VSFS:NA_MPA Media Planning and Audit - Informace o předmětu
NA_MPA Media Planning and Audit
Vysoká škola finanční a správnízima 2022
- Rozsah
- 1/1/0. 12 hodin KS/semestr. 3 kr. Doporučované ukončení: z. Jiná možná ukončení: zk.
- Vyučující
- PhDr. Martina Švecová, MSc (cvičící)
Ing. Radek Turčáni (cvičící) - Garance
- PhDr. Martina Švecová, MSc
Sekce managementu a marketingu (FES, KEM) – Katedra ekonomie a managementu (FES, KEM) – Katedry – Vysoká škola finanční a správní
Kontaktní osoba: Bc. Kamila Procházková - Rozvrh seminárních/paralelních skupin
- NA_MPA/cMCPH: každé sudé pondělí 14:00–14:44 S14, každé sudé pondělí 14:45–15:30 S14, R. Turčáni
NA_MPA/pMCPH: každou sudou středu 12:15–12:59 S14, každou sudou středu 13:00–13:45 S14, kromě St 16. 11. ; a St 30. 11. 14:00–15:30 S26, M. Švecová - Předpoklady
- Knowledge of general marketing communication and basic understanding of media environment.
- Omezení zápisu do předmětu
- Předmět je otevřen studentům libovolného oboru.
- Cíle předmětu
- After completing the course, students will be able to choose the right media for given/chosen marketing aim/campaign and understand the process of planning and implementing media plan in IMC´s. Student will be able to use the team to create a real media plan for marketing or advertising campaign, including its evaluation and measurement.
- Výstupy z učení
- Student will be able: - To understand Czech media market for practical use in planning media plan, - To understand basic media terminology, - To understand process of media planning including the distribution of finance avalaible, - To understand process of media buying, - To prepare draft Media Plan, - To evaluate advertising campaign.
- Osnova
- 1/ General Introduction to Media Theory, media vocabulary 2/ Media and Marketing: understanding the role of media in marketing and opposite 3/ Publicum vs. Customer, Identification of target groups for chosen to purpose/aim in the context of Digital Age 4/ IMC and how media plan works as the part of strategic planning 5/ What is media planning in general: media planning and buying in the context of IMC 6/ Selection of right media (new vs. old), specification of media formats and their contribution to advertising 6/ The Essentials of Creating the Media Plan in context of IMC 7/ Creating the media plan 8/ Evaluating the media plan and post buy analyses including the customer research
- Literatura
- povinná literatura
- Kelley, Larry, et al. Advertising Media Planning : A Brand Management Approach, Routledge, 2015. ISBN 978-0765640901
- KATZ, Helen E. The media handbook: a complete guide to advertising media selection, planning, research, and buying. 6th edition. New York, 2017. ISBN 978-113-8689-152
- MCDONALD, Malcolm a Hugh WILSON. Marketing Plans: How to prepare them, how to profit from them. 8th edition. West Sussex, printed USA: Wiley, 2016. ISBN 9781119217138.
- doporučená literatura
- JUSKA, Jerome M. Integrated Marketing Communication: Advertising and Promotion in a Digital World. New York: Routledge, 2018. ISBN 978-1-315-52681-2.
- BLAKEMAN, Robyn. Integrated Marketing Communication: Creative Strategy from Idea to Implementation. 2nd edition. London, printed in USA: Rowman & Littlefield Publishers, 2018. ISBN 978-1-4422-2121-5
- Výukové metody
- Interactive lectures, focused discussions about practical and demonstrative examples of plans and campaigns, individual preparation of practical media plan
- Metody hodnocení
- Assesment methods: Credit and exam (z / ZK 5 Cr.) Credit is awarded on successful participation on group project, 75% attendance and presentation of group project. By the project is meant the media plan for selected marketing campaign. Each group has max. 2 members. Further information will be provided through the course on IS in the folder Study materials. Student with ISP status or the student who didn´t attend the lessons min. from 75% will write the course project alone.
- Vyučovací jazyk
- Angličtina
- Informace učitele
- All study materials based on recommended literature will be available on IS in the folder Study materials. Assumptions: Students ability to understand marketing theory and to consider possible applications/options into the practical marketing processes/campaigns in the structure of marketing communication.
- Další komentáře
- Předmět je dovoleno ukončit i mimo zkouškové období.
- Statistika zápisu (nejnovější)
- Permalink: https://is.vsfs.cz/predmet/vsfs/zima2022/NA_MPA