|
Lecturer(s)
|
|
|
|
Course content
|
Basics of marketing and marketing communication Marketing and communication mix Individual channels and tools of the communication mix
|
|
Learning activities and teaching methods
|
Monologic (Exposition, lecture, briefing), Activities related to graphics and visual arts, Exercises on PC, Practice exercises, Teamwork, Analysis of a presentation, E-learning
- Participation in classes
- 13 hours per semester
- Home preparation for classes
- 11 hours per semester
- Preparation for course credit
- 26 hours per semester
|
| prerequisite |
|---|
| Knowledge |
|---|
| Students have basic knowledge in the field of marketing communication; they can orient themselves in the basic approaches and concepts related to communication and advertising. They can implement the fundamentals of marketing communications in the creative industries. |
| Students have basic knowledge in the field of marketing communication; they can orient themselves in the basic approaches and concepts related to communication and advertising. They can implement the fundamentals of marketing communications in the creative industries. |
| Prerequisities are not set |
| Prerequisities are not set |
| Skills |
|---|
| Prerequisities are not set |
| Prerequisities are not set |
| learning outcomes |
|---|
| Knowledge |
|---|
| marketing |
| marketing |
| marketing comunication |
| marketing comunication |
| marketing communication tools |
| marketing communication tools |
| communication mix |
| communication mix |
| use of marketing communication tools |
| use of marketing communication tools |
| Skills |
|---|
| to reflect the used tools of marketing communication |
| to reflect the used tools of marketing communication |
| identify the basic elements of marketing communication |
| identify the basic elements of marketing communication |
| choose marketing communication tools according to the communication goa |
| choose marketing communication tools according to the communication goa |
| create basic communication activities within marketing communication |
| create basic communication activities within marketing communication |
| apply marketing communication tools to profiling activities |
| apply marketing communication tools to profiling activities |
| teaching methods |
|---|
| Knowledge |
|---|
| Teamwork |
| Teamwork |
| Activities related to graphics and visual arts |
| Activities related to graphics and visual arts |
| Practice exercises |
| Analysis of a presentation |
| Analysis of a presentation |
| E-learning |
| E-learning |
| Monologic (Exposition, lecture, briefing) |
| Monologic (Exposition, lecture, briefing) |
| Practice exercises |
| Exercises on PC |
| Exercises on PC |
| assessment methods |
|---|
| Analysis of seminar paper |
| Preparation of a presentation, giving a presentation |
| Preparation of a presentation, giving a presentation |
| Analysis of seminar paper |
| Analysis of the student's performance |
| Analysis of the student's performance |
|
Recommended literature
|
-
Emma Ledden. Úspěšná prezentace: získejte si své publikum krok za krokem. Praha, 2018. ISBN 978802472912.
-
Hesková, M.; Štarchoň, P. Marketingová komunikace a moderní trendy v marketingu. Praha: VŠE, 2009.
-
JUSKA, Jerome M. Integrated marketing communication: advertising and promotion in a digital world.. ISBN 978-1-138-69544-3.
-
PELSMACKER,P., DeGEUNS, M., BERGH, Van den J. Marketingová komunikace. Praha : Grada, 2003.
-
Scheff Bernstein, J. Arts Marketing Insights. San Francisco, 2007. ISBN 0-7879-7844-2.
|