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Lecturer(s)
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Weberová Dagmar, doc. PhDr. Ph.D., MBA.
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Course content
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- analysis of the process of accession of the Czech Republic to the supranational grouping of the EU - material and communication aspects of the issue; - international economic tendencies-new phenomena in marketing and a new picture of the future; - wealth and poverty - two aspects of one globalization, the social movement and the possibility of helping-the role of commercial and social marketing communication; - education as a right of the public or a duty of the state to the public - the myth of cheap uneducated labor, access to education and demands of education as a conditio sine qua non of further harmonious social development; - ecology as a central theme of anti-globalization conflicts - where the truth and whose interests are in the spotlight, the Kyoto Protocol and the ambiguity of the current situation; - production of consumer goods and the role of marketing communication in the preparation and formation of consumer demand; - brands and their role of modern icons of the world - pirate imitations as the reverse of one coin, are celebrities new icons of the globalized world? Product placement as a new form of serious offer; - competitiveness as a central intersection of corporate interests-benchmarking as a tool for understanding the current situation; - change of the media world, advent of IT, communication networks, chaos versus new information order; - Advertising as a permitted lie? Change in the position of advertising in the system of marketing communication, the advent of new communication categories within the Ministry of Culture.
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Learning activities and teaching methods
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unspecified
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| learning outcomes |
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| Knowledge |
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| Globalization |
| Globalization |
| Homogenization of consumer needs |
| Homogenization of consumer needs |
| Global Marketing Communications |
| Global Marketing Communications |
| Global consumer culture |
| Global consumer culture |
| History of globalization |
| History of globalization |
| Skills |
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| Defining globalization, explaining its advantages and disadvantages |
| Defining globalization, explaining its advantages and disadvantages |
| To explain homogenizing tendencies in consumer behavior |
| To explain homogenizing tendencies in consumer behavior |
| To understand the role of marketing communications in the globalization process |
| To understand the role of marketing communications in the globalization process |
| To explain global consumer culture |
| To explain global consumer culture |
| To get an overview of the history of globalization |
| To get an overview of the history of globalization |
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Recommended literature
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MILANOVIC, Branko. Global Inequality. A New Approach for the Age of Globalization. 2016. ISBN 978-0674-73713-6.
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Moou, Marieke de. Global marketing and advertising: understanding cultural paradoxes. 4th ed.. Thousand Oaks, CA: SAGE., 2014. ISBN 9781452257174.
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Sorrells, Kathryn; Sekimoto, Sachi. Globalizing intercultural communication: a readr. Thousand Oaks, Calif: Sage, 2016. ISBN 9781452299334.
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Steger, Mangred B. Globalization. A Very Short Introduction. Oxford : Oxford University Press, 2017. ISBN 978-0-1987-7955-1.
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