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Lecturer(s)
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Course content
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Marketing communication tools Media types Processing of communication messages into individual media types Advantages and disadvantages of media type Strategic communication planning
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Learning activities and teaching methods
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Monologic (Exposition, lecture, briefing), Activities related to graphics and visual arts, Exercises on PC, Practice exercises, Teamwork, Analysis of a presentation, E-learning
- Home preparation for classes
- 26 hours per semester
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| prerequisite |
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| Knowledge |
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| Prerequisities are not set |
| Prerequisities are not set |
| Skills |
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| Prerequisities are not set |
| Prerequisities are not set |
| learning outcomes |
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| Knowledge |
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| define basic media types in the marketing communication environment |
| define basic media types in the marketing communication environment |
| explain the differences in the use of different types of advertising in the context of the medium used |
| explain the differences in the use of different types of advertising in the context of the medium used |
| list the limitations of advertising messages according to the type of medium |
| list the limitations of advertising messages according to the type of medium |
| define the applicability of advertising and its types according to the student's field of study |
| define the applicability of advertising and its types according to the student's field of study |
| describe the creation of advertising messages according to the characteristics and requirements according to the location |
| describe the creation of advertising messages according to the characteristics and requirements according to the location |
| Skills |
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| identify the elements of marketing communication in the development of personal communication |
| identify the elements of marketing communication in the development of personal communication |
| determine the appropriate communication tools according to the subject of communication |
| determine the appropriate communication tools according to the subject of communication |
| identify the advantages and disadvantages of each media type |
| identify the advantages and disadvantages of each media type |
| analyse communication objectives |
| analyse communication objectives |
| select appropriate tools for communicating professionally oriented messages |
| select appropriate tools for communicating professionally oriented messages |
| teaching methods |
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| Knowledge |
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| Monologic (Exposition, lecture, briefing) |
| Practice exercises |
| Practice exercises |
| Exercises on PC |
| Exercises on PC |
| Activities related to graphics and visual arts |
| Activities related to graphics and visual arts |
| Teamwork |
| Teamwork |
| Analysis of a presentation |
| Analysis of a presentation |
| Monologic (Exposition, lecture, briefing) |
| E-learning |
| E-learning |
| assessment methods |
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| Analysis of the student's performance |
| Analysis of seminar paper |
| Analysis of seminar paper |
| Preparation of a presentation, giving a presentation |
| Preparation of a presentation, giving a presentation |
| Analysis of the student's performance |
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Recommended literature
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Úspěšná prezentace: získejte si své publikum krok za krokem.
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GILLIN, Paul a Eric SCHWARTZMAN. Social marketing to the business customer: listen to your B2B market, generate major account leads, and build client relationships. Hoboken: John Wiley & Sons, 2011, 2011. ISBN 978-0-470-63933-7.
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Šašek, Miloslav. Řízení vztahů se zákazníky : (jak uspět na trzích B2B). Vyd. 1. Praha : Vysoká škola finanční a správní, 2010. ISBN 978-80-7408-025-8.
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