116-0356/01 – Media Communications (MEK)

Gurantor departmentDepartment of Marketing and BusinessCredits5
Subject guarantorIng. Jaroslav Urminský, Ph.D.Subject version guarantorIng. Jaroslav Urminský, Ph.D.
Study levelundergraduate or graduateRequirementChoice-compulsory type B
Year3Semestersummer
Study languageCzech
Year of introduction2019/2020Year of cancellation
Intended for the facultiesEKFIntended for study typesBachelor
Instruction secured by
LoginNameTuitorTeacher giving lectures
URM003 Ing. Jaroslav Urminský, Ph.D.
Extent of instruction for forms of study
Form of studyWay of compl.Extent
Full-time Credit and Examination 2+2

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:

KATZ, H. Media Handbook. A Complete Guide to Advertising Media Selection, Planning, Research, and Buying. 7th ed. London: Routledge, 2019. 256 p. ISBN: 978-1138352636. PAVLIK, V. John and Shawn McINTOSH. Converging Media: A New Introduction to Mass Communication. Sixth edition. New York: Oxford University Press, 2019. ISBN 9780190646653. OLIVER, Beth Mary, RANEY, A. Arthur and Jennings BRYANT. Media Effects: Advances in Theory and Research. 4th edition. New York: Routledge, 2020. ISBN 9781138590229.

Recommended literature:

GESKEY, Ronald D. Media Planning & Buying In the 21st Century. Scotts Valley: CreateSpac, 2011. 552 p. ISBN: 978-1456505301. KATZ, H. Media Handbook. A Complete Guide to Advertising Media Selection, Planning, Research, and Buying. 7th ed. London: Routledge, 2019. 256 p. ISBN: 978-1138352636. PAXSON, Peyton. Mass Communications and Media Studies. New York: Imprint, 2010. 264 p. ISBN 9781441108951.

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

Full-time form (validity from: 2019/2020 Summer semester)
Task nameType of taskMax. number of points
(act. for subtasks)
Min. number of pointsMax. počet pokusů
Credit and Examination Credit and Examination 100 (100) 51
        Credit Credit 35  20
        Examination Examination 65  30 3
Mandatory attendence participation: Compulsory participation in exercises - 70%.

Show history

Conditions for subject completion and attendance at the exercises within ISP: Conditions: Seminar work and its presentation; Exam test Participation in the exercises is not necessary.

Show history

Occurrence in study plans

Academic yearProgrammeBranch/spec.Spec.ZaměřeníFormStudy language Tut. centreYearWSType of duty
2024/2025 (B0414A050001) Marketing (S01) Marketing Communication MKO P Czech Ostrava 2 Compulsory study plan
2023/2024 (B0414A050001) Marketing (S02) Marketing and business P Czech Šumperk 3 Choice-compulsory type B study plan
2023/2024 (B0414A050001) Marketing (S02) Marketing and business P Czech Ostrava 3 Choice-compulsory type B study plan
2023/2024 (B0414A050001) Marketing (S01) Marketing Communication MKO P Czech Ostrava 3 Compulsory study plan
2022/2023 (B0414A050001) Marketing (S02) Marketing and business P Czech Ostrava 3 Choice-compulsory type B study plan
2022/2023 (B0414A050001) Marketing (S01) Marketing Communication MKO P Czech Ostrava 3 Compulsory study plan
2022/2023 (B0414A050001) Marketing (S02) Marketing and business P Czech Šumperk 3 Choice-compulsory type B study plan
2021/2022 (B0414A050001) Marketing (S02) Marketing and business P Czech Ostrava 3 Choice-compulsory type B study plan
2021/2022 (B0414A050001) Marketing (S01) Marketing Communication MKO P Czech Ostrava 3 Compulsory study plan
2020/2021 (B0414A050001) Marketing (S01) Marketing Communication MKO P Czech Ostrava 3 Compulsory study plan
2020/2021 (B0414A050001) Marketing (S02) Marketing and business P Czech Ostrava 3 Choice-compulsory type B study plan
2019/2020 (B0414A050001) Marketing (S02) Marketing and business P Czech Ostrava 3 Choice-compulsory type B study plan
2019/2020 (B0414A050001) Marketing (S01) Marketing Communication MKO P Czech Ostrava 3 Compulsory study plan

Occurrence in special blocks

Block nameAcademic yearForm of studyStudy language YearWSType of blockBlock owner

Assessment of instruction



2022/2023 Summer
2021/2022 Summer