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Lecturer(s)
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Basl Karel, Doc. PaedDr. CSc.
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Course content
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Objectives and models of commercial communication and their application in company practice; Media and means of communication; Theory and practice of advertising. Characteristics of advertising, functions of advertising, creativity in advertising, assessment of the effectiveness of advertising, advertising campaign planning; New media and means, ATL, BTL, TTL; Media strategies, a plan for a communication campaign, implementation of AI; Theory and practice of PR. Characteristics of PR, functions of PR, main tools of PR - media relations, internal communication, publicity; Theory and practice of sales promotion. Characteristics and functions of sales promotion, tools of sales promotion, and their application; Other tools of the communication mix, characteristics, functions, and their practical applications; Fairs and exhibitions. Objectives, focus, preparation and implementation, assessment; Market research and commercial communication; Legal regulations and ethics in commercial communication. International specifics; Crisis communication and its solution. Application using case studies.
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Learning activities and teaching methods
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- Contact hours
- 52 hours per semester
- Individual project (40)
- 30 hours per semester
- Preparation for an examination (30-60)
- 40 hours per semester
- unspecified
- 5 hours per semester
- Preparation for comprehensive test (10-40)
- 30 hours per semester
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| prerequisite |
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| Knowledge |
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| to apply basic knowledge of marketing |
| Skills |
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| to plan and design media brief |
| to prepare marketing project |
| to create plan of marketing project |
| Competences |
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| to evaluate and to analyse information |
| learning outcomes |
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| Knowledge |
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| to explain principles of commercial communication of a company |
| to prepare plan of promotion |
| to explain how to use tools of promotion |
| how to use media for promotion |
| Skills |
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| to prepare media brief |
| to create budget of promotion plan |
| Competences |
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| N/A |
| to be knowledgeable in media literacy |
| teaching methods |
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| Knowledge |
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| Lecture supplemented with a discussion |
| Interactive lecture |
| Multimedia supported teaching |
| Task-based study method |
| Self-study of literature |
| Seminar |
| Skills |
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| Seminar |
| Practicum |
| Self-study of literature |
| Students' portfolio |
| Case studies |
| Competences |
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| Task-based study method |
| Individual study |
| Case studies |
| assessment methods |
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| Knowledge |
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| Combined exam |
| Seminar work |
| Group presentation at a seminar |
| Skills demonstration during practicum |
| Test |
| Skills |
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| Seminar work |
| Continuous assessment |
| Competences |
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| Combined exam |
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Recommended literature
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Foret, Miroslav. Marketingová komunikace. 3., aktualiz. vyd. Brno : Computer Press, 2011. ISBN 978-80-251-3432-0.
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Jesenský, Daniel. Marketingová komunikace v místě prodeje : POP, POS, in-store, shopper marketing. První vydání. 2018. ISBN 978-80-271-0252-5.
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Kotler, Philip; Keller, Kevin Lane. Marketing management. 1. vyd. Praha : Grada, 2007. ISBN 978-80-247-1359-5.
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Kotler, Philip; Keller, Kevin Lane. Marketing management. 15e. 2018. ISBN 978-93-325-5718-5.
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Kozel, Roman; Mynářová, Lenka; Svobodová, Hana. Moderní metody a techniky marketingového výzkumu. 1. vyd. Praha : Grada, 2011. ISBN 978-80-247-3527-6.
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Pelsmacker, Patrick de; Bergh, Joeri van den; Geuens, Maggie. Marketingová komunikace. Praha : Grada, 2003. ISBN 80-247-0254-1.
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Prantl, David; Ptáčková, Karolína. Komerční komunikace. 2., přepracované a rozšířené vydání. 2017. ISBN 978-80-261-0689-0.
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Přikrylová, Jana; Jahodová, Hana. Moderní marketingová komunikace. 1. vyd. Praha : Grada, 2010. ISBN 978-80-247-3622-8.
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Sedláková, Renáta. Výzkum médií : nejužívanější metody a techniky. Vydání 1. 2014. ISBN 978-80-247-3568-9.
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Semerádová, Tereza; Weinlich, Petr. Marketing na Facebooku a Instagramu : využijte naplno organický dosah i sponzorované příspěvky. 1. vydání. 2019. ISBN 978-80-251-4959-1.
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Tahal, Radek. Marketingový výzkum : postupy, metody, trendy. První vydání. 2017. ISBN 978-80-271-0206-8.
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Vysekalová, Jitka; Mikeš, Jiří. Image a firemní identita. 1. vyd. Praha : Grada, 2009. ISBN 978-80-247-2790-5.
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Vysekalová, Jitka; Mikeš, Jiří. Reklama : jak dělat reklamu. 4., aktualizované a doplněné vydání. 2018. ISBN 978-80-247-5865-7.
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Vysekalová, Jitka. Psychologie reklamy. 4., rozš. a aktualiz. vyd. Praha : Grada, 2012. ISBN 978-80-247-4005-8.
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