116-0333/02 – Public Relations (PR)
Gurantor department | Department of Marketing and Business | Credits | 5 |
Subject guarantor | Ing. Tereza Prešnajderová, Ph.D. | Subject version guarantor | Ing. Tereza Prešnajderová, Ph.D. |
Study level | undergraduate or graduate | Requirement | Choice-compulsory type B |
Year | 3 | Semester | summer |
| | Study language | Czech |
Year of introduction | 2019/2020 | Year of cancellation | |
Intended for the faculties | EKF | Intended for study types | Bachelor |
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:
Recommended literature:
Way of continuous check of knowledge in the course of semester
Performing tasks during the exercise, test.
E-learning
Other requirements
Performing tasks during the exercise, test.
Prerequisities
Subject has no prerequisities.
Co-requisities
Subject has no co-requisities.
Subject syllabus:
1. Development of PR and its essence.
2. PR management.
3. Corporate Identity.
4. Media Relations I. (media relations management, spokesperson)
5. Media Relations II (press release, press conference)
6. Internal PR.
7. Corporate publishing.
8. Crisis communication.
9. Sponsorship.
10. Corporate Social Responsibility.
11. Event marketing.
12. Work of PR agencies.
13. PR online.
14. Evaluating the effectiveness of PR.
Conditions for subject completion
Occurrence in study plans
Occurrence in special blocks
Assessment of instruction