| Course Unit Code | 116-0355/01 |
|---|
| Number of ECTS Credits Allocated | 5 ECTS credits |
|---|
| Type of Course Unit * | Compulsory |
|---|
| Level of Course Unit * | First Cycle |
|---|
| Year of Study * | Second Year |
|---|
| Semester when the Course Unit is delivered | Winter Semester |
|---|
| Mode of Delivery | Face-to-face |
|---|
| Language of Instruction | Czech |
|---|
| Prerequisites and Co-Requisites | Course succeeds to compulsory courses of previous semester |
|---|
| Name of Lecturer(s) | Personal ID | Name |
|---|
| NAV121 | Ing. Tereza Prešnajderová, Ph.D. |
| Summary |
|---|
|
| Learning Outcomes of the Course Unit |
|---|
1. Outline target groups of marketing communication message.
2. Identify the specifics of copywriting in offline and online media.
3. Design copywriting for individual offline and online media.
4. Evaluate the appropriateness of the marketing communication message content to target groups.
5. Judge copywriting from a legislative and ethical perspective. |
| Course Contents |
|---|
1. Introduction to copywriting.
2. User perception of text. Intergenerational specifics. Target groups and persona.
3. Copywriting perspective of promotional campaigns planning. Title, claim, slogan and cover.
4. Stylistics, semiotics, semantics, linguistic asymmetry, homonymy and homophony. Modern trends in copywriting.
5. Legislative elements of copywriting.
6. Creative creation for print advertising.
7. Creative creation for leaflet and catalog.
8. Creative creation for radio and TV spot.
9. Creative creation for outdoor promotion.
10. Content marketing. Copywriting in online environment.
11. Copywriting and SEO. Web copywriting.
12. Copywriting for banner and PPC advertising.
13. Copywriting in email and direct marketing.
14. Copywriting for Social Media. |
| Recommended or Required Reading |
|---|
| Required Reading: |
|---|
CHAFFEY, Dave and Fiona ELLIS-CHADWICK. Digital Marketing. 7th ed. New York: Pearson Education, 2019. 576 p. ISBN 978-1-29224-157-9.
KŘÍŽEK, Zdeněk a Ivan CRHA. Jak psát reklamní text. 4. akt. vyd. Praha: Grada, 2012. 220 s. ISBN 978-80-247-4061-4.
SÁLOVÁ, Anna. Kreativní copywriting. Brno: Computer Press, 2018. 264 s. ISBN 978-80-251-4909-6.
|
CHAFFEY, Dave and Fiona ELLIS-CHADWICK. Digital Marketing. 7th ed. New York: Pearson Education, 2019. 576 p. ISBN 978-1-29224-157-9.
KŘÍŽEK, Zdeněk a Ivan CRHA. Jak psát reklamní text. 4. akt. vyd. Praha: Grada, 2012. 220 s. ISBN 978-80-247-4061-4.
SÁLOVÁ, Anna. Kreativní copywriting. Brno: Computer Press, 2018. 264 s. ISBN 978-80-251-4909-6. |
| Recommended Reading: |
|---|
ŘEZÁČ, Jan. Web ostrý jako břitva: návrh fungujícího webu pro webdesignery a zadavatele projektů. 2. vyd. Brno: House of Řezáč, 2016. 211 s. ISBN 978-80-270-0644-1.
SÁLOVÁ, Anna et al. Copywriting: pište texty, které prodávají. Brno: Computer Press, 2015. 232 s. ISBN 978-80-251-4589-0.
ŠENKAPOUN, Pavel. Webcopywriting pro samouky. Brno: Zoner Press, 2015. 208 s. ISBN 978-80-7413-176-9. |
ŘEZÁČ, Jan. Web ostrý jako břitva: návrh fungujícího webu pro webdesignery a zadavatele projektů. 2. vyd. Brno: House of Řezáč, 2016. 211 s. ISBN 978-80-270-0644-1.
SÁLOVÁ, Anna et al. Copywriting: pište texty, které prodávají. Brno: Computer Press, 2015. 232 s. ISBN 978-80-251-4589-0.
ŠENKAPOUN, Pavel. Webcopywriting pro samouky. Brno: Zoner Press, 2015. 208 s. ISBN 978-80-7413-176-9. |
| Planned learning activities and teaching methods |
|---|
| Lectures, Tutorials |
| Assesment methods and criteria |
|---|
| Task Title | Task Type | Maximum Number of Points
(Act. for Subtasks) | Minimum Number of Points for Task Passing |
|---|
| Graded credit | Graded credit | 100 | 51 |