Course Information

B_Rek Advertisement

Extent and Intensity

1/2/0. 6 credit(s). Type of Completion: zk (examination).

Teacher(s)

Ing. Mgr. Oldřich Johannes Petr (seminar tutor)

Guaranteed by

Ing. Mgr. Oldřich Johannes Petr
Subdepartment of Social Sciences – Department of Social Sciences – Departments – University of Finance and Administration
Contact Person: Dita Egertová

Timetable of Seminar Groups

B_Rek/cMMO: Mon 10:30–11:14 M22, Mon 11:15–12:00 M22, O. Petr
B_Rek/cM1PH: each even Wednesday 14:00–14:44 E228, each even Wednesday 14:45–15:30 E228, each even Wednesday 15:45–16:29 E228, each even Wednesday 16:30–17:15 E228, O. Petr
B_Rek/cM2PH: each odd Wednesday 12:15–12:59 E228, each odd Wednesday 13:00–13:45 E228, each odd Wednesday 14:00–14:44 E228, each odd Wednesday 14:45–15:30 E228, O. Petr
B_Rek/pMMO: each even Monday 12:15–12:59 M22, each even Monday 13:00–13:45 M22, O. Petr
B_Rek/pMPH: each even Wednesday 12:15–12:59 E007KC, each even Wednesday 13:00–13:45 E007KC, O. Petr

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.

Learning outcomes

Graduate of the course manages: - the theoretical starting point of using advertising as a tool of marketing communication, its main means and techniques - basic project and analytical procedures in advertising practice - creation of advertising mixes - preparation of advertising campaigns - Media mix selection - methods of measuring communication effects

Syllabus

• THEORETICAL PART OF THE OBJECT 1. A brief overview of the development of advertising in our territory in the European and world context 2. Advertising as a specific tool of marketing communication: corporate communication of producer and seller - goals, means, media, advertising budget 3. Advertising strategy - segmentation, targeting and positioning: target groups and specificity of their addressing 4. Creative advertising strategy - communication, appeal, information, format, implementation 5. Brand in advertising 6. Advertising in digital time. Modern trends and techniques in advertising PRACTICAL PART OF THE OBJECT 1. Client brief - mission, content, requisites: concrete brief - assignment 2. Collective team presentation 1st assignment: teams present according to the teacher's choice 3. Collective team presentation 1st assignment: teams present according to the teacher's choice 4. Collective team presentation 1st assignment: teams present according to the teacher's choice 5. Collective team presentation 1st assignment: teams present according to the teacher's choice 6. Advertising strategy - assignment 2. creative work 7. Collective team presentation 2. assignment: teams present according to teacher´s choice 8. Collective team presentation 2. assignment: teams present according to the teacher's choice 9. Collective team presentation 2. assignment: teams present according to the teacher's choice 10. Collective team presentation 2. assignment: teams present according to the teacher's choice 11. Collective team presentation 2. assignment: teams present according to the teacher's choice 12. Collective team presentation 2. assignment: teams present according to the teacher's choice

Literature

required literature
• VYSEKALOVÁ, J., MIKEŠ, J.: Reklama. Jak dělat reklamu. Praga, Grada Publishing, 2018. ISBN 978-80-247-5865-7
• 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.
• FREY, P. Marketingová komunikace: to nejlepší z nových trendů. Vydání 2., rozšířené. Praha: Management Press, 2008. ISBN 978-80-7261-160-7
• VOŠAHLÍKOVÁ, P.: Zlaté časy české reklamy. Praha: Karolinum, 1999. ISBN 80-7184-715-1 -výběrově
• Janouch V.: Internetový marketing. Praha: Computer Press, 2014.EAN: 9788025143117
• KAŠÍK, Milan and Karel HAVLÍČEK. Marketing při utváření podnikové strategie. 3. aktualizované vydání. Praha: Vysoká škola finanční a správní, o.p.s., 2015. EUPRESS. ISBN 978-80-7408-100-2. info
• KARLÍČEK, M., KRÁL, P.: Marketingová komunikace – jak komunikovat na našem trhu. Praha: Grada Publishing 2011. ISBN 978-80-247-3541-2, kapitola 3.
• YOUNG. Miles. Ogilvy o reklamě v digitálním věku. Praha:Svojtka & Co, s.r.o 2018. ISBN 978-80-256-2159-2

recommended literature
• TOSCANI, Oliviero. Reklama je navoněná zdechlina. Praha: Slovart, 1996. ISBN 80-85871-82-3.

Teaching methods

In the full-time form of study, the content of the subject is a classic interpretation of the pedagogue, in the combined form of the study is the content of the consultations with the commentary of the subject of the subject according to the Study support with the accent on the knowledge of literature and self-study. Participation in consultations is required to be at least 50%. At least 75% attendance is required in the attendance form.

Assessment methods

The subject ends with an oral exam, drawing from the test circuits. Credit before the exam can be obtained for the submission and presentation of the semester project - assignment during the seminars.

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: 16 hodin KS/semestr.

Teacher's information

Pedagog v průběhu přednášek průběžně upozorňuje posluchače na aktuální časopisecké studie, jejichž obsah souvisí s přednášenou tematikou. Ústní zkouška vychází z obsahu přednášek a z povinné odborné literatury. Absolvování předmětu vyžaduje vyšší míru studijní iniciativy. Všechna přednášená témata budou průběžně ukládána v podobě PPT prezentací v IS.

B_Rek Advertisement

Extent and Intensity

2/1/0. 6 credit(s). Type of Completion: zk (examination).

Teacher(s)

Ing. Mgr. Oldřich Johannes Petr (seminar tutor)

Guaranteed by

Ing. Mgr. Oldřich Johannes Petr
Subdepartment of Management and Marketing – Department of Economics and Management – Departments – University of Finance and Administration
Contact Person: Dita Egertová

Timetable of Seminar Groups

B_Rek/cMMO: each even Tuesday 12:15–12:59 M23, each even Tuesday 13:00–13:45 M23, O. Petr
B_Rek/cM1PH: each even Wednesday 12:15–12:59 E307, each even Wednesday 13:00–13:45 E307, O. Petr
B_Rek/cM2PH: each even Wednesday 14:00–14:44 E307, each even Wednesday 14:45–15:30 E307, O. Petr
B_Rek/poMMO: each odd Wednesday 12:15–12:59 M26, each odd Wednesday 13:00–13:45 M26, each odd Wednesday 14:00–14:44 M26, each odd Wednesday 14:45–15:30 M26, O. Petr
B_Rek/pxMPH: each odd Wednesday 12:15–12:59 E004, each odd Wednesday 13:00–13:45 E004, each odd Wednesday 14:00–14:44 E004, each odd Wednesday 14:45–15:30 E004, O. Petr

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.

Learning outcomes

Graduate of the course manages: - the theoretical starting point of using advertising as a tool of marketing communication, its main means and techniques - basic project and analytical procedures in advertising practice - creation of advertising mixes - preparation of advertising campaigns - Media mix selection - methods of measuring communication effects - at the basic level, the dramaturgy and screenwriting preparation of the advertising AV scenario.

