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Lecturer(s)
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Gamalová Kamila, Mgr. MBA
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Course content
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1. - 2. Advertising in the system of marketing communications. 3. - 4. Theory of communication in the context of advertising. 5. - 6. Basic principles of advertising. 7. - 8. Planning of advertising activities. 9. - 10. Development of new advertising trends. 11. - 12. Structure of communication/advertising agencies. 13. Feedback.
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Learning activities and teaching methods
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Lecturing, Dialogic (Discussion, conversation, brainstorming)
- Participation in classes
- 28 hours per semester
- Term paper
- 15 hours per semester
- Preparation for course credit
- 15 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. |
| Skills |
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| Prerequisities are not set. |
| Prerequisities are not set. |
| learning outcomes |
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| Knowledge |
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| Define advertising in the System of Marketing Communications |
| Define advertising in the System of Marketing Communications |
| Explain Basic Principles of Advertising and Media Types |
| Explain Basic Principles of Advertising and Media Types |
| Explain Advertising Appeals |
| Explain Advertising Appeals |
| Characterize Nonprofit Advertising |
| Characterize Nonprofit Advertising |
| Characterize New Forms of Advertising |
| Characterize New Forms of Advertising |
| Skills |
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| Distinguish Advertising in the System of Marketing Communications. |
| Distinguish Advertising in the System of Marketing Communications. |
| Apply Use Basic Principles of Advertising and Choose the Most Suitable Media Types. |
| Apply Use Basic Principles of Advertising and Choose the Most Suitable Media Types. |
| Apply Advertising Appeals. |
| Apply Advertising Appeals. |
| Design Nonprofit Advertising. |
| Design Nonprofit Advertising. |
| Implement New Trends in Advertising. |
| Implement New Trends in Advertising. |
| teaching methods |
|---|
| Knowledge |
|---|
| Dialogic (Discussion, conversation, brainstorming) |
| Dialogic (Discussion, conversation, brainstorming) |
| Lecturing |
| Lecturing |
| Educational trip |
| Educational trip |
| Skills |
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| Individual work of students |
| Individual work of students |
| Students working in pairs |
| Students working in pairs |
| assessment methods |
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| Knowledge |
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| Preparation of a presentation, giving a presentation |
| Preparation of a presentation, giving a presentation |
| Analysis of a presentation given by the student |
| Analysis of a presentation given by the student |
| Grade (Using a grade system) |
| Grade (Using a grade system) |
| Analysis of the student's performance |
| Analysis of the student's performance |
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Recommended literature
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BELCH, George E. a Michael A. BELCH. Advertising and promotion: an integrated marketing communications perspective. 10th global ed. Singapore?: McGraw-Hill Education, 2015. ISBN 978-981-4575-11-9.
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Fletcher, Winston. Advertising : a very short introduction. 1. publ. Oxford ; New York : Oxford University Press, 2010. ISBN 978-0-19-956892-5.
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HACKLEY, Chris. Advertising and Promotion: An Integrated Marketing Communications Approach (2nd ed.). Thousand Oaks: SAGE Publications, 2019. ISBN 978-1473949488.
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JUGENHEIMER, Donald W. Advertising and public relations research. N.Y.: M.E. Sharpe, 2010. ISBN 978-0-7656-2418-5.
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KASER, Ken. Advertising & sales promotion. Mason: South-Western Cengage Learning, 2013. ISBN 978-1-111-57323-2.
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KOTLER, Philip a Gary ARMSTRONG. Principles of marketing.. 15th global ed. Harlow: Pearson, 2014. ISBN 978-0-273-78699-3.
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