VSFS:NA_CA Communication Audit - Course Information
NA_CA Communication Audit
University of Finance and AdministrationWinter 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.
- Enrolment Statistics (recent)
- Permalink: https://is.vsfs.cz/course/vsfs/winter2024/NA_CA