Syllabus

• THEORETICAL PART OF THE OBJECT 1. A brief overview of the development of advertising in our territory in the European and world context 2. Advertising as a specific tool of marketing communication: corporate communication of producer and seller - goals, means, media, advertising budget 3. Models of advertising 4. Advertising strategy - segmentation, targeting and positioning: target groups and specificity of their addressing 5. Advertising campaigns and their specifics 6. Measurement of advertising efficiency 7. Creative advertising strategy - communication, appeal, information 8. Creative advertising strategy - format, implementation 9. Brand in advertising 10. Global advertising 11. Social advertising 12.: Advertising and new environment. Modern trends and techniques in advertising PRACTICAL PART OF THE OBJECT 1. Client brief - mission, content, requisites: concrete brief - assignment 1. creative work for 5-member teams 2. Collective team presentation 1st assignment: teams present according to the teacher's choice 3. Collective team presentation 1st assignment: teams present according to the teacher's choice 4. Collective team presentation 1st assignment: teams present according to the teacher's choice 5. Collective team presentation 1st assignment: teams present according to the teacher's choice 6. Client brief - assignment 2. creative work for 5-member teams 7. Collective team presentation 1. assignment: teams present according to teacher´s choice 8. Collective team presentation 1st assignment: teams present according to the teacher's choice 9. Collective team presentation 1st assignment: teams present according to the teacher's choice 10. Collective team presentation 2nd assignment: teams present according to the teacher's choice 11. Collective team presentation 2nd assignment: teams present according to the teacher's choice 12. Collective team presentation 1st assignment: teams present according to the teacher's choice

Literature

required literature
• VYSEKALOVÁ, J., MIKEŠ, J.: Reklama. Jak dělat reklamu. Praga, Grada Publishing, 2018. ISBN 978-80-247-5865-7
• 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.
• FREY, P. Marketingová komunikace: to nejlepší z nových trendů. Vydání 2., rozšířené. Praha: Management Press, 2008. ISBN 978-80-7261-160-7
• Vysekalová, J., Herzman, J., Cír, J.: Výzkum efektivnosti komerční komunikace. Praha: OECONOMICA 2004. ISBN 80-245-0789-7
• VOŠAHLÍKOVÁ, P.: Zlaté časy české reklamy. Praha: Karolinum, 1999. ISBN 80-7184-715-1 -výběrově
• Janouch V.: Internetový marketing. Praha: Computer Press, 2014.EAN: 9788025143117
• KAŠÍK, Milan and Karel HAVLÍČEK. Marketing při utváření podnikové strategie. 3. aktualizované vydání. Praha: Vysoká škola finanční a správní, o.p.s., 2015. EUPRESS. ISBN 978-80-7408-100-2. info
• KARLÍČEK, M., KRÁL, P.: Marketingová komunikace – jak komunikovat na našem trhu. Praha: Grada Publishing 2011. ISBN 978-80-247-3541-2, kapitola 3.

recommended literature
• TOSCANI, Oliviero. Reklama je navoněná zdechlina. Praha: Slovart, 1996. ISBN 80-85871-82-3.
• ČÍRTEK, Pavel and Milan KAŠÍK. Marketingová komunikace podniku s médii – I. 1st ed. Praha: Vysoká škola finanční a správní, 2008, 113 pp. ISBN 978-80-7408-008-1. info

not specified
• Aktuální časopisecké studie podle doporučení pedagoga

Teaching methods

In the full-time form of study, the content of the subject is a classic interpretation of the pedagogue, in the combined form of the study is the content of the consultations with the commentary of the subject of the subject according to the Study support with the accent on the knowledge of literature and self-study. Participation in consultations is required to be at least 50%. At least 75% attendance is required in the attendance form. Students of both study forms write in writing: • Two team creative designers: - client brief for advertising project; - proposal of an advertising project for the selected entity (product) incl. technical scenario of AV advertising. Team solutions are also classified with respect to the share of each team member. The condition of the credit is in attendance form of study fulfilled participation in teaching and fulfillment of seminar assignments. KS students present their students during the exam.

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: 16 hodin KS/semestr.

B_Rek Advertisement

Extent and Intensity

2/1/0. 6 credit(s). Type of Completion: zk (examination).

Teacher(s)

Ing. Mgr. Oldřich Johannes Petr (seminar tutor)

Guaranteed by

Ing. Mgr. Oldřich Johannes Petr
Subdepartment of Management and Marketing – Department of Economics and Management – Departments – University of Finance and Administration
Contact Person: Ivana Plačková

Timetable of Seminar Groups

B_Rek/cMMO: each even Tuesday 14:00–14:44 M23, each even Tuesday 14:45–15:30 M23, O. Petr
B_Rek/cMPH: each odd Wednesday 15:45–16:29 E307, each odd Wednesday 16:30–17:15 E307, except Wed 26. 10. ; and Wed 26. 10. 15:45–17:15 E304, O. Petr
B_Rek/poMMO: each odd Wednesday 12:15–12:59 M17, each odd Wednesday 13:00–13:45 M17, each odd Wednesday 14:00–14:44 M17, each odd Wednesday 14:45–15:30 M17, O. Petr
B_Rek/pxMPH: each odd Wednesday 12:15–12:59 E230, each odd Wednesday 13:00–13:45 E230, each odd Wednesday 14:00–14:44 E230, each odd Wednesday 14:45–15:30 E230, O. Petr

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.

Learning outcomes

Graduate of the course manages: - the theoretical starting point of using advertising as a tool of marketing communication, its main means and techniques - basic project and analytical procedures in advertising practice - creation of advertising mixes - preparation of advertising campaigns - Media mix selection - methods of measuring communication effects - at the basic level, the dramaturgy and screenwriting preparation of the advertising AV scenario.

Syllabus

• THEORETICAL PART OF THE OBJECT 1. A brief overview of the development of advertising in our territory in the European and world context 2. Advertising as a specific tool of marketing communication: corporate communication of producer and seller - goals, means, media, advertising budget 3. Models of advertising 4. Advertising strategy - segmentation, targeting and positioning: target groups and specificity of their addressing 5. Advertising campaigns and their specifics 6. Measurement of advertising efficiency 7. Creative advertising strategy - communication, appeal, information 8. Creative advertising strategy - format, implementation 9. Brand in advertising 10. Global advertising 11. Social advertising 12.: Advertising and new environment. Modern trends and techniques in advertising PRACTICAL PART OF THE OBJECT 1. Client brief - mission, content, requisites: concrete brief - assignment 1. creative work for 5-member teams 2. Collective team presentation 1st assignment: teams present according to the teacher's choice 3. Collective team presentation 1st assignment: teams present according to the teacher's choice 4. Collective team presentation 1st assignment: teams present according to the teacher's choice 5. Collective team presentation 1st assignment: teams present according to the teacher's choice 6. Client brief - assignment 2. creative work for 5-member teams 7. Collective team presentation 1. assignment: teams present according to teacher´s choice 8. Collective team presentation 1st assignment: teams present according to the teacher's choice 9. Collective team presentation 1st assignment: teams present according to the teacher's choice 10. Collective team presentation 2nd assignment: teams present according to the teacher's choice 11. Collective team presentation 2nd assignment: teams present according to the teacher's choice 12. Collective team presentation 1st assignment: teams present according to the teacher's choice

Literature

required literature
• VYSEKALOVÁ, J., MIKEŠ, J.: Reklama. Jak dělat reklamu. Praga, Grada Publishing, 2018. ISBN 978-80-247-5865-7
• 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.
• FREY, P. Marketingová komunikace: to nejlepší z nových trendů. Vydání 2., rozšířené. Praha: Management Press, 2008. ISBN 978-80-7261-160-7
• Vysekalová, J., Herzman, J., Cír, J.: Výzkum efektivnosti komerční komunikace. Praha: OECONOMICA 2004. ISBN 80-245-0789-7
• VOŠAHLÍKOVÁ, P.: Zlaté časy české reklamy. Praha: Karolinum, 1999. ISBN 80-7184-715-1 -výběrově
• Janouch V.: Internetový marketing. Praha: Computer Press, 2014.EAN: 9788025143117
• KAŠÍK, Milan and Karel HAVLÍČEK. Marketing při utváření podnikové strategie. 3. aktualizované vydání. Praha: Vysoká škola finanční a správní, o.p.s., 2015. EUPRESS. ISBN 978-80-7408-100-2. info
• KARLÍČEK, M., KRÁL, P.: Marketingová komunikace – jak komunikovat na našem trhu. Praha: Grada Publishing 2011. ISBN 978-80-247-3541-2, kapitola 3.

recommended literature
• TOSCANI, Oliviero. Reklama je navoněná zdechlina. Praha: Slovart, 1996. ISBN 80-85871-82-3.
• ČÍRTEK, Pavel and Milan KAŠÍK. Marketingová komunikace podniku s médii – I. 1st ed. Praha: Vysoká škola finanční a správní, 2008, 113 pp. ISBN 978-80-7408-008-1. info

not specified
• Aktuální časopisecké studie podle doporučení pedagoga

Teaching methods

In the full-time form of study, the content of the subject is a classic interpretation of the pedagogue, in the combined form of the study is the content of the consultations with the commentary of the subject of the subject according to the Study support with the accent on the knowledge of literature and self-study. Participation in consultations is required to be at least 50%. At least 75% attendance is required in the attendance form. Students of both study forms write in writing: • Two team creative designers: - client brief for advertising project; - proposal of an advertising project for the selected entity (product) incl. technical scenario of AV advertising. Team solutions are also classified with respect to the share of each team member. The condition of the credit is in attendance form of study fulfilled participation in teaching and fulfillment of seminar assignments. KS students present their students during the exam.

