|
Lecturer(s)
|
-
Káčerková Eliška, Mgr. Ph.D.
-
Bačuvčík Radim, doc. Ing. Mgr. Ph.D.
|
|
Course content
|
1. Basics of creative writing, main principles 2. Examples of good practice 3. Stereotypes, clichés, examples of inappropriate texting 4. Creativity and vocabulary training 5. Text processing of content for social networks 6. Text processing of the PR article 7. Text processing of content for websites 8. Text processing of e-mail campaign and newsletter 9. Text processing of the blog 10. Use of storytelling in practice 11. Use of AI in creative writing 12. Use of artistic means in marketing communication 13. Legislative restrictions on written text
|
|
Learning activities and teaching methods
|
- Home preparation for classes
- 25 hours per semester
- Participation in classes
- 8 hours per semester
- Term paper
- 15 hours per semester
- Preparation for course credit
- 27 hours per semester
|
| prerequisite |
|---|
| Knowledge |
|---|
| He knows the Czech language, is familiar with the basic characteristics of marketing communication tools and their means of expression. |
| He knows the Czech language, is familiar with the basic characteristics of marketing communication tools and their means of expression. |
| Skills |
|---|
| The student can write his own short advertising text, which is grammatically correct. |
| The student can write his own short advertising text, which is grammatically correct. |
| learning outcomes |
|---|
| Knowledge |
|---|
| The student will deepen his knowledge and skills in the field of creating texts, creative techniques. |
| The student will deepen his knowledge and skills in the field of creating texts, creative techniques. |
| The student can list the main principles for creating advertising text. |
| The student can list the main principles for creating advertising text. |
| Student get acquainted with examples of good practice, as well as with examples of inappropriately chosen texting. |
| Student get acquainted with examples of good practice, as well as with examples of inappropriately chosen texting. |
| The student can explain the difference between examples of good practice and examples of inappropriately chosen text. |
| The student can explain the difference between examples of good practice and examples of inappropriately chosen text. |
| The student is familiar with the basic use of clichés and generalizing phrases, understands the meaning of their use. |
| The student is familiar with the basic use of clichés and generalizing phrases, understands the meaning of their use. |
| The student can define the basic rules for storytelling used in practice. |
| The student can define the basic rules for storytelling used in practice. |
| The student is familiar with the legislative restrictions applicable to advertising texts in the Czech Republic. |
| The student is familiar with the legislative restrictions applicable to advertising texts in the Czech Republic. |
| Skills |
|---|
| The student can identify advertising text corresponding to the basic rules for creating advertising communications. |
| The student can identify advertising text corresponding to the basic rules for creating advertising communications. |
| The student can create his own text for various marketing communication tools. |
| The student can create his own text for various marketing communication tools. |
| The student will practically test his skills in the creation of various means of marketing communication. |
| The student will practically test his skills in the creation of various means of marketing communication. |
| The student is able to identify violations of the basic rules for creating advertising text in current communications. |
| The student is able to identify violations of the basic rules for creating advertising text in current communications. |
| The student is able to practically use the storytelling method in advertising practice. |
| The student is able to practically use the storytelling method in advertising practice. |
| The student is able to assess the advertising text in accordance with the valid legislation governing this area in the Czech Republic. |
| The student is able to assess the advertising text in accordance with the valid legislation governing this area in the Czech Republic. |
| teaching methods |
|---|
| Knowledge |
|---|
| Text analysis |
| Text analysis |
| Dialogic (Discussion, conversation, brainstorming) |
| Dialogic (Discussion, conversation, brainstorming) |
| Individual work of students |
| Individual work of students |
| Skills |
|---|
| Text analysis |
| Text analysis |
| assessment methods |
|---|
| Knowledge |
|---|
| Text analysis |
| Text analysis |
|
Recommended literature
|
-
Dočekalová, M. Tvůrčí psaní pro každého.
-
Ibach, H. How To Write An Inspired Creative Brief. iUniverse.com, 2009. ISBN 9781440158278.
-
LAMBERT, Joe. Digital Storytelling: Capturing Lives, Creating Community. ISBN 1138577669.
-
Musilová, Eva. Jak na tvůrčí psaní. Brno.
-
Sálová, Anna. Kreativní copywriting. Brno : Computer Press, 2018. ISBN 978-80-251-4909-6.
|