Course: Graphics and Copywriting for Marketing

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Course title Graphics and Copywriting for Marketing
Course code KMO/GCM
Organizational form of instruction Lecture + Tutorial
Level of course Bachelor
Year of study not specified
Semester Winter and summer
Number of ECTS credits 4
Language of instruction Czech
Status of course Optional
Form of instruction Face-to-face
Work placements This is not an internship
Recommended optional programme components None
  • Ovesleová Hana, Mgr. Ph.D.
Course content
- 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

Learning activities and teaching methods
Interactive lecture, Multimedia supported teaching, Self-study of literature, Practicum
  • Contact hours - 26 hours per semester
  • Presentation preparation (report) (1-10) - 10 hours per semester
  • unspecified - 10 hours per semester
  • Preparation for an examination (30-60) - 30 hours per semester
  • Undergraduate study programme term essay (20-40) - 28 hours per semester
professional knowledge
Knowledge of marketing basics is recommended
general eligibility
learning outcomes
professional knowledge
to define basic principles of graphic production
to determine basis requirements on graphic work quality
professional skills
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
general eligibility
teaching methods
professional knowledge
Interactive lecture
Multimedia supported teaching
Self-study of literature
assessment methods
Written exam
Seminar work
Individual presentation at a seminar
Recommended literature
  • 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.
  • Filip Blažek, Pavel Kočička. Praktická typografie. Computer Press Praha, 2000. ISBN 80-7226-385-4.
  • Jason Simmons. Kompletní příručka pro designéry. Slovart Praha, 2009. ISBN 978-80-7391-151-5.
  • 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.
  • Křížek Zdeněk, Crha Ivan. Jak psát reklamní text.. Grada Praha, 2012. ISBN 978-80-247-4061-4.
  • Michaela Horňáková. Copywriting. Podrobný průvodce tvorbou textů, které prodávají. . Computer Press Praha, 2011. ISBN 978-80-251-3269-2.
  • Seddon Tony, Waterhouse Jane. Grafický design pro samouky. Slovart Praha, 2010. ISBN 978-80-7391-360-1.

Study plans that include the course
Faculty Study plan (Version) Branch of study Category Recommended year of study Recommended semester
Faculty of Economics Retail Management (2015) Economy 3 Winter