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Lecturer(s)
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Staňková Pavla, doc. Ing. Ph.D.
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Course content
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1. History of ethics. 2. Comparison of legal and ethical standards in marketing communication. 3. Ethics in business and marketing. 4. Basic types of codes in the field of marketing communication. 5. Advertising Council of the Czech Republic, scope of activities, statutes, bodies. 6. Arbitration Commission of the Advertising Council of the Czech Republic, decision-making process. 7. Basic principles of ethics from the perspective of ethical codes in other areas of marketing communication. 8. Ethical principles of marketing communication applicable in the Czech Republic and internationally. 9. General principles of advertising practice. 10. Special requirements for advertising. 11. Problematic products in advertising. 12. Specifics of ethics in direct marketing, PR, and sales promotion. 13. Ethical dimension of marketing communication in selected companies.
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Learning activities and teaching methods
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- Home preparation for classes
- 50 hours per semester
- Participation in classes
- 10 hours per semester
- Term paper
- 26 hours per semester
- Preparation for examination
- 34 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. |
| learning outcomes |
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| to explain the principles of ethics in business and marketing communication |
| to explain the principles of ethics in business and marketing communication |
| to distinguish between legal and ethical norms in marketing communication and explain their interrelation |
| to distinguish between legal and ethical norms in marketing communication and explain their interrelation |
| to describe the main types of ethical codes and their application in the Czech and international context |
| to describe the main types of ethical codes and their application in the Czech and international context |
| to define the role and position of the Czech Advertising Council and understand its decision-making processes |
| to define the role and position of the Czech Advertising Council and understand its decision-making processes |
| to characterize current ethical issues and cases in marketing communication of Czech and international companies |
| to characterize current ethical issues and cases in marketing communication of Czech and international companies |
| Skills |
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| to interpret the ethical dimension of marketing communication through practical examples |
| to interpret the ethical dimension of marketing communication through practical examples |
| to compare legal and ethical approaches to solving specific cases in advertising and marketing communication |
| to compare legal and ethical approaches to solving specific cases in advertising and marketing communication |
| to analyze ethical codes and apply them to selected practical cases |
| to analyze ethical codes and apply them to selected practical cases |
| to evaluate the significance of the Czech Advertising Council for the regulation and ethical dimension of marketing communication |
| to evaluate the significance of the Czech Advertising Council for the regulation and ethical dimension of marketing communication |
| to discuss and defend one's own standpoint on current ethical cases in marketing communication |
| to discuss and defend one's own standpoint on current ethical cases in marketing communication |
| teaching methods |
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| Knowledge |
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| Lecturing |
| Lecturing |
| Demonstration |
| Demonstration |
| Dialogic (Discussion, conversation, brainstorming) |
| Dialogic (Discussion, conversation, brainstorming) |
| Skills |
|---|
| Teamwork |
| Teamwork |
| Dialogic (Discussion, conversation, brainstorming) |
| Dialogic (Discussion, conversation, brainstorming) |
| Dealing with situational issues - learning in situations |
| Dealing with situational issues - learning in situations |
| assessment methods |
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| Knowledge |
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| Analysis of a presentation given by the student |
| Analysis of a presentation given by the student |
| Grade (Using a grade system) |
| Grade (Using a grade system) |
| Analysis of seminar paper |
| Analysis of seminar paper |
| Didactic test |
| Didactic test |
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Recommended literature
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Collins, Denis. Business ethics : best practices for designing and managing ethical organizations. Los Angeles, 2019. ISBN 9781506388052.
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Horňák, P., Šefčák, L. Etika reklamy. Etika žurnalistiky. Bratislava: SOSPRA, 2000. ISBN 80-967916-1-3.
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HORŇÁK, Pavel. Reklama: teoreticko-historické aspekty reklamy a marketingovej komunikácie. Zlín: VeRBum, 2018. ISBN 978-80-87500-94-1.
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KNAPP, John C. a HULBERT, Azalea M. Ghostwriting and the ethics of authenticity. New York: Palgrave Macmillan, published by Springer Nature, 2017.
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MCKINLEY, Mary M. (ed.). Ethics in marketing and communications: towards a global perspective. Basingstoke: Palgrave Macmillan, 2012. ISBN 9780230358553.
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SEKNIČKA, Pavel, PUTNOVÁ, Anna. Etika v podnikání a hodnoty trhu. 2016. ISBN 9788024755458.
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THOMAS, Andrew R.; POP, Nicolae Al; IORGA, Ana Maria a DUCU, Cristian. Ethics and neuromarketing: implications for market research and business practice. Switzerland: Springer International Publishing, 2017.
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VELASQUEZ, Manuel G. Business ethics: concepts and cases. Pearson new international edition. Harlow: Pearson, 2014. ISBN 9781292022819.
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