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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
- 34 hours per semester
- Home preparation for classes
- 13 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) |
| Dialogic (Discussion, conversation, brainstorming) |
| Lecturing |
| Demonstration |
| Demonstration |
| 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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GRAAKJ?R, Nicolai. Analyzing music in advertising: television commercials and consumer choice. London, 2018. ISBN 9781138616813.
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Graakj?r, Nicolai, Jantzen, Christian. Music in Advertising. 2009. ISBN 978-87-7307-965-2.
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Lusensky, Jakob. Sounds Like Branding. 2011. ISBN 9781408151433.
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North, Adrian, Hargreaves, David. The Social and Applied Psychology of Music. ISBN 978-0-19-856742.
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