Lecturer(s)
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Káčerková Eliška, Mgr. Ph.D.
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Course content
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Marketing, marketing communications, monitoring, best practice
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Learning activities and teaching methods
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Lecturing, Monologic (Exposition, lecture, briefing), Dialogic (Discussion, conversation, brainstorming), Individual work of students
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prerequisite |
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Knowledge |
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Assumption of successful completion of the course is basic knowledge and experience in marketing communications and knowledge of the concepts associated with it. |
Assumption of successful completion of the course is basic knowledge and experience in marketing communications and knowledge of the concepts associated with it. |
learning outcomes |
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Student gets current information in the field, will be able to adhere to different views on the issue and increase his competence in marketing communications. |
Student gets current information in the field, will be able to adhere to different views on the issue and increase his competence in marketing communications. |
List the practices applied in practice on social networks |
List the practices applied in practice on social networks |
List the specifics of social media practices for specific fields |
List the specifics of social media practices for specific fields |
Explain the principles applied by experts to different social media |
Explain the principles applied by experts to different social media |
Understand the differences of working as a social media expert employed by a company vs. outsourced |
Understand the differences of working as a social media expert employed by a company vs. outsourced |
Skills |
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Apply knowledge from the presented practice of experts to own work |
Apply knowledge from the presented practice of experts to own work |
Identify the appropriateness of applying social media practices to the specific problem |
Identify the appropriateness of applying social media practices to the specific problem |
Identify the appropriateness of the application of given procedures reflecting the specifics of selected social media |
Identify the appropriateness of the application of given procedures reflecting the specifics of selected social media |
Apply appropriate procedures reflecting the requirements of the sector and the target group |
Apply appropriate procedures reflecting the requirements of the sector and the target group |
Evaluate the benefits of using an internal employee vs. an outsourced worker |
Evaluate the benefits of using an internal employee vs. an outsourced worker |
teaching methods |
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Knowledge |
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Individual work of students |
Monologic (Exposition, lecture, briefing) |
Lecturing |
Lecturing |
Individual work of students |
Dialogic (Discussion, conversation, brainstorming) |
Dialogic (Discussion, conversation, brainstorming) |
Monologic (Exposition, lecture, briefing) |
assessment methods |
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Analysis of a presentation given by the student |
Analysis of a presentation given by the student |
Recommended literature
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ANHOLT, Simon. Another one bites the grass : making sense of international advertising. 200. ISBN 0471354880.
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COPLEY, Paul. Marketing communications management : analysis, planning, implementation. 2014. ISBN 978-0-85702-786-3.
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WARNER, Bernhard. #Fail: The 50 Greatest Social Media Screw-Ups And How To Avoid Being The Next One. Lulu.com, 2012. ISBN 978-1471615238.
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