VSFS:NA_MPA Media Planning and Audit - Informace o předmětu
NA_MPA Media Planning and Audit
Vysoká škola finanční a správnízima 2018
- Rozsah
- 1/1/0. 10 hodin KS/semestr. 5 kr. Ukončení: zk.
- Vyučující
- JUDr. Petr Majerik (cvičící)
- Garance
- JUDr. Petr Majerik
Sekce managementu a marketingu (FES, KEM) – Katedra ekonomie a managementu (FES, KEM) – Katedry – Vysoká škola finanční a správní
Kontaktní osoba: Ing. Edita Jerie, DiS. - Rozvrh seminárních/paralelních skupin
- NA_MPA/cMCPH: každé sudé pondělí 10:30–11:14 S13, každé sudé pondělí 11:15–12:00 S13, kromě Po 1. 10. ; a Po 8. 10. 10:30–12:00 S24, P. Majerik
NA_MPA/pMCPH: každé sudé pondělí 8:45–9:29 S13, každé sudé pondělí 9:30–10:15 S13, kromě Po 1. 10. ; a Po 8. 10. 8:45–10:15 S24, P. Majerik - Předpoklady
- Elementary knowledge of marketing communications and media environment at the level of teaching in secondary schools and undergraduate degree programs. The ability to apply theoretical knowledge taught and apply them in practice.
- Omezení zápisu do předmětu
- Předmět je otevřen studentům libovolného oboru.
- Cíle předmětu
- Graduates will learn the structure of the Czech media environment, including terminology and be able to explain the practice in media planning metrics used. After completing the course, students will be able to interpret in practice, the choice of media used and the steps to make the process of planning and implementing integrated communications campaigns in various segments of the media market, including the evaluation phase. The information gathered will be able to use the team to create a real media plan marketing or advertising communication campaigns, including its implementation form.
- Výstupy z učení
- Student will be able: - To understand Czech media market and its future trends - To understand basic media terminology - To understand process of media planning - To understand process of media buying - To prepare draft Media Proposal - To evaluate advertising campaign
- Osnova
- 1. Media as an attribute of social movements, the development of the media sector, the current structure of the Media; 2. Commercial information, advertising and advertising in the media, types of media campaigns; 3. The client and the creative brief - basic information between client and agency; 4. Strategies and components of the communication mix; 5. Subjects in the Czech media market, data sources and typology of media; 6. Marketing research and their importance for media selection, segmentation of target groups and targeting; 7. The choice of media for communication campaign and the establishment of the communication mix; 8. Determination and correlation between the marketing, communications and media objectives; 9. Media audit; 10. Implementation plan, reach, frequency, timing; 11. Efficiency metrics, reporting, follow-up research; 12. Case report media plan communication campaigns.
- Literatura
- Výukové metody
- In full time study there are lectures, the content of which is the theoretical interpretation of a teacher, and seminars where the emphasis is put on active participation of students in discussions about examples from media communication practice and presentation of their written works, compulsory seminar participation is 75%. In part time study the content of tutorials is the annotated guide to the themes of subject according to the Study pillar – with the emphasis on the knowledge of literature and self-study, compulsory tutorial participation is 50%.
- Metody hodnocení
- The time courses are exercises regularly checked partial knowledge in the form of written work in Following the preparation of the areas of study support. The study is completed with the Seminar work and a written test Minor deficiencies of written test can "fix" the oral interview. For severe errors, it is necessary to repeat the test.
- Vyučovací jazyk
- Angličtina
- Další komentáře
- Předmět je dovoleno ukončit i mimo zkouškové období.
- Statistika zápisu (zima 2018, nejnovější)
- Permalink: https://is.vsfs.cz/predmet/vsfs/zima2018/NA_MPA