VSFS:BA_Adv Advertising - Informace o předmětu

BA_Adv Advertising

Rozsah

1/2/0. 16 hodin KS/semestr. 6 kr. Ukončení: zk.

Garance

Kristina Lenkova, Ph.D.
Sekce společenských věd (FES, KSV) – Katedra společenských věd (FES, KSV) – Katedry – Vysoká škola finanční a správní
Kontaktní osoba: Dita Egertová

Předpoklady

BA_Mar Marketing
The requirement for the completion of this course is completion of the course BA_Mar.

Omezení zápisu do předmětu

Předmět je otevřen studentům libovolného oboru.

Cíle předmětu

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 experienced in the real world so that the students to apply their theoretical knowledge from the lectures into practical exercises. The knowledge should prepare the students for being able to work in the field of Advertisement both on the client's or the agency's site.

Výstupy z učení

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 3.To explain the process of initiating, creating, executing and measuring 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

Osnova

• WEEK 1 - Introduction to Advertising Course Introduction Marketing – Definition; Evolution of Marketing and Advertising; Mktg Communication and Integrated Marketing Communication (IMC); Comparison between Mktg and Advertising & Marketing and Promotional Mix; The 5M's Elements of Advertisement Advertising Agencies WEEK 2 - The Role of IMC in the Marketing Process and Its Planning Process The Communication Process within the Context of the Marketing Mix The Basic Communication Information Model The Types of Communication Goals and Their Set Up The Communication Strategy - Phases WEEK 3 - Brand (re)Positioning, Creation and Management Corporate Identity (CI), Corporate Image and Corporate Reputation; Brand Definition – Brand Awareness and Brand Perception; Brand personality Brand loyalty Brand equity and Measurements of the Key Brand Characteristics CI vs. Corporate Image vs. Brand Brand positioning and repositioning WEEK 4 - Creating Powerful Brands Brand Loyalty, Brand Perception and Brand Value Brand Equity and the approaches toward assessing its value Keys to creating a powerful brand The process of preparing the creative concept WEEK 5 - Partnering with the Advertising Agencies within the Creative Process Planning an advertising campaign - the process of co-operation between the business (the client) & the advertising/creative agency Choosing the type of a creative strategy Types of Message Strategies and the relevance of their Usage USP/Brand image/Natural drama/Positioning Affective message strategy and types of appeals Cognitive - Affective-Conative strategies - possible "path" combinations Sources of message delivery WEEK 6 - Advertising as a flagship element of the marketing communication mix The essence of Traditional Advertising and the relevance of its usage The main elements of traditional advertising - ATL, BTL ,OOH Advertising; Print; Internet banners Media planning and Broadcast media Measurement and Evaluation of the tools of Advertising Evaluation of the creative execution and its effect on fulfilling the communication goals WEEK 7 - Market Research Methods For Measuring the Success of the Ad's Creativity The role of market research and types of market research into the process of pre-testing and on-airing the creative concept as well as for its final evaluation WEEK 8 - The Message Strategy - a Key Milestone in Advertising Types of Message strategies and Options for Their Usage; Sources of the Message; WEEK 9 - Field trip to an advertising agency WEEK 10 - Global Marketing & Advertising Assessing the four main groups of factors for influencing the company's decision to go global - economic, demographic, political & cultural Localized vs Global advertising: review of the 50Y debate advantages and potential problems for the both approaches How to overcome the potential, most common problems which may arise in global advertising Situations when marketing globalization in terms of product and/or communication is the appropriate choice The advertising message in global marketing - adapt or standardize it? WEEK 11 - Ethics and Regulatory issues in Advertisement WEEK 12 - Students' Term Project presentation and Wrap up

Literatura

povinná literatura
• 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.)

doporučená literatura
• 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

Výukové metody

Lectures: PPT presentations in an interactive manner. Seminars: individual and team exercises to engage the students with the taught material on a practical level.

Metody hodnocení

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 E 59-50 F - Below 50 Class Attendance & Participation: Student’s physical presence in class is compulsory. Exceptions are allowed only based on school permissions for on-line presence or upon a previous agreement with the instructor. Participation in class is also granted a % of the total grade. 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.

Vyučovací jazyk

Angličtina

Informace učitele

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 an electronic form.

Další komentáře

Předmět je dovoleno ukončit i mimo zkouškové období.

• Statistika zápisu (nejnovější)
  
• Permalink: https://is.vsfs.cz/predmet/vsfs/zima2024/BA_Adv