B_MuM Multimedia in marketing

University of Finance and Administration
Winter 2024
Extent and Intensity
0/2/0. 3 credit(s). Type of Completion: z (credit).
Teacher(s)
Ing. Miroslav Dittrich (seminar tutor)
Ing. Mgr. Oldřich Johannes Petr (seminar tutor)
Guaranteed by
Ing. Miroslav Dittrich
Subdepartment of Social Sciences – Department of Social Sciences – Departments – University of Finance and Administration
Contact Person: Dita Egertová
Timetable of Seminar Groups
B_MuM/cMMO: Thu 10:30–11:14 M23, Thu 11:15–12:00 M23, O. Petr
B_MuM/cM1PH: Thu 15:45–16:29 E307, Thu 16:30–17:15 E307, M. Dittrich
B_MuM/cM2PH: Thu 17:30–18:14 E307, Thu 18:15–19:00 E307, M. Dittrich
Prerequisites
Certain prerequisites are not required to study the subject.
Course Enrolment Limitations
The course is offered to students of any study field.
Course objectives
The objective of the course is to learn the basics of multimedia specifics and their use in marketing. Students will learn to combine their creative ideas with multimedia tools (video, audio, graphic design, writing and editing skills) and design multimedia content that entertains, informs, educates and inspires. After completing the course, students will acquire the essential knowledge and skills to become multimedia specialists thanks to mastering the latest theoretical approaches and best practices.
Learning outcomes
After completing the course, the student should have the basic knowledge to navigate the  so-called media landscape with  emphasis on marketing in  media. He should know the specifics and differences of all the basic mediatypes, including the different forms of management and management of these mediatypes. He should be able to explain the principles of marketing communication in the media. Specifically then, the principles of advertising, sponsorship, or product placement in  various mediatypes. He should be able to navigate the area of media financing, the powers of supervisory and regulatory authorities, describe ownership in the  Czech media landscape.
Syllabus

  • SYLABUS
    01 Mediální krajina, multimédia v marketingu a digitální komunikační mix (multimedia, sociální média a digitální/nová média, fragmentace médií, edutainment) 02 Obsahový marketing (web, blog, vlog, tištěný článek, PR článek, produktové popisky v e-shopu, vzdělávání zákazníků a edutainment, zapojení/angažovanost zákazníků) 03 Digitální média (placená, vlastněná a zasloužená média, web, e-mail marketing a newslettery, e-knihy, audioknihy, WordPress – redakční systém 04 Multimedia storytelling - účinný nástroj marketingové komunikace 05 Blogging a hostování na blogu (zpětné odkazy a SEO) 06 Podcast marketing (Audacity – aplikace pro nahrávání a editaci audia; můjRozhlas – mobilní aplikace; Anchor - mobilní aplikace na tvorbu podcastů; Spotify, Apple Podcasts, Google Podcasts) 07 Video marketing - video interview s odborníkem 08 Sociální média v kontextu multimediální marketingové komunikace 09 Monitoring médií a metrika sociálních sítí 10 Strategie monetizace digitálních médií 11 Budování značky v multimediálním prostředí (CANVA – grafický editor) 12 Regulace reklamy, GDPR a používání souborů cookie v souladu s předpisy
    Semestrální práce: Návrh multimediální marketingové kampaně – projekt pro mikrotýmy
Literature
    required literature
  • PŘIKRYLOVÁ, Jana, 2019. Moderní marketingová komunikace. 2., zcela přepracované vydání. Praha: Grada Publishing. ISBN 978-80-271-0787-2
    recommended literature
  • BEDNAŘÍK, Petr, Jan JIRÁK a Barbara KÖPPLOVÁ, 2019. Dějiny českých médií: od počátku do současnosti. 2., upravené a doplněné vydání. Praha: Grada. ISBN 978-80-271-0553-3
Teaching methods
Interactive lectures in a hybrid format with theoretical concepts' explanations, presentations and practical demonstrations of media situations, including the acquisition of the basics of working in multimedia content creation applications.
Assessment methods
Active student involvement throughout the semester, a multimedia Credit Project in micro teams and its presentation and defense. Mastering the correct terminology used in multimedia in marketing.
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: 12 hodin KS/semestr.
The course is also listed under the following terms Summer 2023, Summer 2024.
  • Enrolment Statistics (recent)
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