B_BR_IMK_k Integrated Marketing Communication

NEWTON University
summer 2026
Extent and Intensity
0/14. 5 credit(s). Type of Completion: zk (examination).
Teacher(s)
Ing. Denis Drexler, Ph.D. (lecturer)
Ing. Julie Holendová (alternate examiner)
Guaranteed by
Ing. Ludmila Hruban, Ph.D., MSc.
Centre for Marketing – Academic Department – NEWTON University
Course Enrolment Limitations
The course is offered to students of any study field.
Course objectives

The course is focused on deepening students’ knowledge and skills in the field of integrated marketing communications, using both traditional (inbound) and new (outbound) marketing approaches. A comprehensive set of expert lectures and seminars examines in detail the individual communication approaches of various brands, including communication through logos and colors, also within an international context, where students are introduced to different cultural aspects of marketing communication with customers. Another key part of the course covers the individual components of marketing communication, such as direct marketing, sales promotion, personal selling, public relations, event marketing, and sponsorship, also within the online marketing environment, including a current focus on social media and guerrilla marketing. By the end of the semester, students should be able to evaluate and propose partial marketing communication approaches for selected companies.

Syllabus

  • Introduction to the course topic, definition and scope of Integrated Marketing Communications (IMC), principles of marketing communication

  • Traditional vs. new IMC approaches (outbound vs. inbound marketing communication, the See–Think–Do–Care framework)

  • Corporate Identity – building corporate image

  • Logo communication and the use of colors in marketing communication

  • Cultural aspects of marketing communication (Part 1)

  • Cultural aspects of marketing communication (Part 2)

  • Advertising: psychological aspects of advertising

  • Advertising: creative advertising

  • Sales promotion, direct marketing, and personal selling

  • Public Relations, event marketing, and sponsorship

  • Online marketing communication

  • Guerrilla marketing

    • Literature
    • BAČUVČÍK, Radim. Teorie a praxe v marketingové komunikaci. Zlín: VeRBuM, 2015. ISBN 978-80-87500-68-2.
    • FILL, Chris; ROSENGREN, Sara; BAINES, Paul. Marketing. Oxford: Oxford University Press, 2017. 732 s. ISBN 978-0-19-874853-3.
    • SVĚTLÍK, J. O podstatě reklamy. Bratislava: Eurokódex, 2012. ISBN 978-80-89447-85-5.
    • KARLÍČEK, Miroslav. Marketingová komunikace. Praha: GRADA Publishing, 2016. 222 s. ISBN 978-80-247-5769-8.
    • JAHODOVÁ, Hana; PŘIKRYLOVÁ, Jana. Moderní marketingová komunikace. Praha: Grada Publishing a.s., 2010, 2010. 320 s. ISBN 978-80-247-3622-8.
    Assessment methods

  • Course credit: preparation of partial case studies (5 topics), presentation of current topics from the field of marketing communication during individual sessions, points awarded for class participation

  • Examination: oral exam; minimum pass rate of 50 %

    • Language of instruction
    Czech
    The course is also listed under the following terms summer 2025.
    • Enrolment Statistics (recent)
    • Permalink: https://is.newton.cz/course/nu/summer2026/B_BR_IMK_k