{"id":16359,"date":"2023-10-20T18:21:27","date_gmt":"2023-10-20T16:21:27","guid":{"rendered":"https:\/\/www.vskk.cz\/cz\/?page_id=16359"},"modified":"2025-08-11T20:56:07","modified_gmt":"2025-08-11T18:56:07","slug":"workshopy","status":"publish","type":"page","link":"https:\/\/www.vskk.cz\/cz\/o-skole\/urad\/veda-a-vyzkum\/workshopy\/","title":{"rendered":"WORKSHOPY"},"content":{"rendered":"<p style=\"font-weight: 400;\">V roce 2025 zat\u00edm neprob\u00edhaj\u00ed \u017e\u00e1dn\u00e9 workshopy, d\u011bkujeme za pochopen\u00ed.<\/p>\n<p><strong>Archiv:<\/strong><\/p>\n<p style=\"font-weight: 400;\">V roce 2023 prob\u00edhaly na V\u0160KK workshopy pod veden\u00edm pan\u00ed profesorky <strong>prof. Ing. Lucie Sp\u00e1lov\u00e9, PhD.<\/strong><br \/>\nPrim\u00e1rn\u011b byly workshopy ur\u010deny pro v\u0161echny studenty navazuj\u00edc\u00edho magistersk\u00e9ho studia.<br \/>\nOstatn\u00ed studenti se mohli \u00fa\u010dastnit po p\u0159edchoz\u00ed domluv\u011b.<\/p>\n<p><strong>2.&nbsp;11. \u2013 3.&nbsp;11.&nbsp;2023<\/strong><br \/>\n<strong>Guerilla marketing \u2013 workshop<\/strong><\/p>\n<ul>\n<li>Workshop zam\u011b\u0159en\u00fd na identifikaci a interpretaci z\u00e1kladn\u00edch pojm\u016f nekonven\u010dn\u00edch kreativn\u00edch forem marketingu (nap\u0159. bush, ambush, buzz, viral, ambient) a jejich vymezen\u00ed v\u016f\u010di guerrillov\u00e9 form\u011b komunikace.<\/li>\n<li>Na workshopu se student nau\u010dil navrhnout guerrillovou marketingovou kampa\u0148 pro komer\u010dn\u00ed ekonomick\u00fd subjekt nebo nekomer\u010dn\u00ed subjekt (ve\u0159ejn\u00ed aktivist\u00e9\/dobrovoln\u00edci, ob\u010dansk\u00e1 sdru\u017een\u00ed, neziskov\u00e9 organizace a dal\u0161\u00ed).<\/li>\n<\/ul>\n<p><strong>23.&nbsp;11. \u2013 24.&nbsp;11.&nbsp;2023<\/strong><br \/>\n<strong>Kreativn\u00ed soci\u00e1ln\u00ed medi\u00e1ln\u00ed kampa\u0148 \u2013 ateli\u00e9r<\/strong><\/p>\n<ul>\n<li>V ateli\u00e9ru studenti navrhovali a realizovali kreativn\u00ed soci\u00e1ln\u00ed marketingovou kampa\u0148 na zvolen\u00e9 t\u00e9ma (nap\u0159. du\u0161evn\u00ed zdrav\u00ed ohro\u017een\u00fdch skupin obyvatelstva, zv\u00fd\u0161en\u00ed ekologick\u00e9ho chov\u00e1n\u00ed ob\u010dan\u016f m\u011bsta Praha, um\u011bl\u00e1 inteligence a du\u0161evn\u00ed vlastnictv\u00ed, digit\u00e1ln\u00ed senior, rizika fenom\u00e9nu tzv.<br \/>\nterapeutick\u00e9ho jazyka, medic\u00ednsk\u00e9 dezinformace a hoaxy, fitness z\u00e1vislosti, genera\u010dn\u00ed bubliny, &#8230;)<\/li>\n<li>Studenti p\u0159i tvorb\u011b vyu\u017eilii v\u011bdomosti ze s\u00e9miotiky (ikona, index, symbol, intertextualita) a mohli tyto poznatky aplikovat v&nbsp;oblasti brandingu (tvorby zna\u010dky) a v&nbsp;medi\u00e1ln\u00edm konceptu participativn\u00edho marketingu (UCG \u2013 obsah vytv\u00e1\u0159en\u00fd u\u017eivateli).<\/li>\n<\/ul>\n<p><strong>8.12.&nbsp;a 15.&nbsp;12.