121-0346/01 – Media planning and research (MEPV)

Gurantor departmentDepartment of Economics JournalismCredits3
Subject guarantorMgr. Daniel KöpplSubject version guarantorMgr. Daniel Köppl
Study levelundergraduate or graduateRequirementCompulsory
Year2Semesterwinter
Study languageCzech
Year of introduction2010/2011Year of cancellation2016/2017
Intended for the facultiesEKFIntended for study typesFollow-up Master
Instruction secured by
LoginNameTuitorTeacher giving lectures
KOP0074 Mgr. Daniel Köppl
Extent of instruction for forms of study
Form of studyWay of compl.Extent
Full-time Credit 0+2

Subject aims expressed by acquired skills and competences

to classify research projects to judge a methodology of research projects to give reasons for the use of technologies of research to evaluate the use of research for the target group

Teaching methods

Seminars

Summary

Předmět Mediální plánování a výzkum je koncipován jako seznámení s jedním ze základních nástrojů současné marketingové komunikace a nezbytnou součástí stávajícího mediálního prostředí. Kurz seznamuje posluchače s vývojem mediálního výzkumu a plánování od roku 1837 (kdy je tento obor poprvé definován), přes jeho expanzivní vývoj v období 50. až 60. let minulého století až po současné trendy. Důraz je kladen především na přínos jednotlivých výzkumných projektů a jejich metodologie pro rozvoj mediálního plánování. Pozornost je zaměřená především na moderní techniky a technologie výzkumu konzumace médií (peoplemetry, oční kamery apod.) a využití jejich výstupů pro správné zacílení komunikačního poselství k relevantním cílovým skupinám.

Compulsory literature:

BARON, R., SISSORS, J. Advertising Media Planning. NY: McGrawHill, 2010.

Recommended literature:

KELLEY, L. D., JUGENHEIMER, D. W. Advertising Media Planning, M.E.Sharpe, 2008.

Way of continuous check of knowledge in the course of semester

E-learning

Další požadavky na studenta

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Prerequisities

Subject has no prerequisities.

Co-requisities

Subject has no co-requisities.

Subject syllabus:

1. Acquainting students with one of the basic instruments of the current marketing communication and with the necessary part of the existing media environment. 2. Development of media research and planning since 1837 (at that time this field was defined for the first time) through its expansive development in the period of the fifties and the sixties of the last century up to the current trends. 3. Benefit of research projects and their methodology for the development of media planning. 4. Modern techniques and technologies of media consumption research (people meters, camera eyes and the like) and the use of their outputs for the right targeting of communication messages to the relevant target groups.

Conditions for subject completion

Full-time form (validity from: 2010/2011 Winter semester, validity until: 2016/2017 Summer semester)
Task nameType of taskMax. number of points
(act. for subtasks)
Min. number of points
Exercises evaluation Credit 85  85
Mandatory attendence parzicipation:

Show history

Occurrence in study plans

Academic yearProgrammeField of studySpec.FormStudy language Tut. centreYearWSType of duty
2015/2016 (N6202) Economic Policy and Administration (6202T095) Economics and Law in Journalism P Czech Ostrava 2 Compulsory study plan
2014/2015 (N6202) Economic Policy and Administration (6202T095) Economics and Law in Journalism P Czech Ostrava 2 Compulsory study plan
2013/2014 (N6202) Economic Policy and Administration (6202T095) Economics and Law in Journalism P Czech Ostrava 2 Compulsory study plan
2012/2013 (N6202) Economic Policy and Administration (6202T095) Economics and Law in Journalism P Czech Ostrava 2 Compulsory study plan
2011/2012 (N6202) Economic Policy and Administration (6202T095) Economics and Law in Journalism P Czech Ostrava 2 Compulsory study plan
2010/2011 (N6202) Economic Policy and Administration (6202T095) Economics and Law in Journalism P Czech Ostrava 2 Compulsory study plan

Occurrence in special blocks

Block nameAcademic yearForm of studyStudy language YearWSType of blockBlock owner