BA_Adv Advertising

University of Finance and Administration
Winter 2019
Extent and Intensity
2/1/0. 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: Lenka Pokorná
Timetable of Seminar Groups
BA_Adv/cMCPH: each even Thursday 12:15–12:59 E225, each even Thursday 13:00–13:45 E225, K. Eliáš
BA_Adv/pMCPH: each even Monday 12:15–12:59 E126, each even Monday 13:00–13:45 E126, each even Monday 14:00–14:44 E126, each even Monday 14:45–15:30 E126, except Mon 11. 11. ; and Mon 11. 11. 12:15–13:45 E126, Thu 28. 11. 10:30–12:00 E225, K. Eliáš
Prerequisites
BA_Mar Marketing
The requirement for the completion of this course is completion of the course BA_Mar.
Course Enrolment Limitations
The course is offered to students of any study field.
Course objectives
The aim of the course is to acquaint students with the theory of communication specifics of advertising as historically the oldest tools of marketing activities. At the same time, the students will be able to apply the acquired theoretical knowledge in the form of a creative application in team implementation of two specific client assignments. After completing the course, the student of marketing communication will acquire an essential knowledge base enabling him / her to work with the basic concepts of the field, to understand the logic and continuity of individual analytical, creative and strategic activities aimed at effective advertising communication and advertising campaign. It will also be the subject graduate able to apply theoretical knowledge in project preparation strategies of advertising communication and basic creative concepts specific client assignment. After completing the subject, the student will also understand the cooperative interaction and synergies of advertising engagement with other marketing communication tools.
Learning outcomes
The aim of the course is to acquaint students with the theory of communication specifics of advertising as historically the oldest tools of marketing activities. At the same time, the students will be able to apply the acquired theoretical knowledge in the form of a creative application in team implementation of two specific client assignments. After completing the course, the student of marketing communication will acquire an essential knowledge base enabling him / her to work with the basic concepts of the field, to understand the logic and continuity of individual analytical, creative and strategic activities aimed at effective advertising communication and advertising campaign. It will also be the subject graduate able to apply theoretical knowledge in project preparation strategies of advertising communication and basic creative concepts specific client assignment. After completing the subject, the student will also understand the cooperative interaction and synergies of advertising engagement with other marketing communication tools.
Syllabus
  • 1.A brief overview of the development of advertising in our territory in a European and global context 2. Advertising as a specific tool of Marketing Mix 3. Operating models of advertising 4. Advertising stratégy 5. Advertising campaigns and their specifics 6. Measuring the effectiveness of advertisment 7. Creative advertising strategy - communication, appeal, Information 8. Creative advertising strategy - format, realization 9. Branding and Brand Positioning 10. Global Advertising 11. Social advertising 12. Advertising and a new environment. Modern trends and techniques in advertising
Literature
    recommended literature
  • CLOW,K.E.BAACK, D.:Integrated Advertising, Promotion and Marketing Communications.Harlow: Pearson Education c2015. ISBN :027375328 (brož.), 9780273753285(brož.)
  • CLOSE,G.A.(ed.): Online Consumer Behavior:Theory and Research in Social Media, Advertising and Etail. Taylor and Francis Ltd.(Routledge) 2011.ISBN : 9781848729698.
  • EAGLE, Lynne. Marketing communications. Abingdon, Oxon: Routledge, 2015. ISBN 9781317697756.
  • KOTLER, P., ARMSTRONG, G., Principles of Marketing (14th Edition), 2011, ISBN-13: 978-0-13-216712-3
  • HOVLAND, Roxanne a Joyce Marie WOLBURG. Advertising, society, and consumer culture [electronic resource]. 2015. ISBN 9781317477532.
  • PRIDE,W.M.FERREL, O.C.:Marketing.South Western Cengage Learning 2010. ISBN13:9780547167473
  • SHIMP, Terence A., ANDREWS, Craig J., Advertising Promotion and Other Aspects of Integrated Marketing Communications, 2013. ISBN-13: 9781473723702
Teaching methods
Lectures and seminars in full-time study;
tutorials in part-time study;
compulsory seminar
participation is 75% in full-time study;
compulsory tutorial participation is 50% in part-time study.
Assessment methods
The course is completed with a credit and verbal exam. Special semester work and presentations is a condition for access to the exam.
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: 10 hodin KS/semestr.
The course is also listed under the following terms Winter 2012, Winter 2013, Winter 2014, Winter 2015, Winter 2016, Winter 2017, Winter 2018, Winter 2020, Winter 2021, Winter 2022, Winter 2023, Winter 2024.
  • Enrolment Statistics (Winter 2019, recent)
  • Permalink: https://is.vsfs.cz/course/vsfs/winter2019/BA_Adv