BA_Adv Advertising

University of Finance and Administration
Winter 2022
Extent and Intensity
2/1/0. 6 credit(s). Type of Completion: zk (examination).
Teacher(s)
Kristina Lenkova, Ph.D. (seminar tutor)
Guaranteed by
Kristina Lenkova, Ph.D.
Subdepartment of Management and Marketing – Department of Economics and Management – Departments – University of Finance and Administration
Contact Person: Bc. Kamila Procházková
Timetable of Seminar Groups
BA_Adv/cMCPH: each even Thursday 19:15–19:59 E305, each even Thursday 20:00–20:45 E305, except Thu 15. 12. ; and Thu 15. 12. 14:00–15:30 S24, K. Lenkova
BA_Adv/pMCPH: each odd Wednesday 12:15–12:59 E304, each odd Wednesday 13:00–13:45 E304, each odd Wednesday 14:00–14:44 E304, each odd Wednesday 14:45–15:30 E304, K. Lenkova
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
This course is designed to provide an introduction to the integrated marketing communication (IMC) – its definition, roles, objectives, as well as the possible strategies and tactics for its conduction. The stress of the course will be on Advertising amongst all the elements on the Marketing Communication mix and their mutual interaction. Within the course we will try to simulate situations which can be expirienced in the real world so that the students to apply their theoretical knowledge from the lectures into practical excercises.The knowledge should prepare the students for being able to work both in the field of Advedrtisment on the client's or agency's site.
Learning outcomes
1.To point out the essence of Marketing, Marketing Communication and IMC 2.To explain the logic behind the need of having a successful IMC by a company 3.To explain the process of initiating, creating, executing and measuriing the IMC 4.To address the Advertisement’s characteristics, the suitable media channels and measurement of this particular element of the IMC 5.To use practical examples which will bring the matter closer to the students and will provide them with a know/how which they can use in their future professional carrier
Syllabus
  • WEEK 1 - Course Introduction, Mktg, Mktg Communication and Integrated Marketing Communication (IMC), Elements of the Mktg Communication Mix - 12.10 -The Role of Advertisement and Promotion, Targets of the Mktg Process, Developing Mktg. Planning Program, Types of Mktg Strategies - 12.10 WEEK 2 - Advertisement agencies – criteria for making a decision on co-operation, tenders, expectations of both parties, evaluation for co-operation - 26.10. - Brand Positioning and Management – process description, Brief preparation - 26.10. WEEK 3 -Creative planning and development - 9.11. –Creative executions – options, limits, hints - 9.11. WEEK 4 -Advertisement as an element of the Mktg. Communication Mix - 23.11. -Broadcast media – description and ways of evaluation -23.11. WEEK 5 -Global Mktg and Advertisement - 7.12. –Advertisement in the digital era - 7.12.
Literature
    required literature
  • Belch and Belch, Advertising and Promotion, 8th Edition, Mc-Graw Hill
  • CLOW,K.E.BAACK, D.:Integrated Advertising, Promotion and Marketing Communications.Harlow: Pearson Education c2015. ISBN :027375328 (brož.), 9780273753285(brož.)
    recommended literature
  • KOTLER, P., ARMSTRONG, G., Principles of Marketing (14th Edition), 2011, ISBN-13: 978-0-13-216712-3
  • Miles Young, Ogilvy o reklamě v digitálním věku, 2018
  • Marieke de Mooij, Global Marketing and Advertising, Understanding Cultural Paradoxes, 4th Edition
  • Larry D.Kelley, Donald W.Jugenheimer, and Kim BArtel Sheehan, Advertising Media Planning A Brand Management Approach, 4th Edition
Teaching methods
Lectures: pptx presentations in an interactive manner. Seminars: individual and team exercises to engage with the taught material at a practical level.
Assessment methods
Grading: The grade will be structured as follows: 10% Class attendance and participation, 10% Homework 1, 10% Homework 2, 20% Term Project Assignment, 50% Final Exam GRADING SCALE: A 100-90 B 89-80 C 79-70 D 69-60 F - Below 59 Class Attendance & Participation: Student’s physical presence at the class is compulsory. Exceptions are allowed only based on school permissions for on-line presence or upon previous agreement with the instructor. Participation in class is also granted a % of the total grade. If you are absent more than 2 times without a reason, your grade will go down. Participation means contributing each and every time to the class, via discussions, answering and raising questions. Share your knowledge and point-of-view with the class. Deadlines: Communication professionals always meet deadlines that is why late assignments will not be accepted.
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: 16 hodin KS/semestr.
Teacher's information
All subject related study-books are also available in a limited amount in the VŠFS library (Vltavská st., P5). Books No. 2, 3, 5, are available in electronic form.
The course is also listed under the following terms Winter 2012, Winter 2013, Winter 2014, Winter 2015, Winter 2016, Winter 2017, Winter 2018, Winter 2019, Winter 2020, Winter 2021, Winter 2023, Winter 2024.
  • Enrolment Statistics (Winter 2022, recent)
  • Permalink: https://is.vsfs.cz/course/vsfs/winter2022/BA_Adv