116-0355/01 – Copywriting (CW)

Gurantor department	Department of Marketing and Business	Credits	5
Subject guarantor	Ing. Tereza Prešnajderová, Ph.D.	Subject version guarantor	Ing. Tereza Prešnajderová, Ph.D.
Study level	undergraduate or graduate	Requirement	Compulsory
Year	2	Semester	winter
		Study language	Czech
Year of introduction	2019/2020	Year of cancellation
Intended for the faculties	EKF	Intended for study types	Bachelor

Instruction secured by
Login	Name	Tuitor	Teacher giving lectures
LUZ0013	Ing. Petr Lůžek
NAV121	Ing. Tereza Prešnajderová, Ph.D.
SRP01	doc. PhDr. Hana Srpová, CSc.

Extent of instruction for forms of study
Form of study	Way of compl.	Extent
Full-time	Graded credit	2+2

Subject aims expressed by acquired skills and competences

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.

Teaching methods

Lectures
Tutorials

Summary

Cílem předmětu je naučit formou přednášek a cvičení studenta tvořit jednotlivé propagační prostředky s texty, ať v offline či online podobě.

Compulsory literature:

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 literature:

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.

Way of continuous check of knowledge in the course of semester

Studenti vypracovávají na cvičeních bodované dílčí úkoly z jednotlivých oblastí copywritingu.

E-learning

Other requirements

Elaboration of partial tasks in the seminars.

Prerequisities

Subject has no prerequisities.

Co-requisities

Subject has no co-requisities.

Subject syllabus:

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.

Conditions for subject completion

Full-time form (validity from: 2019/2020 Winter semester)

Task name	Type of task	Max. number of points (act. for subtasks)	Min. number of points	Max. počet pokusů
Graded credit	Graded credit	100	51	3

Mandatory attendence participation: Participation in seminars min. 50 %.

Show history

Conditions for subject completion and attendance at the exercises within ISP: Students must complete the tasks given by the teacher.

Show history

Valid from	Valid until	Conditions for subject completion and attendance at the exercises within ISP
Apr 17, 2023 7:24:53 PM	May 8, 2023 7:34:10 PM	Students must meet the minimum requirements for credit in the practicum activities.

Occurrence in study plans

Academic year	Programme	Branch/spec.	Zaměření	Form	Study language	Tut. centre	Year	Type of duty
2023/2024	(B0414A050001) Marketing	(S01) Marketing Communication	MKO	P	Czech	Ostrava	2	Compulsory	study plan
2022/2023	(B0414A050001) Marketing	(S01) Marketing Communication	MKO	P	Czech	Ostrava	2	Compulsory	study plan
2021/2022	(B0414A050001) Marketing	(S01) Marketing Communication	MKO	P	Czech	Ostrava	2	Compulsory	study plan
2020/2021	(B0414A050001) Marketing	(S01) Marketing Communication	MKO	P	Czech	Ostrava	2	Compulsory	study plan
2019/2020	(B0414A050001) Marketing	(S01) Marketing Communication	MKO	P	Czech	Ostrava	2	Compulsory	study plan

Occurrence in special blocks

Block name	Academic year	Form of study	Study language	Year	W	S	Type of block	Block owner

Assessment of instruction