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: 16 hodin KS/semestr.

B_Rek Advertisement

Extent and Intensity

2/1/0. 6 credit(s). Type of Completion: zk (examination).

Teacher(s)

Ing. Mgr. Oldřich Johannes Petr (seminar tutor)

Guaranteed by

Ing. Mgr. Oldřich Johannes Petr
Subdepartment of Management and Marketing – Department of Economics and Management – Departments – University of Finance and Administration
Contact Person: Lenka Pokorná

Timetable of Seminar Groups

B_Rek/cMMO: each even Monday 12:15–12:59 M23, each even Monday 13:00–13:45 M23, O. Petr
B_Rek/c1MPH: each even Wednesday 14:00–14:44 E227, each even Wednesday 14:45–15:30 E227, O. Petr
B_Rek/c2MPH: each odd Wednesday 14:00–14:44 E227, each odd Wednesday 14:45–15:30 E227, O. Petr
B_Rek/pMMO: Mon 10:30–11:14 M23, Mon 11:15–12:00 M23, except Mon 27. 9. ; and Tue 12. 10. 8:45–10:15 M23, O. Petr
B_Rek/pMPH: Wed 12:15–12:59 E230, Wed 13:00–13:45 E230, O. Petr
B_Rek/vMPH: Fri 8. 10. 14:00–15:30 E307, 15:45–17:15 E307, Fri 22. 10. 14:00–15:30 E307, 15:45–17:15 E307, Fri 12. 11. 14:00–15:30 E307, 15:45–17:15 E307, Fri 26. 11. 14:00–15:30 E307, 15:45–17:15 E307, O. Petr

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.

Learning outcomes

Graduate of the course manages: - the theoretical starting point of using advertising as a tool of marketing communication, its main means and techniques - basic project and analytical procedures in advertising practice - creation of advertising mixes - preparation of advertising campaigns - Media mix selection - methods of measuring communication effects - at the basic level, the dramaturgy and screenwriting preparation of the advertising AV scenario.

Syllabus

• THEORETICAL PART OF THE OBJECT 1. A brief overview of the development of advertising in our territory in the European and world context 2. Advertising as a specific tool of marketing communication: corporate communication of producer and seller - goals, means, media, advertising budget 3. Models of advertising 4. Advertising strategy - segmentation, targeting and positioning: target groups and specificity of their addressing 5. Advertising campaigns and their specifics 6. Measurement of advertising efficiency 7. Creative advertising strategy - communication, appeal, information 8. Creative advertising strategy - format, implementation 9. Brand in advertising 10. Global advertising 11. Social advertising 12.: Advertising and new environment. Modern trends and techniques in advertising PRACTICAL PART OF THE OBJECT 1. Client brief - mission, content, requisites: concrete brief - assignment 1. creative work for 5-member teams 2. Collective team presentation 1st assignment: teams present according to the teacher's choice 3. Collective team presentation 1st assignment: teams present according to the teacher's choice 4. Collective team presentation 1st assignment: teams present according to the teacher's choice 5. Collective team presentation 1st assignment: teams present according to the teacher's choice 6. Client brief - assignment 2. creative work for 5-member teams 7. Collective team presentation 1. assignment: teams present according to teacher´s choice 8. Collective team presentation 1st assignment: teams present according to the teacher's choice 9. Collective team presentation 1st assignment: teams present according to the teacher's choice 10. Collective team presentation 2nd assignment: teams present according to the teacher's choice 11. Collective team presentation 2nd assignment: teams present according to the teacher's choice 12. Collective team presentation 1st assignment: teams present according to the teacher's choice

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.
• FREY, P. Marketingová komunikace: to nejlepší z nových trendů. Vydání 2., rozšířené. Praha: Management Press, 2008. ISBN 978-80-7261-160-7
• Vysekalová, J., Herzman, J., Cír, J.: Výzkum efektivnosti komerční komunikace. Praha: OECONOMICA 2004. ISBN 80-245-0789-7
• VOŠAHLÍKOVÁ, P.: Zlaté časy české reklamy. Praha: Karolinum, 1999. ISBN 80-7184-715-1 -výběrově
• Janouch V.: Internetový marketing. Praha: Computer Press, 2014.EAN: 9788025143117
• KAŠÍK, Milan and Karel HAVLÍČEK. Marketing při utváření podnikové strategie. 3. aktualizované vydání. Praha: Vysoká škola finanční a správní, o.p.s., 2015. EUPRESS. ISBN 978-80-7408-100-2. info

recommended literature
• TOSCANI, Oliviero. Reklama je navoněná zdechlina. Praha: Slovart, 1996. ISBN 80-85871-82-3.
• ČÍRTEK, Pavel and Milan KAŠÍK. Marketingová komunikace podniku s médii – I. 1st ed. Praha: Vysoká škola finanční a správní, 2008, 113 pp. ISBN 978-80-7408-008-1. info

not specified
• Aktuální časopisecké studie podle doporučení pedagoga

Teaching methods

In the full-time form of study, the content of the subject is a classic interpretation of the pedagogue, in the combined form of the study is the content of the consultations with the commentary of the subject of the subject according to the Study support with the accent on the knowledge of literature and self-study. Participation in consultations is required to be at least 50%. At least 75% attendance is required in the attendance form. Students of both study forms write in writing: • Two team creative designers: - client brief for advertising project; - proposal of an advertising project for the selected entity (product) incl. technical scenario of AV advertising. Team solutions are also classified with respect to the share of each team member. The condition of the credit is in attendance form of study fulfilled participation in teaching and fulfillment of seminar assignments. KS students present their students during the exam.

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: 16 hodin KS/semestr.

B_Rek Advertisement

Extent and Intensity

2/1/0. 6 credit(s). Type of Completion: zk (examination).

Teacher(s)

Ing. Mgr. Oldřich Johannes Petr (seminar tutor)

Guaranteed by

Ing. Mgr. Oldřich Johannes Petr
Subdepartment of Management and Marketing – Department of Economics and Management – Departments – University of Finance and Administration
Contact Person: Lenka Pokorná

Timetable of Seminar Groups

B_Rek/cMMO: each even Thursday 14:00–14:44 M17, each even Thursday 14:45–15:30 M17, O. Petr
B_Rek/cM1PH: each odd Wednesday 10:30–11:14 E000MM, each odd Wednesday 11:15–12:00 E000MM, O. Petr
B_Rek/cM2PH: each even Wednesday 10:30–11:14 E000MM, each even Wednesday 11:15–12:00 E000MM, O. Petr
B_Rek/pMMO: Mon 14:00–14:44 M17, Mon 14:45–15:30 M17, except Mon 16. 11. ; and Mon 23. 11. 15:45–17:15 M17, O. Petr
B_Rek/pMPH: Wed 8:45–9:29 E306, Wed 9:30–10:15 E306, O. Petr
B_Rek/vMPH: Fri 6. 11. 14:00–15:30 E228, 15:45–17:15 E228, Fri 20. 11. 14:00–15:30 E228, 15:45–17:15 E228, Fri 4. 12. 14:00–15:30 E228, 15:45–17:15 E228, Fri 11. 12. 14:00–15:30 E228, 15:45–17:15 E228, O. Petr

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.

