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Lecturer(s)
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Vorlová Růžena, Ing. PhD.
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Course content
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- media, types of media (television, radio, press, outdoor, internet, new media, others), their characteristics, intervention, effectiveness; - overview of media concepts and indicators (general and specific to individual media); - media mix. Media strategy. Media planning; - creation of a media plan - procedure, individual parts of the plan; - goals of the media plan (in the context of marketing, communication goals). Target groups. Creativity; - implementation plan; - overview of media indicators, their importance and their relationships; - budget, timing and intensity of campaigns; - media purchasing organization (individual vs. media agencies); - control and evaluation of the media plan. Measuring the effectiveness of the plan and individual media channels; - legislation: Act on the Regulation of Advertising, Copyright Act, Act on the Operation of Radio and Television Broadcasting, Act on Czech Television, Act on Czech Radio, Press Act, etc.
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Learning activities and teaching methods
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Lecturing, Monologic (Exposition, lecture, briefing), Dialogic (Discussion, conversation, brainstorming), Training in motion and work skills, Activating (Simulation, games, dramatization)
- Participation in classes
- 14 hours per semester
- Home preparation for classes
- 28 hours per semester
- Term paper
- 48 hours per semester
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| prerequisite |
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| Knowledge |
|---|
| Prerequisities are not set. |
| Prerequisities are not set. |
| learning outcomes |
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| knows basic media terminology - can define individual terms |
| knows basic media terminology - can define individual terms |
| knows the basic media indicators for each media |
| knows the basic media indicators for each media |
| understands basic advertising prices in each media |
| understands basic advertising prices in each media |
| correctly understands the effectiveness of individual media and can formulate suggestions on how to evaluate it |
| correctly understands the effectiveness of individual media and can formulate suggestions on how to evaluate it |
| knows the basic legal limits of advertising in the Czech Republic |
| knows the basic legal limits of advertising in the Czech Republic |
| Skills |
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| can create a basic media plan for a small project |
| can create a basic media plan for a small project |
| can correctly define the objectives and target groups of a campaign (personas) |
| can correctly define the objectives and target groups of a campaign (personas) |
| can set a logical and feasible timetable, an economically acceptable and adequate budget |
| can set a logical and feasible timetable, an economically acceptable and adequate budget |
| can set a logical and feasible timetable, an economically acceptable and adequate budget |
| can set a logical and feasible timetable, an economically acceptable and adequate budget |
| can formulate links and connections with other parts of the communication mix |
| can formulate links and connections with other parts of the communication mix |
| teaching methods |
|---|
| Knowledge |
|---|
| Monologic (Exposition, lecture, briefing) |
| Lecturing |
| Lecturing |
| Activating (Simulation, games, dramatization) |
| Activating (Simulation, games, dramatization) |
| Training in motion and work skills |
| Training in motion and work skills |
| Monologic (Exposition, lecture, briefing) |
| Dialogic (Discussion, conversation, brainstorming) |
| Dialogic (Discussion, conversation, brainstorming) |
| assessment methods |
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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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Marketing & Media ? Nejlepší web o komerční komunikaci [online]. Dostupné z: https://mam.cz/.
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Marketing na Facebooku ? Newsfeed [online]. Copyright ? 2019 Newsfeed.cz. Dostupné z: https://newsfeed.cz/.
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Marketingové noviny.cz [online]. Copyright ? Helena Kopecká 2001. Dostupné z: https://www.marketingovenoviny.cz/.
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MediaGuru [online]. Copyright ? 2019. Dostupné z: https://www.mediaguru.cz/ Informace ke kombinované nebo distanční.
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Zákon č. 40/1995 Sb. o regulaci reklamy (v aktuálním znění).
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JURÁŠKOVÁ, Olga a Pavel HORŇÁK. Velký slovník marketingových komunikací. Praha. ISBN 978-80-247-4354-7.
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MAGIDOVÁ, Markéta, Tomáš JIRSA, Lukáš LIKAVČAN, Tomáš DVOŘÁK, Marek VANŽURA a Tomáš CHUDÝ. Epistemologie (nových) médií. Praha, 2018. ISBN 978-807-3314-941.
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ŠIMÍČEK, Vojtěch. Regulace médií. Brno, 2018. ISBN 978-802-1090-804.
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Vorlová, Růžena. Marketingové komunikace. Zlín, 2014. ISBN 978-80-7454-374-6.
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Westwood, John. How to write a marketing plan. London: Kogan Page., 2013. ISBN 780749467135.
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