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Lecturer(s)
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Course content
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1.-3. Strategic plan and its importance, the work of the account manager, brief creation. 4.-6. Creativity and its importance in ideation. 7.-9. Production - advertising, press. 10.-13. Efficiency on agency and client side + evaluation of assignments and student presentations in 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 |
|---|
| Knowledge |
|---|
| Prerequisities are not set. |
| Prerequisities are not set. |
| learning outcomes |
|---|
| 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 |
|---|
| 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 |
|---|
| Knowledge |
|---|
| Practice exercises |
| Dealing with situational issues - learning in situations |
| Dealing with situational issues - learning in situations |
| Teamwork |
| Teamwork |
| Practice exercises |
| assessment methods |
|---|
| 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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BELCH, George E. a BELCH, Michael A. Advertising and promotion: an integrated marketing communications perspective. New York, NY: McGraw-Hill Education, 2021. ISBN 978-1-260-57099-1.
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HORŇÁK, Pavel. Reklama: teoreticko-historické aspekty reklamy a marketingovej komunikácie. Zlín: VeRBum, 2018. ISBN 978-80-87500-94-1.
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KARLÍČEK, Miroslav. Jak na marketingovou komunikaci. Praha: Grada, 2023. ISBN 978-80-271-5013-7.
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KATZ, Helen E. The media handbook: a complete guide to advertising media selection, planning, research, and buying. New York: Routledge, Taylor & Francis Group, 2022. ISBN 978-0-367-77556-8.
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KOTLER, Philip a KELLER, Kevin Lane. Marketing management. Boston: Pearson, 2016. ISBN 978-1-292-09262-1.
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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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TURNBULL, Sarah. Absolute essentials of advertising. New York, NY: Routledge, 2022. ISBN 9781000609585.
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Young, Miles. Ogilvy v reklamě v digitálním věku. Praha: Svojtka & Vašut, 2018. ISBN 9788025621592.
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