Learning outcomes

Graduate of the course manages: - the theoretical starting point of using advertising as a tool of marketing communication, its main means and techniques - basic project and analytical procedures in advertising practice - creation of advertising mixes - preparation of advertising campaigns - Media mix selection - methods of measuring communication effects - at the basic level, the dramaturgy and screenwriting preparation of the advertising AV scenario.

Syllabus

• THEORETICAL PART OF THE OBJECT 1. A brief overview of the development of advertising in our territory in the European and world context 2. Advertising as a specific tool of marketing communication: corporate communication of producer and seller - goals, means, media, advertising budget 3. Models of advertising 4. Advertising strategy - segmentation, targeting and positioning: target groups and specificity of their addressing 5. Advertising campaigns and their specifics 6. Measurement of advertising efficiency 7. Creative advertising strategy - communication, appeal, information 8. Creative advertising strategy - format, implementation 9. Brand in advertising 10. Global advertising 11. Social advertising 12.: Advertising and new environment. Modern trends and techniques in advertising PRACTICAL PART OF THE OBJECT 1. Client brief - mission, content, requisites: concrete brief - assignment 1. creative work for 5-member teams 2. Collective team presentation 1st assignment: teams present according to the teacher's choice 3. Collective team presentation 1st assignment: teams present according to the teacher's choice 4. Collective team presentation 1st assignment: teams present according to the teacher's choice 5. Collective team presentation 1st assignment: teams present according to the teacher's choice 6. Client brief - assignment 2. creative work for 5-member teams 7. Collective team presentation 1. assignment: teams present according to teacher´s choice 8. Collective team presentation 1st assignment: teams present according to the teacher's choice 9. Collective team presentation 1st assignment: teams present according to the teacher's choice 10. Collective team presentation 2nd assignment: teams present according to the teacher's choice 11. Collective team presentation 2nd assignment: teams present according to the teacher's choice 12. Collective team presentation 1st assignment: teams present according to the teacher's choice

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.
• FREY, P. Marketingová komunikace: to nejlepší z nových trendů. Vydání 2., rozšířené. Praha: Management Press, 2008. ISBN 978-80-7261-160-7
• Vysekalová, J., Herzman, J., Cír, J.: Výzkum efektivnosti komerční komunikace. Praha: OECONOMICA 2004. ISBN 80-245-0789-7
• VOŠAHLÍKOVÁ, P.: Zlaté časy české reklamy. Praha: Karolinum, 1999. ISBN 80-7184-715-1 -výběrově
• Janouch V.: Internetový marketing. Praha: Computer Press, 2014.EAN: 9788025143117
• KAŠÍK, Milan and Karel HAVLÍČEK. Marketing při utváření podnikové strategie. 3. aktualizované vydání. Praha: Vysoká škola finanční a správní, o.p.s., 2015. EUPRESS. ISBN 978-80-7408-100-2. info

recommended literature
• TOSCANI, Oliviero. Reklama je navoněná zdechlina. Praha: Slovart, 1996. ISBN 80-85871-82-3.
• ČÍRTEK, Pavel and Milan KAŠÍK. Marketingová komunikace podniku s médii – I. 1st ed. Praha: Vysoká škola finanční a správní, 2008, 113 pp. ISBN 978-80-7408-008-1. info

not specified
• Aktuální časopisecké studie podle doporučení pedagoga

Teaching methods

In the full-time form of study, the content of the subject is a classic interpretation of the pedagogue, in the combined form of the study is the content of the consultations with the commentary of the subject of the subject according to the Study support with the accent on the knowledge of literature and self-study. Participation in consultations is required to be at least 50%. At least 75% attendance is required in the attendance form. Students of both study forms write in writing: • Two team creative designers: - client brief for advertising project; - proposal of an advertising project for the selected entity (product) incl. technical scenario of AV advertising. Team solutions are also classified with respect to the share of each team member. The condition of the credit is in attendance form of study fulfilled participation in teaching and fulfillment of seminar assignments. KS students present their students during the exam.

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: 16 hodin KS/semestr.

B_Rek Advertisement

Extent and Intensity

2/1. 6 credit(s). Type of Completion: zk (examination).

Teacher(s)

PhDr. Pavel Čírtek (seminar tutor)
doc. Ing. Aleš Hes, CSc. (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: Lenka Pokorná

Timetable of Seminar Groups

B_Rek/cMMO: each even Thursday 12:15–12:59 M14, each even Thursday 13:00–13:45 M14, except Thu 14. 11. ; and Thu 5. 12. 12:15–13:45 M14, V. Kunz
B_Rek/cM1PH: each odd Tuesday 15:45–16:29 S33, each odd Tuesday 16:30–17:15 S33, P. Čírtek
B_Rek/cM2PH: each odd Tuesday 14:00–14:44 S33, each odd Tuesday 14:45–15:30 S33, P. Čírtek
B_Rek/pMMO: Mon 8:45–9:29 M14, Mon 9:30–10:15 M14, V. Kunz
B_Rek/pMPH: each even Tuesday 14:00–14:44 S32, each even Tuesday 14:45–15:30 S32, each even Tuesday 15:45–16:29 S32, each even Tuesday 16:30–17:15 S32, P. Čírtek
B_Rek/vMPH: Fri 8. 11. 17:30–19:00 E222, 19:15–20:45 E222, Fri 22. 11. 17:30–19:00 E222, 19:15–20:45 E222, Sat 7. 12. 15:45–17:15 E224, 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.

Learning outcomes

Graduate of the course manages: - the theoretical starting point of using advertising as a tool of marketing communication, its main means and techniques - basic project and analytical procedures in advertising practice - creation of advertising mixes - preparation of advertising campaigns - Media mix selection - methods of measuring communication effects - at the basic level, the dramaturgy and screenwriting preparation of the advertising AV scenario.

Syllabus

• THEORETICAL PART OF THE OBJECT 1. A brief overview of the development of advertising in our territory in the European and world context 2. Advertising as a specific tool of marketing communication: corporate communication of producer and seller - goals, means, media, advertising budget 3. Models of advertising 4. Advertising strategy - segmentation, targeting and positioning: target groups and specificity of their addressing 5. Advertising campaigns and their specifics 6. Measurement of advertising efficiency 7. Creative advertising strategy - communication, appeal, information 8. Creative advertising strategy - format, implementation 9. Brand in advertising 10. Global advertising 11. Social advertising 12.: Advertising and new environment. Modern trends and techniques in advertising PRACTICAL PART OF THE OBJECT 1. Client brief - mission, content, requisites: concrete brief - assignment 1. creative work for 5-member teams 2. Collective team presentation 1st assignment: teams present according to the teacher's choice 3. Collective team presentation 1st assignment: teams present according to the teacher's choice 4. Collective team presentation 1st assignment: teams present according to the teacher's choice 5. Collective team presentation 1st assignment: teams present according to the teacher's choice 6. Client brief - assignment 2. creative work for 5-member teams 7. Collective team presentation 1. assignment: teams present according to teacher´s choice 8. Collective team presentation 1st assignment: teams present according to the teacher's choice 9. Collective team presentation 1st assignment: teams present according to the teacher's choice 10. Collective team presentation 2nd assignment: teams present according to the teacher's choice 11. Collective team presentation 2nd assignment: teams present according to the teacher's choice 12. Collective team presentation 1st assignment: teams present according to the teacher's choice

