|
Lecturer(s)
|
-
Káčerková Eliška, Mgr. Ph.D.
|
|
Course content
|
- basic context of advertising, promotion and marketing communication, the emergence of advertising; - characteristics of advertising in relation to the medieval development of human society; - US advertising history; - development of other forms of marketing communication; - the beginnings of newspaper advertising; - the influence of technological inventions on the form of advertising; - the beginnings of the advertising field in the Czech territory; - the Baťa phenomenon and its reflection in advertising; - the development of advertising in our country from the Second World War to the present; - personalities in the field of advertising
|
|
Learning activities and teaching methods
|
Monologic (Exposition, lecture, briefing), Methods for working with texts (Textbook, book)
- Participation in classes
- 10 hours per semester
- Term paper
- 35 hours per semester
- Preparation for course credit
- 45 hours per semester
- Home preparation for classes
- 30 hours per semester
|
| prerequisite |
|---|
| Knowledge |
|---|
| There are specified no assumptions for completion of the course. |
| There are specified no assumptions for completion of the course. |
| learning outcomes |
|---|
| The student is able to analyze competitors´ marketing campaigns and creates own activities. The student is familiar with the work of selected personalities in the advertising world. |
| The student is able to analyze competitors´ marketing campaigns and creates own activities. The student is familiar with the work of selected personalities in the advertising world. |
| The student is able to describe the beginnings of the development of marketing communications in antiquity. |
| The student is able to describe the beginnings of the development of marketing communications in antiquity. |
| The student can define the individual parts of the 4V model. |
| The student can define the individual parts of the 4V model. |
| The student knows the historical context of the basic tools of the MK. |
| The student knows the historical context of the basic tools of the MK. |
| The student can name selected personalities of the history of advertising. |
| The student can name selected personalities of the history of advertising. |
| The student is able to describe the historical development of selected global brands. |
| The student is able to describe the historical development of selected global brands. |
| Skills |
|---|
| The student knows how to navigate the basic technological inventions that marked key milestones in the history of MK. |
| The student knows how to navigate the basic technological inventions that marked key milestones in the history of MK. |
| The student is able to think critically about modern forms of marketing communications. |
| The student is able to think critically about modern forms of marketing communications. |
| The student can use knowledge of the historical development of brands for a critical comparison with current trends. |
| The student can use knowledge of the historical development of brands for a critical comparison with current trends. |
| The student can classify the individual MK formats into the relevant historical period |
| The student can classify the individual MK formats into the relevant historical period |
| teaching methods |
|---|
| Knowledge |
|---|
| Methods for working with texts (Textbook, book) |
| Methods for working with texts (Textbook, book) |
| Monologic (Exposition, lecture, briefing) |
| Monologic (Exposition, lecture, briefing) |
| assessment methods |
|---|
| Analysis of seminar paper |
| Analysis of seminar paper |
|
Recommended literature
|
-
Hlouchová, Kateřina. Proměny československé reklamy 1918-1989. Brno: Václav Klemm, 2015. ISBN 978-80-87713-12-9.
-
Horňák, P. Kreativita reklamy. Zlín: VeRBuM, 2014. ISBN 978-80-87500-49-.
-
Horňák, Pavel. Reklama: teoreticko-historické aspekty reklamy a marketingovej komunikácie. Zlín : VeRBuM, 2018.
-
KOTYZOVÁ, Pavla a Lenka HARANTOVÁ. Propagace firmy Baťa do roku 1939. Zlín : VeRBuM, 2015. ISBN 978-80-87500-70-5.
-
PAVLŮ, Dušan. Reklub 1927-1949: kapitoly z dějin československé reklamy. Praha: Professional Publishing, 2017. ISBN 978-80-88260-00-4.
-
VEKSNER, Simon. 100 ideas that changed advertising. London: Laurence King Publishing, 2015. ISBN 978-1-78067-556-5.
|