BA_Adv Advertising

Vysoká škola finanční a správní
zima 2020
Rozsah
2/1/0. 16 hodin KS/semestr. 6 kr. Ukončení: zk.
Vyučující
PhDr. Karel Eliáš, CSc. (přednášející)
Mirela Moldoveanu, M.Sc., Ph.D. (cvičící)
Garance
PhDr. Karel Eliáš, CSc.
Sekce managementu a marketingu (FES, KEM) – Katedra ekonomie a managementu (FES, KEM) – Katedry – Vysoká škola finanční a správní
Kontaktní osoba: Lenka Pokorná
Rozvrh seminárních/paralelních skupin
BA_Adv/cMCPH: každé sudé úterý 14:00–14:44 E000MM, každé sudé úterý 14:45–15:30 E000MM, M. Moldoveanu
BA_Adv/pMCPH: Út 12:15–12:59 E222, Út 13:00–13:45 E222, M. Moldoveanu
Předpoklady
BA_Mar Marketing
The requirement for the completion of this course is completion of the course BA_Mar.
Omezení zápisu do předmětu
Předmět je otevřen studentům libovolného oboru.
Cíle předmětu
The aim of the course is to acquaint students with the theory of communication specifics of advertising as historically the oldest tools of marketing activities. At the same time, the students will be able to apply the acquired theoretical knowledge in the form of a creative application in team implementation of two specific client assignments. After completing the course, the student of marketing communication will acquire an essential knowledge base enabling him / her to work with the basic concepts of the field, to understand the logic and continuity of individual analytical, creative and strategic activities aimed at effective advertising communication and advertising campaign. It will also be the subject graduate able to apply theoretical knowledge in project preparation strategies of advertising communication and basic creative concepts specific client assignment. After completing the subject, the student will also understand the cooperative interaction and synergies of advertising engagement with other marketing communication tools.
Výstupy z učení
The aim of the course is to acquaint students with the theory of communication specifics of advertising as historically the oldest tools of marketing activities. At the same time, the students will be able to apply the acquired theoretical knowledge in the form of a creative application in team implementation of two specific client assignments. After completing the course, the student of marketing communication will acquire an essential knowledge base enabling him / her to work with the basic concepts of the field, to understand the logic and continuity of individual analytical, creative and strategic activities aimed at effective advertising communication and advertising campaign. It will also be the subject graduate able to apply theoretical knowledge in project preparation strategies of advertising communication and basic creative concepts specific client assignment. After completing the subject, the student will also understand the cooperative interaction and synergies of advertising engagement with other marketing communication tools.
Osnova
  • 1.A brief overview of the development of advertising in our territory in a European and global context 2. Advertising as a specific tool of Marketing Mix 3. Operating models of advertising 4. Advertising stratégy 5. Advertising campaigns and their specifics 6. Measuring the effectiveness of advertisment 7. Creative advertising strategy - communication, appeal, Information 8. Creative advertising strategy - format, realization 9. Branding and Brand Positioning 10. Global Advertising 11. Social advertising 12. Advertising and a new environment. Modern trends and techniques in advertising
Literatura
    doporučená literatura
  • CLOW,K.E.BAACK, D.:Integrated Advertising, Promotion and Marketing Communications.Harlow: Pearson Education c2015. ISBN :027375328 (brož.), 9780273753285(brož.)
  • CLOSE,G.A.(ed.): Online Consumer Behavior:Theory and Research in Social Media, Advertising and Etail. Taylor and Francis Ltd.(Routledge) 2011.ISBN : 9781848729698.
  • EAGLE, Lynne. Marketing communications. Abingdon, Oxon: Routledge, 2015. ISBN 9781317697756.
  • KOTLER, P., ARMSTRONG, G., Principles of Marketing (14th Edition), 2011, ISBN-13: 978-0-13-216712-3
  • HOVLAND, Roxanne a Joyce Marie WOLBURG. Advertising, society, and consumer culture [electronic resource]. 2015. ISBN 9781317477532.
  • PRIDE,W.M.FERREL, O.C.:Marketing.South Western Cengage Learning 2010. ISBN13:9780547167473
  • SHIMP, Terence A., ANDREWS, Craig J., Advertising Promotion and Other Aspects of Integrated Marketing Communications, 2013. ISBN-13: 9781473723702
Metody hodnocení
The course is completed with a credit and verbal exam (online and offline options will be considered). Special semester work and presentations is a condition for access to the exam.
Vyučovací jazyk
Angličtina
Informace učitele
All subject related study-books are also available in a limited amount in the VŠFS library (Vltavská st., P5). Books No. 2, 3, 5, are available in electronic resource.
Další komentáře
Předmět je dovoleno ukončit i mimo zkouškové období.
Předmět je zařazen také v obdobích zima 2012, zima 2013, zima 2014, zima 2015, zima 2016, zima 2017, zima 2018, zima 2019, zima 2021, zima 2022, zima 2023, zima 2024.