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.
• FREY, P. Marketingová komunikace: to nejlepší z nových trendů. Vydání 2., rozšířené. Praha: Management Press, 2008. ISBN 978-80-7261-160-7
• Vysekalová, J., Herzman, J., Cír, J.: Výzkum efektivnosti komerční komunikace. Praha: OECONOMICA 2004. ISBN 80-245-0789-7
• VOŠAHLÍKOVÁ, P.: Zlaté časy české reklamy. Praha: Karolinum, 1999. ISBN 80-7184-715-1 -výběrově
• Janouch V.: Internetový marketing. Praha: Computer Press, 2014.EAN: 9788025143117
• KAŠÍK, Milan and Karel HAVLÍČEK. Marketing při utváření podnikové strategie. 3. aktualizované vydání. Praha: Vysoká škola finanční a správní, o.p.s., 2015. EUPRESS. ISBN 978-80-7408-100-2. info

recommended literature
• TOSCANI, Oliviero. Reklama je navoněná zdechlina. Praha: Slovart, 1996. ISBN 80-85871-82-3.
• ČÍRTEK, Pavel and Milan KAŠÍK. Marketingová komunikace podniku s médii – I. 1st ed. Praha: Vysoká škola finanční a správní, 2008, 113 pp. ISBN 978-80-7408-008-1. info

not specified
• Aktuální časopisecké studie podle doporučení pedagoga

Teaching methods

In the full-time form of study, the content of the subject is a classic interpretation of the pedagogue, in the combined form of the study is the content of the consultations with the commentary of the subject of the subject according to the Study support with the accent on the knowledge of literature and self-study. Participation in consultations is required to be at least 50%. At least 75% attendance is required in the attendance form. Students of both study forms write in writing: • Two team creative designers: - client brief for advertising project; - proposal of an advertising project for the selected entity (product) incl. technical scenario of AV advertising. Team solutions are also classified with respect to the share of each team member. The condition of the credit is in attendance form of study fulfilled participation in teaching and fulfillment of seminar assignments. KS students present their students during the exam.

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.

B_Rek Advertisement

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/cM1PH: each odd Tuesday 12:15–12:59 E224, each odd Tuesday 13:00–13:45 E224, P. Čírtek
B_Rek/cM2PH: each odd Tuesday 14:00–14:44 E223, each odd Tuesday 14:45–15:30 E223, P. Čírtek
B_Rek/pMPH: each even Tuesday 14:00–14:44 E306, each even Tuesday 14:45–15:30 E306, each even Tuesday 15:45–16:29 E306, each even Tuesday 16:30–17:15 E306, P. Čírtek
B_Rek/vMKV: Fri 26. 10. 15:45–17:15 KV204, 17:30–19:00 KV204, Sat 24. 11. 14:00–15:30 KV205, Sat 8. 12. 9:45–11:15 KV205, 11:30–13:00 KV205, P. Čírtek
B_Rek/vMMO: Sat 20. 10. 11:30–13:00 M14, Sat 3. 11. 9:45–11:15 M14, 11:30–13:00 M14, Sat 1. 12. 11:30–13:00 M14, Fri 14. 12. 14:00–15:30 M14, V. Kunz
B_Rek/vMPH: Sat 13. 10. 9:45–11:15 E127, 11:30–13:00 E127, Sat 27. 10. 9:45–11:15 E123, Fri 14. 12. 14:00–15:30 E128, 15:45–17:15 E128, 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.

Learning outcomes

Graduate of the course manages: - the theoretical starting point of using advertising as a tool of marketing communication, its main means and techniques - basic project and analytical procedures in advertising practice - creation of advertising mixes - preparation of advertising campaigns - Media mix selection - methods of measuring communication effects - at the basic level, the dramaturgy and screenwriting preparation of the advertising AV scenario.

Syllabus

• TEORETICKÁ ČÁST PŘEDMĚTU
• 1. Stručný přehled vývoje reklamy na našem území v evropském a světovém kontextu
• 2. Reklama jako specifický nástroj marketingové komunikace: firemní komunikace výrobce a prodejce - cíle, prostředky, média, reklamní rozpočet
• 3. Modely fungování reklamy
• 4. Reklamní strategie – segmentace, targeting a positioning: cílové skupiny a specifika jejich oslovení
• 5. Reklamní kampaně a jejich specifika
• 6. Měření efektivity reklamy
• 7. Kreativní reklamní strategie – sdělení, apel, informace
• 8. Kreativní reklamní strategie - formát, realizace
• 9. Značka v reklamě
• 10. Globální reklama
• 11. Sociální reklam
• 12. : Reklama a nové prostředí. Moderní trendy a techniky v reklamě
• PRAKTICKÁ ČÁST PŘEDMĚTU
• 1. Klientský brief – poslání, obsah, náležitosti: konkrétní brief – zadání 1. tvůrčí práce pro 5 členné týmy
• 2. Kolektivní týmová prezentace 1. zadání: týmy prezentují podle výběru pedagoga
• 3. Kolektivní týmová prezentace 1. zadání: týmy prezentují podle výběru pedagoga
• 4. Kolektivní týmová prezentace 1. zadání: týmy prezentují podle výběru pedagoga
• 5. Kolektivní týmová prezentace 1. zadání: týmy prezentují podle výběru pedagoga
• 6. Klientský brief – zadání 2. tvůrčí práce pro 5 členné týmy 7. Kolektivní týmová prezentace 1. zadání: týmy prezentují podle výběru pedagoga
• 8. Kolektivní týmová prezentace 1. zadání: týmy prezentují podle výběru pedagoga
• 9. Kolektivní týmová prezentace 1. zadání: týmy prezentují podle výběru pedagoga
• 10. Kolektivní týmová prezentace 2. zadání: týmy prezentují podle výběru pedagoga
• 11. Kolektivní týmová prezentace 2. zadání: týmy prezentují podle výběru pedagoga
• 12. Kolektivní týmová prezentace 1. zadání: týmy prezentují podle výběru pedagoga

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.
• FREY, P. Marketingová komunikace: to nejlepší z nových trendů. Vydání 2., rozšířené. Praha: Management Press, 2008. ISBN 978-80-7261-160-7
• Vysekalová, J., Herzman, J., Cír, J.: Výzkum efektivnosti komerční komunikace. Praha: OECONOMICA 2004. ISBN 80-245-0789-7
• VOŠAHLÍKOVÁ, P.: Zlaté časy české reklamy. Praha: Karolinum, 1999. ISBN 80-7184-715-1 -výběrově
• Janouch V.: Internetový marketing. Praha: Computer Press, 2014.EAN: 9788025143117
• KAŠÍK, Milan and Karel HAVLÍČEK. Marketing při utváření podnikové strategie. 3. aktualizované vydání. Praha: Vysoká škola finanční a správní, o.p.s., 2015. EUPRESS. ISBN 978-80-7408-100-2. info

recommended literature
• TOSCANI, Oliviero. Reklama je navoněná zdechlina. Praha: Slovart, 1996. ISBN 80-85871-82-3.
• ČÍRTEK, Pavel and Milan KAŠÍK. Marketingová komunikace podniku s médii – I. 1st ed. Praha: Vysoká škola finanční a správní, 2008, 113 pp. ISBN 978-80-7408-008-1. info

not specified
• Aktuální časopisecké studie podle doporučení pedagoga

Teaching methods

In the full-time form of study, the content of the subject is a classic interpretation of the pedagogue, in the combined form of the study is the content of the consultations with the commentary of the subject of the subject according to the Study support with the accent on the knowledge of literature and self-study. Participation in consultations is required to be at least 50%. At least 75% attendance is required in the attendance form. Students of both study forms write in writing: • Two team creative designers: - client brief for advertising project; - proposal of an advertising project for the selected entity (product) incl. technical scenario of AV advertising. Team solutions are also classified with respect to the share of each team member. The condition of the credit is in attendance form of study fulfilled participation in teaching and fulfillment of seminar assignments. KS students present their students during the exam.

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.

