Study Guide

Learning outcomes

The student is able to
- explain the concept, contents and characteristics of marketing thought
- use the methods of marketing communication and branding in their professional activity
- draw up a marketing plan
- select appropriate methods and channels for marketing communication and branding.

Implementation and methods of teaching

- Lectures as face-to-face teaching
- Class assignments, 5-10 pcs
- Project assignments, 3-4 units
- On-site presence and participation in discussion
- Literature
• Mooc section
Possible:
- Visits
- Visiting lecturers

Timing and attendance

The lectures will take place between 1.1.–31.5.2024.
Attendance 80%.

Learning material and recommended literature

- Computer program for visual presentations
- Pen and paper
- Camera (mobile phone)
- Senses and brain
- Literature to be announced at the beginning of the course

Learning environment

The course is taught face-to-face.
The Mooc section is carried out independently according to a given timetable.

Contents

The course is taught face-to-face.
The Mooc section is carried out independently according to a given timetable.
The lectures include theoretical parts, audiovisual material and group and individual classroom exercises.
The course involves designing a brand concept for an existing or fictional company, product or innovation.
Where possible, the course aims to organise visits or guest lecturers.
Attendance and participation in discussion are essential to the nature of the course.

Assessment criteria

5
Attended at least 90% of the time.
All tasks done with thought and ambition.
Contributed constructively to the debate.
Demonstrated visual thinking and design skills.

4
Attended at least 90%.
All tasks done with thought and ambition.
Participated constructively in the discussion.

3
Attended at least 80%.
All tasks done with thought.
Participated in the debate.

2
Present at least 80% of the time.
All tasks completed.

1
Attended at least 80%.
Most tasks completed (may require additional tasks).

0 Failed.
Did not attend or complete tasks.

Assessment scale

1-5