B_Rek Advertisement

University of Finance and Administration
Winter 2015
Extent and Intensity
2/1. 6 credit(s). Type of Completion: zk (examination).
Teacher(s)
PhDr. Pavel Čírtek (seminar tutor)
Ing. Vilém Kunz, Ph.D. (seminar tutor)
Guaranteed by
PhDr. Pavel Čírtek
Subdepartment of Management and Marketing – Department of Economics and Management – Departments – University of Finance and Administration
Contact Person: Květoslava Dolejšová
Timetable of Seminar Groups
B_Rek/cMMO: each even Thursday 15:45–16:29 M17, each even Thursday 16:30–17:15 M17, V. Kunz
B_Rek/cM1PH: each odd Tuesday 14:00–14:44 E124, each odd Tuesday 14:45–15:30 E124, P. Čírtek
B_Rek/cM2PH: each even Wednesday 10:30–11:14 E223, each even Wednesday 11:15–12:00 E223, P. Čírtek
B_Rek/cM3PH: each odd Tuesday 8:45–9:29 E228, each odd Tuesday 9:30–10:15 E228, P. Čírtek
B_Rek/pMMO: Thu 14:00–14:44 M17, Thu 14:45–15:30 M17, V. Kunz
B_Rek/pMPH: Tue 10:30–11:14 E230, Tue 11:15–12:00 E230, P. Čírtek
B_Rek/uMPH: Tue 3. 11. 17:30–19:00 E228, 19:15–20:45 E228, Tue 24. 11. 14:00–15:30 E228, Tue 1. 12. 15:45–17:15 E228, 17:30–19:00 E228, P. Čírtek
B_Rek/vMPH: Fri 9. 10. 12:00–13:30 E227, 13:45–15:15 E227, Sat 7. 11. 14:00–15:30 E228, 15:45–17:15 E228, Fri 20. 11. 17:15–18:45 E127, P. Čírtek
Prerequisites
B_Mar Marketing
The requirement for the completion of this course is completion of the course B_Mar.
Course Enrolment Limitations
The course is offered to students of any study field.
Course objectives
The objective of the course is to present students the theory of communication specificity of advertising as the historically oldest tool of marketing activity. However, it also prompts students to practically use the gained theoretical findings and knowledge in the form of creative applications within the team work on two particular client assignments. 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 are 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 are able to understand the context, relations and synergic effects of the involvement of advertising in collaboration with other marketing communication tools.
Syllabus
  • 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
  • 4. Advertising strategy – segmentation, targeting and positioning: target audience groups and specificity of addressing them
  • 5. Advertising campaigns and their specificity
  • 6. Advertising effectiveness measurement
  • 7. Creative advertising strategy – message, appeal, information
  • 8. Creative advertising strategy - format, implementation
  • 9. Role of the brand in the advertising strategy
  • 10. Global advertising
  • 11. Case study
  • 12. Final knowledge test
  • PRACTICAL PART OF THE COURSE
  • 1. Client´s brief – message, content, requirements: particular brief –assignment 1 – creative work for 5-member teams
  • 2. Collective team presentation - assignment 1: teams will present as selected by teacher
  • 3. Collective team presentation - assignment 1: teams will present as selected by teacher
  • 4. Collective team presentation - assignment 1: teams will present as selected by teacher
  • 5. Collective team presentation - assignment 1: teams will present as selected by teacher
  • 6. Client´s brief– assignment 2: teams will present as selected by teacher
  • 7. Collective team presentation - assignment 2: teams will present as selected by the teacher
  • 8. Collective team presentation - assignment 2: teams will present as selected by teacher
  • 9. Collective team presentation - assignment 2: teams will present as selected by teacher
  • 10. Collective team presentation - assignment 2: teams will present as selected by teacher
  • 11. Collective team presentation - assignment 2: teams will present as selected by teacher
  • 12. Collective team presentation - assignment 2: teams will present as selected by teacher
Literature
    required literature
  • KARLÍČEK, M., KRÁL, P.: Marketingová komunikace – jak komunikovat na našem trhu. Praha: Grada Publishing 2011. ISBN 978-80-247-3541-2, kapitola 3.
  • KELLER, K. L.: Strategické řízení značky. Praha: Grada Publishing 2007. ISBN 978-80-247-1481-3, kapitoly 2, 6, 13, 14.
  • PAVLŮ, D.: Veletrhy a výstavy – kultura, komunikace, multimedialita, marketing. Praha: Professional Publishing, 2009. ISBN 978-80-86946-38-2, Kapitola 1.
  • PELSMACKER, P., GEUENS, M., BERG, J.: Marketingová komunikace. Praha: Grada Publishing 2003. ISBN 80-247-0254-1, kapitola 7. a 8.
  • PINCAS, S., LOISEAU, M.: Dějiny reklamy. Praha: Slovart, 2009. ISBN 978-80-7391-266-6 – výběrově
  • SOLOMON, M.R., MARSHALL, G.W., STUART E.W.: Marketing očima světových manažerů. Brno: Computer Press, 2006. ISBN 80-251-1273-X kapitola: 13.
  • SVĚTLÍK, J., O podstatě reklamy. Bratislava: Eurokódex 2012. ISBN: 978-80-89447-85-5
  • VOŠAHLÍKOVÁ, P.: Zlaté časy české reklamy. Praha: Karolinum, 1999. ISBN 80-7184-715-1 -výběrově
  • Vysekalová, J., Herzman, J., Cír, J.: Výzkum efektivnosti komerční komunikace. Praha: OECONOMICA 2004. ISBN 80-245-0789-7
    not specified
  • Aktuální časopisecké studie podle doporučení pedagoga
Teaching methods
In the full-time form of study the content is a theoretical lecture delivered by the teacher; in the part-time form of study the content of consultations is a commented guide through the topics of the course according to the Study material – with an accent placed on the knowledge of sources ( literature) and self-study – participation in consultations at least 50%. Students of both forms of study are to produce in writing: • Case study with a critical assessment of two advertising phenomena based on the specific assignment delivered by the teacher/course tutor at the first lecture in the full-time or consultation in the part-time study. The case study shall be delivered by the 20th of December. • 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
The course is finished with a knowledge test containing 20 questions selected out of the check questions contained in the Study material. 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
Czech
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: 10 hodin KS/semestr.
The course is also listed under the following terms Summer 2009, Winter 2011, summer 2012, Winter 2012, Winter 2013, Winter 2014, Winter 2016, Winter 2017, Winter 2018, Winter 2019, Winter 2020, Winter 2021, Winter 2022, Winter 2023, Winter 2024.
  • Enrolment Statistics (Winter 2015, recent)
  • Permalink: https://is.vsfs.cz/course/vsfs/winter2015/B_Rek