NA_CA Communication Audit

University of Finance and Administration
Winter 2024
Extent and Intensity
1/1/0. 3 credit(s). Recommended Type of Completion: z (credit). Other types of completion: zk (examination).
Teacher(s)
PhDr. Petr Kopáček (seminar tutor)
Guaranteed by
PhDr. Petr Kopáček
Subdepartment of Social Sciences – Department of Social Sciences – Departments – University of Finance and Administration
Contact Person: Dita Egertová
Timetable of Seminar Groups
NA_CA/cMCPH: each even Wednesday 12:15–12:59 S22, each even Wednesday 13:00–13:45 S22, P. Kopáček
NA_CA/pMCPH: each even Wednesday 10:30–11:14 S22, each even Wednesday 11:15–12:00 S22, P. Kopáček
Prerequisites
Knowledge of general marketing communication and basic understanding of media environment.
Course Enrolment Limitations
The course is offered to students of any study field.
Course objectives
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.
Learning outcomes
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
Syllabus
  • 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
Literature
    required literature
  • 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.
    recommended literature
  • 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.
Teaching methods
Interactive lectures, focused discussions about practical and demonstrative examples of plans and campaigns, individual preparation of practical media plan
Assessment methods
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.
Language of instruction
English
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.
Teacher's information
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.
The course is also listed under the following terms Winter 2022, Winter 2023.
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