Topic: Course introduction: Advertising and IMC, the consumer, roles of creativity, Marcom, advertising agency structure overview. Description: Lecture: Introducing basic terms, relationship between marketing and advertising. The expectations and your interests will be discussed. Reading: Study the pdf lecture ● Assignments/deadlines: For week 2 - Prepare a short PPT introduction of yourself for the next class - Graded as part of the class activity and engagement grade. Questions what to focus on will be provided.

Topic: Practice the creative process The class starts with Review questions from week 1 lecture - Prepare to gain activity points! Description: Lecture: The roles of an art direction and copywriting + Creative methods – creativity in practice. In-class short presentations: Student introductions as per the homework from class 1. In-class exercise – Improve your skills of the art direction and copywriting, brainstorming, teamwork. Understand the roles of visuals and copy in advertising (text). Reading: The provided pdf lectures to be used in the homework practical exercise. Assignments/deadlines: ● For week 3 - Assignment 1 – Graded as part of the class activity and engagement grade. Select the theme / product to promote. Develop 3 visual creative proposals (Practice Creative methods), practice research (Socialmediatoday.com) – DUE by week 3 to NEO.

Topic: What makes a good ad? What makes a great ad? The Role of Creativity, Creative pyramid + Practical In-class Project – Bring your laptop: Ethical and social issues, correctness, gender ads – potential manipulation of advertising. The class starts with Review questions from week 2 lecture - Prepare to gain activity points! Description: Lecture: We will discuss why some ads are mediocre and why it is important to make advertising communication creative to deliver a message. Social aspects and potential communication controversies in advertising will be analyzed. Reading: Pdf lecture Assignments/deadlines: ● Assignment 1, DUE to NEO ● For week 4 - Assignment 2 – Graded as part of the class activity and engagement grade. Study potential controversies in advertising, analyze 3 categories in writing – Short paper DUE by week 4 to NEO.

Topic: Introduction to the practical portion of course – Project “Yellow Ribbon Run” background. The class starts with Review questions from week 3 lecture - Prepare to gain activity points! Breaking up students into ad agencies – students form random teams. Review of an agency structure. Reading: Students get familiar with all the provided project materials by week 5. Assignments/deadlines: ● Assignment 2, DUE to NEO ● For week 5 – Practical team project part 1, 10% - Each team / agency prepares a short, 10 minutes long PPT presentation: Create your ad agency identity + an in-class team presentation. To do: Develop an agency name, its visual identity: logo + mission statement. Present the roles of your team members. Think of the strategic and competitive edge for your agency. Each team selects relevant textbook chapter/s to support their proposals for each presentation and explains the terms (e.g., ad agency teams, their roles, what is a mission statement, etc.) and describe them in their PPT presentation (in writing. In-text references must be part of the slides). ● 5 team presentations of the partial project development for the real communication campaign equal in total to 50% (5 team parts spread over the duration of this course graded by 10% each). Each team member places the PPT presentation to NEO drop box for every part.

Topic: Secondary and Primary Research Analysis This class starts with the Review questions of the Practical project background - Prepare to gain activity points! In-class: Agencies team presentations, Part 1, 10% - Present your team, the agency logo, and the mission statement. Description: The lecture will explain the importance of research in getting to know more about the previous brand communication, the potential customer, the competitors. Practical part in class - Bring your laptops: Students will learn to understand the research objectives, will prepare, and send out survey and interview questions – as part of the class activity. They will conduct the research analysis by week 7. Reading: Relevant textbook chapter/s to the current lecture topics. Assignments/deadlines: ● For week 7 – Practical project Part 2, 10%, presentations DUE to NEO: Each team/agency prepares a 20 - 30 minutes PPT presentation. Secondary research summary + Primary research analysis. Submit to NEO. Each team selects relevant textbook chapter/s to support their PPT presentations and the class presentation (in writing + add proper academic references).

Topic: NO agency presentations The class starts with Review questions from week 5 lecture - Prepare to gain activity points! Practical class – Bring your laptops: Students work together in their teams to further develop the secondary and primary research analysis. Reading: Relevant textbook chapter/s to the current lecture topics. Assignments/deadlines: ● For week 7 – Prepare the team PPT presentations, Part 2, 10% - Time limit of 20 - 30 minutes for each agency’s presentation: Present to class the secondary and primary research objectives, the methods of research, the results analysis, and the communication objectives. ● Self-assessment form to evaluate the team cooperation from week 5 – 6 will be distributed and MUST be submitted by week 7. ● + For week 7: Prepare for the Short Midterm knowledge test 5% - topics distributed.

Topic: Part 2 team presentations + Short midterm test The Self-Evaluation form must be submitted before the Midterm! Description: In-class: Practical project Part 2 - Agencies team presentations, 10%, time limit of 30 minutes for each agency presentation. + Short Midterm knowledge test graded by 5% Assignments/deadlines: ● For week 8 - Work continually on improving: Teams/Agencies work on further development from the past 2 presentations – Feedback provided to be incorporated by week 8 to NEO: Improve the visual presentation of slides, research analysis, clear research and communication objectives, strong insights (Individual activity).

