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Lecturer(s)
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Luštická Anna, Mgr.
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Kosina David, Ing. Ph.D.
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Chovancová Miloslava, doc. Ing. CSc.
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Course content
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- Integrated Communication and Synergy - Segmentation and Consumer Behavior - Communication Audit and Analysis - Strategic Media Channel Management - Metrics and Effectiveness Evaluation - Crisis Communication and Media - Strategic Planning and Briefing - Presentation and Strategy Defense
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Learning activities and teaching methods
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Monologic Lecture(Interpretation, Training), Dialogic Lecture (Discussion, Dialog, Brainstorming), Activating (Simulations, Games, Dramatization), Group work
- Semestral Work
- 10 hours per semester
- Preparation for the Course Credit
- 26 hours per semester
- Attendace
- 24 hours per semester
- Homework for Teaching
- 15 hours per semester
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Learning outcomes
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The course aims to enable students to design logically consistent communication strategies applicable in both commercial and non-profit sectors. Through practical activities, students will learn how to deconstruct campaigns, identify target audience needs, and select appropriate communication channels with an emphasis on measurability. The course develops critical thinking in assessing the synergy of marketing tools and prepares students to defend their strategic decisions. The key outcome is hands-on experience in collaborative planning, from the initial brief to the final presentation.
Upon completion of the course, students will be able to design logically consistent communication strategies with an emphasis on setting and measuring clear objectives. They will develop key competencies in teamwork, critical evaluation of cross-channel synergy, and persuasive argumentation when defending their proposals. Furthermore, students will acquire practical skills in managing crisis communication and the ability to respond effectively within a simulated media environment.
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Prerequisites
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Not established special requirements.
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Assessment methods and criteria
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Student performance, Final project
Requirements for the credit: attendance (max. 2 excused absences), team project. The study includes the use of e -learning environment Moodle. Students logs as directed by the www.kae.cz
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Recommended literature
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Foret, M. (2003). Marketingová komunikace. Brno: Computer Press.
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Osvaldová, B., & Halada, J. (2007). Praktická encyklopedie žurnalistiky a marketingové komunikace. Praha: Nakladatelství Libri.
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PELSMACKER, P., GEUENS, M., BERGH, J. (2003). Marketingová komunikace. Praha: Grada.
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