116-0333/01 – Public Relations (PR)

Gurantor departmentDepartment of Marketing and BusinessCredits4
Subject guarantorIng. Jana Hodulová, 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

Předmět řeší problematiku Public Relations jako významného nástroje marketingové komunikace. Studenti poznají podstatu fungování tohoto prvku marketingové komunikace a budou schopni analyzovat jednotlivé nástroje PR a prakticky s nimi pracovat. V rámci přednášek je spolupracováno s řadou odborníků na problematiku PR z praxe – jedná se např. o tiskové mluvčí, pracovníky PR agentur nebo odborníky na firemní identitu.

Compulsory literature:

THEAKER, Alison. The Public Relations Handbook. 4th Ed. New York: Routledge, 2012. 512 p. ISBN 978-0415598149.

Recommended literature:

GORDON, Averil, Elizabeth. Public Relations. Oxford: OUP, 2011. 432 p. ISBN 978-0199565740. TENCH, Ralph and Liz YEOMANS. Exploring Public Relations. 3rd Ed. 3rd Ed. Pearson, 2013. 600 p. ISBN 978-0273757771.

Way of continuous check of knowledge in the course of semester

E-learning

Další požadavky na studenta

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 points
Exercises evaluation and Examination Credit and Examination 100 (100) 51
        Exercises evaluation Credit 40  25
        Examination Examination 60  26
Mandatory attendence parzicipation:

Show history

Occurrence in study plans

Academic yearProgrammeField of studySpec.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