NA_CA Communication Audit

Vysoká škola finanční a správní
zima 2024
Rozsah
1/1/0. 12 hodin KS/semestr. 3 kr. Doporučované ukončení: z. Jiná možná ukončení: zk.
Vyučující
PhDr. Petr Kopáček (cvičící)
Garance
PhDr. Petr Kopáček
Sekce společenských věd (FES, KSV) – Katedra společenských věd (FES, KSV) – Katedry – Vysoká škola finanční a správní
Kontaktní osoba: Dita Egertová
Rozvrh seminárních/paralelních skupin
NA_CA/cMCPH: každou sudou středu 12:15–12:59 S22, každou sudou středu 13:00–13:45 S22, P. Kopáček
NA_CA/pMCPH: každou sudou středu 10:30–11:14 S22, každou sudou středu 11:15–12:00 S22, P. Kopáček
Předpoklady
Knowledge of general marketing communication and basic understanding of media environment.
Omezení zápisu do předmětu
Předmět je otevřen studentům libovolného oboru.
Cíle předmětu
After completing the course, students will be able to choose the right media for given/chosen marketing aim/campaign and understand the process of planning and implementing media plan in IMC´s. Student will be able to use the team to create a real media plan, evaluate the campaign or crate post buy analysis for marketing or advertising campaign.
Výstupy z učení
Student will be able: - To understand general media market for practical use in planning media plan, - To understand basic media metrics terminology, - To understand process of media planning including the distribution of finance avalaible, - To understand process of media buying, - To prepare draft Media Plan, - To evaluate advertising campaign. - To create post - buy analysis
Osnova
  • Lecture 1: Introduction to Marketing Communication Audits Lecture 2: Setting Objectives for Marketing Communication Audits Lecture 3: Identifying Target Audiences and Stakeholders Lecture 4: Auditing Brand Messaging Consistency Lecture 5: Channel-Specific Audits (Part 1): Digital Channels Lecture 6: Channel-Specific Audits (Part 2): Traditional Channels Lecture 7: Evaluating Marketing Content Effectiveness Lecture 8: Auditing Competitive Marketing Communication Lecture 9: Legal and Ethical Considerations in Marketing Audits Lecture 10: Measuring ROI of Marketing Communication Lecture 11: Integrating Auditing Results into Strategy Lecture 12: Final Review and Audit Case Studies
Literatura
    povinná literatura
  • Kelley, Larry, et al. Advertising Media Planning : A Brand Management Approach, Routledge, 2015. ISBN 978-0765640901
  • KATZ, Helen E. The media handbook: a complete guide to advertising media selection, planning, research, and buying. 6th edition. New York, 2017. ISBN 978-113-8689-152
  • MCDONALD, Malcolm a Hugh WILSON. Marketing Plans: How to prepare them, how to profit from them. 8th edition. West Sussex, printed USA: Wiley, 2016. ISBN 9781119217138.
    doporučená literatura
  • JUSKA, Jerome M. Integrated Marketing Communication: Advertising and Promotion in a Digital World. New York: Routledge, 2018. ISBN 978-1-315-52681-2.
  • BLAKEMAN, Robyn. Integrated Marketing Communication: Creative Strategy from Idea to Implementation. 2nd edition. London, printed in USA: Rowman & Littlefield Publishers, 2018. ISBN 978-1-4422-2121-5
  • KOTLER, Philip, Hermawan KARTAJAYA a Iwan SETIAWAN. Marketing 5.0: Technology for Humanity. New Jersay, Canada: Wiley, 2021. ISBN 978-1-119-66854-1.
  • DAN S., Kennedy. Magnetic Marketing: How to attract a flood of new customers that pay, stay and refer. USA: Forbes Books, 2018. ISBN 978-1-946633-74-3.
Výukové metody
Interactive lectures, focused discussions about practical and demonstrative examples of plans and campaigns, individual preparation of practical media plan
Metody hodnocení
Assesment methods: Credit is awarded on successful participation on group project, 75% attendance and presentation of group project. By the project is meant the complete plan for selected marketing campaign. Each group has max. 2 members. Further information will be provided through the course on IS in the folder Study materials. Examination: the credit is awarded on the base of quality of group work and acceptable level of attendance. ISP students have the same condition exc. attendance. Deadline for upload of group project is manadatory for full time and ISP students.
Vyučovací jazyk
Angličtina
Informace učitele
All study materials based on recommended literature will be available on IS in the folder Study materials. This course is based on two way communication and discussion about 12 topics. Importance is understanding of scope for marketing communication audit.
Další komentáře
Předmět je dovoleno ukončit i mimo zkouškové období.
Předmět je zařazen také v obdobích zima 2022, zima 2023.
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