B_Rek Advertisement

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/cM1PH: each even Tuesday 15:45–16:29 E227, each even Tuesday 16:30–17:15 E227, P. Čírtek
B_Rek/cM2PH: each odd Tuesday 15:45–16:29 E227, each odd Tuesday 16:30–17:15 E227, P. Čírtek
B_Rek/pMPH: Tue 14:00–14:44 E004, Tue 14:45–15:30 E004, P. Čírtek
B_Rek/vMMO: Sat 4. 11. 11:30–13:00 M26, 14:00–15:30 M26, Fri 24. 11. 19:15–20:45 M26, Sat 9. 12. 9:45–11:15 M26, Sat 16. 12. 15:45–17:15 M26, V. Kunz
B_Rek/vMPH: Fri 10. 11. 17:30–19:00 E222, Sat 16. 12. 14:00–15:30 E126, 15:45–17:15 E126, Fri 5. 1. 15:45–17:15 E126, 17:30–19:00 E126, 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.

Learning outcomes

Graduate of the course manages: - the theoretical starting point of using advertising as a tool of marketing communication, its main means and techniques - basic project and analytical procedures in advertising practice - creation of advertising mixes - preparation of advertising campaigns - Media mix selection - methods of measuring communication effects - at the basic level, the dramaturgy and screenwriting preparation of the advertising AV scenario.

Syllabus

• TEORETICKÁ ČÁST PŘEDMĚTU
• 1. Stručný přehled vývoje reklamy na našem území v evropském a světovém kontextu
• 2. Reklama jako specifický nástroj marketingové komunikace: firemní komunikace výrobce a prodejce - cíle, prostředky, média, reklamní rozpočet
• 3. Modely fungování reklamy
• 4. Reklamní strategie – segmentace, targeting a positioning: cílové skupiny a specifika jejich oslovení
• 5. Reklamní kampaně a jejich specifika
• 6. Měření efektivity reklamy
• 7. Kreativní reklamní strategie – sdělení, apel, informace
• 8. Kreativní reklamní strategie - formát, realizace
• 9. Značka v reklamě
• 10. Globální reklama
• 11. Sociální reklam
• 12. : Reklama a nové prostředí. Moderní trendy a techniky v reklamě
• PRAKTICKÁ ČÁST PŘEDMĚTU
• 1. Klientský brief – poslání, obsah, náležitosti: konkrétní brief – zadání 1. tvůrčí práce pro 5 členné týmy
• 2. Kolektivní týmová prezentace 1. zadání: týmy prezentují podle výběru pedagoga
• 3. Kolektivní týmová prezentace 1. zadání: týmy prezentují podle výběru pedagoga
• 4. Kolektivní týmová prezentace 1. zadání: týmy prezentují podle výběru pedagoga
• 5. Kolektivní týmová prezentace 1. zadání: týmy prezentují podle výběru pedagoga
• 6. Klientský brief – zadání 2. tvůrčí práce pro 5 členné týmy 7. Kolektivní týmová prezentace 1. zadání: týmy prezentují podle výběru pedagoga
• 8. Kolektivní týmová prezentace 1. zadání: týmy prezentují podle výběru pedagoga
• 9. Kolektivní týmová prezentace 1. zadání: týmy prezentují podle výběru pedagoga
• 10. Kolektivní týmová prezentace 2. zadání: týmy prezentují podle výběru pedagoga
• 11. Kolektivní týmová prezentace 2. zadání: týmy prezentují podle výběru pedagoga
• 12. Kolektivní týmová prezentace 1. zadání: týmy prezentují podle výběru pedagoga

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
• FREY, P. Marketingová komunikace: to nejlepší z nových trendů. Vydání 2., rozšířené. Praha: Management Press, 2008. ISBN 978-80-7261-160-7
• Vysekalová, J., Herzman, J., Cír, J.: Výzkum efektivnosti komerční komunikace. Praha: OECONOMICA 2004. ISBN 80-245-0789-7
• VOŠAHLÍKOVÁ, P.: Zlaté časy české reklamy. Praha: Karolinum, 1999. ISBN 80-7184-715-1 -výběrově

not specified
• Aktuální časopisecké studie podle doporučení pedagoga

Teaching methods

In the full-time form of study, the content of the subject is a classic interpretation of the pedagogue, in the combined form of the study is the content of the consultations with the commentary of the subject of the subject according to the Study support with the accent on the knowledge of literature and self-study. Participation in consultations is required to be at least 50%. At least 75% attendance is required in the attendance form. Students of both study forms write in writing: • Two team creative designers: - client brief for advertising project; - proposal of an advertising project for the selected entity (product) incl. technical scenario of AV advertising. Team solutions are also classified with respect to the share of each team member. The condition of the credit is in attendance form of study fulfilled participation in teaching and fulfillment of seminar assignments. KS students present their students during the exam.

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.

B_Rek Advertisement

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 odd Tuesday 10:30–11:14 M17, each odd Tuesday 11:15–12:00 M17, V. Kunz
B_Rek/cM1PH: each odd Tuesday 10:30–11:14 E123, each odd Tuesday 11:15–12:00 E123, P. Čírtek
B_Rek/cM2PH: each odd Tuesday 14:00–14:44 E230, each odd Tuesday 14:45–15:30 E230, P. Čírtek
B_Rek/pMMO: Tue 14:00–14:44 M17, Tue 14:45–15:30 M17, V. Kunz
B_Rek/pMPH: Wed 8:45–9:29 E230, Wed 9:30–10:15 E230, P. Čírtek
B_Rek/vMMO: Sat 26. 11. 8:00–9:30 M17, 9:45–11:15 M17, Sat 10. 12. 8:00–9:30 M17, 9:45–11:15 M17, Fri 16. 12. 19:15–20:45 M17, V. Kunz
B_Rek/vMPH: Sat 19. 11. 9:45–11:15 E128, 11:30–13:00 E128, Sat 3. 12. 14:00–15:30 E129, 15:45–17:15 E129, Fri 16. 12. 14:00–15:30 E222, 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

• TEORETICKÁ ČÁST PŘEDMĚTU
• 1. Stručný přehled vývoje reklamy na našem území v evropském a světovém kontextu
• 2. Reklama jako specifický nástroj marketingové komunikace: firemní komunikace výrobce a prodejce - cíle, prostředky, média, reklamní rozpočet
• 3. Modely fungování reklamy
• 4. Reklamní strategie – segmentace, targeting a positioning: cílové skupiny a specifika jejich oslovení
• 5. Reklamní kampaně a jejich specifika
• 6. Měření efektivity reklamy
• 7. Kreativní reklamní strategie – sdělení, apel, informace
• 8. Kreativní reklamní strategie - formát, realizace
• 9. Značka v reklamě
• 10. Globální reklama
• 11. Sociální reklam
• 12. : Reklama a nové prostředí. Moderní trendy a techniky v reklamě
• PRAKTICKÁ ČÁST PŘEDMĚTU
• 1. Klientský brief – poslání, obsah, náležitosti: konkrétní brief – zadání 1. tvůrčí práce pro 5 členné týmy
• 2. Kolektivní týmová prezentace 1. zadání: týmy prezentují podle výběru pedagoga
• 3. Kolektivní týmová prezentace 1. zadání: týmy prezentují podle výběru pedagoga
• 4. Kolektivní týmová prezentace 1. zadání: týmy prezentují podle výběru pedagoga
• 5. Kolektivní týmová prezentace 1. zadání: týmy prezentují podle výběru pedagoga
• 6. Klientský brief – zadání 2. tvůrčí práce pro 5 členné týmy 7. Kolektivní týmová prezentace 1. zadání: týmy prezentují podle výběru pedagoga
• 8. Kolektivní týmová prezentace 1. zadání: týmy prezentují podle výběru pedagoga
• 9. Kolektivní týmová prezentace 1. zadání: týmy prezentují podle výběru pedagoga
• 10. Kolektivní týmová prezentace 2. zadání: týmy prezentují podle výběru pedagoga
• 11. Kolektivní týmová prezentace 2. zadání: týmy prezentují podle výběru pedagoga
• 12. Kolektivní týmová prezentace 1. zadání: týmy prezentují podle výběru pedagoga

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
• FREY, P. Marketingová komunikace: to nejlepší z nových trendů. Vydání 2., rozšířené. Praha: Management Press, 2008. ISBN 978-80-7261-160-7
• Vysekalová, J., Herzman, J., Cír, J.: Výzkum efektivnosti komerční komunikace. Praha: OECONOMICA 2004. ISBN 80-245-0789-7
• VOŠAHLÍKOVÁ, P.: Zlaté časy české reklamy. Praha: Karolinum, 1999. ISBN 80-7184-715-1 -výběrově

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.

