BA_Adv Advertising

Vysoká škola finanční a správní
zima 2022
Rozsah
2/1/0. 16 hodin KS/semestr. 6 kr. Ukončení: zk.
Vyučující
Kristina Lenkova, Ph.D. (cvičící)
Garance
Kristina Lenkova, Ph.D.
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_Adv/cMCPH: každý sudý čtvrtek 19:15–19:59 E305, každý sudý čtvrtek 20:00–20:45 E305, kromě Čt 15. 12. ; a Čt 15. 12. 14:00–15:30 S24, K. Lenkova
BA_Adv/pMCPH: každou lichou středu 12:15–12:59 E304, každou lichou středu 13:00–13:45 E304, každou lichou středu 14:00–14:44 E304, každou lichou středu 14:45–15:30 E304, K. Lenkova
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
This course is designed to provide an introduction to the integrated marketing communication (IMC) – its definition, roles, objectives, as well as the possible strategies and tactics for its conduction. The stress of the course will be on Advertising amongst all the elements on the Marketing Communication mix and their mutual interaction. Within the course we will try to simulate situations which can be expirienced in the real world so that the students to apply their theoretical knowledge from the lectures into practical excercises.The knowledge should prepare the students for being able to work both in the field of Advedrtisment on the client's or agency's site.
Výstupy z učení
1.To point out the essence of Marketing, Marketing Communication and IMC 2.To explain the logic behind the need of having a successful IMC by a company 3.To explain the process of initiating, creating, executing and measuriing the IMC 4.To address the Advertisement’s characteristics, the suitable media channels and measurement of this particular element of the IMC 5.To use practical examples which will bring the matter closer to the students and will provide them with a know/how which they can use in their future professional carrier
Osnova
  • WEEK 1 - Course Introduction, Mktg, Mktg Communication and Integrated Marketing Communication (IMC), Elements of the Mktg Communication Mix - 12.10 -The Role of Advertisement and Promotion, Targets of the Mktg Process, Developing Mktg. Planning Program, Types of Mktg Strategies - 12.10 WEEK 2 - Advertisement agencies – criteria for making a decision on co-operation, tenders, expectations of both parties, evaluation for co-operation - 26.10. - Brand Positioning and Management – process description, Brief preparation - 26.10. WEEK 3 -Creative planning and development - 9.11. –Creative executions – options, limits, hints - 9.11. WEEK 4 -Advertisement as an element of the Mktg. Communication Mix - 23.11. -Broadcast media – description and ways of evaluation -23.11. WEEK 5 -Global Mktg and Advertisement - 7.12. –Advertisement in the digital era - 7.12.
Literatura
    povinná literatura
  • Belch and Belch, Advertising and Promotion, 8th Edition, Mc-Graw Hill
  • CLOW,K.E.BAACK, D.:Integrated Advertising, Promotion and Marketing Communications.Harlow: Pearson Education c2015. ISBN :027375328 (brož.), 9780273753285(brož.)
    doporučená literatura
  • KOTLER, P., ARMSTRONG, G., Principles of Marketing (14th Edition), 2011, ISBN-13: 978-0-13-216712-3
  • Miles Young, Ogilvy o reklamě v digitálním věku, 2018
  • Marieke de Mooij, Global Marketing and Advertising, Understanding Cultural Paradoxes, 4th Edition
  • Larry D.Kelley, Donald W.Jugenheimer, and Kim BArtel Sheehan, Advertising Media Planning A Brand Management Approach, 4th Edition
Výukové metody
Lectures: pptx presentations in an interactive manner. Seminars: individual and team exercises to engage with the taught material at a practical level.
Metody hodnocení
Grading: The grade will be structured as follows: 10% Class attendance and participation, 10% Homework 1, 10% Homework 2, 20% Term Project Assignment, 50% Final Exam GRADING SCALE: A 100-90 B 89-80 C 79-70 D 69-60 F - Below 59 Class Attendance & Participation: Student’s physical presence at the class is compulsory. Exceptions are allowed only based on school permissions for on-line presence or upon previous agreement with the instructor. Participation in class is also granted a % of the total grade. If you are absent more than 2 times without a reason, your grade will go down. Participation means contributing each and every time to the class, via discussions, answering and raising questions. Share your knowledge and point-of-view with the class. Deadlines: Communication professionals always meet deadlines that is why late assignments will not be accepted.
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 form.
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 2020, zima 2021, zima 2023, zima 2024.