NA_CA Communication Audit

University of Finance and Administration
Winter 2024
Extent and Intensity
1/1/0. 3 credit(s). Type of Completion: z (credit).
Guaranteed by
Ing. Radek Turčáni
Subdepartment of Social Sciences – Department of Social Sciences – Departments – University of Finance and Administration
Contact Person: Dita Egertová
Prerequisites
Knowledge of general marketing communication and basic understanding of media environment.
Course Enrolment Limitations
The course is offered to students of any study field.
Course objectives
After completing the course, students will be able to choose the right media for given/chosen marketing aim/campaign and understand the process of planning and implementing media plan in IMC´s. Student will be able to use the team to create a real media plan for marketing or advertising campaign, including its evaluation and measurement.
Learning outcomes
Student will be able: - To understand Czech media market for practical use in planning media plan, - To understand basic media terminology, - To understand process of media planning including the distribution of finance avalaible, - To understand process of media buying, - To prepare draft Media Plan, - To evaluate advertising campaign.
Syllabus
  • 1/ General Introduction to Media Theory, media vocabulary 2/ Media and marketing: understanding the role of media in marketing and opposite 3/ Publicum vs. Customer, Identification of target groups for chosen to purpose/aim in the context of Digital Age 4/ IMC and how media plan works as the part of strategic planning 5/ What is media planning in general: media planning and buying in the context of IMC 6/ Selection of right media (new vs. old), specification of media formats and their contribution to advertising 6/ The Essentials of Creating the Media Plan in context of IMC 7/ Creating the media plan 8/ Evaluating the media plan and post buy analyses including the customer research
Literature
    required literature
  • Kelley, Larry, et al. Advertising Media Planning : A Brand Management Approach, Routledge, 2015. ISBN 978-0765640901
  • KATZ, Helen E. The media handbook: a complete guide to advertising media selection, planning, research, and buying. 6th edition. New York, 2017. ISBN 978-113-8689-152
  • MCDONALD, Malcolm a Hugh WILSON. Marketing Plans: How to prepare them, how to profit from them. 8th edition. West Sussex, printed USA: Wiley, 2016. ISBN 9781119217138.
    recommended literature
  • JUSKA, Jerome M. Integrated Marketing Communication: Advertising and Promotion in a Digital World. New York: Routledge, 2018. ISBN 978-1-315-52681-2.
  • BLAKEMAN, Robyn. Integrated Marketing Communication: Creative Strategy from Idea to Implementation. 2nd edition. London, printed in USA: Rowman & Littlefield Publishers, 2018. ISBN 978-1-4422-2121-5
  • KOTLER, Philip, Hermawan KARTAJAYA a Iwan SETIAWAN. Marketing 5.0: Technology for Humanity. New Jersay, Canada: Wiley, 2021. ISBN 978-1-119-66854-1.
  • DAN S., Kennedy. Magnetic Marketing: How to attract a flood of new customers that pay, stay and refer. USA: Forbes Books, 2018. ISBN 978-1-946633-74-3.
Teaching methods
Interactive lectures, focused discussions about practical and demonstrative examples of plans and campaigns, individual preparation of practical media plan
Assessment methods
Assesment methods: Credit and exam (z / ZK 5 Cr.) Credit is awarded on successful participation on group project, 75% attendance and presentation of group project. By the project is meant the media plan for selected marketing campaign. Each group has max. 2 members. Further information will be provided through the course on IS in the folder Study materials. Examination: the mark is awarded on the base of written test. The test verifies the knowledges achieved through the lessons. Student with ISP status or the student who didn´t attend the lessons min. from 75% will write the course project alone.
Language of instruction
English
Further comments (probably available only in Czech)
The course can also be completed outside the examination period.
Information on the extent and intensity of the course: 12 hodin KS/semestr.
Teacher's information
All study materials based on recommended literature will be available on IS in the folder Study materials. Assumptions: Students ability to understand marketing theory and to consider possible applications/options into the practical marketing processes/campaigns in the structure of marketing communication.
The course is also listed under the following terms Winter 2022, Winter 2023.
  • Enrolment Statistics (recent)
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