BA_MuM Multimedia in Marketing

Vysoká škola finanční a správní
léto 2023
Rozsah
1/1/0. 12 hodin KS/semestr. 3 kr. Doporučované ukončení: z. Jiná možná ukončení: zk.
Vyučující
PhDr. Ladislava Knihová, Ph.D., MBA (přednášející)
Garance
Ing. Miroslav Dittrich
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
BA_MuM/cMCPH: každé sudé pondělí 14:00–14:44 E304, každé sudé pondělí 14:45–15:30 E304, L. Knihová
BA_MuM/pMCPH: každé sudé pondělí 12:15–12:59 E304, každé sudé pondělí 13:00–13:45 E304, L. Knihová
Omezení zápisu do předmětu
Předmět je otevřen studentům libovolného oboru.
Cíle předmětu
The objective of the course is to learn the basics of multimedia specifics and their use in marketing. Students will learn to combine their creative ideas with multimedia tools (video, audio, graphic design, writing and editing skills) and design multimedia content that entertains, informs, educates and inspires. After completing the course, students will acquire the essential knowledge and skills to become multimedia specialists thanks to mastering the latest theoretical approaches and best practices.
Výstupy z učení
Upon completing the course in Multimedia in Marketing, students will be adept at navigating the modern media landscape, ranging from traditional digital media to social media platforms. They will gain hands-on experience in content creation, including blogs, podcasts, and videos, as well as in utilizing metrics for campaign effectiveness. The course also covers essential legal frameworks like GDPR, equipping students with the know-how to monetize digital assets responsibly and build a brand in a compliant manner.
Osnova
  • 01 Media landscape, multimedia in marketing and digital communication mix (multimedia, social media and digital/new media, media fragmentation, edutainment) 02 Content marketing (What is content marketing, web, blog, vlog, article in print, PR article, e-commerce product description, customer education and edutainment, customer engagement) 03 Digital media (paid, owned and earned media; web, e-mail marketing, newsletters, e-books, audiobooks, WordPress – Content Management System) 04 Multimedia storytelling - an effective marketing communication tool 05 Blogging and guest blogging 06 Podcast marketing (Audacity – audio recording and editing application; Anchor – mobile application; Spotify, Apple Podcasts, Google Podcasts) 07 Video marketing 08 Social media in the context of multimedia marketing communication 09 Media monitoring and social media metrics 10 Digital media monetization strategies 11 Brand building in the multimedia environment (CANVA – graphic design tool) 12 Advertising regulation, GDPR and the use of cookies in compliance with regulations
Literatura
    povinná literatura
  • HOLLENSEND, Svend, Philip KOTLER a Mark Oliver OPRESNIK, 2020. Social Media Marketing. A Practitioner Guide. 4th edition. ISBN 97986643250623
  • ROWLES, Daniel a Ciaran ROGERS, 2019. Podcasting marketing strategy: a complete guide to creating, publishing and monetizing a successful podcast. London, United Kingdom ; New York, USA: Kogan Page Limited. ISBN 978-0-7494-9854-2
  • JACKSON, Dave, 2020. Profit from your podcast: proven strategies to turn listeners into a livelihood. New York: Allworth Press. ISBN 978-1-62153-772-4
  • BÖHM, Klaus et al.: Future of Media Monetization. Available at: https://www2.deloitte.com/us/en/insights/industry/telecommunications/future-of-media-content-monetization.html
    neurčeno
  • CIALDINI, Robert B., 2021. Influence, new and expanded: the psychology of persuasion. New and Expanded. New York: Harper Business. ISBN 978-0-06-293767-4
Výukové metody
Interactive lectures in a hybrid format with theoretical concepts' explanations, presentations and practical demonstrations of media situations, including the acquisition of the basics of working in multimedia content creation applications.
Metody hodnocení
Active student involvement throughout the semester, Credit Project: A multimedia marketing campaign design – a project for micro-teams, its presentation and defense. Mastering the correct terminology used in multimedia in marketing.
Vyučovací jazyk
Angličtina
Další komentáře
Předmět je dovoleno ukončit i mimo zkouškové období.
Předmět je zařazen také v obdobích léto 2024, zima 2024.