BA_Adv Advertising

University of Finance and Administration
Winter 2012
Extent and Intensity
2/1. 6 credit(s). Type of Completion: zk (examination).
Teacher(s)
PhDr. Karel Eliáš, CSc. (seminar tutor)
Guaranteed by
PhDr. Karel Eliáš, CSc.
Subdepartment of Management and Marketing – Department of Economics and Management – Departments – University of Finance and Administration
Contact Person: Květoslava Dolejšová
Timetable of Seminar Groups
BA_Adv/cMCPH: each odd Wednesday 12:15–12:59 E304, each odd Wednesday 13:00–13:45 E304, K. Eliáš
BA_Adv/pMCPH: each even Tuesday 12:15–12:59 E304, each even Tuesday 13:00–13:45 E304, each even Wednesday 12:15–12:59 E304, each even Wednesday 13:00–13:45 E304, K. Eliáš
Prerequisites
Assumptions: 1/ to pass sucessfully 1.grade 2/ student,s ability to understand marketing theory and to consider possible applications/options into the practical Advertising processes/campaigns/programmes.
Course Enrolment Limitations
The course is offered to students of any study field.
Course objectives
Goal of the subject: to develope further a sound knowledge base of a modern marketing and its implications for marketing communication incl.marketing mix ( i.e.product,price,place and promotion) and marketing communication mix with a specific focus on Advertisement as the historically oldest marketing activity.Consequently students should be able to assess,modify and propose various Advertisement processes,campaigns and programmes( in a team and/or individually).Completing the course students of marketing communication gain a substantial knowledge base which enables them to work with the basic concepts of the field of study, understand the logics, connections and links between the individual analytic, creative and strategic activities aiming to come up with an effective advertising communication and advertising campaign. Graduates of this course will also be able to apply theoretical findings and knowledge to preparing the project of an advertising communication strategy and generate a basic creative concept of that particular client assignment. They will able to understand the context, relations and synergic effects of the involvement of advertising in collaboration with other marketing communication tools.
Syllabus (in Czech)
  • Programme: THEORETICAL PART OF THE COURSE 1. Brief overview of advertising development in our country in the European and global context 2. Advertising as a specific tool of marketing communication: corporate communication of manufacturer/producer and seller/retailer - goals, means, media, advertising budget, marketing strategies of product life cycle. 3. Models of advertising functioning icl. Advertising effectiveness measurement. 4. Advertising strategy – segmentation, targeting and positioning: target audience groups and specificity of addressing them, advertising campaigns and their specificity 4.Branding ( brand,image,goodwill). 6. Creative advertising strategy – message, appeal, information, format, implementation PRACTICAL PART OF THE COURSE 7. Client´s brief – message, content, requirements: particular brief –assignment 1 – creative work for 5-member teams 8. Collective team presentation - assignment 1: teams will present as selected by teacher 9. - Collective team presentation - assignment 1: teams will present as selected by teacher 10. Client´s brief– assignment 2: teams will present as selected by teacher 11. Collective team presentation - assignment 2: teams will present as selected by the teacher 12. Collective team presentation - assignment 2: teams will present as selected by teacher 13. Final knowledge test
Literature
    required literature
  • • CLOW,K.E.-BAACK,D.:Integrated Advertising, Promotion and Marketing Communications.Pearson Prentice Hall 2010(5th ed.).ISBN - 10:0-13-815737-5
  • CLOSE,G.A.(ed.): Online Consumer Behavior:Theory and Research in Social Media, Advertising and E-tail.Taylor and Francis Ltd.(Routledge) 2011.ISBN : 978-1848729698.
    recommended literature
  • • PRIDE,W.M.-FERREL,O.C.:Marketing.South Western Cengage Learning 2010.ISBN-13:978-0-547-16747-3
Teaching methods
In the full-time form of study the content of first 6 topics is a theoretical lecture delivered by the teacher;In the full-time form of study in the second half of the course students shall have at least 75% of their participation in presentations for creative work projects . Students are to produce in writing: • Case study(8-10p.) with a critical assessment of two advertising phenomena based on the specific assignment delivered by the teacher/course tutor at the beginning of the course.The case study shall be delivered by the end of a semestre. • Two team creative solutions following the particular client brief with the clear allocation of the share of each team member to the final piece of work (the team is always assessed with one single grade). The condition to pass an assessment in the full-time form of study is participation in team presentations; in the part-time form of study our students present their work projects during the examination.
Assessment methods
Assessment methods and criteria: The course is finished with a knowledge test containing 20 open questions selected out of the check questions contained in the Study material( see IS/BA_Adv/Studijní materiály). It is followed by a verbal assessment of the quality of results of the test by the course tutor teacher, critical analysis of the case study and assessment of the share of the student in the outcome of the team work. The final grade comprises all three parts: results of the test, grading of the case study and assessment of the share in the team work.
Language of instruction
English
Follow-Up Courses
Further comments (probably available only in Czech)
The course can also be completed outside the examination period.
General note: a0.
Information on the extent and intensity of the course: 10 hodin KS/semestr.
The course is also listed under the following terms Winter 2013, Winter 2014, Winter 2015, Winter 2016, Winter 2017, Winter 2018, Winter 2019, Winter 2020, Winter 2021, Winter 2022, Winter 2023, Winter 2024.
  • Enrolment Statistics (Winter 2012, recent)
  • Permalink: https://is.vsfs.cz/course/vsfs/winter2012/BA_Adv