1. Teaching Commercial Communications Faculty of International Relations Department of Commercial Enterprise and Commercial Communications Milan Postler 2007

2. History of Teaching 1995: lectures delivered by Jiří Mikeš (AKA president) in the full-time „Advertising“ course 2001: cooperation with the Association of PR Agencies started 2002: teaching students in the Master's programme in the form of a „Commercial communications“ minor specialisation 2007: 5 year anniversary of teaching

3. Range of Teaching One semester programme of intensive teaching From Monday to Thursday, 6 teaching units a day Programme is intended for 25 selected students (English, marketing course graduates – scores, entrance test from marketing, motivation letter etc.)

4. Teachers 3 – 4 academics About 50 top experienced experts Guaranteed by the AKA (Association of Communication Agencies)

5. Form of Teaching Subjects are designed on EACA recommendation (Barcelona Meeting) In the 2005/2006 academic year we adopted the system of European credits ECTS 5 compulsory four-credits subjects

6. Curriculum Commercial Communications and Their Efficiency Consumer Behaviour and Market Psychology Media and Media Strategy Brand Management and Account Management Law and Ethics in Commercial Communications and PR

7. Established partnership AKA - Association of Communication Agencies RPR - Council for Advertising ADMAZ - Association of Direct Marketing and Mail- order Business APRA - Association of PR Agencies ČSZV - Czech Association for Brand Products SIMAR - Association of Marketing Research Agencies UVDT - Union of Press Publishers APSV – Association of Private Broadcasting Providers ČMS - Czech Marketing Society Etc.

8. Students’ Assessment Written tests, team (agency) presentations, oral exams, semestral assignments Team presentations are evaluated by the representatives of selected communication agencies and the principals of advertisements (in compliance with the given brief – campaign's subject)

9. Our Best Students VŠE + AKA Certificate for the best students (state exam + diploma thesis defence with honours ) The best student is given a merit reward – s/he is sent to Roger Hatchuel Lions Academy in Cannes

10. Our Expectations European Commercial Communications Education Foundation start Unification of teaching in the EU Establishing of EACA (IAA?) Certificate Exchange of know - how Scholarships and financial aid from the communication industry

11. Thank you for your attention.