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 |
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:
Recommended literature:
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
Occurrence in study plans
Occurrence in special blocks
Assessment of instruction