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Lecturer(s)
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Course content
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The content of the workshop will be topics: - Setting communication goals, determining the target group, working with the budget. - Key messages. Communication tools. - Work with a unified visual style and communication visualization. - Innovation and creativity of communication. - Communication media mix. - How to work with social networks and promote your own topics on them. In the studio, students will create a communication strategy for a small company in a group. They will propose the individual steps of the strategy, prepare an approximate budget of the strategy and defend the individual steps before the others.
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Learning activities and teaching methods
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Group work
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Learning outcomes
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The course aims to introduce students to the fundamentals of communication strategy development and strategic communication planning. It develops students' ability to design integrated communication strategies that effectively combine different communication channels into a coherent and functional whole. Students will learn how to formulate communication objectives, identify target audiences, develop key messages, and select and apply appropriate communication tools. The course also fosters students' creativity in designing communication campaigns and strengthens their ability to work with a consistent visual identity. Finally, the course prepares students to collaboratively develop a comprehensive communication strategy for a real or simulated organization and to present and defend their work in a professional setting.
Problem Solving The student is able to analyse the communication needs and challenges of a specific organisation, identify their underlying causes, and propose appropriate solutions in the form of an integrated communication strategy. In developing the strategy, the student takes into account communication objectives, target audiences, available resources, and budget constraints. Communication The student is able to formulate clear and effective key messages for different target audiences, select appropriate communication tools and channels, and present and defend the proposed communication strategy before both professional and non-specialist audiences. Creativity The student is able to apply creative and innovative approaches to the development of communication concepts, key messages, and communication activities, taking into account the needs of target audiences and the characteristics of the organisation or subject being communicated. Planning and Organisation The student is able to plan the individual stages of communication strategy development, set priorities, coordinate specific tasks, and consider time and financial resources when preparing communication activities.
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Prerequisites
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unspecified
KMS/KEATE and KMS/KEARO and KMS/KEAFO and KMS/KEAGR
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Assessment methods and criteria
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Final project
Regular active participation in studio sessions. Active contribution to group work on the development of a communication strategy. Ongoing completion of individual tasks related to the strategy design process (e.g., situation analysis, formulation of communication objectives, design of communication activities, budgeting). Preparation of a group project consisting of a communication strategy for a small company or organization. Oral presentation and defence of the proposed communication strategy before the instructor and fellow students.
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Recommended literature
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KARLÍČEK, Miroslav a kol. (2018). Základy marketingu. 2., přepracované a rozšířené vydání.. Praha.
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PERCY, Larry. (2018). Strategic Integrated Marketing Communications. 3rd ed.. London.
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PŘIKRYLOVÁ, Jana a kol. (2019). Moderní marketingová komunikace. 2., zcela přepracované vydání.. Praha.
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VYSEKALOVÁ, Jitka a kol. (2012). Psychologie reklamy. 4., rozšířené a aktualizované vydání. Praha.
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