B_CjMK Czech Language in Marketing Communication

University of Finance and Administration
Summer 2025
Extent and Intensity
0/2/0. 3 credit(s). Type of Completion: z (credit).
Guaranteed by
Ing. Mgr. Oldřich Johannes Petr
Subdepartment of Languages – Department of Social Sciences – Departments – University of Finance and Administration
Contact Person: Ivana Plačková
Course Enrolment Limitations
The course is offered to students of any study field.
Course objectives
The objective of the course is to improve language standard, level of spoken and written discourse, boost the ability to recognise several language varieties, and assess the appropriateness of their use according to real context. The course aims to teach students to master creating and constructing several types of texts. It focuses on avoiding common mistakes in discourse and elimination of orthographic mistakes in written discourse.
Learning outcomes
After successful completion of the course, students will be able to have a good overview in the Czech language, to distinguish between formal and informal texts, to identify types of communication, to understand the texts of advertisements, they will be able to analyze, modify and edit it. At the same time they will be able to create their own marketing and advertising messages. They will also be able to recognize the basic functional styles and will learn to write short texts according to the teacher's instructions. They will get acquainted with specific examples of advertisements. An integral part of this course is also the projection of the Czech language into the field of marketing.
Syllabus
  • Tato osnova je určena pro prezenční studium, průběh výuky pro kombinované studium je uveden ve studijních materiálech formou metodického listu (ML). Obsah cvičení: 1. - 2. Jazyk, řeč, jazyková kultura 3. - 4. Český národní jazyk a jeho stratifikace 5. - 6. Jazyková stylizace reklamního textu 7. - 8. Kompozice textu, psaní reklamních textů 9. - 10. Současný vývoj češtiny, stylové rozpětí 11. - 12. Copywriting - reklamní slogany 13. - 14. Copywriting - názvy firem a značek 15. - 16. Reklamní komunikace 17. - 18. Výrazové prostředky marketingové komunikace 19. - 20. Jazykové prostředky reklamy - jazyková hra 21. - 22. Tvorba PR článků 23. - 24. Cvičení, zápočtové prezentace studentů
Literature
    required literature
  • Minářová, Eva: Stylistika pro žurnalisty. Praha, Grada 2011. ISBN 978-80-247-2979-4
  • ČMEJRKOVÁ, Světla: Reklama v češtině - čeština v reklamě. Praha, Leda 2008. ISBN 80-85927-75-6
  • Sálová A., Veselá Z., Raková M.: Copywriting. Brno, Computer Press, 2020. ISBN 978-80-251-5017-7
    recommended literature
  • Kraus, J.: Člověk mluvící. LEDA 2011. ISBN 978-80-7335-258-5
  • Králík, J. a kolektiv: Každý den s češtinou. Zajímavosti a zvláštnosti. NLN, Praha 2009. ISBN 978-80-7106-884-6
  • Pravidla českého pravopisu – studentské vydání. Praha, Academia 2010. ISBN 978-80-200-1327-9
  • Svobodová, J., Svobodová, D., Gejgušová, I.: Zdroje a cíle jazykové popularizace. Pedagogická fakulta Ostrava 2010. ISBN 978-80-7368-916-2
  • Cvrček, V.: Mluvnice současné češtiny. Praha, Karolinum 2010. ISBN 978-80-246-1743-5
  • Straková, H., Kalandra, F.: Jak psát bez chyb. Brno 2011. ISBN 978-80-7204-733-8
  • Dočekalová, M.: Tvůrčí psaní pro každého. Grada, Praha 2006. ISBN 80-247-1602-X
  • http://prirucka.ujc.cas.cz/
  • www.jazykovaporadna.cz
Teaching methods
seminars in full-time study; tutorials in part-time study; compulsory seminar participation is 75% in full-time study, compulsory tutorial participation is 50% in part-time study.
Assessment methods
Assessment methods and criteria 2. Presentation on chosen marketing topic. In full-time study the presentations will take place in lessons and in part-time study an extra date will be set. 3. Completing 4 written assignments – recommended coverage 2 A4 pages (stylistic, grammar, lexical exercises etc.) Examination requirements: An oral examination on topics based on obligatory reading and the course content. The final mark includes assessment of the written assignments and the presentation.
Language of instruction
Czech
Further comments (probably available only in Czech)
The course can also be completed outside the examination period.
Information on the extent and intensity of the course: 12 hodin KS/semestr.
The course is also listed under the following terms Winter 2007, Summer 2008, Winter 2011, summer 2012, Winter 2012, Winter 2013, Winter 2014, Winter 2015, Winter 2016, Winter 2017, Winter 2018, Winter 2019, Summer 2021, Summer 2022, Summer 2023, Summer 2024.
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