|
Lecturer(s)
|
-
Káčerková Eliška, Mgr. Ph.D.
|
|
Course content
|
1-2. Basic concepts of advertising, promotion, and marketing communication; the origins of advertising. 3. Characteristics of advertising in relation to the medieval development of human society. 4. History of advertising in the US. 5. Development of other forms of marketing communication. 6-8. The beginnings of newspaper advertising. 9.-10. The influence of technological inventions on the form of advertising, personalities in the field of advertising. 11. The beginnings of the advertising industry in the Czech Republic. 12. The Baťa phenomenon and its reflection in advertising. 13. The development of advertising in our country from World War II to the present.
|
|
Learning activities and teaching methods
|
Monologic (Exposition, lecture, briefing), Methods for working with texts (Textbook, book)
- Participation in classes
- 10 hours per semester
- Term paper
- 35 hours per semester
- Preparation for course credit
- 45 hours per semester
- Home preparation for classes
- 30 hours per semester
|
| prerequisite |
|---|
| Knowledge |
|---|
| There are specified no assumptions for completion of the course. |
| There are specified no assumptions for completion of the course. |
| learning outcomes |
|---|
| The student is able to analyze competitors´ marketing campaigns and creates own activities. The student is familiar with the work of selected personalities in the advertising world. |
| The student is able to analyze competitors´ marketing campaigns and creates own activities. The student is familiar with the work of selected personalities in the advertising world. |
| The student is able to describe the beginnings of the development of marketing communications in antiquity. |
| The student is able to describe the beginnings of the development of marketing communications in antiquity. |
| The student can define the individual parts of the 4V model. |
| The student can define the individual parts of the 4V model. |
| The student knows the historical context of the basic tools of the MK. |
| The student knows the historical context of the basic tools of the MK. |
| The student can name selected personalities of the history of advertising. |
| The student can name selected personalities of the history of advertising. |
| The student is able to describe the historical development of selected global brands. |
| The student is able to describe the historical development of selected global brands. |
| Skills |
|---|
| The student knows how to navigate the basic technological inventions that marked key milestones in the history of MK. |
| The student knows how to navigate the basic technological inventions that marked key milestones in the history of MK. |
| The student is able to think critically about modern forms of marketing communications. |
| The student is able to think critically about modern forms of marketing communications. |
| The student can use knowledge of the historical development of brands for a critical comparison with current trends. |
| The student can use knowledge of the historical development of brands for a critical comparison with current trends. |
| The student can classify the individual MK formats into the relevant historical period |
| The student can classify the individual MK formats into the relevant historical period |
| The student can recognize the use of themes from famous advertising campaigns in contemporary advertising communications. |
| The student can recognize the use of themes from famous advertising campaigns in contemporary advertising communications. |
| teaching methods |
|---|
| Knowledge |
|---|
| Monologic (Exposition, lecture, briefing) |
| Methods for working with texts (Textbook, book) |
| Monologic (Exposition, lecture, briefing) |
| Methods for working with texts (Textbook, book) |
| assessment methods |
|---|
| Analysis of seminar paper |
| Analysis of seminar paper |
|
Recommended literature
|
-
Hlouchová, Kateřina. Proměny československé reklamy 1918-1989. Brno: Václav Klemm, 2015. ISBN 978-80-87713-12-9.
-
HORŇÁK, Pavel. Reklama: teoreticko-historické aspekty reklamy a marketingovej komunikácie. Zlín: VeRBum, 2018. ISBN 978-80-87500-94-1.
-
KOTYZOVÁ, Pavla a Lenka HARANTOVÁ. Propagace firmy Baťa do roku 1939. Zlín : VeRBuM, 2015. ISBN 978-80-87500-70-5.
-
PAVLŮ, Dušan. Reklub 1927-1949: kapitoly z dějin československé reklamy. Praha: Professional Publishing, 2017. ISBN 978-80-88260-00-4.
-
RICHARDS, Jef I. A history of advertising: the first 300,000 years. Lanham: Rowman & Littlefield, 2022. ISBN 978-1-5381-4121-2.
-
SMITH, Ian Haydn. Filmové plakáty: ďejiny jednoho média. V Praze: Slovart, 2021. ISBN 978-80-7529-625-2.
-
TÁBORSKÝ, Ondřej a ČESÁLKOVÁ, Lucie. Spotřební imaginace státního socialismu: reklama v Československu 1948-1989. Praha: Národní muzeum, 2022. ISBN 978-80-7036-710-0.
-
TUNGATE, Mark. Adland: a global history of advertising. London: KoganPage, 2013. ISBN 978-0-7494-6431-8.
-
WITKOWSKI, Terrence H. Sources for advertising and marketing history at the McCracken Research Library, Buffalo Bill Center of the West. Journal of Historical Research in Marketing. Online, 2021.
|