Course: Copywriting

» List of faculties » FMK » KUMK
Course title Copywriting
Course code KUMK/MP5CO
Organizational form of instruction Tutorial
Level of course Bachelor
Year of study not specified
Semester Winter
Number of ECTS credits 3
Language of instruction Czech, Czech, Czech
Status of course unspecified
Form of instruction Face-to-face
Work placements This is not an internship
Recommended optional programme components None
Lecturer(s)
  • Bureš Vladislav, Mgr.
Course content
lyricist and his partners; - AIDA and ADAM; - how the name is made, creating a slogan; - meaning and creation of headlines in advertising text; - Internet advertising texts; - text of advertising printed matter (leaflet, brochure, catalog), text of advertisement and television and other audiovisual advertisements; - radio advertising text, outdoor advertising text, point-of-sale advertising text; - the text of the means of direct promotion; - press release; - PR article.

Learning activities and teaching methods
Practice exercises
  • Participation in classes - 26 hours per semester
  • Home preparation for classes - 64 hours per semester
prerequisite
Knowledge
Prerequisities are not set.
Prerequisities are not set.
learning outcomes
knowledge of the principles of slogan designing
knowledge of the principles of slogan designing
knowledge of the principles of designing the radio commercials
knowledge of the principles of designing the radio commercials
knowledge of the principles of designing the TV commercials
knowledge of the principles of designing the TV commercials
knowledge of the principles of designing the internet commercials
knowledge of the principles of designing the internet commercials
knowledge of the principles of designing the direct mail
knowledge of the principles of designing the direct mail
Skills
desing a slogan for specific brand
desing a slogan for specific brand
design a scenario of TV ad
design a scenario of TV ad
design a scenario of radio ad
design a scenario of radio ad
design an internet ad
design an internet ad
design a direct mail
design a direct mail
teaching methods
Knowledge
Practice exercises
Practice exercises
assessment methods
Analysis of the student's performance
Analysis of the student's performance
Analysis of creative works (Music, visual arts, literature)
Analysis of creative works (Music, visual arts, literature)
Recommended literature
  • Altstiel, Tom. Advertising creative : strategy, copy + design. 2nd ed. London : SAGE, 2010. ISBN 978-1-4129-7491-2.
  • Čmejrková, Světla. Styl mediálních dialogů. Praha: Academia, 2013. ISBN 9788020022677.
  • Sálová, Anna; Veselá, Zuzana; Šupolíková, Jana; Jebavá, Lucie; Viktora, Jiří. Copyšriting: pište texty, které prodávají. Brno : Computer Press, 2015. ISBN 9788025145890.
  • Šenkapoun, Pavel. Webcopywriting pro samouky: průvodce moderního marketéra a podnikatele po webovém obsahu. Brno: Zoner Press, 2015. ISBN 9788074131769.
  • Vysekalová, Jitka. Emoce v marketingu: jak oslovit srdce zákazníka. Praha : Grada, 2014. ISBN 9788024748436.
  • Young, Miles. Ogilvy v reklamě v digitálním věku. Praha: Svojtka & Vašut, 2018. ISBN 9788025621592.


Study plans that include the course
Faculty Study plan (Version) Category of Branch/Specialization Recommended year of study Recommended semester