Czech

Not applicable.

Students obtain integrated knowledge of internal and external communications of the company. They will be qualified to outline the importance of the information, ways of its gathering and utilization in a marketing communication of the company. They will acquire the skills necessary to analyse the company communication, define target groups for the internal and external communications and propose an effective integrated marketing

Students are expected to have the following knowledge and skills when they begin the course:
- basic knowledge of organisation and managerial function and elements
- basic knowledge of social communication

Not applicable.

The course is taught through lectures explaining the basic principles and theory of the discipline.Exercises are focused on practical topics presented in lectures.

The emphasis is on systematic, ongoing work of the students during evaluation. The final assessment is classified according to ECTS and will depend not only on the results of the written examination of knowledge, but also on the active participation of students in controlled lectures (seminars). The aim of evaluation is to test the knowledge, skills and abilities of students working on the project, completing assignments and knowledge test.
Assessment methods (weight of percent):
The proposal paper of the project – 5%
The project – 30%
Lectures – 15%
Knowledge test – 50%

Conception of company - social and cultural system.
Elements of social communication. Process of the communication.
System of society communication. Formalization of the communication. The art of communication. Technology as medium of communication.
Company communication. Internal and external communication. Marketing versus external and internal communication. Target groups of communication.
Importance of information in company communication and ways of their gathering.
Marketing research- process of information gathering.
Communication through mediator. Telephony. Media communication. High technology communication.
Writing communication. Company documents. Administration. Design and form of documents and papers accordance with the EU and CR standards.
Image of the company communication. Role of manager and image of the ompany communication strategy.
Communication barriers. Audit of the company communication.
Communication channels and media.
Social norms and communication, manifestation of the social values dynamism and their relationship to the moral and the legal norms.

Not applicable.

The main objective of the course is to provide students with the necessary knowledge and its practical application in the field of internal and external communications of a firm. Attention is paid to the effectiveness and applicability of the information in the firm marketing communication framework.

Checking of the individual work results on assigned tasks, test. If this condition is not satisfied, the teacher may in justified cases set a make-up condition.

Not applicable.

Not applicable.

KOTLER, P. Marketing management.Praha: Grada Publishing 1998, str.710, ISBN 80-7169-600-5 (CS)
PALMER, S., WEAVER, M.Úloha informací v manažerském rozhodování. Praha: Grada Publishing 2000, str.166, ISBN 80-7169-940-3 (CS)
SMITH, P. Moderní marketing. Praha: Computer Press 2000, str. 518, ISBN 80-7226-252-1 (CS)

FORET, M. Jak komunikovat se zákazníkem. Praha: Computer Press 2000, str.200, ISBN 80-7226-301-3 (CS)
HONEY, P. Tváří v tvář: průvodce úspěšnou komunikaci. Praha: Grada Publishing 1997, str.184, ISBN 80-7169-445-2 (CS)
STUCHLÍK, P., DVOŘÁČEK, M. Marketing na internetu.Praha: Grada Publishing 2000, str.247., ISBN 80-7169-957-8 (CS)
VYSEKALOVÁ, J., MIKEŠ, J. Reklama: Jak dělat reklamu. Praha: Grada Publishing 2003, str.122, ISBN 80-247-0557-5 (CS)