Lecturer(s)
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Bačuvčík Radim, doc. Ing. Mgr. Ph.D.
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Course content
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- Music and its definition; - Border areas of music - muzak, sound art, background music; - Music in persuasive communication; - Psychological aspects of music; - Social and communication aspects of music; - Semantic aspects of music; - Aesthetic aspects of music; - Music in TV, radio and internet advertising; - Music in purchasing areas; - Utilization of music in other fields of marketing communication; - Music in space (airports, supermarkets); - Music at working process - Possibilities of scientific research on the influence of music in marketing communication.
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Learning activities and teaching methods
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Lecturing, Dialogic (Discussion, conversation, brainstorming), Demonstration
- Participation in classes
- 13 hours per semester
- Term paper
- 17 hours per semester
- Home preparation for classes
- 30 hours per semester
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prerequisite |
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Knowledge |
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Prerequisities are not set |
Prerequisities are not set |
learning outcomes |
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knowledge of the characteristics of music that affect its function in marketing communication |
knowledge of the characteristics of music that affect its function in marketing communication |
knowledge of the process of incorporating music into marketing communications |
knowledge of the process of incorporating music into marketing communications |
knowledge of the history of the use of music in marketing communication |
knowledge of the history of the use of music in marketing communication |
knowledge of the specifics of the use of music in various areas of marketing communication |
knowledge of the specifics of the use of music in various areas of marketing communication |
knowledge of the basic legal aspects of the use of music in marketing communication |
knowledge of the basic legal aspects of the use of music in marketing communication |
Skills |
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explain the role of music in marketing communication |
explain the role of music in marketing communication |
analyze the role of music in a specific communication |
analyze the role of music in a specific communication |
propose a form of music for a specific communication |
propose a form of music for a specific communication |
analyze the relationship between music and other components of marketing communications |
analyze the relationship between music and other components of marketing communications |
explain the music strategy of selected brands |
explain the music strategy of selected brands |
teaching methods |
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Knowledge |
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Lecturing |
Dialogic (Discussion, conversation, brainstorming) |
Lecturing |
Dialogic (Discussion, conversation, brainstorming) |
Demonstration |
Demonstration |
Skills |
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Practice exercises |
Practice exercises |
assessment methods |
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Knowledge |
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Analysis of the student's performance |
Analysis of the student's performance |
Essay |
Essay |
Recommended literature
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Bačuvčík, Radim. Hudba v reklamě. Zlín: VeRBuM, 2014. ISBN 978-80-87500-51-4.
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GRAAKJ?R, Nicolai. Analyzing music in advertising: television commercials and consumer choice. London, 2018. ISBN 9781138616813.
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North, Adrian, Hargreaves, David. The Social and Applied Psychology of Music. ISBN 978-0-19-856742.
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Powell, John. Emoční síla krásných zvuků, aneb, Proč máme rádi hudbu.. Olomouc: ANAG, 2018. ISBN 9788075541628.
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Rafajová, Andrea. Zvuky v reklamě. Plzeň, 2017. ISBN 9788073806736.
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