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Lecturer(s)
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Káčerková Eliška, Mgr. Ph.D.
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Course content
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The subject of agency practice takes place in the form of 12 weeks of practice in a pre-selected and approved advertising or other agency
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Learning activities and teaching methods
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Practice exercises, Internship
- Home preparation for classes
- 300 hours per semester
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| prerequisite |
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| Knowledge |
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| A prerekquisite is the knowledge of basic concepts of MK and their application to practice. |
| A prerekquisite is the knowledge of basic concepts of MK and their application to practice. |
| learning outcomes |
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| The student has theoretical knowledge about marketing communications, is able to compile a marketing plan, communication mix, understands marketing communications in broader contexts. The student is well informed in management, project management, strategic marketing and has experience of work in projects within the course Communication Agency. The student is able to practically apply gained knowledge and skills. |
| The student has theoretical knowledge about marketing communications, is able to compile a marketing plan, communication mix, understands marketing communications in broader contexts. The student is well informed in management, project management, strategic marketing and has experience of work in projects within the course Communication Agency. The student is able to practically apply gained knowledge and skills. |
| The student has knowledge of the field of marketing communications. |
| The student has knowledge of the field of marketing communications. |
| The student is able to draw up a marketing plan for a specific product or service. |
| The student is able to draw up a marketing plan for a specific product or service. |
| The student can theoretically define the components of the communication mix. |
| The student can theoretically define the components of the communication mix. |
| The student orients himself in the individual phases of project management. |
| The student orients himself in the individual phases of project management. |
| The student is able to use his knowledge in the field of marketing communications in practice. |
| The student is able to use his knowledge in the field of marketing communications in practice. |
| Skills |
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| The student demonstrates knowledge of the field of marketing communications during practical tasks in an agency or company. |
| The student demonstrates knowledge of the field of marketing communications during practical tasks in an agency or company. |
| The student can apply his knowledge when creating a communication campaign for a specific product or service. |
| The student can apply his knowledge when creating a communication campaign for a specific product or service. |
| The student demonstrates his practical orientation in the individual phases of project management. |
| The student demonstrates his practical orientation in the individual phases of project management. |
| The student can practically set individual parts of the communication mix in a specific communication campaign. |
| The student can practically set individual parts of the communication mix in a specific communication campaign. |
| The student is able to provide relevant feedback when evaluating the effectiveness of a communication campaign. |
| The student is able to provide relevant feedback when evaluating the effectiveness of a communication campaign. |
| teaching methods |
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| Knowledge |
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| Practice exercises |
| Practice exercises |
| Internship |
| Practice exercises |
| Practice exercises |
| Internship |
| Internship |
| Internship |
| Teamwork |
| Teamwork |
| assessment methods |
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| Analysis of the student's performance |
| Analysis of the student's performance |
| Questionnaire |
| Questionnaire |
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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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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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