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Lecturer(s)
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Course content
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The subject is divided into four basic thematic blocks: 1. Strategic plan a its importance, work of account executives, brief 2. Creativity 3. Production - advertising, press 4. Efficiency on the agency side and on the client side + evaluation of assigned tasks and presentations of student´s teams
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Learning activities and teaching methods
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Practice exercises, Teamwork, Dealing with situational issues - learning in situations
- Term paper
- 50 hours per semester
- Preparation for course credit
- 20 hours per semester
- Participation in classes
- 20 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 types of advertising agencies |
| knowledge of types of advertising agencies |
| knowledge of the advertising agency structure |
| knowledge of the advertising agency structure |
| knowledge of job positions in an advertising agency and their competencies |
| knowledge of job positions in an advertising agency and their competencies |
| knowledge of the method of communication in an advertising agency |
| knowledge of the method of communication in an advertising agency |
| knowledge of the method of communication between the agency and the client |
| knowledge of the method of communication between the agency and the client |
| Skills |
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| create a client brief |
| create a client brief |
| create an agency brief |
| create an agency brief |
| create a timeline for the agency's campaign processing |
| create a timeline for the agency's campaign processing |
| create an advertising campaign budget from an agency position |
| create an advertising campaign budget from an agency position |
| set the method of evaluation of created campaigns |
| set the method of evaluation of created campaigns |
| teaching methods |
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| Knowledge |
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| Practice exercises |
| Dealing with situational issues - learning in situations |
| Dealing with situational issues - learning in situations |
| Teamwork |
| Teamwork |
| Practice exercises |
| assessment methods |
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| Analysis of the student's performance |
| Analysis of the student's performance |
| Preparation of a presentation |
| Analysis of seminar paper |
| Analysis of seminar paper |
| Preparation of a presentation |
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Recommended literature
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CARNEY, B.M., GETZ, I. Svoboda v práci: jak nechat zaměstnance dělat, co chtějí, a tím zvýšit produktivitu, zisk a růst.. Praha: PeopleComm, 2013. ISBN 978-80-904890-7-3.
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Hameroff, E. The Advertising Agency Business: The Complete Manual for Management & Operation. McGraw-Hill, 1998. ISBN 978-0844231693.
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Horňák, Pavel. Reklama: teoreticko-historické aspekty reklamy a marketingovej komunikácie. Zlín : VeRBuM, 2018.
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Ibach, H. How To Write An Inspired Creative Brief. iUniverse.com, 2009. ISBN 9781440158278.
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KOTLER, Philip a Kevin Lane KELLER. Marketing management. Praha: Grada, 2013. ISBN 978-80-247-4150-5.
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Křivánek, Mirko. Dynamické vedení a řízení projektů: systémovým myšlením k úspěšným projektům. Praha : Grada, 2019. ISBN 9788027104086.
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Young, Miles. Ogilvy v reklamě v digitálním věku. Praha: Svojtka & Vašut, 2018. ISBN 9788025621592.
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