B_BR_MVK_p Preparation and Measurement of Performance Campaigns

NEWTON University
winter 2026
Extent and Intensity
1/1. 4 credit(s). Type of Completion: graded credit.
Teacher(s)
Ing. Julie Holendová (lecturer)
MgA. Zuzana Ondokuzmayis (lecturer)
Bc. Lukáš Bureš (seminar tutor)
Guaranteed by
Ing. Ludmila Hruban, Ph.D., MSc.
Centre for Marketing – Academic Department – NEWTON University
Timetable
each even Wednesday 9:40–11:10 WebinarJam
  • Timetable of Seminar Groups:
B_BR_MVK_p/01: each even Thursday 11:20–12:50 BR Učebna 09, except Thu 26. 11., L. Bureš
Prerequisites (in Czech)
(!B_BA_MVK_p Preparation and Measurement of Performance Campaigns) && (!B_BA_MVK_k Preparation and Measurement of Performance Campaigns) && (!B_BR_MVK_p Preparation and Measurement of Performance Campaigns) && (!B_BR_MVK_k Preparation and Measurement of Performance Campaigns) && (!B_PH_MVK_p Preparation and Measurement of Performance Campaigns) && (!B_PH_MVK_k Preparation and Measurement of Performance Campaigns)
Course Enrolment Limitations
The course is offered to students of any study field.
Course objectives
The course focuses on the preparation of campaigns across various types of media, with an emphasis on the purely practical aspects of preparing a performance campaign. Students become familiar with the activities, steps and tasks required for campaign preparation and relate the individual findings back to the knowledge acquired in the prerequisite courses. The course emphasises the active participation of each student and makes use of interactive teaching methods.
Syllabus
Main topics of the course:
1. Introduction to campaign creation 


2. How campaigns are created from a strategic perspective 


3. Television campaigns in practice 


4. Online campaigns in practice 


5. Outdoor advertising, its types and possible uses 


6. Types of radio campaigns 


7. Integrating media within a media strategy 


8. Advertising focus 


9. Measurement and its types 


10. Campaign strategies and their targeting of audience groups 


11. Campaign implementation 


12. The campaign as a whole, final summary

Assessment methods

Graded credit (full-time study): attendance of at least 75 %, seminars, a term paper submitted electronically, its defence and a written test


Graded credit (combined study): a term paper submitted electronically, its defence and a written test

Language of instruction
Czech
Further Comments
The course is taught annually.
The course is also listed under the following terms winter 2024, winter 2025.
  • Enrolment Statistics (recent)
  • Permalink: https://is.newton.cz/course/nu/winter2026/B_BR_MVK_p