116-0333/01 – Public Relations (PR)

Gurantor departmentDepartment of Marketing and BusinessCredits4
Subject guarantorIng. Tereza Prešnajderová, Ph.D.Subject version guarantorIng. Jana Hodulová, Ph.D.
Study levelundergraduate or graduateRequirementCompulsory
Year2Semesterwinter
Study languageCzech
Year of introduction2010/2011Year of cancellation2018/2019
Intended for the facultiesEKFIntended for study typesFollow-up Master
Instruction secured by
LoginNameTuitorTeacher giving lectures
VAL401 Ing. Jana Hodulová, Ph.D.
Extent of instruction for forms of study
Form of studyWay of compl.Extent
Full-time Credit and Examination 2+1

Subject aims expressed by acquired skills and competences

1. To identify PR as tool of communications mix. 2. To create a press release. 3. To desing appropriate tools for publicity. 4. To plan all activities which are required for event organization. 5. To formulate requirements for cooperation with PR agency.

Teaching methods

Lectures
Tutorials

Summary

The course deals with the issue of public relations as an important tool of marketing communication. Students will learn the essence of the functioning of this element of marketing communication and will be able to analyze individual PR tools and work with them practically.

Compulsory literature:

KELLEHER, Tom. Public Relations. 2nd ed. Oxford: University Press, 2020. 464 p. ISBN 978-0-190-92509-3. PELSMACKER, P., M. GEUENS and J. VAN DEN BERGH. Marketing Communications: A European Perspective. 7th ed. Harlow: Pearson, 2021. 566 p. ISBN 978-1-292-32789-1. WHITAKER, W. R., R. D. SMITH and J. E. RAMSEY. Mediawriting: Print, Broadcast, and Public Relations. 5th ed. New York: Taylor&Francis, 2019. 401 p. ISBN 978-1-138-34178-4.

Recommended literature:

CLOW, Kenneth, E. and Donald BAACK. Integrated Advertising, Promotion and Marketing Communication. 8th ed. New Jersey: Pearson Education, 2018. ISBN 978-01-34484-13-6. LUTTRELL, Regina, M. and Luke W. CAPIZZO. Public Relations Campaigns: An Integrated Approach. Thousand Oaks: SAGE, 2019. 276 p. ISBN 978-1-5063-3251-2. SMUDDE, Peter, M. Managing Public Relations. 2nd ed. New York: Routledge, 2023. 352 p. ISBN 978-1-032-07676-8.

Way of continuous check of knowledge in the course of semester

E-learning

Other requirements

semestral project, solution of individual tasks

Prerequisities

Subject has no prerequisities.

Co-requisities

Subject has no co-requisities.

Subject syllabus:

1. PR History and its position in communication mix. 2. Target groups of PR. 3. PR activities. 4. Media relations. 5. Publicity and how to reach it. 6. Corporate Identity. 7. Press release. 8. Press conference, planing and organization. 9. Public Relations online. 10. Crisis communication. 11. PR agencies. 12. Event marketing.

Conditions for subject completion

Full-time form (validity from: 2010/2011 Winter semester, validity until: 2018/2019 Summer semester)
Task nameType of taskMax. number of points
(act. for subtasks)
Min. number of pointsMax. počet pokusů
Exercises evaluation and Examination Credit and Examination 100 (100) 51
        Exercises evaluation Credit 40  25
        Examination Examination 60  26 3
Mandatory attendence participation:

Show history

Conditions for subject completion and attendance at the exercises within ISP:

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Occurrence in study plans

Academic yearProgrammeBranch/spec.Spec.ZaměřeníFormStudy language Tut. centreYearWSType of duty
2014/2015 (N6208) Economics and Management (6208T062) Marketing and Business P Czech Ostrava 2 Choice-compulsory study plan
2013/2014 (N6208) Economics and Management (6208T062) Marketing and Business P Czech Ostrava 2 Compulsory study plan
2013/2014 (N6208) Economics and Management (6208T062) Marketing and Business (01) Marketing and Business P Czech Ostrava 2 Compulsory study plan
2012/2013 (N6208) Economics and Management (6208T062) Marketing and Business (01) Marketing and Business P Czech Ostrava 2 Compulsory study plan
2011/2012 (N6208) Economics and Management (6208T062) Marketing and Business (01) Marketing and Business P Czech Ostrava 2 Compulsory study plan
2010/2011 (N6208) Economics and Management (6208T062) Marketing and Business (01) Marketing and Business P Czech Ostrava 2 Choice-compulsory study plan

Occurrence in special blocks

Block nameAcademic yearForm of studyStudy language YearWSType of blockBlock owner

Assessment of instruction



2012/2013 Winter
2011/2012 Winter