communications: Strategies and Planning

Description: WHAT are market segmentation, targeting, differentiation, and positioning (STDP), and HOW do they relate to Marketing Communications?

This is another initial step before a proper Integrated Marketing Communications plan can be prepared. Further, the topic explores the strategic and planning aspects of marketing communications. It introduces frameworks for developing effective strategies, including audience targeting, platform selection, and integration of communication tools. Students will learn how to align marketing communication plans with business objectives to achieve measurable results.

In-class AI-supported activity: using AI to generate preliminary audience insights, message angles, and positioning options, followed by critical human-in-the-loop evaluation.

Note: Students may use ChatGPT or a comparable generative AI tool, such as Claude, Gemini, or another suitable AI application.

Deadline: CW1: Micro-team “What’s Newz” presentation. (Team 04)

Deadline: Quiz (in class, BYOD - please bring your own device)

Reading: Advertising and Promotion, An Integrated Marketing   
  Communications Perspective, 13th edition, McGraw-Hill/Irwin,
  2023 – Ch. 2

   Marketing Communications, Pearson, 2023 – Ch. 5

Week 6
Oct 06

Topic: Understanding How Marketing Communications Work: Models and
           Impact

Description: This session explores how marketing communications work, presenting multiple interpretations rather than relying on a single perspective. Key approaches include sequential models, changing attitudes, shaping relationships, creating significant value, and cognitive processing. Students will learn how these models contribute to understanding the effectiveness of marketing communications and their role in engaging audiences, influencing behavior, and building brand relationships. Review for the midterm.

Deadline: CW1: Micro-team “What’s Newz” presentation. (Team 05)

Reading: Marketing Communications, Pearson, 2023 – Ch. 4

Week 7

Oct 13

Topic: Media: Principles, Practice and Formats

Description: This chapter explores the principles and practices of media within marketing communications, offering a structured overview of media classification by form, source, and function. It examines both interactive and linear media formats, detailing their characteristics, user engagement possibilities, and their roles in delivering marketing content. The chapter introduces essential digital media concepts such as search engine marketing, social media platforms, online brand communities, and extended reality, while also covering traditional formats like print, broadcast, outdoor, in-store, and cinema advertising. The chapter helps students understand the strategic role of media selection in delivering effective marketing messages. In-class AI-supported activity: comparing media-channel fit and message variants, with attention to audience relevance and brand consistency.
Note: Students may use ChatGPT or a comparable generative AI tool, such as Claude, Gemini, or another suitable AI application.

Deadline: CW1: Micro-team “What’s Newz” presentation. (Team 06)
Please note that this is the last seminar for completing CW1. Failure to deliver the CW1 presentation by this deadline will result in a deduction of 15 points from the CW1 score, even if the presentation itself is of excellent quality.

Reading: Marketing Communications, Pearson, 2023 – Ch. 15

Week 8

Oct 20

Topic: Mid-Term Oral Exam
Description: The mid-term oral exam will cover all topics and required readings discussed in class from Week 1 through Week 7.

Mid-Term Break October 26 – October 30

Week 9

Nov 03

Topic: Creative Brief and Consumer Insight

Content: Messages, Credibility and Creative Approaches

Description: This session explores creativity in marketing communications, including its challenges and potential pitfalls. It focuses on developing creative messages for different media and on preparing an effective creative brief. The chapter examines the principles of message appeals, credibility, and creative approaches, including storytelling, user-generated content, and the creative process. Students will learn how to develop impactful content that resonates with audiences and aligns with strategic marketing objectives.

In-class AI-supported activity: drafting alternative consumer insights and selected creative brief elements. Students will evaluate the outputs in terms of usefulness, originality, tone, and brand fit.
Note: Students may use ChatGPT or a comparable generative AI tool, such as Claude, Gemini, or another suitable AI application.

Reading: The Creative Brief: Everything You Need to Know – Article https://business.adobe.com/blog/basics/creative-brief

Marketing Communications, Pearson, 2023 – Ch. 14

Week

10
Nov 10

Topic: Media Planning: Concepts and Practices

Description: This chapter delves into the concepts and practices of media planning, focusing on strategies for effectively reaching and engaging target audiences. Key topics include reach, frequency, media mix optimization, and multichannel campaign planning. It also explores modern tools such as programmatic technologies and dashboards, emphasizing their role in monitoring, measuring, and optimizing media performance. Students will gain insights into creating cohesive and impactful media plans. We will also discuss how AI can support preliminary message testing and media-fit reasoning without replacing managerial judgment.

Deadline: CW2: Destination Marketing Mobile App Prototype with Gamification and Edutainment (Team Work). Digital version to be uploaded to NEO by Monday, November 9, at 11:59 pm.

All teams will briefly present their CW2 prototypes in class. Each team will have approximately 6–7 minutes for a structured presentation, followed by brief peer and instructor feedback.

