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Lecturer(s)
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Bačuvčík Radim, doc. Ing. Mgr. Ph.D.
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Course content
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1. Music and its definition. 2. Border areas of music - muzak, sound art, background music. 3. Music in persuasive communication. 4. Psychological aspects of music. 5. Social and communicative aspects of music. 6. Semantic aspects of music. 7. Aesthetic aspects of music. 8. Music in television, radio, and internet advertising. 9. Music in commercial spaces. 10. The use of music in other areas of marketing communication. 11. Music in public spaces (airport halls, supermarkets). 12. Music in the work process. 13. Possibilities for scientific research into the effects of music in marketing communication.
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Learning activities and teaching methods
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Lecturing, Dialogic (Discussion, conversation, brainstorming), Demonstration
- Home preparation for classes
- 20 hours per semester
- Participation in classes
- 8 hours per semester
- Term paper
- 22 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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| knowledge of the characteristics of music that affect its function in marketing communication |
| knowledge of the characteristics of music that affect its function in marketing communication |
| knowledge of the process of incorporating music into marketing communications |
| knowledge of the process of incorporating music into marketing communications |
| knowledge of the history of the use of music in marketing communication |
| knowledge of the history of the use of music in marketing communication |
| knowledge of the specifics of the use of music in various areas of marketing communication |
| knowledge of the specifics of the use of music in various areas of marketing communication |
| knowledge of the basic legal aspects of the use of music in marketing communication |
| knowledge of the basic legal aspects of the use of music in marketing communication |
| Skills |
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| explain the role of music in marketing communication |
| explain the role of music in marketing communication |
| analyze the role of music in a specific communication |
| analyze the role of music in a specific communication |
| propose a form of music for a specific communication |
| propose a form of music for a specific communication |
| analyze the relationship between music and other components of marketing communications |
| analyze the relationship between music and other components of marketing communications |
| explain the music strategy of selected brands |
| explain the music strategy of selected brands |
| teaching methods |
|---|
| Knowledge |
|---|
| Lecturing |
| Dialogic (Discussion, conversation, brainstorming) |
| Dialogic (Discussion, conversation, brainstorming) |
| Lecturing |
| Demonstration |
| Demonstration |
| Skills |
|---|
| Text analysis |
| Text analysis |
| assessment methods |
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| Knowledge |
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| Essay |
| Essay |
| Analysis of the student's performance |
| Analysis of the student's performance |
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Recommended literature
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BAČUVČÍK, Radim. Hudba v obchodním prostředí: kvantitativní a kvalitativní analýza. Zlín: Univerzita Tomáše Bati ve Zlíně, 2020. ISBN 978-80-7454-954-0.
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Bačuvčík, Radim. Hudba v reklamě. Zlín: VeRBuM, 2014. ISBN 978-80-87500-51-4.
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BAČUVČÍK, Radim. Vnímání hudby v televizní reklamě. Ve Zlíně: Univerzita Tomáše Bati ve Zlíně, 2021. ISBN 978-80-7678-057-6.
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GRAAKJ?R, Nicolai. Analyzing music in advertising: television commercials and consumer choice. London, 2018. ISBN 9781138616813.
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KRTIČKA, Jan a MRKUS, Pavel, ed. Sound and environment: contemporary approaches to sonic ecology in art = Zvuk a prostředí: současné přístupy ke zvukové ekologii v umění. In Ústí nad Labem: Faculty of Art and Design at Jan Evangelista Purkyně University, 2020. ISBN 978-80-7561-268-7.
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MINSKY, Laurence a FAHEY, Colleen. Audio branding: using sound to build your brand. London: Kogan Page, 2017. ISBN 9780749478575.
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NORTH, Adrian C. a HARGREAVES, David J. The social and applied psychology of music. Oxford: Oxford University Press, 2008. ISBN 9780198567424.
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North, Adrian, Hargreaves, David. The Social and Applied Psychology of Music. ISBN 978-0-19-856742.
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Powell, John. Emoční síla krásných zvuků, aneb, Proč máme rádi hudbu.. Olomouc: ANAG, 2018. ISBN 9788075541628.
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Rafajová, Andrea. Zvuky v reklamě. Plzeň, 2017. ISBN 9788073806736.
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