B_Rek Advertisement

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.

B_Rek Advertisement

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 odd Thursday 8:45–9:29 M14, each odd Thursday 9:30–10:15 M14, V. Kunz
B_Rek/cM1PH: each odd Wednesday 12:15–12:59 E129, each odd Wednesday 13:00–13:45 E129, P. Čírtek
B_Rek/cM2PH: each even Tuesday 12:15–12:59 E128, each even Tuesday 13:00–13:45 E128, P. Čírtek
B_Rek/cM3PH: each odd Tuesday 12:15–12:59 E128, each odd Tuesday 13:00–13:45 E128, P. Čírtek
B_Rek/cM4PH: each even Wednesday 10:30–11:14 E128, each even Wednesday 11:15–12:00 E128, P. Čírtek
B_Rek/pMMO: Thu 10:30–11:14 M14, Thu 11:15–12:00 M14, V. Kunz
B_Rek/pMPH: Tue 10:30–11:14 E004, Tue 11:15–12:00 E004, P. Čírtek
B_Rek/uMKL: Tue 18. 11. 17:30–19:00 K312, 19:15–20:45 K312, Tue 25. 11. 17:30–19:00 K312, Tue 2. 12. 15:45–17:15 K312, 17:30–19:00 K312, P. Čírtek
B_Rek/uMPH: Tue 30. 9. 14:00–15:30 E124, Tue 7. 10. 14:00–15:30 E124, 15:45–17:15 E124, Tue 14. 10. 14:00–15:30 E124, Tue 4. 11. 17:30–19:00 E124, P. Čírtek
B_Rek/vMMO: Sat 27. 9. 8:00–9:30 M27, Fri 10. 10. 17:15–18:45 M27, Fri 24. 10. 13:45–15:15 M27, 15:30–17:00 M27, Fri 7. 11. 17:15–18:45 M27, V. Kunz
B_Rek/vMPH: Fri 26. 9. 13:45–15:15 E024, Sat 11. 10. 14:00–15:30 S32, 15:45–17:15 S32, Sat 8. 11. 14:00–15:30 E124, 15:45–17:15 E124, 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.

B_Rek Advertisement

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)
prof. PhDr. Dušan Pavlů, CSc. (seminar tutor)

Guaranteed by

prof. PhDr. Dušan Pavlů, CSc.
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 odd Wednesday 12:15–12:59 M14, each odd Wednesday 13:00–13:45 M14, V. Kunz
B_Rek/cM1PH: each odd Thursday 10:30–11:14 E228, each odd Thursday 11:15–12:00 E228, D. Pavlů
B_Rek/cM2PH: each even Thursday 10:30–11:14 E228, each even Thursday 11:15–12:00 E228, D. Pavlů
B_Rek/cM3PH: each odd Wednesday 12:15–12:59 E123, each odd Wednesday 13:00–13:45 E123, P. Čírtek
B_Rek/pMMO: Wed 10:30–11:14 M14, Wed 11:15–12:00 M14, V. Kunz
B_Rek/pMPH: Wed 14:00–14:44 E004, Wed 14:45–15:30 E004, P. Čírtek
B_Rek/uMKL: Tue 15. 10. 17:30–19:00 K311, Tue 29. 10. 14:00–15:30 K212, 15:45–17:15 K212, Tue 5. 11. 14:00–15:30 K212, 15:45–17:15 K212, V. Kunz
B_Rek/uMPH: Tue 1. 10. 17:30–19:00 E129, Tue 22. 10. 17:30–19:00 E129, Tue 5. 11. 14:00–15:30 E129, Tue 26. 11. 17:30–19:00 E129, Tue 3. 12. 15:45–17:15 E129, P. Čírtek
B_Rek/vMMO: Fri 4. 10. 13:45–15:15 M14, 15:30–17:00 M14, Fri 18. 10. 13:45–15:15 M14, 15:30–17:00 M14, Fri 1. 11. 15:30–17:00 M14, V. Kunz
B_Rek/vMPH: Fri 4. 10. 17:15–18:45 E122, Fri 18. 10. 17:15–18:45 E122, Sat 2. 11. 14:00–15:30 E122, 15:45–17:15 E122, Fri 29. 11. 17:15–18:45 E122, P. Čírtek

Prerequisites

B_Mar / B_Smak /

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

Follow-Up Courses

• B_DM Direct Marketing
• B_PoP Sales Promotion
• B_PR Public Relations
• B_VyMe Media development

Further comments (probably available only in Czech)

The course can also be completed outside the examination period.
General note: Aa1.
Information on the extent and intensity of the course: 10 hodin KS/semestr.

B_Rek Advertisement

Extent and Intensity

2/1. 6 credit(s). Type of Completion: zk (examination).

Teacher(s)

PhDr. Pavel Čírtek (seminar tutor)
Ing. Tereza Dvořáková (seminar tutor)
Ing. Vilém Kunz, Ph.D. (seminar tutor)
prof. PhDr. Dušan Pavlů, CSc. (seminar tutor)

Guaranteed by

prof. PhDr. Dušan Pavlů, CSc.
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 odd Monday 12:15–12:59 M14, each odd Monday 13:00–13:45 M14, V. Kunz
B_Rek/cM1PH: each odd Thursday 8:45–9:29 E129, each odd Thursday 9:30–10:15 E129, T. Dvořáková
B_Rek/cM2PH: each odd Wednesday 15:45–16:29 E128, each odd Wednesday 16:30–17:15 E128, D. Pavlů
B_Rek/cM3PH: each even Thursday 14:00–14:44 E126, each even Thursday 14:45–15:30 E126, P. Čírtek
B_Rek/cM4PH: each odd Wednesday 8:45–9:29 E227, each odd Wednesday 9:30–10:15 E227, T. Dvořáková
B_Rek/pMMO: Mon 10:30–11:14 M14, Mon 11:15–12:00 M14, V. Kunz
B_Rek/pMPH: Wed 14:00–14:44 E007KC, Wed 14:45–15:30 E007KC, D. Pavlů
B_Rek/sMKL: Wed 10. 10. 14:00–15:30 K207, 15:45–17:15 K207, Wed 21. 11. 14:00–15:30 K207, 15:45–17:15 K207, 17:30–19:00 K207, V. Kunz
B_Rek/sMPH: Wed 3. 10. 17:30–19:00 E228, Wed 17. 10. 14:00–15:30 E228, Wed 24. 10. 17:30–19:00 E228, Wed 31. 10. 17:30–19:00 E228, Wed 7. 11. 17:30–19:00 E228, P. Čírtek
B_Rek/vMMO: Fri 19. 10. 13:45–15:15 M27, Fri 23. 11. 13:45–15:15 M27, 15:30–17:00 M27, Fri 7. 12. 13:45–15:15 M27, 15:30–17:00 M27, V. Kunz
B_Rek/vM2PH: Fri 5. 10. 13:45–15:15 E223, Fri 19. 10. 12:00–13:30 E223, 13:45–15:15 E223, Sat 24. 11. 9:45–11:15 E223, 11:30–13:00 E223, D. Pavlů
B_Rek/vM3PH: Fri 23. 11. 15:30–17:00 E224, Sat 8. 12. 9:45–11:15 E224, 11:30–13:00 E224, Fri 4. 1. 13:45–15:15 E224, 15:30–17:00 E224, D. Pavlů

Prerequisites

B_Mar / B_Smak /

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

Follow-Up Courses

• B_DM Direct Marketing
• B_PoP Sales Promotion
• B_PR Public Relations
• B_VyMe Media development

Further comments (probably available only in Czech)

The course can also be completed outside the examination period.
General note: Aa1.
Information on the extent and intensity of the course: 10 hodin KS/semestr.

