Course objectives:
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Provide students with basic knowledge from the sphere of graphic design in the marketing environment. Students will acquire practice with common tools; get to know main processes of graphic work and facilities of successful presentation; they will be informed about basic principles of advertising text and most significant lexical and stylistic means.
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Requirements on student
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Credits:
- Written term assignment (marketing project)
- Oral presentation
Exam:
- Written knowledge text
Evaluation:
- 100% to 90% excellent (A)
- 89% to 80% very good (B)
- 79% to 70% satisfactory (C)
- 69% and less failed (D)
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Content
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Introduction into graphic design
Process of graphic contract
Theory of colors, color scopes
Computer graphics representation, grid and vector graphics
Tools for graphics editing
Prepress, print techniques
Typography basics and font theory
Graphic theme and composition
Graphs, tables and equations
Basics and techniques of presentation
Word processors, graphic adjustment of text
Introduction into copywriting, basic rules
Structure and construction of text, information hierarchy
Language styles and style-forming factors
Lexical and stylistic means
Interactive copywriting
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Activities
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Fields of study
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Elektronické studijní opory jsou studentům k dispozici v courseware a v LMS Moodle.
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Guarantors and lecturers
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Literature
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Basic:
Michaela Horňáková. Copywriting. Podrobný průvodce tvorbou textů, které prodávají.. Computer Press Praha, 2011. ISBN 978-80-251-3269-2.
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Basic:
Křížek, Zdeněk; Crha, Ivan. Jak psát reklamní text. 4., aktualiz. a dopl. vyd. Praha : Grada, 2012. ISBN 978-80-247-4061-4.
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Basic:
Simmons, Jason. Kompletní příručka pro designéry. V Praze : Slovart, 2009. ISBN 978-80-7391-151-5.
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Extending:
Drew Eric Whitman. Cashvertising : How to Use More Than 100 Secrets of Ad-Agency Psychology to Make BIG MONEY Selling Anything to Anyone.. Career Press Pompton Plains, 2008. ISBN 9781601630322.
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Extending:
Kočička, Pavel; Blažek, Filip. Praktická typografie. Praha : Computer Press, 2000. ISBN 80-7226-385-4.
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Recommended:
Joseph Sugarman. Advertising Secrets of the Written Word: The Ultimate Resource on How to Write Powerful Advertising Copy from One of America's Top Copywriters and Mail Order Entrepreneurs.. Delstar Publishing Kihei, 1998. ISBN 9781891686009.
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Recommended:
Seddon Tony, Waterhouse Jane. Grafický design pro samouky. Slovart Praha, 2010. ISBN 978-80-7391-360-1.
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On-line library catalogues
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Time requirements
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All forms of study
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Activities
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Time requirements for activity [h]
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Contact hours
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26
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Presentation preparation (report) (1-10)
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10
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Undergraduate study programme term essay (20-40)
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28
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Preparation for an examination (30-60)
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30
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E-learning [dáno e-learningovým kurzem]
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10
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Total
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104
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Prerequisites
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Knowledge - students are expected to possess the following knowledge before the course commences to finish it successfully: |
Knowledge of marketing basics is recommended |
Competences - students are expected to possess the following competences before the course commences to finish it successfully: |
N/A |
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Learning outcomes
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Knowledge - knowledge resulting from the course: |
to define basic principles of graphic production |
to determine basis requirements on graphic work quality |
Skills - skills resulting from the course: |
to apply basic principles of graphic production |
to evaluate visual material |
to prepare and set promotion strategy |
to prepare attractive and high-quality presentation and promotion text |
Competences - competences resulting from the course: |
N/A |
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Assessment methods
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Knowledge - knowledge achieved by taking this course are verified by the following means: |
Written exam |
Seminar work |
Individual presentation at a seminar |
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Teaching methods
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Knowledge - the following training methods are used to achieve the required knowledge: |
Interactive lecture |
Practicum |
Multimedia supported teaching |
Self-study of literature |
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