Education as the basis of a career
The key subject in the school is the extended teaching of English language – the preliminary condition of successful career in today´s world
We shall teach you how to do the best advertisements!
What can we offer?
Substantial professional knowledge in the field of your choice and good general education, including mastery of English language. Of course, your creative potential will significantly improve as you gain experience and practice in marketing and communication.
We shall teach you how to do the best advertisements!
“What is the good advertisement? The advertisement which you like, because it is well done, or the one which sell more goods?”
David Ogilvy
The need to gain an attention of a consumer and a part of the market, is in the current world harder and more demanding then ever. Demands concerning quality, dynamic planning and management of advertising campaigns are still more important. The rocket start of new media, (especially huge potential of internet) alternative forms of advertising, fusion of different approaches all that creates need for unified marketing communication.
Classical advertisements, public relations, sponsoring, sale support, target sale, wrapping, psychology of retailing, forms of distributions, but also communication within the company, or unique company style, all that is today part and parcel of company communication system.
Graduate of our school will gain
qualified view of all fields in marketing communication, especially he or she will be able to work out complete marketing campaign.
We are able to do that by intertwined subjects of History and Theory of Advertising and Practical Exercises in Club of Advertising. Our students are gaining knowledge through recognising different advertising media (including their strong and weak points) or through psychological laws of human perception, through all of that, they are realizing structured proposals of campaigns. Well chosen examples from an advertising practise include: goods, services, tactics and strategies of successful forms of advertising campaigns. This enables our student to compare their solution with everyday practice. The cornerstone of our education is the need to explain, why good campaigns succeed. Our students also create particular campaigns, especially for community services (let us mention for instance successful cooperation with respected charity Centrum paraple).
Our creed is simple: our ambition is to teach students to do advertisements which people would like to hear about and to talk about.
One of the popular part of our education are discussions, at Club of Advertisement, there students analyse their ideas and approaches with their teachers. They are also made familiar with Czech and international advertising. They regularly visit, not only presentations of important campaigns, but also lectures of leading advertising and marketing producers.
During the study, our students take twice part in two weeks practice in Czech or foreign advertising and marketing and production agencies, because we think that theoretical knowledge without “real live” is unsatisfactory.
Textbook s for students of Michael School
Beginning with the successful ones
The basic outcome and referential point of teaching advertisement in School Michael are works of the most substantial personages of advertising world at home and abroad.
Let us name David Ogilvy, whose main thesis are time proven and although it is possible to argue about them, it is especially important to know them.
From the contrary position we can mention “enfant terrible” of advertising world Olivier Toscani.
As far as the Czech publications are concern the most important are that of Zdeněk Štěpánek, Jiří Mikeš or Jitka Vysekalová.