&nbsp;2023<\/strong><br \/>\n<strong>Gamifikace jako faktor zvy\u0161ov\u00e1n\u00ed anga\u017eovanosti a loajality k&nbsp;zna\u010dce \u2013 workshop<\/strong><\/p>\n<ul>\n<li>Obsah vzd\u011bl\u00e1v\u00e1n\u00ed ve form\u011b workshopu reflektoval zvy\u0161uj\u00edc\u00ed se trend p\u0159enosu princip\u016f gamifikace do nehern\u00edch oblast\u00ed. Hern\u00ed my\u0161len\u00ed, motivace a design byli diskutov\u00e1ny v&nbsp;oblasti marketingov\u00e9 komunikace, tzv. modern\u00edho brandingu v&nbsp;aspektu zvy\u0161ov\u00e1n\u00ed anga\u017eovanosti a loajality ke zna\u010dce. Zvl\u00e1\u0161tn\u00ed pozornost byla v\u011bnovan\u00e1 teoretick\u00e9mu paradigmatu participace recipient\u016f medi\u00e1ln\u00ed komunikace \u2013 tzv. digit\u00e1ln\u00edch prozumer\u016f.<\/li>\n<\/ul>\n<p>&nbsp;<\/p>\n<p>Projekt byl podpo\u0159en z&nbsp;finan\u010dn\u00edch prost\u0159edk\u016f Evropsk\u00e9 unie a realizov\u00e1n za finan\u010dn\u00ed spolu\u00fa\u010dasti Evropsk\u00e9 unie prost\u0159ednictv\u00edm N\u00e1rodn\u00edho pl\u00e1nu obnovy a Ministerstva kultury.<\/p>\n<p><img decoding=\"async\" class=\"alignnone wp-image-16360 \" src=\"https:\/\/www.vskk.cz\/cz\/wp-content\/uploads\/sites\/2\/2023\/10\/Plan-obnovy-1200x237.jpg\" alt=\"\" width=\"756\" height=\"149\" srcset=\"https:\/\/www.vskk.cz\/cz\/wp-content\/uploads\/sites\/2\/2023\/10\/Plan-obnovy-1200x237.jpg 1200w, https:\/\/www.vskk.cz\/cz\/wp-content\/uploads\/sites\/2\/2023\/10\/Plan-obnovy-300x59.jpg 300w, https:\/\/www.vskk.cz\/cz\/wp-content\/uploads\/sites\/2\/2023\/10\/Plan-obnovy-768x151.jpg 768w, https:\/\/www.vskk.cz\/cz\/wp-content\/uploads\/sites\/2\/2023\/10\/Plan-obnovy-670x132.jpg 670w, https:\/\/www.vskk.cz\/cz\/wp-content\/uploads\/sites\/2\/2023\/10\/Plan-obnovy-200x39.jpg 200w, https:\/\/www.vskk.cz\/cz\/wp-content\/uploads\/sites\/2\/2023\/10\/Plan-obnovy-770x152.jpg 770w, https:\/\/www.vskk.cz\/cz\/wp-content\/uploads\/sites\/2\/2023\/10\/Plan-obnovy-270x53.jpg 270w, https:\/\/www.vskk.cz\/cz\/wp-content\/uploads\/sites\/2\/2023\/10\/Plan-obnovy-180x35.jpg 180w, https:\/\/www.vskk.cz\/cz\/wp-content\/uploads\/sites\/2\/2023\/10\/Plan-obnovy-600x118.jpg 600w, https:\/\/www.vskk.cz\/cz\/wp-content\/uploads\/sites\/2\/2023\/10\/Plan-obnovy.jpg 1466w\" sizes=\"(max-width: 756px) 100vw, 756px\" \/><\/p>\n","protected":false},"excerpt":{"rendered":"<p>V roce 2025 zat\u00edm neprob\u00edhaj\u00ed \u017e\u00e1dn\u00e9 workshopy, d\u011bkujeme za pochopen\u00ed.&hellip;<\/p>\n","protected":false},"author":9,"featured_media":0,"parent":6182,"menu_order":9,"comment_status":"closed","ping_status":"closed","template":"","meta":{"_acf_changed":false,"episode_type":"","audio_file":"","cover_image":"","cover_image_id":"","duration":"","filesize":"","date_recorded":"","explicit":"","block":"","itunes_episode_number":"","itunes_title":"","itunes_season_number":"","itunes_episode_type":"","filesize_raw":"","footnotes":""},"class_list":["post-16359","page","type-page","status-publish","hentry"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v26.3 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>V\u0160KK - Vysok\u00e1 \u0161kola kreativn\u00ed komunikace<\/title>\n<meta name=\"description\" content=\"V\u0160KK - Vysok\u00e1 \u0161kola kreativn\u00ed komunikace - Jedna \u0161kola, stovky p\u0159\u00edle\u017eitost\u00ed. 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