Reading: Marketing Communications, Pearson, 2023 – Ch. 16

No class on November 17 due to a public holiday.

Week

11
Nov 24

Topic: Global Integrated Marketing Communications (GIMC) and Strategies: Exploring the Conversion Funnel

Description: WHAT is GIMC? What are international marketing communication strategies? Case study.

Reading: Scanned on NEO

Week

12
Dec 01

Topic: AI and Immersive Marketing Communications (Integrative Perspective)

How Artificial Intelligence and immersive technologies (AR, VR, XR, metaverse) are reshaping marketing communications.

●        Description: This part introduces Philip Kotler’s Marketing 6.0 framework, highlighting the transition from digital marketing to immersive marketing. We will explore how AI enables hyper-personalization, conversational interfaces, including ChatGPT and comparable generative AI tools, predictive targeting, and immersive storytelling to deepen consumer engagement and build brand attachment.

●        Key Concepts:

o   Evolution of marketing: functional → emotional → digital →

immersive

o   AI as a driver of personalization and predictive communication

o   The “third place” concept: blending physical, digital, and

immersive spaces

o  Case studies: Sephora AR try-on, Nike immersive campaigns, Coca-Cola’s metaverse activations

Reading/materials: Selected materials on Marketing 6.0 and Marketing 7.0, with a focus on AI-supported and immersive marketing communications, available on NEO.

Week 13

Dec 08

Topic: Building Resilient Brands Through Marketing Communications

Description: This chapter focuses on the role of marketing communications in branding, highlighting how it builds brand equity and strengthens consumer relationships. Key topics include brand associations, personalities, ambassadors, and strategies for branding in both B2B and interactive environments. Students will explore how communication fosters intellectual and emotional connections to create strong, lasting brand identities.

Reading: Marketing Communications, Pearson, 2023 – Ch. 7

Week

14
Dec 15

Topic: Final Credit Projects Presentations

Deadline: CW3: Final project – AI-Enhanced Marketing Communication Scenario (Team Work) to be uploaded to NEO by Monday, December 14, at 11:59 pm.

Description: In this final session, students will present their final projects, showcasing their creative and strategic approaches. The presentations will be followed by class discussions and peer feedback, allowing for constructive critique and shared learning. The session will conclude with a brief course evaluation to reflect on key takeaways and overall experiences.

Assignment

Workload (hours)

Weight in Final Grade

Evaluated Course Specific Learning Outcomes

Evaluated Institutional Learning Outcomes*

Class Participation

42

10%

Students need to participate in discussions and express their thoughts and opinions. Preparation is essential, and the use of phones and PCs is restricted unless specifically required for an activity assigned by the teacher

3

CW1:

Assignment 1: Micro-teams

'What's Newz"

20

15%

Practice presentation skills, ability to explain the studied topic to peers, apply key marketing and media terms and theories and demonstrate subject knowledge.

2, 3

Quiz No. 1

10

5%

Ability to find solutions to
a variety of media problems; analytical skills.

Reading in advance will be necessary.

Part of the quiz is preparing a Communication Brief.

1

E1: Mid-term exam

28

25%

Prove through demonstration that discussed theory is correctly understood as well as implemented

1

CW2: Assignment 2 Destination Marketing Mobile App Prototype with Gamification and Edutainment
(Team Work)

30

25%

This task focuses on developing
a mobile app prototype for destination marketing, incorporating innovative elements of gamification and edutainment. Working in teams of 4 students, choose a destination within the Czech Republic or Europe and design an app that promotes its unique attractions, culture, and experiences.

The app should leverage traditional and modern mass media, combining educational content (e.g., historical facts, cultural insights) with interactive gamified features such as challenges, rewards, or quizzes to engage users. Additionally, provide a brief written report (4–5 pages) explaining the app's purpose, key features, media integration, and contribution to effective destination marketing.

The prototype and report will be presented and discussed in class, demonstrating skills in Critical Thinking, Effective Communication, and Effective and Responsible Action.

1,2,3

CW3: Assignment 3
AI-Enhanced Marketing Communication Scenario
(Team Work)

20

20%

Through this assignment, students will demonstrate the ability to:

●        Identify and apply appropriate marketing communication objectives and tools, including AI-enhanced solutions, to address a defined communication problem.

●        Comprehend and apply Integrated Marketing Communications (IMC) principles in the design of a coherent, strategically grounded communication solution.

●        Analyze and evaluate modern marketing communication approaches, including the opportunities and limitations of AI in enhancing relevance, engagement, and effectiveness.

●        Apply critical thinking and professional judgment in assessing ethical, strategic, and practical implications of AI use in marketing communications.

●        Communicate marketing communication concepts clearly and professionally through structured teamwork, appropriate terminology, and effective presentation.

1, 2, 3

TOTAL

150

100%