B_Rek Advertisement

Extent and Intensity

2/1. 6 credit(s). Type of Completion: zk (examination).

Teacher(s)

PhDr. Pavel Čírtek (seminar tutor)
PhDr. Ladislav Lašek (seminar tutor)
prof. PhDr. Dušan Pavlů, CSc. (seminar tutor)
Mgr. Evžen Staněk (seminar tutor)
Ing. Eva Vojířová (seminar tutor)

Guaranteed by

prof. PhDr. Dušan Pavlů, CSc.
Subdepartment of Management and Marketing – Department of Economics and Management – Departments – University of Finance and Administration
Contact Person: Květoslava Dolejšová

Course Enrolment Limitations

The course is offered to students of any study field.

Language of instruction

Czech

Further comments (probably available only in Czech)

Information on completion of the course: ISP
The course can also be completed outside the examination period.
Information on the extent and intensity of the course: 10 hodin/semestr pro KS.

B_Rek Advertisement

Extent and Intensity

2/1. 6 credit(s). Type of Completion: zk (examination).

Teacher(s)

PhDr. Pavel Čírtek (seminar tutor)
PhDr. Ladislav Lašek (seminar tutor)
prof. PhDr. Dušan Pavlů, CSc. (seminar tutor)
Mgr. Evžen Staněk (seminar tutor)
Ing. Eva Vojířová (seminar tutor)

Guaranteed by

prof. PhDr. Dušan Pavlů, CSc.
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 17:30–18:14 M01, each even Thursday 18:15–19:00 M01, E. Vojířová
B_Rek/cM1PH: each odd Tuesday 14:00–14:44 E227, each odd Tuesday 14:45–15:30 E227, D. Pavlů
B_Rek/cM2PH: each odd Wednesday 14:00–14:44 E306, each odd Wednesday 14:45–15:30 E306, D. Pavlů
B_Rek/cM3PH: each even Wednesday 14:00–14:44 E306, each even Wednesday 14:45–15:30 E306, D. Pavlů
B_Rek/cM4PH: each odd Tuesday 12:15–12:59 E024, each odd Tuesday 13:00–13:45 E024, D. Pavlů
B_Rek/pMMO: Thu 15:45–16:29 M01, Thu 16:30–17:15 M01, E. Vojířová
B_Rek/pMPH: Wed 12:15–12:59 E007KC, Wed 13:00–13:45 E007KC, D. Pavlů
B_Rek/uMKL: Tue 18. 10. 17:30–19:00 K212, Tue 25. 10. 17:30–19:00 K212, 19:15–20:45 K212, Tue 15. 11. 17:30–19:00 K211, 19:15–20:45 K211, L. Lašek
B_Rek/uMPH: Tue 4. 10. 17:30–19:00 E124, Tue 18. 10. 17:30–19:00 E124, Tue 15. 11. 17:30–19:00 E124, Tue 29. 11. 14:00–15:30 E124, 15:45–17:15 E124, E. Staněk
B_Rek/vMMO: Sat 22. 10. 11:30–13:00 M25, Sat 12. 11. 8:00–9:30 M25, 9:45–11:15 M25, Fri 25. 11. 15:30–17:00 M25, 17:15–18:45 M25, E. Vojířová
B_Rek/vM2PH: Fri 25. 11. 17:15–18:45 E225, Sat 26. 11. 9:45–11:15 E225, 11:30–13:00 E225, Fri 9. 12. 15:30–17:00 E225, 17:15–18:45 E225, E. Staněk
B_Rek/vM3PH: Sat 22. 10. 9:45–11:15 E227, 11:30–13:00 E227, Sat 26. 11. 14:00–15:30 E227, Sat 10. 12. 9:45–11:15 E227, 11:30–13:00 E227, E. Staněk

Prerequisites (in Czech)

Předpokladem je absolvování výuky v předmětu Struktura marketingových komunikací B_Smak

Course Enrolment Limitations

The course is offered to students of any study field.

Course objectives (in Czech)

Cílem předmětu je seznámit posluchače se specifikou reklamy jako historicky nejstaršího nástroje marketingové komunikace, s reklamními prostředky, specifikou agentur apod. Výklad se zabývá reklamou jako formou komerční komunikace, která se v lidských dějinách objevuje souběžně s prvními formami komerčních vztahů a z níž se postupně odvíjejí další formy komunikace: Public Relations, Direkt Marketing, Sales Promotion, osobní prodej, návazně pak aplikace v oblasti politického marketingu a ve sféře sociální reklamy. Předmět je zakončen zkouškou a zápočtem:Zkouška probíhá formou 3 průběžných testů v týdnech přednášek: 43.,47.,50. Test obsahuje 15 otázek ze 30 možných, za každý test lze získat 150 bodů, úspěšný je test při zisku 100 bodů. Otázky k testu obdrží studenti týden předem.MÉNĚ NEŽ 100 bodů = opakování testu. Zápočet získá student za zpracování 3 konkrétních analýz reklamních jevů podle zadání pedagoga, a za kvalitní obhajobu formou veřejné prezentace v rámci cvičení.V analýze se soustředí především na strukturu hodnot, které konkrétní propagační aktivita prezentuje, na správnost volby cílové skupiny atd., podle zadání pedagoga. Termíny odevzdání studií průběžně podle pokynů pedagoga.

Syllabus (in Czech)

• -připomenutí základních vývojových trendů v historii reklamy -postavení reklamy v systému IMK -reklamní strategie -základní principy fungování reklamy -základní modely reklamního působení: AIDA atd. -typy reklamních stylů ve světě - interkulturní odlišnosti -reklamní apely -specifika komunikace značky -základní nosiče reklamního sdělení a jejich specifika -výběr apelů a jejich informační a přesvědčovací role -komunikační agentury a jejich typologie -současná charakteristika reklamního trhu v ČR a hlavní tendence jeho vývoje

Literature

required literature
• Pelsmacker, P.D., Guens, M., Bergh, J.:Marketingová komunikace. Praha: Grada Publishing 2003
• Přikrylová, J., Jahodová, H.:Moderní marketingová komunikace.Praha:Grada Publishing 2010
• KOTLER, P. and G. ARMSTRONG. Marketing. 1. vydání. Praha: Grada Publishing, 2004. info

recommended literature
• Clow, K.E., Baack,D.:Reklama, propagace, marketingová komunikace. Brno: Computer Press 2008
• Kleinová,N.: Bez loga. Praha:Dokořán 2005

Teaching methods (in Czech)

Teoretická příprava kombinovaná s cvičením - analýzy konkrétních reklamních komunikátů

Assessment methods (in Czech)

3 písemné testy, rozhovor nad výsledky testů 3 písemné analýzy konkrétních reklamních projevů podle zadání

Language of instruction

Czech

Follow-Up Courses

• B_DM Direct Marketing
• B_PR_1 Public Relations 1
• B_Rek_2 Advertisement 2

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/semestr pro KS.

B_ReK Regional Economy

Extent and Intensity

0/0. 4 credit(s). Type of Completion: zk (examination).

Guaranteed by

prof. Ing. Bojka Hamerníková, CSc.
Department of Finance – Departments – University of Finance and Administration
Contact Person: Jana Rožnovská, DiS.

Course Enrolment Limitations

The course is also offered to the students of the fields other than those the course is directly associated with.

fields of study / plans the course is directly associated with

• Public Administration (programme VSFS, B-HPS, specialization Veřejné finance)

Language of instruction

Czech

Further comments (probably available only in Czech)

Information on the extent and intensity of the course: 8 hodin za semestr.

• Enrolment Statistics (recent)