116-0356/01 – Media Communications (MEK)
Gurantor department | Department of Marketing and Business | Credits | 5 |
Subject guarantor | Ing. Jaroslav Urminský, Ph.D. | Subject version guarantor | Ing. Jaroslav Urminský, 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 characterize the particular elements of the media mix.
2. Specify indicators for measuring media market.
3. Design a media plan.
4. Through measurement and testing to assess effectiveness of media communication.
5. Assess the content of media campaign from a legislative and ethical perspective.
Teaching methods
Lectures
Tutorials
Summary
Students will gain a basic overview of the media environment of the Czech republic (media law, media market – print, radio, television, outdoor) and also the theoretical foundations for media planning. In the context of media planning is solved by determining the media budget, the intensity of the campaign and its timing, media selection and their purchase. Part of the taught subject is also a control and evaluation of implemented media campaigns.
Compulsory literature:
Recommended literature:
Way of continuous check of knowledge in the course of semester
Seminar work, solving of case studies. mid-term test.
E-learning
Studijní opory TpB:
https://lms.vsb.cz/course/view.php?id=72575
Other requirements
Passing the module of Marketing Communication.
Prerequisities
Subject has no prerequisities.
Co-requisities
Subject has no co-requisities.
Subject syllabus:
1. Introduction to the media. Media, media types (TV, radio, print, outdoor, internet, social media), the importance of the media,the media mix.
2. Media in the Czech Republic. Media market, ownership structure in the Czech Republic.
3. Media legislation. Press law. Transmission. Media public services. Quantitative and qualitative restrictions on advertising.
4. Press. Print market. Outdoor. The outdoor advertising.
5. Radio. The radio advertising.
6. TV. TV advertising market. Product placement.
7. Media planning. Basic concepts and principles.
8. Media strategy, media planning, marketing, communication and media goals.
9. Media planning. The setting the budget. The intensity of the campaign.
10. Purchase media and media agencies.
11. Efficiency of the media in campaigns. Monitoring and evaluation of the media plan. Crisis communication with the media.
12. Modern trends and digital media.
Conditions for subject completion
Occurrence in study plans
Occurrence in special blocks
Assessment of instruction