VSFS:BA_Adv Advertising - Informace o předmětu
BA_Adv Advertising
Vysoká škola finanční a správnízima 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.
- Statistika zápisu (zima 2022, nejnovější)
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