Consumer segmentation, Maslow pyramid of needs, Targeting, Relationship marketing. Description: This lecture will present the importance of segmenting the customers into smaller groups with similar interests for more effective targeting. Reading: Each team selects relevant chapter/s to support their proposals for their next class presentation (in writing – in-text references as part of the slides). Assignments/deadlines: For week 9 - Practical project, Part 3, 10%, DUE to NEO - Identify the target audience for the selected project. Create a story/portrait of a typical customer. Make a visual mood board. Submit to NEO.

Topic: The Creative Brief. The class starts with Review questions from week 8 lecture - Prepare to gain activity points! Description: In-class: Practical project agencies team presentations, Part 3, 10% - The Target Audience Lecture: The Advertising objectives, communication strategy, the Big creative idea as the goal of the creative brief. We will discuss the categories of Creative brief by Robert Graup. Practice the topic in-class – Bring your laptops: Practice writing and filling in the Creative brief categories while giving the ChatGPT the instructions to analyze how the personal creative mind is invaluable in the process. Reading: Pdf lecture + Each team selects relevant chapter/s to support their PPT presentations for next class presentation (in writing + Add proper academic reference to your formal support). The analysis will evaluate the difference between ChatGPT and personally written Creative brief. Assignments/deadlines: For week 10 - Part 4, Practical Project, 10% The Filled Creative brief, ChatGPT analysis versus Personal input + PPT Presentations. Each team/agency prepares 15 - 20 minutes teams PPT presentations. Submit to NEO.

Topic: Brand Building, Brand activation The class starts with Review questions from week 9 lecture - Prepare to gain activity points! Description: This lecture will introduce the brand wheel, the importance of IMC to Advertising, and the Marketing mix. We will focus on “What is brand activation”? – Sample case studies. Assignments/deadlines: For week 11 – Written Assignment 3: Research Project - graded as part of the class activity and engagement grade. Individual research of great brand activation ideas examples (Research selected ad agencies for such examples). A short, individually written paper: Research strong brand communication + activation ideas created by selected ad agencies. Submit to NEO.

Topic: Introduction of media channels + Key visual ideas development lectures The class starts with Review questions from week 10 lecture - Prepare to gain activity points! Description: Short agency presentations of the Brand activation, part of the class activity grade – maximum 3 slides per team – please, keep an eye on the time! Lecture: Media channels, Part 1 Description: Case studies of proper use of media channels. Pros and Cons of various media channels. Hand-out of the Task description for the Practical project, Part 5, 10% – Developing the Key creative visual ideas, presentations due week 13. Reading: Pdf lecture + Each team selects relevant chapter/s to support their PPT presentations for the next class presentation – in week 13. Assignments/deadlines: Prepare for week 13 (in three weeks!) - Part 5, Practical Project, 10%, Key Visual ideas presentation. Each team/agency prepares 20 minutes long PPT presentation. Submit to NEO.

Topic: The business of an Advertising agency, class field trip –VCCP ad agency, meeting in the courtyard at 11:25 am! NO agency presentations Description: Tour of one of the top advertising agencies in Prague. We will discuss the client-agency relationships, and an advertising agency business. Prepare relevant questions, investigate, be active. Graded as part of the class activity and engagement grade.

Topic: Media channels The class starts with Review questions from week 11 lecture - Prepare to gain activity points! + Workshop for the final presentations – tips for the best structure. Practical project agency team presentations, Part 5, 10% - The First Creative ideas, key visuals. Reading: Pdf lecture + Relevant textbook chapters Assignments/deadlines: ● For week 14: Final presentations of the second round of the creative ideas + media channels executions, 15%. Time limit of 30 minutes for each agency. ● Self-assessment form to evaluate the team cooperation from week 7 - 14 will be distributed and MUST be submitted by week 14. Reading: Each team selects relevant chapter/s to support their PPT presentations for next class presentation (in writing + Add proper academic reference to your formal support)

Tuesday, May 21! - different classroom: 2.19 - in the main building above the staircase. Topic: Final agency / team presentations, 30 minutes each team Assignments/deadlines: ● Practical project, Final team presentations, 15% ● Self-assessment form due! ● Self-assessment form to evaluate the team cooperation from weeks 7 – 13 MUST be submitted BEFORE the final presentations to NEO. ● Course wrap up.

Topic: The creative process Description: In-class practice of the roles of warrior and judge. Improve your skills of defending your creative ideas. Final part of the agencies/team presentations 6, 10% - Second round of the selected creative ideas + media channels executions, new media applications Description: Presentations of the second round of the creative ideas + media channels executions. Time limit of 15 - 20 minutes for each agency.